Logo Development
for the City of Fullerton
Submittal 1: Concepts

Prepared for Nicole Coats
Project Manager
Redevelopment ...
Concept basis
The development of a logo mark for the City of Fullerton is based on conversations with Dr. Kohli
Chiranjeev...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
CALIFORNIA

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
CALIFORNIA

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
California

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
California

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
CALIFORNIA

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
California

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
California

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
C A L I F O R N I A

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc...
C A L I F O R N I A

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc...
California

The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No repr...
The concepts in this document are the property of Swinkfly and
it’s affiliate, Mayfield Creative, Inc. No reproduction, us...
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Logo design concepts for Fullerton, California

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Before Axia officially changed their name from Mayfield Creative, they launched an experimental sister company called Swinkfly in partnership with Miami-based X5Studios. One of 5 projects that were completed under the Swinkfly banner was a logo for the City of Fullerton, California.

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Logo design concepts for Fullerton, California

  1. 1. Logo Development for the City of Fullerton Submittal 1: Concepts Prepared for Nicole Coats Project Manager Redevelopment and Economic Development August 7, 2009
  2. 2. Concept basis The development of a logo mark for the City of Fullerton is based on conversations with Dr. Kohli Chiranjeev of I.D. Entity and Nicole Coats from the City of Fullerton. A basis is also derived from review of the City’s General Plan excerpt and the Summary of Quantitive Analysis. We agree that the slogan “Graduate to Better Living” is, by far, the strongest brand message among those included in the student survey. Taking onto consideration the results collected from survey respondents, it is the only one from the series that will set Fullerton apart from other communities. With this in mind, we have made logical assumptions on logo design criteria. 1. 2. 3. 4. 5. 6. 7. 8. The logo must support the slogan “Graduate to Better Living”. It’s general character must be simple, friendly and contemporary. Emphasis should be put on a type treatment with an Icon as a complimentary element. It should be predominately horizontal rather than vertical in format. It must be successful as a single color but can accommodate two to three colors. It must be legible in very small applications. The three most popular colors from the Summary of Quantitive Analysis (green, orange and blue) should be considered. To follow current trends in city branding, the logo should not be made to look like an official “seal” which is an outdated approach. We began developing concepts with the slogan “Graduate to Better Living” in mind. Then we discarded the “graduate” theme and focused more on the orange grove connection which lends itself better to the popular color scheme. All of the concepts in this submittal are presented first in black and white. The strength of each logo is tested without the influence of color. In an internal review, we identified the strongest candidates to receive color treatments.
  3. 3. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 1
  4. 4. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 2
  5. 5. CALIFORNIA The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 3
  6. 6. CALIFORNIA The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 3 - Color
  7. 7. California The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 4
  8. 8. California The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 5
  9. 9. CALIFORNIA The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 6
  10. 10. California The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 7
  11. 11. California The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 8
  12. 12. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 9
  13. 13. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 9 - Color
  14. 14. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 10
  15. 15. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 10 - Color
  16. 16. C A L I F O R N I A The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 11
  17. 17. C A L I F O R N I A The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 11 - Color
  18. 18. California The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 12
  19. 19. The concepts in this document are the property of Swinkfly and it’s affiliate, Mayfield Creative, Inc. No reproduction, use or manipulation of these concepts are allowed unless written consent from a Swinkfly or Mayfield Creative representative is provided. © 2009 All Rights Reserved Concept 12 - Color
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