Today’s topic revolves around effective brand representation and logo scalability. The inspiration for this weeks logo design comes from my Instagram (instagram.com/the_pro_dad). The first step in creating the logo included sketching ideas on a piece of paper before performing several revisions in Adobe Illustrator. The original logo draft (see below) lacked scalability, as my WSU professor and peers kindly pointed out, and the .ai file (Adobe Illustrator) included unnecessary elements such as the “Instagram follow us” icon. To test scalability, I airdropped (file shared .jpg from MacBook Pro to iPhone X) and selected “change profile picture” on my Instagram.
As you can see from the images below, scalability is a concern with the original gray logo when applied as an Instagram profile photo:
In an attempt to simplify the logo I removed all unnecessary elements including the Apple Emoji text and FOLLOW US Instagram icon. The text is still KIONA font (available for download @ https://www.dafont.com/search.php?q=kiona), and the image of the dad and daughter has been merely re-sized (highlight object layer+hold shift+drag corner) to fit inside the “O” within the updated logo text. I believe this change allows for easier brand recognition as the text can easily be read from a distance. You may have noticed that the size and placement of the text have also been adjusted. Instead of using one text layer as seen in the original logo, I have created three text layers, one for “THE,” one for “PRO,” and one for “DAD.” This change allowed me to copy + paste only the “DAD” text outside of the canvas and apply the blending tool to only one text layer (Object > Blend > Blend Option…).
Based on feedback received, the use of gray was also an issue in the original logo. I knew I had to adjust the color, and as a former college basketball player, I was immediately drawn to the use of black & white as seen in the Brooklyn Nets logo. The text image is now easily recognizable, and the logo can now be applied across several social media platforms including Pinterest, Facebook, Twitter, etc., if/when I decide to apply the logo update. As for now, the focus is driving traffic to my Instagram.
Keep reading for a step-by-step guide as to how the updated logo was revised…
For a .pdf version of the steps below, please select the following link:
For a quick refresher on how-to-blend: