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When 30-year-old Jennier Diamond quietly
passed away o appendiceal carcinoma, arare orm o cancer, on July 23, 2002, she let
behind amily, riends and a gentle legacy o
graceulness and love. And she let her ather
Harvey with a missionto share the knowledge gained
rom this experience with others. So was born the Jennier
Diamond Foundation, which would be dedicated to
helping people win the ght against all orms o cancer.
Soon ater, designer Karen Barranco was retained to give
Jenniers oundation a public image. The beautiul logo she
made is a textbook lesson in how to design or a clientand
work to a shared, creative vision. The process begins not on
a computer but ace to ace with the client, or as long as
it takes, listening, building rapport, understandingand
sharingthe mission. Heres how she did it:
Design rom a creative brieTo know i youve reached a design goal, you must frst know whatthe goal is. Heres where to start answering that.
Write it down The creative brie is the blueprint or
the project. It is a collaboration o designer and client. It
includes a project overview, goals, messages, audience
description, budget, schedule, and so on. The act o writing
all this down means that everyone has talked through and
agreed on what the design is to embody.
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Listen
When you meet your client, yourmost important tools are your ears.
Hear who they areand what theyre
saying. As you proceed together,
talk about the goals or the design.
(Which is dierent rom what the
design should looklike.) Develop
the creative brie. Keep it short. Use
clear headlines and bulleted lists.
Project description
The project description is a brie summary o what
were doing and why. Because dragonies had sym-
bolic meaning to Jennier and her amily, the deci-
sion was made at the outset that a dragony would
be central to the image, so it was included here.
Meanings
What is the symbolism o the dragony? Dont
assume you know. Listen to your client. Participate;
fll in the gaps with research, but check your results
with the client. Think in metaphors, which helps you
avoid becoming too literal. Avoid clichs.
project DeScrIptIoN
This identity will capture the true essence o Jennier Diamonds legacyto help people with rare cancers to be strong, inormed and promote
healing through mind and body connections and will set the tone or
all uture design applications. This identity will use the metaphor and
symbolism o the Dragonfy as the healing messenger, intertwined with
the ollowing meanings:
pwfl
The Dragonfy is an important insect in legend, where they are creatures
with supernatural powers.
psiy and HamnyThe Dragonfy represents the powers o light and transormation, and
the ability to see through illusion. The dragonfy teaches a ree and joyul
sense o being.
Infmd
The Dragonfy teaches us to apply the art o knowledge to our own
questions and situationsto remember things are never completely as
they seem.
Abiliy b psiiv
The shiting movement, energy, orm, and color o its iridescent wings
open vague memories, reminding us o alternative perspectives.
cmmnia
The Dragonfy is the essence o change, the messages o enlightenment
and wisdom. It also brings communication rom the elemental world,
nature spirits.
Da Dam
The Dragonfy is the doorkeeper who allows the gates to the dream
dimensions to be opened through the breaking o the physical illusion.
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AuDIeNce
OrganizationtoIndividualnonprot CoreTarget:Individualsand familymemberswithrarecancers
SecondaryTarget:MedicalCommunity
TertiaryTarget:privateandbusinesssectorspotentialdonors
GoALS/project oBjectIVeS
Positionasapremiumnon-protorganizationoperatingin
a niche market.
Attractinterestandrespect.
MeSSAGeS
Conveycondence,trustedguidance,credibility,professionalism
Projectgrowth,stabilityandtrust
Timelessness/ nottrendy
Conservative,reliable,tasteful,elegant,subtle
Understatedsimplici ty,Cleanandsimplewithminimallines
Feminine,softandwarmwithoutbeingtoogirly
Welcomingandapproachable
Sophisticated,not toorich,though.Embossingmaybetoo
extravagantfornonprot;wecandiscuss.
ApproAcHeS Donotuseacronyms:JDF
UseJenniferDiamondFoundation
Donotincludeinc.
Doesnotvisuallyrelatetocancer
Minimalist/simplisticapproach
Horizontalformat(preferred)
Typographicalsolutionwiththeintegrat ionofasymbol/mark
Exploreusingthedragonyas asymbol
Uptothreecolors,opentomore?
Mustbeusedincolorandb/w
Audience
An image that has meaning to one group may be
meaningless to another. Understand who the audi-
ence is. Let your client guide you. Dont assume you
know the audience or what it is like. Keep in mind
that the frst audience is the client himsel and his
employees and volunteers. They must enjoy their logo
and be proud o it and what it represents. Seriously.
Messages
A logo is a signature, not a marketing program. It
does not need to tell the whole story. Nevertheless,
it has a story to tell. The logo may picture the product
or service. It may be only the name. But it will always
convey an intangibleperhaps a vision or attitude or
eeling. In this, it is similar to clothing; a red suit says
something dierent rom jeans. Write down every-
thing you imagine. This is the artistic step. We must
say visually what words alone cannot.
Approaches
This step is more mechanical than artistic. Write
down what can and cant be done. This helps you and
the client approach the conceptual stage with better
clarity and ocus.
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Get to work
A dragonfy will be central to the logo. A dragonfy in real lie is beautiul butcomplex, and the logo needs to be simple. One way to achieve simplicity is to use
a silhouette. A silhouette must have just the right pose . . .
Side view Its a beautiully
engineered creature, but sticky little
insect legs say bug, not warmth,
emininity or welcome.Front view What is this? Its hard to
tell at a glance, and you probably dont
want it crawling on you.
Top view This is the strongview. Simple, symmetrical,
graceul. No legs, no body parts,
all attention is on those wings.
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Get artistic
The logo must convey many intangible qualities. Fill in the silhouette, then beginworking out lines and shapes; each small variation will say something different.
Angled edges Flattening the curves
yields somewhat crystalline shapes.
The idea is interesting, but here it
appears heavy and masculine, which
we dont want.
Abstract Sharp points and fat head
look too much like a nail or a plant. The
tapered body, however, shows potential;
it lightens the weight o the silhouette, a
eminine quality.
Rotate Upright orientation is natural to
our eye, because its the most like us.
In this position, the dragonfy appears
balanced, motionless, stable, standing
like an object to be admired, almost as
i were viewing a statue.
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Continuous line, simplifed The
complex, single line is replaced with a
simplifed line, which oten yields bet-
ter results but here does not. Yet while
the single wings look nothing like a
dragony, they do suggest an angel.
Abstract, outlined Pointed wings take
the angel idea urther. Four wings say
dragony, but the image has now morphed
into a symbol and is no longer an insect.
The lines can also be seen as single wings
in motion. The taper has returned.
Continuous line Single line makes
a uid image, sweeping and graceul,
like a spinning ballerina. This image is
light but airly abstractwere losing
the sense o a dragonybut its
attributes are desirable.
Push
Because lighter is better, push that direction. Lighten it more by outlining the silhouette.Listen to what the lines are saying. As you work, pay attention to small improvements.
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Arms added Two curves
become arms that are open
in gentle welcome . . .
. . . and a circle becomes ahead. The body is widened into
a tapered diamondwhich, o
course, has its own symbolism
and the image has become beau-
tiul. This sketch was shown to
the client, who loved everything
except one detail . . .
Converging lines are deleted
because they reminded Harvey
o the tubes that were attached
to Jennier at the hospital.
Expand
Two lines and a circle are a breakthrough. The image not only has dragonfysymbolism but acquires that o an angelic gure, too, clearly eminine.
Flat head The wings are sleek
and pretty, but the blunt head
still looks like a nail. Although
unfnished, key at this point is
that the design has developed
a clear direction.
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Render
Rene on the computer. A single line weight lends strength and posture and tiesthe two chie imagesJennier and dragonfytogether.
Floating like an angel Tapered base
conveys weightlessness.
Position o arms Open arms welcome;
clasped hands portray care, watchulness.
The fnished symbol is a beautiul blend
o images, simple, engaging, timeless, powerul.
It connects on many levelsinviting, caring,
confdent, dignifed, angelic and so on.
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Type
Mighty Trajan, rst inscribed in stone on Emperor Trajans column in Rome, hasthe dignity and stability that bets a premium cancer oundation.
The stable centerCentered type reinorces the
symmetrical symbol. Centering is robust, stable, motionless,
which strengthens the sense o permanence.
Secondary typeace The simple orms
o modern classic Futura Book are crystal
clear and nearly style-neutral. Because othis, Futura makes an excellent complement
to Trajan and many other typeaces as well.
Note its panoramic letterspacing (let).
Main typeace Its seen a lot o
use in recent years, but Trajan is
timelessstrong, permanent, adirect connection to the ancient
past. Its deault letterspacing is
like the engraved column, above.
It can be looser but should not be
tighter than this.
foun
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Color
A colorul dragonfy suggests bright, spring hues, but they would be too active.Muting the colors conveys sotness, proessionalism, trust.
Spring greens Vibrant colors
are pretty but too new and inap-
propriately active to use here. The
solution is to desaturate, which
replaces hue with gray and yields
muted, dusty tones. Note above
that the original colors were eye-
droppered rom the image.
Subdued blues The client
preered to use blue, which sug-
gests lightness, healing, medicine.
Desaturated blue was applied only
to the logo, not the type. The colors
work naturally together because
theyreanalogous (side by side on
the color wheel) and mainly gray.
Too bright
Desaturated
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Our report card
As we have seen, the creative brie gives everyone goals to work toward. And now thatwere done, it provides the measure by which to judge the outcome. Keep in mind that many
goals proessional, or exampleare subjective, and that the client gets a vote.
Does the logo meet the goals?
From the creative brie . . .
Captures the true essence of Jennifer
Diamonds legacy to help people with
rare cancers be strong, inormed and
promote healing . . .
Attractive to individuals and family
members with rare cancers, plus the
medical community and donors
Dragonfy This central eature is
clearly visible in the outcome.
Conveys condence, credibility,
proessionalism
The image is that of a premium
non-proft organization.
It attracts interest and respect.
Conveys stability, trust, credibility
Appears timeless, not trendy
Its conservative, reliable, tasteful,
elegant, subtle.
Its feminine, soft and warm without
being girly.
Its welcoming and approachable.
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President
Harvey Diamond
Vice President
Matthew Diamond
Secretary
Rachel Farley
Treasurer
David Jackel
Board of Dir ectors
Harvey Diamond, Chair
Matthew Diamond
Rachel Farley
Marshall Gelfand
1880 Century Park East 16th Floor Los Angeles, CA 90067 phone 310 551 0800 fax 805 379 2913
www.jenniferdiamondfoundation.org
1880 Century Park East 16th Floor Los Angeles, CA 90067 phone 310 551 0800 fax 805 379 2913
www.jenniferdiamondfoundation.org
1880 Century Park East
16th Floor
Los Angeles, CA 90067
Harvey Diamond
President
1880 Century Park East, 16th Floor
LosAngeles, CA90067
phone 310 551 0800
fax 805 379 2913
www.jenniferdiamondfoundation.org
Envelope White logo on the printed ap is an
impressive touch that draws ull attention to the
message it wordlessly conveys. Manuacturing
the ull-bleed ap requires that the envelope be
printed at, then assembled.
Letterhead
Light colors and small, light type convey a sense
o peaceulness and dignity. Top logo and bottom
address are ar apart, but centered alignment keeps
them connected. Key personnel are on the ar let;
wide line spacing sustains the airiness.
Letterhead, envelope and
business card are designed
as a package; note the logo
and type are the same size
on all three pieces.
Business card
Vertical ormat heightens
the sense o a oating
angel. Aligned-let copy
repeats that on the enve-lope and letterhead.
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Article resources
Typeaces
1 Adobe Garamond Italic
2 Frutiger Roman
3 Futura Book
4 Trajan Pro
Images
Images: iStockphoto
5 (6980328)
6 (7339555)
Colors
PMS 550
PMS 7539
7
8
Harvey Diamond
President
1880 Century Park East, 16th Floor
LosAngeles, CA9006 7
phone 310 551 0800
fax 805 379 2913
www.jenniferdiamondfoundation.org
7 8
1 2 3 4 5 6
Special thanks to the ever-impressive
Karen Barranco or allowing us to morph
her beautiul work into a design lesson.
Developing an image o this caliber is neither
as easy, nor as linear, as a condensed, 123
article makes it appear and oten involves
nail biting and sleepless nights. And, o
course, a true brand is about much more than
a logo. Nevertheless, the principles shownhere are correct and in good order and have
a lot to teach us.
About Karen we can say thisthat i we were
in need o a designer, she would be on our
short list o people to phone. See more o her
workand read about her processon her
Web site, www.specialmoderndesign.com.
Visit the Jennier Diamond Cancer Foundation at
www.jennierdiamondoundation.org .
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Beore & Ater magazine
Beore & Ater has been sharing its practical approach
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has made designers o us all (ready or not), Beore &
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Gaye McWade Associate publisher
Dexter Mark Abellera Sta designer
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ama
gazin
e.c
om
1of
8
Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
When30-year-oldJenniferDiamondqu
ietly
passedawayof
appendicealcarcinoma
,a
rareformofcancer,onJuly23,2002,sh
eleft
behindfamily,friendsandagentlelega
cyof
gracefulnessan
dlove.Andsheleftherfather
Harveywithamissiontosharetheknowledgegain
ed
from
thisexperiencewithoth
ers.SowasborntheJennifer
Diam
ondFoundation,which
wouldbededicatedto
helpingpeoplewinthefightagainstallformsofcanc
er.
Soonafter,designerKaren
Barrancowasretainedtogive
Jennifersfoundationapublic
image.Thebeautifullo
goshe
made
isatextbooklessoninhowtodesignforaclien
tand
work
toashared,creativevision.Theprocessbeginsnoton
acom
puterbutfacetofacew
iththeclient,foraslongas
ittakes,listening,buildingrapport,understandingand
sharingthemission.Heres
howshedidit:
Writeitdown
Thecre
ativebriefis
theblu
eprin
t
for
thepro
ject.Itis
acolla
bora
tion
of
design
er
an
dclient.It
inclu
desapro
je
ctoverview
,goals,m
essages,aud
ience
descrip
tion
,bud
get,sch
edule
,an
dsoon.Th
eactofwritin
g
all
this
downm
eansthatev
ery
on
eh
astalk
edthro
ughan
d
agre
edonwh
at
thedesignis
toem
body.
Design
froma
creativ
ebrief
http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/http://www.bamagazine.com/7/29/2019 Before and After 0680
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Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
AUDIENCE
Org
aniza
tion
toIn
divid
ualn
on
profi
t
CoreTarg
et:In
divid
uals
andfamilym
em
berswithrare
can
cers
Secon
daryTarg
et:M
ed
icalComm
unity
TertiaryTarg
et:
priva
te
andbusinesssectors
poten
tial
don
or
s
GOALS/PROJECTOBJE
CTIVES
P
osition
asa
premiumn
on-profi
torg
aniza
tion
opera
tingin
anich
em
arke
t.
A
ttractin
tere
stan
dre
spect.
MESSAGES
Conve
yconfi
den
ce,trustedguid
an
ce,credibility,
profe
ssion
alism
Pro
jectgrow
th,stability
andtrust
Tim
ele
ssness/nottren
d
y
Con
serva
tive,relia
ble
,tasteful,
ele
gan
t,subtle
Un
dersta
tedsim
plicity,
Clean
an
dsim
plewithminim
allin
e
s
F
eminin
e,soft
an
dw
armwith
outbein
gtoo
girly
W
elcomin
gan
da
pp
roachable
So
phistica
ted,n
ottoorich
,though
.Em
bossingm
aybetoo
extrava
gan
tforn
on
p
rofit;w
ecan
discu
ss.
APPROACHES
D
on
otuseacron
yms:JDF
Use
JenniferDiam
on
d
Foun
dation
D
on
otin
cludein
c.
D
oesn
otvisu
allyrela
te
tocan
cer
Minim
alist
/simp
listica
pproach
H
orizon
talform
at(preferre
d)
Typ
ogra
phical
solu
tion
withthein
tegra
tion
of
asymbol/m
ark
Explore
usingthedra
gonfl
yasasymbol
U
ptothre
ecolors,
ope
ntom
ore
?
M
ustbeusedin
color
and
b/w
Audience
Anim
agethath
asm
eanin
gtoon
egro
upm
aybe
meanin
gle
sstoan
other.
Un
d
erstan
dwh
otheaudi-
en
ceis.Le
tyour
clien
tguid
e
you.Dontassumeyou
knowtheaudienceorwhatitislike.K
eepinmin
d
thatthefirst
audien
ceis
the
clien
thim
self
an
dhis
em
plo
yeesan
dv
olun
teers.T
heym
usten
joytheirlo
go
an
dbepro
udofit
an
dwh
at
itrepre
sen
ts.Serio
usly.
Messages
Alo
gois
asign
ature
,n
otam
arketingpro
gram.It
doesn
otn
eedtotell
thewh
olestory.N
ev
erth
ele
ss,
ith
asastory
totell.Th
elo
go
maypic
ture
thepro
duct
or
servic
e.Itm
aybeonly
the
nam
e.B
utitwill
alw
ays
conve
yanin
tan
gible
perh
a
psavision
or
attitudeor
feelin
g.In
this,itis
similar
to
clothin
g;are
dsuit
says
som
ethin
gdifferen
tfrom
jea
ns.Write
down
ev
ery-
thin
gyouim
agin
e.Thisis
theartisticstep.Wemust
sayvisuallywhatwordsalon
ecannot.
Approaches
This
stepism
orem
ech
anic
a
lthan
artistic.Write
downwh
atcan
an
dcant
be
don
e.Thish
elp
syouan
d
theclien
tappro
ach
thecon
c
eptual
stagewith
better
clarity
an
dfo
cus.
Listen
Whenyoumeetyourclient,your
mostimportanttoolsareyourears.
Hearwhotheyareandwhattheyre
saying.Asyouproc
eedtogether,
talkaboutthegoalsforthedesign.
(Whichisdifferent
fromwhatthe
designshouldlook
like.)Develop
thecreativebrief.K
eepitshort.Use
clearheadlinesand
bulletedlists.
Projectdescription
Th
epro
jectdescrip
tionis
ab
riefsumm
ary
ofwh
at
were
doin
gan
dwh
y.B
ecausedra
gonflie
sh
adsym-
bolicm
eanin
gtoJennifer
an
dherfamily,
thedeci-
sionw
asm
adeattheoutset
thatadra
gonfl
yw
ould
becen
tral
totheim
age,soitwa
sin
clu
dedh
ere.
Meanings
Wh
atis
thesymbolism
of
thedragonfl
y?D
ont
assum
eyoukn
ow.Listen
toyour
clien
t.P
articip
ate;
fillin
thegapswithre
search
,butch
eck
yourre
sults
with
theclien
t.Thinkinm
etaphors,whichh
elp
syou
avoid
becomin
gtooliteral.A
voidclich
s.
PROJECTDESCRIPTION
Thisid
en
titywill
capture
thetru
eessen
ceof
JenniferDiam
on
d
slegacy
toh
elp
peo
plewithrare
cancers
tobestron
g,inform
edan
dp
romote
healin
gthro
ughmin
dan
dbodyconn
ection
san
dwill
settheto
nefor
allfu
ture
design
app
lications.Thisid
en
titywillu
sethem
etaph
oran
d
symbolism
of
theDra
gon
flyastheh
ealin
gm
essen
ger,in
tertwine
dwith
thefollowin
gm
eanin
gs:
Powerful
Th
eDra
gonfl
yis
anim
por
tantin
sectinle
gen
d,wh
ere
theyare
creature
s
with
supern
atural
pow
ers
.
ProsperityandHarmony
Th
eDra
gonfl
yre
pre
sen
ts
thepow
ers
ofligh
tandtransform
atio
n,an
d
theability
toseethro
ugh
illusion
.Th
edra
gonfl
yteachesafre
e
andjoyful
sen
seof
bein
g.
Informed
Th
eDra
gonfl
yteachesus
toapp
lytheartofkn
owle
dgetoour
own
question
sandsituation
s
torem
em
ber
thin
gsaren
ever
com
p
letely
as
theyseem
.
AbilitytobePositive
Th
eshiftin
gm
ovem
en
t,energ
y,form
,an
dcolor
ofitsirid
esce
ntwin
gs
openva
guem
em
orie
s,remin
din
gusof
altern
ative
persp
ectiv
es.
Communicator
Th
eDra
gonfl
yis
theessen
ceof
chan
ge,them
essagesof
enligh
tenm
en
t
an
dwisd
om
.It
also
brin
g
scomm
unica
tionfrom
theelem
en
tal
world,
nature
spirits.
DaretoDream
Th
eDra
gonfl
yis
thedoorkee
perwh
oallow
sthegatestothed
ream
dim
en
sion
stobeo
pen
ed
through
thebre
akin
gof
the
ph
ysicalillu
sion
.
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magazine.com
3of8
Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
Gettowork
Adra
gonfl
ywillbecentraltothelo
go.Adra
gonfl
yinreallifeisbeautifulbut
com
plex,andthelo
goneedstobesimple.Onewaytoachievesimp
licityistouse
asilhouette.Asilho
uettemusthavejusttherightpose...
SideviewItsabeautifully
engineeredcreature,butstickylittle
ins
ectlegssaybug,notwarmth,
fem
ininityorwelcome.
FrontviewWhatisthis?Itsha
rdto
tellataglance,andyouprobablydont
wantitcrawlingonyou.
TopviewThisisthestrong
view.Simple,symmetrical,
graceful.N
olegs,nobodyparts,
allattentionisonthosewings.
Getartistic
Thelo
gomustconv
eyman
yintan
gible
qua
lities.Fillinthesilhouette,thenbegin
workin
goutlinesandshapes;eachsmallvariationwillsa
ysomet
hingdifferent.
AnglededgesFlatteningthecurves
yieldssomewh
atcrystallineshapes.
Theideaisinte
resting,buthereit
appearsheavy
andmasculine,which
wedontwant
.
AbstractSharppointsandflathead
looktoomuchlikeanailoraplant.T
he
taperedbody,however,showspoten
tial;
itlightenstheweightofthesilhouette,a
femininequality.
RotateUprightorientationisnaturalto
oureye,becauseitsthemostlikeus.
Inthisposition,thedragonfly
appears
balanced,motionless,stable,standing
likeanobjecttobeadmired,
almostas
ifwereviewingastatue.
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a
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e.c
om
4of
8
Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
Continuousline,simplifiedTh
e
com
plex
,single
lineisre
pla
cedwith
a
simplifi
edlin
e,which
often
yield
sbet-
terre
sults
buth
eredoesn
ot.Y
etwhile
thesinglewin
gslo
okn
othin
glik
ea
dra
gonfl
y,theydosuggestan
an
gel.
Abstract,outlinedP
oin
tedwin
gstake
theangelid
eafurth
er.F
ourwin
gssa
y
dra
gonfl
y,buttheim
ageh
asn
owm
orph
ed
intoasym
bol
an
disn
olon
ger
anin
sect.
Th
elinescan
also
beseen
assinglewin
gs
in
motion.Th
etaperh
asre
turn
ed.
ContinuouslineSin
glelin
e
mak
es
afl
uidim
age,sweepin
gan
dgrac
eful,
likeaspinnin
gballerin
a.This
imageis
ligh
tbutfairly
abstractw
e
relosing
thesen
seof
adra
gonfl
y
bu
tits
attributesare
desirable.
Push
Becauselighterisb
etter,pushthatdirection.Lightenitmorebyou
tliningthesilhouette.
Listentowhatthel
inesaresaying.Asyouw
ork,payattentiontosm
allimprovements.
ArmsaddedTw
ocurv
es
becom
earm
sthatare
open
ingen
tlew
elc
om
e...
..
.an
dacircle
becom
esa
head.Th
ebodyiswid
en
edin
to
atapere
ddiam
on
dwhich
,of
course
,h
asits
own
sym
bolism
andtheim
ageh
asbecom
ebeau
-
tiful.This
sketchw
asshown
to
theclien
t,wh
olov
edev
ery
thin
g
excepton
edetail...
Converginglinesare
deleted
becausetheyremin
ded
Harvey
of
thetubesthatw
ere
a
ttach
ed
toJennifer
attheh
ospit
al.
Expand
Twolinesandacirc
leareabreakthrough.T
heimagenotonlyhasd
ragonfly
symbolismbutacq
uiresthatofanangelicfigure,too,clearlyfemin
ine.
FlatheadTh
e
wingsare
sleek
an
dpre
tty,but
theblun
th
ead
stilllo
ok
slik
ea
nail.Alth
ough
unfinish
ed,k
ey
atthis
poin
tis
thatthedesign
hasdevelo
ped
acle
ar
dire
ctio
n.
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a
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e.c
om
5of
8
Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
Render
Refineonthecomp
uter.Asinglelineweigh
tlendsstrengthandpostureandties
thetwochiefimage
sJenniferanddragonflytogether.
Flo
atinglikeanangelTa
pere
dbase
conveysw
eigh
tlessness.
PositionofarmsOpen
arm
sw
elc
om
e;
cla
spedh
an
dsportra
ycare
,w
atchfuln
ess.
Thefinishedsymbolis
a
beautiful
blen
d
ofim
ages,simple
,en
gagin
g
,timele
ss,pow
erful.
Itconn
ectsonm
an
ylev
els
invitin
g,carin
g,
confi
den
t,dignifi
ed,an
gelic
andsoon.
Type
MightyTrajan,first
inscribedinstoneonEmperorTrajanscolumn
inRome,has
thedignityandstabilitythatbefitsapremiumcancerfoundation.
Thestablecenter
Cen
tere
dtypereinforc
esthe
symm
etrical
sym
bol.
Cen
terin
g
isrobust,stable
,m
otionle
ss,
which
stren
gthen
sthesen
seof
perman
en
ce.
SecondarytypefaceTh
esimpleform
s
ofm
odern
cla
ssicF
uturaB
ook
are
cry
stal
cle
ar
andn
early
style-n
eutral.B
ecause
of
this,Futuram
ak
esan
ex
cellen
tcom
plemen
t
toTr
ajanan
dm
an
yother
typefa
cesas
well.
Noteits
pan
oramicle
ttersp
acin
g(left).
Maintype
faceIts
seen
alo
tof
useinre
cen
tyears,
butTra
janis
timele
sss
trong,perm
an
en
t,a
dire
ctconn
ection
tothean
cien
t
past.Its
def
aultle
ttersp
acin
gis
liketheen
g
ravedcolumn
,abov
e.
Itcan
belo
oser
butshouldn
otbe
tigh
ter
than
this.
FOUN
0
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a
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e.c
om
6of
8
Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
Ourreportcard
Aswehaveseen,th
ecreativebriefgiveseve
ryonegoalstoworktow
ard.Andnowthat
weredone,itprovidesthemeasurebywhic
htojudgetheoutcome.Keepinmindthatman
y
goalsprofession
al,forexamplearesu
bjective,andthatthecli
entgetsavote.
Does
thelogomeetthegoals?
From
thecreativebrief...
CapturesthetrueessenceofJennifer
Diam
ondsle
gacytoh
elp
peoplewith
rare
cancers
bestron
g,inform
edan
d
prom
oteh
ealin
g...
Attractivetoindividualsandfamily
mem
berswithrare
can
cers,
plu
sthe
medi
calcomm
unity
an
ddon
ors
D
ragonfly
This
cen
tralfe
atureis
cle
arlyvisiblein
theoutcom
e.
Conv
eysconfidence,credibility,
profe
ssion
alism
Theimageisthatofapremium
non-pr
ofitorg
aniza
tion.
Itattractsinterestandrespect.
Convey
sstability,trust,credibility
Appear
stimeless,nottrendy
Itsco
nservative,reliable,tasteful,
ele
gan
t,subtle.
Itsfem
inine,softandwarmwithout
bein
ggirly.
Itswe
lcomingandapproachable.
Color
Acolorfuldragonflysuggestsbright,spring
hues,buttheywouldbetooactive.
Mutingthecolorsc
onveyssoftness,profess
ionalism,trust.
SpringgreensVib
rantcolors
are
pre
ttybuttoon
ew
an
din
ap-
pro
pria
tely
activetouseh
ere.Th
e
solu
tionis
todesaturate
,which
repla
cesh
uewith
g
rayan
dyield
s
muted,dustyton
es
.Noteabov
e
thattheorigin
al
col
orsw
ere
eye-
dro
ppere
dfrom
the
image.
SubduedbluesTh
eclient
prefere
dtouseblu
e,wh
ichsug-
gestsligh
tness,h
ealin
g,
medicin
e.
Desatura
tedblu
ew
asappliedonly
tothelo
go,n
otthetype.The
colors
workn
aturally
together
because
theyreanalogous(sidebysideon
thecolorwh
eel)
an
dm
a
inlygra
y.
Toobrigh
t
Desatura
ted
0
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om
7of
8
Designfromacreativ
ebrief0680
0680Designfromac
reativebrief
President
HarveyDiamond
VicePresident
Matthew
Diamond
Secretary
RachelFarley
Treasurer
DavidJackel
BoardofDirectors
HarveyDiamond,Chair
Matthew
Diamond
RachelFarley
MarshallGelfand
1880CenturyParkEast1
6thFloorLosAngeles,CA90067
phone3105510800
fax8053792913
www.jenniferdiamondfoundation.org
1880CenturyParkEast1
6thFloorLosAngeles,CA90067
phone3105510800
fax8053792913
www.jenniferdiamondfoundation.org
1880CenturyParkEast
16thFloor
LosAngeles,CA90067
HarveyDiamond
President
1880CenturyParkEast,16thFloor
LosAngeles,CA90067
phone3105510800
fax8053792913
www.jenniferdiamondfoundation.org
EnvelopeW
hitelo
goon
theprin
tedfl
apis
an
impre
ssivetouch
thatdraw
sfull
atten
tion
tothe
messageitw
ordle
sslyconv
eys.M
an
ufa
cturin
g
thefull-ble
e
dflapre
quire
sthattheenvelo
peb
e
prin
tedfl
at,
then
assem
ble
d.
Letterhead
Ligh
tcolors
andsmall,ligh
ttypeconve
yasen
se
of
peacefuln
essan
ddignity.To
plo
goan
dbottom
addre
ssare
farapart,
butcen
tere
dalignm
en
t
keeps
them
conn
e
cted.K
eypersonn
el
are
on
thefar
left;
wid
elin
esp
acingsustain
stheairin
ess.
Letterhead,envelopeand
businesscardaredesigned
asapackage;notethelogo
andtypearethesamesize
onallthreepieces.
Businesscard
Vertic
alform
ath
eigh
ten
s
thesen
seof
afl
oating
an
gel.Align
ed-left
copy
repeatsthaton
theenv
e-
lopean
dle
tterh
ead.
Articleresources
Typ
efaces
1A
dobeGaram
on
dItalic
2Fr
utigerR
om
an
3F
uturaB
ook
4Tr
ajanPro
Images
Ima
ges:iS
tock
ph
oto
5(6
98032
8)
6(7
339555)
Colors
PM
S550
PM
S7539
78
Harve
yDiamond
Presid
ent
1880C
enturyParkEast,16thFloor
LosAn
geles,CA90067
phone3105510800
fax8053792913
www.jenniferdiamondfoundation.org
7
8
1
2
3
4
5
6
Specialthankstotheeve
r-impressive
KarenBarrancoforallow
ingustomorph
herbeautifulworkintoa
designlesson.
Developinganimageofthiscaliberisneither
aseasy,noraslinear,asacondensed,123
articlemakesitappearandofteninvolves
nailbitingandsleeplessnights.And,of
course,atruebrandisab
outmuchmorethan
alogo.Nevertheless,the
principlesshown
herearecorrectandingoodorderandhave
alottoteachus.
AboutKarenwecansaythisthatifwewere
inneedofadesigner,she
wouldbeonour
shortlistofpeopletophone.Seemoreofher
workandreadabouthe
rprocessonher
Website,www.specialmoderndesign.com.
Visit
theJenniferDiam
on
dCancerF
oun
dation
at
www.jenniferdiam
on
dfo
un
da
tion.org.
0
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a
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e.c
om
8of
8
Designfromacreativebrief0680
0680Designfromac
reativebrief
Before&Aftermaga
zine
Before
&Afterh
asbee
nsharin
gits
pra
ctical
appro
ach
togra
phic
design
sin
ce
199
0.B
ecauseourm
odernw
orld
hasm
adedesign
ers
of
usall
(readyorn
ot),B
efore
&
Afteris
dedic
atedtom
akinggra
phic
design
un
ders
tan
d-
able
,useful
an
dev
enfunfor
ev
ery
on
e.
JohnMcWadeP
ublish
eran
dcre
ativedire
ctor
GayeMcWadeA
ssoci
atepublish
er
DexterMarkAbelleraStaff
design
er
Before&Aftermaga
zine
32
3Lin
coln
Street,R
os
eville,CA9
567
8
Telephone91
6-7
84-3
8
80
Fax91
6-7
84-399
5
E-mailm
ailb
ox
@bam
agazine.c
om
wwwh
ttp://www.b
am
agazin
e.c
om
Copyright2009Before&Aftermagazine
ISSN1049-0035.Allr
ightsreserved
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aypassalon
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;ple
asecre
d
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&Afterm
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e,an
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letuskn
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ef
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agazin
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