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.
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.
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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“seal” which is an outdated approach.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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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