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Logo Design Graphic Design Coursework

Logo with orange fire over brown text saying Blaze
Logo with black fire over black text saying Blaze

Challenge

Create a brandmark for a fake social media network called “Blaze” targeted at Generation X.

Rationale

Blaze views itself as fun, irreverent, and quirky. Fire and flames on the other hand are generally not seen in that light. So, one of the challenges was to present a blazing fire in a light and non-threatening manner. Here we have accomplished that with a very symmetrical, cartoonish flame whose center part can also be read as a smile. Additionally, the shape of the flame brandmark has a little bit of an Easter egg homage to the symbol of the Rebellion in Star Wars which I believe will resonate a bit with this generation that grew up with the original trilogy. Coupling that fun flame brandmark with a very geometric, sans-serif font helps to tone down any of the negative connotations of fire. Additionally, these fonts are in line with the preferences of our target audience and the norms of our market and competition.

Critique

Given more time, I might have considered more interesting takes on Blaze. I did try something that played on trailblazing and a blazing sun but ultimately it proved too ornate for a brandmark as the idea didn't scale well.