Logo – Identity System Epic Quest

Logo – Identity System Epic Quest



While extremely essential to a business's identity, a logo is just one part of a much larger identity system. Visitor, YOU will be responsible for understanding and creating a new Identity System for an organization.


Learning Outcome Goals

  • Compare the use of the creative process in differing industries
  • Create by exploring a variety of skills and techniques

Suggested Preliminary Quests:

PenTool and Shapebuilder - There are several amazing (short or long) logo design courses available

Custom Logotype

Classroom Reference Books: 

(find them on the bookshelf at front of room)


Remember: All Epic Design Quests require documentation of your design process. Be sure you are very familiar with the design process before beginning any Epic Quest.

To begin this project now you may click Accept.


ALWAYS read the entire quest before beginning to ensure you understand all requirements. Remember the process is worth at least half of the project grade. 


First create your new project page titled Identity SystemNow copy and paste the following as you will need to complete and correctly document these 7 steps of the your design process:

  1. Understand the Problem
  2. Research and Investigate
  3. Generate Possible Solutions
  4. Select AND DEVELOP Best Solution 
  5. Model and Prototype (Create)
  6. Test and Evaluate
  7. Produce



  • Create a new Brand Identity for an entity of your choice, fictitious or authentic. This could be a business, club, organization.
  • Consider NEW and unusual techniques for your designs including non-digital solutions
  • Produce a complete identity system that is client presentation ready
  • Use creative problem solving for a inspired and original solution
  • Demonstrate how you used problem solving skills
  • Explore and demonstrate at least one NEW digital skill (It is not required that you use the skill in your final solution)



Project Requirements & Instruction


1. Consider what the goal of your design is: this is likely done through research as you need to show understanding of an Identity System not just a Logo.

Watch ME

  • What is a brand identity?
  • What things does an identity consist of?
  • Why have you been assigned this project?
  • What will you be communicating?


     Design Process STAGE 2: Research and Investigate

Professional Examples:  1 | 2 | 3 | 4 | 5 | 6 | 7

Always record every resource either as a cited source or a linked resource with documentation on your project page.

Watch ME

2. Research information topic thoroughly

  • Researched your purpose.
  • Research Your business, product, service
  • Know your demographics.
  • What are the ideas your company want to be known for?
  • What does the name mean or signify?
  • How would you define a successful identity? What makes that ONE you love…so special?

My Diigo resource links for:  Logos | Identity | Branding


     Design Process STAGE 3: Generate Possible Solutions

Identity is manifested through four elements:

  1. Products and Services: What you make or sell
  2. Environments: where you make or sell it
  3. Communications: how you advertise and otherwise promote your product
  4. Behavior: how you behave to your employees and the world outside

The balance between these four is rarely equal and it should be a priority early on in any identity design process to determine which predominates. Research and Brainstorm these four categories to determine the focus of your brand.

Now in the early investigation and generating solutions stages try to think about abstract communication in how you can create meaning and communicate through the non-obvious solutions.

  • Design Concept (video to be made)
  • Typographic Exploration  (video to be made)


Watch ME

3. Brainstorm ideas for visual imagery representing elements of your topic — Show your brainstorming as idea webs, clouds, lists, found imagery, small sketches of elements (at least 25-50 ideas, words, elements required)

  • Brainstorm – concepts (what your design is trying to show, say, or communicate)
  • Brainstorm – style, techniques, or even a medium you will use to create the design
  • Brainstorm – colors, objects, patterns, images, or stories that could make a connection to your idea

4. Begin sketching thumbnail ideas for the entire invite.

  • Sketch at LOTS of completely different design options in your sketchbook.
  • Thumbnail sketches should be about small sketches and doodles in sketchbook
  • Designs should be ORIGINAL though inspired! Don’t copy ever!
  • Consider possible color schemes and fonts even if just in notes.
  • Don’t try to be detailed yet. Think simple shapes and graphics
  • Sketch typography
  • Sketch multiple topics


     Design Process STAGE 4: Select and Develop Best Solution

Watch ME

5. Select the best solution

  • notate why you have chosen it
  • Finalize a new detailed sketch of best solutions
  • sketch the composition of entire design plan
  • Focus on possible color schemes
  • Document what Principles and Elements you will utilize
  • Carefully consider fonts to be used (beware of crazy display fonts, they are often cheesy!)
  • How will you create hierarchy of information? (Define what is most important and least important in the design)


      Design Process STAGE 5: Model and Prototype (Create)

6. Begin production of your design

  • Remember Craftmanship matters. It shows you care!
  • All images and illustrations must be original and follow copyright laws
  • Remember to take in-progress screenshots for you project pagerequired
  • Final individual Logo File must be exactly sized: 8″ x 8″ 150ppi as a .jpg
  • Final Presentation Board may be multiple .jpg files that you mount together when printed or it may be a single .jpg composed in Photoshop then printed (all .jpg must be sized correctly for printing at 150ppi)– Include:
    • Primary Logo
    • Logotype, Signature or Secondary logo
    • Business card
    • Letterhead
    • Brand extension elements: uniform, vehicles, signage, product, marketing elements, etc.


     Design Process STAGE 6: Test and Evaluate

7. Self-reflect on your design

  • self-reflect and carefully evaluate your successes and difficulties.
  • How could you take it further?
  • Ask others for their opinions and document the suggestions whether you agree with them or not.
  • Refine or develop elements of the design that can be improved
  • Consider asking the Captain for a brief In-Progress Critique


     Design Process STAGE 7: Produce

8. Turn in the final .JPG and Get it Printed (ask the Captain)

  • Turn Presentation Board into The Captain’s server
  • Submit Final Logo as .jpg below
  • Get final printed and mounted
  • Finalize Project Page with full self-reflection
    • successes
    • struggles
    • improvements
    • what you learned
  • Fill out our self-evaluation sheet for Captain



COMPLETE: FIRST - You need a fully finished project page included all scanned sketchbook work with captions. Turn your your finished artwork to the Captain's Server. Finally Paste the URL to your project page below and you may then click complete.

Great Work Design Agent.

Amazing work, Visitor.

Be Proud.

Go hang the finished piece on the Critique wall at the front of the classroom. Other's need to see what you have accomplished.

MASTERY: To earn your mastery:

  • Get your artwork printed and matted or mounted (If its larger than 8.5 x 11 it will need to be matted or spray mounted. ask the Captain)
  • Have it selected for display in the hall

You are a truly special talent, Visitor!

We have big plans for you!!

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