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Florida Kids Eat Well

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A series of assignments for one of my graduate courses on Corporate Branding and Identity. We were given a fictional nonprofit called Florida Kids Eat Well, and we had to design logos and a responsive …

A series of assignments for one of my graduate courses on Corporate Branding and Identity. We were given a fictional nonprofit called Florida Kids Eat Well, and we had to design logos and a responsive web site for it, based on information we were given about the organization's mission, goals and target audience.

Published in: Education, Technology, Business

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  • 1. ATTRIBUTES VISION & MISSION KEY SERVICES • Kid-friendly Good nutrition is essential for good health. Poor • Educational activities for kids and teens • Healthful nutrition can lead to serious consequences, which • Tools and information for parents we can already see happening, so it is our goal • Educational to help promote healthy eating habits that will • Resources for educators • Current reverse the current patterns in Florida’s youth. • Current content by medical professionals • Nutritious recipes culinary professionalsTARGET MARKET • Kids and teens • Parents • Educators GOALS • Nutritionists • Create an identity that will • Medical professionals engage children and adults equally. • Culinary professionals FLORIDA KIDS • Develop a visual identityKEY COMPETITORS • Let’s Move! EAT WELL system across media. • Express the organization’s core vision and values. • Yum-o! • Differentiate brand from • Action for Healthy Kids competitors. • Whole Kids FoundationCOLOR LOOK & FEEL TYPOGRAPHYThe primary colors of FKEW are fuchsia, The FKEW brand is clean and yet energetic, Gill Sans MT is highly readable and very clean,gold, clover, and turquoise. The color scheme meant to mirror the organization’s focus on but it also carries interest and personality. It willincludes two very warm colors and two cooler healthy habits. White space is essential, with be used as the primary font for titles, headers,colors, but all of the shades carry with them a bright, colorful highlights and photography to and display content. Where a serif font is needed,sense of youthfulness, energy and fun. The two add life and make organization materials more such as in print documents, Caslon Pro willneutrals best suited to this color palette are dynamic, as well as more appealing to younger complement Gill Sans MT nicely.white and gray, which help to provide contrast audiences.and cleanliness around such bright shades. Richorange is an excellent accent color for FKEWbecause it’s warm, fun, and energetic.
  • 2. LOGOS: INITIAL DESIGNSThe following logos are potential logos, designed to promote the cleanand vibrant image of FKEW. They are meant to be simple for the sake ofversatility, yet colorful and fun so as to appeal even to children.LOGO #1: HAPPY ORANGEThe first potential logo organization’s name sits icon without overwhelmingfeatures a bright, smiling next to the icon and uses the whole logo. The wordsorange. The icon utilizes the serif Gill Sans MT “Eat Well” are featured ina gradient and simple, flat font in a dark grey color larger type to emphasizeshapes, in keeping with the that completements the the nutritional focus of thebrand’s cleanliness. The brightness of the orange organization.
  • 3. LOGO #2: VIBRANT ORANGEThe second potential logo clean and energetic theme of the Happy Orange logofeatures a minimalist orange of the FKEW brand. The (#1) but sized to fit theslice with brightly colored organization name sits width of the icon.segments. The icon is made below the icon and uses theup of flatly colored, simple serif Gill Sans MT font inshapes to keep with the styling very similar to thatLOGO #3: O IS FOR ORANGEThe third potential logo the happy orange icon. It’s must, therefore, carry morefeatures a smiling orange also typed in lowercase, interest on their own. Thepositioned as the “o” rather than the caps of the lowercase letters of thein “Florida.” The word other logos, because the Gill Sans MT font provide“Florida” is largest in this focus of this logo is not the personality and shape torendition of the logo, in icon but the name of the allow the wordform to standorder to allow room for organization. The words alone.
  • 4. RECOMMENDED LOGO: VIBRANT ORANGEThe recommended logo is the “Vibrant Orange,” which features a minimalist orange slicewith brightly colored segments. This logo was chosen because of the versatility affordedby the colors in the graphic.ICONSBelow are examples of the logo as a favicon on a web browser tab and as an icon for iPadand iPhone web apps. FAVICON APP ICON
  • 5. WEB DESIGN: WIREFRAMESThe following wireframes depict the layout of the Florida Kids Eat Well website. They depict a clean site that relies on simple organization and brightcolor to draw viewer attention and attract both adults and children. The site isresponsive, designed so that users can access it from multiple different devices,including a desktop computer, an iPad/tablet, and an iPhone/smart phone. FLORIDA KIDS Kid’s Zone EAT WELL MENU #1 MENU #2 MENU #3 MENU #4 FLORIDA KIDS EAT WELL MENU #1 MENU #2 MENU #3 MENU #4 KID’S ZONE This will be a welcoming headline! Etrununu conum condicem faci inum nos rehendiu serferei es conescrum ad nos, Catiam faciis. Mihintrae con se forus, terra ius. Sero intem num es in ducit? Terfex mora, tatus inata, C. Si in Etri in videfau ctussin te, sim peris fauci patquit praetis. Udam. This will be a welcoming head! IPHONE (PORTRAIT) Etrununu conum condicem faci inum nos rehendiu serferei C. IPAD (PORTRAIT)
  • 6. FLORIDA KIDS EAT WELL MENU #1 MENU #2 MENU #3 MENU #4 IPHONE (LANDSC APE) FLORIDA KIDS Kid’s Zone EAT WELLMENU #1 MENU #2 MENU #3 MENU #4 IPAD (LANDSC APE)
  • 7. MENU #1 MENU #2 MENU #3 MENU #4FLORIDA KIDSEAT WELL Kid’s Zone This will be a welcoming headline! Etrununu conum condicem faci inum nos rehendiu serferei es conescrum ad nos, Catiam faciis. Mihintrae con se forus, terra ius. Sero intem num es in ducit? Terfex mora, tatus inata, C. Si in Etri in videfau ctussin te, sim peris fauci patquit praetis. Udam. This will be a welcoming head! Etrununu conum condicem faci inum nos rehendiu serferei C. DESKTOP
  • 8. WEB DESIGN: MOCK-UPSThe following images depict mock-ups of the Florida Kids Eat Well web siteon varying platforms. The site uses the colors of the FKEW logo to promotebranding and to infuse the simple layout with fun and energy. It also usesthe background image of bright green grass to contribute to the healthy toneof the site. Each page includes a link to the “Kids’ Zone,” which features thehappy orange seen in some of the potential logos. This use of the orange helpsto draw kids in with a familiar, friendly icon. FLORIDA KIDS K EAT WELL zone MENU #1 MENU #2 MENU #3 MENU #4 FLORIDA KIDS EAT WELL MENU #1 MENU #2 MENU #3 MENU #4 KIDS’ ZONE This will be a welcoming headline! Etrununu conum condicem faci inum nos rehendiu serferei es conescrum ad nos, Catiam faciis. Mihintrae con se forus, terra ius. Sero intem num es in ducit? Terfex mora, tatus inata, C. Si in Etri in videfau ctussin te, sim peris fauci patquit praetis. Udam. This will be a welcoming head! Etrununu conum condicem faci IPHONE (PORTRAIT) inum nos rehendiu serferei C. IPAD (PORTRAIT)
  • 9. FLORIDA KIDS EAT WELL MENU #1 MENU #2 MENU #3 MENU #4 KIDS’ ZONE IPHONE (LANDSC APE) FLORIDA KIDS K EAT WELL zoneMENU #1 MENU #2 MENU #3 MENU #4 IPAD (LANDSC APE)
  • 10. MENU #1 MENU #2 MENU #3 MENU #4FLORIDA KIDSEAT WELL K zone This will be a welcoming headline! Etrununu conum condicem faci inum nos rehendiu serferei es conescrum ad nos, Catiam faciis. Mihintrae con se forus, terra ius. Sero intem num es in ducit? Terfex mora, tatus inata, C. Si in Etri in videfau ctussin te, sim peris fauci patquit praetis. Udam. This will be a welcoming head! Etrununu conum condicem faci inum nos rehendiu serferei C. DESKTOP