Creative Brief

LYON SPRINKLERS

DesignerJoel Felix

(209) 227-0636

info@joelfelix.com

www.joelfelix.com

ClientMatthew R. Nelson

Lyon Sprinkler Irrigation Systems

lyonsprinklers@gmail.com

Problem Statement

Identity Aspirations

Parameters

Inspiration Analysis

The Lion

Competition Analysis

Logo Evaluation

Plan of Approach

The Concepts

Refinement 1

Typography

Color Variations

Refinement 2

Final Product

Identity Guidelines

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LYON SPRINKLERS

* Identity Aspirations developed by Sylvia Harris, information design strategist.

PROBLEM STATEMENT

“SAVE THEM MONEY, & THE ENVIRONMENT THROUGH CONSERVATION MINDED TECHNIQUES.”Matthew Nelson is the owner of Lyon Sprinkler Irrigation Systems in Bountiful

Utah. Lyon Sprinklers offers irrigation and sprinkler-system repair and optimi-

zation at an affordable rate while also practicing conservation-minded tech-

niques that benefit both their clients and the environment. We will start with an

evolutin of the current “lion” logo and moving into establishing touch-points like

website, business system, and new-identity campaign.

It is our goal during this process to develop an identity that communicates to the

core audience. By establishing Lyon Sprinklers as a “brand” (for lack of a bet-

ter word) over time, we will position it to compete with other larger well known

named landscaping companies. Together with Matt’s inspiration and guidance

we seek to develop an identity that speaks to his target audience and engages

them on a personal level allowing Lyon Sprinklers to play an integral role in their

irrigation/environmental needs.

Express the kind of group you are.

Reassure the public that you are who you say you are.

Connect your group to images and ideas.

Serve as the thread for equity building over time.

Provide consistency over communication channels.

Make people act.

Change people’s minds.

Make new friends.

Embody every message for everybody.

Respond to current events.

What a new identity can do

What a new identity cannot do

IDENTITY ASPIRATIONS *

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PARAMETERS/APPLICATION

THE PARTICULARSApart from conveying the core values of your company, a good identity must work

across multiple forms of communications. A strong logo will be able to stand up in

black and white as well as in color. It also must be able to be able to translate well

across both print and web applications and withstand reduction. A logo has many

variables that need to be included in order for it to be successful. Things such as

color, typography, negativespace and shape all play a part in how the logo is inter-

pereted, and the overall message it sends.

While a “Timeless” logo is difficult (maybe even impossible) to acheive, what we

can do is to make sure that the logo and overall identity is adaptable to its sur-

roundings and trends of the time. Things such as packaging, business systems,

specialty printing methods and social media will be kept in mind to make sure

that it is both beautiful and flexible.

Color Palette

Whitespace

Attention to Typography

Adaptability

Shape & Form

Social

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LOGO VARIABLES

INSPIRATION ANALYSIS

We often look at a logo or an artwork that catches our eye and appreciate its

beauty, but seldom do we slow down and analyze what it is about that font, or that

logo, or that artwork that really grabs our attention. This quick analysis will help

us to figure out what you are drawn to.

From the small sample of images gathered, we are give an insight into styles that

may be relevant to solving the design or your logo. While doing research I found

that many competitive companies do use the “water-droplet” reference. Since the

market is already saturated with that idea, I agree with your desire not to go in

that direction. You also mentioned the desire to create an evolution of the current

Lion logo, so I gathered what I felt were a few of the best examples of how a very

old symbol can be made modern. Preference of style can be very subjective, but if

we make sure that our chosen direction is aimed at your target audience then we

have a better opportunity of making sure that the logo both reflects your compa-

ny and attracts the desired clientele. After sorting the logos based on similarities

we’re left with a list of elements that our eyes are drawn to.

Repeating Forms

Enclosed shapes

“icon” style marks

Circlular forms

Simple Lines

Lion Illustration

Sans Serif Fonts

Nature Reference

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INSPIRATION ANALYSIS

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The lion is a symbol for deathless courage, strength, fearlessness, bravery and

royalty. Its body has been used in mythological creatures and in most cases when

composing the body of the sphinx in Egyptian community.

Seen as the lord of the land, the lion is compared to the Eagle which is supreme in

the air. Lion is one of the favorite symbols of leadership, warriors and emperors.

It is not only seen as a leader on earth but also in the spiritual realms. The lion

has speed, is alert and has power, this represents all that is majestic. Just like the

eagle, Kings and emperors have long included it on their coat of arms to symbol-

ize supreme strength.

Because of its noble character, strength and courage, the lion’s totem represents

great power humans may have like self-control and balance of life which leads

to own personal power. The lion has many valuable lessons to teach us and these

lessons remain the symbols that they are associated with: self control, personal

strength and courage and balance.

Loyalty

Dignity

Royalty

Heraldry

Honor

Leadership

Strength

Courage

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THE LION

INSPIRATION ANALYSIS

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COMPETITION ANALYSIS

MAINSCAPEMainscape, was founded in 1980,

and has grown into one of the leading

landscape management companies in

America. For over 15 years Mainscape

has consistently ranked in the Top 100

Companies by Lawn and Landscape.

The company’s strengths and successes

are centered on partnering with the

customer to provide the highest stan-

dard of customer satisfaction.

Nature Reference

Sans-Serif Font

Geometric forms

Containing Shape

Two-Color

Simplified Illustration

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COMPETITION ANALYSIS

VALLEY CRESTValley Crest began over 50 years ago

as a neighborhood landscape retail

nursery in North Hollywood, Ca. It’s

grown to include Schools, Highways

and Landmark projects around the

United States.

It’s goal is to be the only national

landscape company to provide its com-

mercial clients with a full portfolio of

services encompassing design, build

and maintenance,

Circular Forms

Symmetry

Abstract Nature Reference

Sans-Serif Font

Spiral Movement

Clean & Professional

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LOGO EVALUATION

Lion rampant

position

Blue / Grey

professional color palette

Simplified Silhouette

Professional Color Palette

Lion full of symbolic meaning

No reference to genre of work

Feels outdated

No type associated with logo

Logo does not reduce in size well

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Upon evaluating the current Lyon Sprinklers logo I found several positive design

elements that I’d like to include in our concept development. I’ve also found

some things that I think we can improve upon. After reading your answers to the

questionnaire and getting your input, I feel that the current logo is not up to your

expectations and doesn’t fully meet the desired image of Lyon Sprinklers.

The logo itself is a silhouette of a lion often found in ancient heraldic crests. The

lion has a lot of symbolic reference that can be relevant to your business model,

(such as Honor Leadership Strength, etc.) but because of it’s historic reference it

does need to be made relevant to today’s current logo criteria.

There also needs to be a logo-type paired with what ever symbol we come up

with for Lyon Sprinklers. I’ll also keep in mind diversity of application and make

sure that symbol and type can be used in alone as well as in conjunction with one

another.

EVALUATION

PLAN OF APPROACH

As stated before there were several positives from the current logo that I’d like to

try and push further and expand upon. I will try approaches that keep in mind

the list of keywords listed to the right.

My goal will be to used your desired symbol of a heraldic lion and update his look

to communicate better in today’s branding standards. I will keep with simplified

illustrations and choose colors that keep with conveying a sense of professional-

ism and modern sensibility.

PLAN OF APPROACH

MODERNLION

TECHNOLOGYINTELLIGENT

WATERRESPONSIVE

SAVVYPROFESSIONAL

FRIENDLY

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In the following pages you’ll see four examples/concepts, that I felt were strong

enough to pursue and different enough to provide you with options on how to

solve this design problem. The color has not been fully worked out yet but and can

be changed in the next phase of edits.

I concentrated on developing a simple mark that would hold up well in both print

and web applications. You’ll see several different interpretations of the heraldic

lion with a modern look and feel. Please review the following concepts and take

note of any of the logos that resonate with you.

Modern

Heraldic Lion

Technology

Intelligent

Water Wise

Professional

Responsive

Savvy

Friendly

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THE CONCEPTS

Please keep in mind the keywords above when evaluating the proceeding logo concepts.

THE CONCEPTS

Key words

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CONCEPT // 01

CONCEPT // 02

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CONCEPT // 03

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CONCEPT // 04

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REFINEMENTS

Approved Concept

Refinements

Typography

Color

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APPROVED CONCEPT

APPROVED CONCEPT

The logo on the left has been approved by both you (the client) and I (the de-

signer), to be further refined. The next phase of revisions will focus on refining

the Lion logo, pairing it with the right typefaces and exploring color variations.

Of the typefaces you suggested I think the FF Karbin Display Black is the best

option to consider. If you feel it is the best of the following variations It will be

licensed for use and will be added as a line item in the final invoice. It will also

be included in the final deliverables for you to use on your computer and for any

other future promotional materials.

Refine the Lion

Explore Color Variations

Explore Type Variations

License font if applicable

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Refined Focus

FF Karbin Display Black ($45) www.fontfont.com

*Entire Karbin Family - 10 fonts ($309)www.fontfont.com

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APPROVED

Can we flip on the vertical axis so the lion is facing the other direction.

The text should say “Sprinklers & Irrigation” not “Sprinkler & Irrigation”

Other possible word choices could be “Lyon Sprinklers” or Lyon Sprinkler

Irrigation Systems.”

I like the Holden logo in the brief, in the Inspiration Analysis section, as it

has a mane with some texture to it.

Can you show me a few more typography examples. Feel free to mix fonts

(like in #2 with the serifed above and sans-serif below).

REFINEMENT

REFINEMENT

* Before

Full Lion Edited

* After

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FIND THE RIGHT TYPE

Neutraface Display Slab Titling

Cholla Slab Bold

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Bender Inline

FF Karbin Display Black

FIND THE RIGHT TYPE

Neutraface Display Slab Titling

Cholla Slab Bold & Interstate Black Condensed

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Bender Inline & Bender Solid

FF Karbin Display Black & Triplex Serif

FIND THE RIGHT TYPE

Earthy

Regal

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Aquatic

Warm

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FINAL PRODUCT

Primary Logo

SPECIAL VARIATIONS

Secondary / Alternate Logo Versions

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IDENTITY GUIDELINES

Color Palette

Blue Indicates Clear Space

which must be kept free

from other elements.

Grey padding indicates a

preferable Safe Zone.

Magenta Indicates type

element alignment and

boundaries.

Primary Logo

*The minimum required clear space is defined by the measurement ‘X’ equal to double the height of the lower type treatment

*These colors shown here may not accuratley reflect the pantone standard matching system. For best result please refer to a PMS swatch book.

PMS 309C PMS 3125C

C=83

M=0

Y=21

K=0

C=100

M=64

Y=65

K=60

30%GREY

70% 50%70%

50% 70%50%

30% 90%30%

Typography

IDENTITY GUIDELINES

Alternate Logo Versions

Bender Solid

Bender Inline

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DIGITAL FILES

Logos (B/W & Color)

Secondary Logos

Font Files

ASE. Color Files

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Included Files

www.joelfelix.com