FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Logo Design Process

Bowlando

6730 Roosevelt AvenueSuite 309Middletown, Ohio 45005

937.260.1312

ctc@deltaxxiv.org

8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Background

Bowlando is a bowling alley in Orlando Florida. Bowlando’s décor themesare inspired by Central Florida’s history and culture.

The company’s target demographics are families with children between8 and 15 years of age.

Bowlando’s competition in the local area include AMF Bowlingand Splitsville.

Archetypes which the company wishes to represent include Average Joe, FunMaker, and Magician.

Bowlando is in need of a logo that represents that nature of the company asan entertaining family activity, an institute of the local area, and expressiveof the bowling alley’s appropriate archetypes.

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Mindmap

Exploring Attributes

Bowlando

Central Florida

Family

Bowling

Entertainment

Beaches

Weather

Tourism

Industry

High Tech

 Aerospace

 Agricul ture

Hurricanes

Hot

Thunderstorms

Theme Parks

Ocean

Children

Parents

Balls

Pins

Beverage, Food

Music

 Arcade Games

Score

Roll

Play

Fall

Strike

Tickets

Prizes

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Mindmap

Exploring Attributes

Bowlando Average Joe

Fun Maker

Magician

Hard Work

Dependable

Supportive

Non-Specialized

Imagination

Fantasy

Flexibility

Innovation

Dreams

Play

Party

Enjoyment

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Competition

AMF Bowling

American Machine and Foundry (AMF) as a company has explored diverseventures. AMF is key to popularizing bowling in the US with the advent of themechanized bowling pin setter during the 1950s.

AMF Bowling represents Innovator and Commander archetypes, with FunMaker only partially realized.

Today, AMF Bowling exists as a legacy brand. However, Bowlando’s localspirit can differentiate the company from AMF Bowling’s fading presence.

Bowlando can emerge as culturally relevant to the Central Florida market.

AMF’s logo is the initials “AMF” crest with a red inverted triangle. One mayassume such has some possible esoteric, industrial meaning that is onlycircumstantially related to bowling in any perceivable way, as the same orsimilar logo variations have been used for products unrelated to bowling.However, bowling pins are arranged in a triangular nature. Also, sometimesthe AMF logo is expanded to include a bowling ball striking pins.

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Competition

Splitsville Lanes

Splitsville Lanes has a few locations in 4 states, 3 of which in Florida. TheOrlando Splitsville occupies a former Virgin megastore. The high-endentertainment complex houses an idea scene for adults including dining,billiards, and nightlife. The experience is presented as up-scale and modern.

The company’s archetypes are Fun Maker, Enlightened, and Magician.

Bowlando can differentiate itself from Splitsville with a more family focusedand friendly angle, especially during later hours.

Splitsville’s logo is simply retro script akin to the 1950’s, which works forit’s experience.

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Mood Board

 Ravie

 Harlow Solid Italic 

FAT FRANK

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Concepts

Loose Sketches

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Concepts

Loose Sketches

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Concepts

Thumbnail Sketches

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Concepts

Thumbnail Sketches

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Concepts

Tight Sketches

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Concepts

Tight Sketches

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Final Logo

Color, White Background

Bowling; what is it? It’s America’s sport. It’s from way back. It’s from the bestdays. We can think about the late ‘80s, ‘90s. There’s an edgy backdrop. It’sa party. This is familiar, yet exciting. We surrendered some ideas that wouldbe different for ideals that would work.

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Final Logo

Color, Black Background

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8/17/2019 FSU Graphic Design BS — 29 Creating Brand Experience — Logo Process

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Final Logo

Black

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