STILL FROTHY LOGO

  • ROLES:

    Researcher, Graphic Designer

  • TEAM:

    Myself with some help of my Cal Poly GrC mentor

  • GOAL:

    Learn how to create an effective brand identity through logo design principles and apply them to the non-profit Still Frothy

  • TOOLS/SKILLS USED:

THE PROJECT

For my senior project at Cal Poly SLO, I conducted research in logo design and branding so I could help out the non-profit Still Frothy by providing them with a new logo and getting them started on rebranding.

The goal of this research was to learn how to create an effective brand identity through design principles in logo design in order to give the nonprofit, Still Frothy, a visual identity that reflects their values and mission statement of “shepherd(ing) active beach community lifestyles through events, education, beach preservation, fund raising and charitable contributions” (Still Frothy, 2016)

WHY DID I CHOOSE THIS PROJECT?

I decided to do this particular project because I really wanted my senior project to help out a rad organization that didn't necessarily have the means to hire a designer. Still Frothy is a local central coast surf centered non-profit that focuses on keeping kids stoked on surfing and out of trouble. I myself am a passionate surfer that believes in an active beach life style and all of the amazing benefits that come with it, so choosing to help out Still Frothy was a no brainer!

RESEARCH

BRAND VS LOGO VS IDENTITY

brand vs logo vs identity graphic
  • THE IDENTITY is the whole company, their goals, and their mission. The identity is only internal and how the company views itself. It similar to the entire person, their thoughts and who they are at the core.
  • THE BRAND is the image that others have in their mind when looking at the entire company. It is similar to how people view someone else and their perception of the other's identity.

COLOR, SHAPE & TYPE PSYCHOLOGY

balance graphic

A good logo balances colors, shapes and typography to display the identity of the organization

WHO'S STILL FROTHY

THEIR MISSION STATEMENT

Their mission is "to shepherd active beach community lifestyles through events, education, beach preservation, fund raising and charitable contributions” (Still Frothy, 2016)

original still frothy logo

Still Frothy's original logo

WHAT THEY DO

Still Frothy helps out the local community wherever is needed, whether its a fundraiser, surf contest, surf movie night or financial support for local surfers

THEIR PERSONALITY

Still frothy personality

WHO IS STILL FROTHY HERE FOR?

who is still frothy here for graphic

THEIR TARGET AUDIENCE

I conducted a survey using Google Forms to get a feel for what local surfers in the central coast community thought of Still Frothy and what they are attracted to in a logo.

THE SURVEY

survey responders location

Location

survey responders age

Age

beach activities

Participate in Beach Activities

have heard of still frothy

Have heard of Still Frothy

Favorite Logos

THE DESIGNS

After analyzing the responses from the survey and interviews, I used the information along with the design principles I learned through my research to start sketching my first round of designs.

SKETCHES

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sketches 1
sketches 2
sketches 3
sketches 4
sketches 5
sketches 6
sketches 7
sketches 8

ROUND 1

logos round 1

ROUND 2

logos round 1 logos round 1 logos round 1

START OF ROUND 3

logos round 1

THE ANTI-CLIMACTIC RESULTS

While starting on the third round of designs, the guys at Still Frothy told me that they are going to put this new logo/rebrand on the backburner until they are able to come to a consensus on where they want to take Still Frothy and what they want their image to be. The process of me interviewing the board members and sending in logos for feedback caused them to realize that they had more work to do internally before rebranding and picking a new logo.

However, the project did serve its purpose of being a valuable learning experience working with a client and using background research to justify my designs!

REFLECTION

WHAT WENT WELL

  • All of the background research helped me get a good understanding of the target audience as well as the identity of the client (Or mulitple identities in this case). This really helped point me in the right direction when designing the logos
  • Deliberately using design principles to create my designs helped lead to stronger designs that had specific meanings related to Still Frothy's identity and made it easier for me to explain my design choices to the board members

WHAT CAUSED SOME ISSUES

  • The main biggest issue that forced the project to take a hiatus was that there was a lack of a shared perception of the internal identity of Still Frothy and what they want their new image to be. This made it extremely difficult for me to create a design that fit all of their ideas for what the logo should look/feel like. What I tried to do to combat their mixed identity was use the idea of balance in the design to show the balance of all of the different things Still Frothy does and the different roles they play in their community
  • Because Still Frothy is a non-profit with a purely volunteer based board, the board members were a little slower getting back to me for feedback and they had limited time to meet to discuss where they wanted to take Still Frothy with the rebrand. This led to a way more relaxed timeline than I would like for a project becuase it allowed for a lot more indecisiveness on their end making my job harder

WHAT I LEARNED FROM THIS PROJECT

  • THE BETTER THE RESEARCH, THE BETTER THE DESIGN - I learned that the more I know about the client, their target audience, and design principles, the better and more deliberate my designs will be. It not only makes it easier to design, but it makes it easier to explain my designs to the client
  • COMMUNICATION IS KEY! - Every time I work with a client, I am reminded how important it is to clearly communicate what is going on in the design process and what I need from the client to do my job to the best of my abilities
  • IT TAKES TWO TO TANGO - This process really showed me that I can only do so much as a designer and then it on the client to give feedback and explain what they want. When client has no idea what they want, it makes it impossible as a designer and it is best to give the client time to figure out what they want before proceeding with the design process. As I learned with this particular project, sometimes the client thinks they are ready until the design process starts and then when they start trying to give feedback, they realize that they have more work to do internally before the process can be completed