Taking Steps Together is a nutrition and cooking program for urban families through Hennepin County Medical Center. This program was created to help families learn how to cook healthy meals. This was a branding opportunity that needed a logo, business collateral and deliverables such as a brochure and a postcard.
This was done for a class to help the students see what it was like to work with clients. The clients wanted a very kid oriented and illustrative feel to the logo. After many sketches, the one they chose was one that incorporated food and cooking utensils. Along with the branding, was a need for a standards manual. After many sketches, and through many editing phases of the top sketches; the finalized logo that I came up with was the foot logo shown in closer detail in image 2.
For the process, I started with the logo creation. First step was creating about 100 sketches of possible logo ideas that would fit the idea of what the clients had suggested. An example of some of the process work of the sketches done is shown in image 3-8. Basically this step was really for brainstorming. So even though some of the sketches weren't ideal, it did create more ideas. From there, I had to narrow the sketches to the top five.
Among those five and after many critiques, I kept tweaking the logos. Narrowing the logos to two, I made different minor variations of those two logos. After finalizing the logo, I created the standard manual. In the standard manual, I wrote about brand identity, logo, variations of the logo including font and color as well as collateral information. A few example pages of the standard manual is shown in image 9-11.
Full PDF of the standard manual provided upon request.
I also made a couple of suggestions for collateral that I thought would fit the brand and theme of the program. The last few images are examples of a postcard, a brochure, some business collateral and some fun ones like a soccer ball and notepad.