The goal of this project was to create a strong, modern, and fearless new identity for OC Hawk.
The client wanted something along the lines of a fierce Hawk eye with the pupil as a camera shutter. Overall, the logo should incorporate a HAWK. OC HAWK was chosen because our client started my business in coverage news in Orange County, CA. OC represents Orange County. HAWK came from people always telling him that he had a special eye because he was able to see things they couldn’t (Crimes in progress, police cars, fires etc.) from far away.
The goal of this project was to create a strong, modern, and fearless new identity for OC Hawk.
We explored a variety of different directions, experimenting with different ways to communicate the brand attributes (strong, modern, fearless) and incorporating a hawk and a camera shutter into the brand mark.
We constructed a geometric monogram from the polygon shape that forms from the camera shutter. We followed these lines and created a modern-looking hawk symbol that has a clean side profile as it's 'hunting down the latest breaking news'.
In order to create a clean-looking logo lockup, We used grid lines to make sure everything was balanced, proportionate, and geometric. From the symbol to the logotype, to the brand tagline, this made sure to create a balanced and cohesive visual identity.
Something that is attractive and interesting to look at while still simple and clean enough to be able to apply it to a wide range of different applications such as media pass badges, and apparel like hoodies, hats, and bags. A successful logo for this project is one similar to the Nike logo, which lives on its product and visually enhances it in a stylish manner when applied.
We wanted something modern and simple, so a sans-serif font pairing was appropriate. We knew that we needed a sans-serif with a "geometric structure" that would look "masculine, new, and fresh" for OC Hawk's new look.
Gotham is a geometric sans-serif typeface family designed by American type designer Tobias Frere-Jones with Jesse Ragan and released from 2000. Gotham's letterforms were inspired by examples of architectural signage of the mid-twentieth century. Gotham has a relatively broad design with a reasonably high x-height and wide apertures.
The client wanted his brand to incorporate dark colors. We explored different variations of monochromatic and muted color palettes. In order to create something more modern and stylish, we landed on a dark cool gray, with strong primary hawk-brown color.
In order to showcase how the visual identity we created would live in the real world, we created a series of digital mockups on a variety of products. These mockups range from media badges, business cards, signs, and digital displays
