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Joonhee Park

BFA in Graphics — Graphic Design
Course:
GPRT-252 Communication Design 4: Identity Systems
Faculty:
Simon Johnston

CES Redesign (Concept / WIP)

CES is one of the largest annual tech shows held in Las Vegas featuring 44 different technologies categories. Since the CES has awkward shapes in their logotype and the color value of green and blue isn't compatible with the technology (more related to organic & nature), I decided to portray the dynamic and vibrant values of both technology and the event, with the sharp edges that portray the speed of the technology.
Learning Outcomes:
It was my first time designing a visual system for the brand identity, and it was a learning lesson that the logo design takes so much process with a thoughtful idea of multiple concepts and sketches driven from the identity. Since it is a still work in progress work, I'll try to be more consistent in visual systems and how it works with different deliveries.
Previous logo
Short Logo Lockup
Long Form Logo Lockup w/ Secondary Typography
Color palette: I used saturated colors to represent the energy and exciting contents/ events in CES
Initial 8 posters: I am using the angle of the logo image as a graphic elements, incorporating images with different tonal values in chosen color palette.
Progress of the logo design: starting with Initial keywords for the concept. I chose dynamic and fast for the redesigning concept.
Hand-drawn sketches for each keyword (dynamic/vibrant)
Hand-drawn sketches for each keyword (fast)
Digital logo sketch (first round)
Chosen direction of creating custom typography with slanted shapes for dynamic and speed of the technology
Final revision: short form
Final revision: long form w/ secondary typography