Logo Guide

Organization: MPHTC

SI 520 Homework 6Phase II Lawrence Chang Original: November 11, 2013 Revision: November 25, 2013

Page
1 2 3 4 5 6 7 8 9

Contents
Cover Logotype, Color Palette Typeface, Typography Guide Logotype Scalability Free Space Guide Color Conversion Variations T-shirt Design Design Process Reduced Color Palette Logo

Logotype Design

MICHIGAN PUBLIC HEALTH TRAINING CENTER

Color Palette
Complementary Harmony

Color

RGB
74, 0, 255

CMYK
81, 78, 0, 0

255, 184, 8

0, 31, 100, 0

Typeface

Franklin Gothic Medium

Typography Guide

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890d

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Scalability

MICHIGAN PUBLIC HEALTH TRAINING CENTER

5

MICHIGAN PUBLIC HEALTH TRAINING CENTER

3

MICHIGAN PUBLIC HEALTH TRAINING CENTER

MPHTC

0.5

Freespace Guide

MICHIGAN PUBLIC HEALTH TRAINING CENTER

x/5 x

Color Conversions

MICHIGAN PUBLIC HEALTH TRAINING CENTER

MICHIGAN PUBLIC HEALTH TRAINING CENTER

MICHIGAN PUBLIC HEALTH TRAINING CENTER

MICHIGAN PUBLIC HEALTH TRAINING CENTER

MICHIGAN PUBLIC HEALTH TRAINING CENTER

MICHIGAN PUBLIC HEALTH TRAINING CENTER

T-shirt Design
Logotype Size Recommendation:
Adult TeeFront: 8 wide x 2.43 high
MICHIGAN PUBLIC HEALTH TRAINING CENTER

Adult TeeBack: 10 wide x 11.75 high

MPHTC

Design Process
In Part 1, I generating a design brief for my client, MPHTC. My client desired a logo which contained the state of Michigan, used bright colors but was reducible to one- or two-color variations. MPHTC is based at University of Michigan, Ann Arbor; however, because MPHTC provides training for all of Michigan the color scheme was not limited to Maize and Blue. These color requirements led to a tetradic color harmony which could be reduced to two complementary colors or a single color. A sans serif typography was chosen as this offered a level of formality consistent with that of most other public health training centers. In trying out fonts that lined up well with the other logo elements, I settled on Franklin Gothic for the shape of the letters M, and I, and for not being too wide given I was spelling out the centers entire name. A Medium typeface was chosen to improve readability when scaling. Of the three logos drawn out in Part 1, Option 1 was chosen after receiving feedback from classmates for its simplicity compared to the other options. It also lent itself to use as a black on white logo or white on black logo. The organizations name, Michigan Public Health Training Center, lent itself to inclusion as steps in the logo to reflect the clients training role. The three branches of the public health shield logo (found via web search), inspired the human shapes that would climb the text stairs. Three main human forms were created and tried: the upright bilateral symmetry seen here, a more whimsical version with wider arms, and an active version with legs climbing the stairs. Ultimately the upright version was chosen for its simplicity then juxtaposed next to the silhouette of the state. Page 9 is included to show the client-requested one-color variations of the logo. Revision: I used negative space to make a simpler logo as advised by the professors and also reduced the number of colors used for color palette from four tetradic harmony to two complementary harmony colors.

Public Health Shield

Human Shape Options

Reduced Color Palette Logo

MICHIGAN PUBLIC HEALTH TRAINING CENTER

Color

RGB
255, 183, 20

CMYK
0, 31, 100, 0