Our logo pitch walks the client through our creative process, highlighting how elements from our research find their way into the different concepts.

1. SAN FERNANDO VALLEY MINORITY CHAMBER OF COMMERCE LOGO DESIGN

2. SFVMCOC : 2
SFV HISTORY
Defined by the mountains of the
Transverse Ranges.
Farmers came to the Valley for
the abundant water supply
from the aqueduct.
The San Fernando Mission and
it’s arches are iconic to the
valley’s architecture.

3. SFVMCOC : 3
THE VILLAGE
The Village at Westfield
Topanga is a new central
gathering place for shopping,
dining, events, entertainment
and leisure and provides
local residents and visitors
a destination experience
unlike any other in the
San Fernando Valley.

4. SFVMCOC : 4
LOGO OPTION 1
Option #1 is designed to pay homeage to the past
and to represent the progress of San Fernando Valley
diving deeper into the future. Mission San Fernando
Rey de España is the namesake of the SFV and is
defined by the structure on the left. The building
on the right reveals The Suites (future home of the
SFVMCOC) and personifies the progress soon to be
made. Both buildings are nestled into the mountain
ranges that form the San Fernando Valley and a
touch of a water element tributes the
origin of this great city.
Design Rationale:

5. SFVMCOC : 5
LOGO OPTION 2
Option #2 is formed pulling artistic visuals from the
Mission San Fernando Rey de España. This early
mission’s goal was to establish a Spanish colony
making this a central point in the vast history of the
San Fernando Valley. The logo shown is a modern
interpretation designed to represent a strong
architecture. The arches in white are to show the
bright future that is ahead of the San Fernando
Valley Minority Chamber of Commerce.
Design Rationale:

6. SFVMCOC : 6
LOGO OPTION 3
Option #3 is created by placing significant value on
the iconic arch shape that is seen not only in the San
Fernando Mission, but throughout the architecture
spread about the city of SFV. The hard gradient
resembles San Fernando Valley soil and how color
travels towards the skys. The sun personifies an
inviting and open acceptance of any individual. All of
these significant ties to the history of San Fernando
Valley are designed to represent the impressive
stonework seen in SFV architecture.
Design Rationale:

7. SFVMCOC : 7
LOGO OPTION 4
Option #4 is made with the focus being on the arch
shape from the mission. The texture used is the
same stucco texture from the Mission San Fernando
Rey de España. Overall, this logo represent an open
door of possibilities casting a light beam for many
and all to be a part off. The design is inviting and
communicates an idea that through the
doorway is a guiding light.
Design Rationale:

8. SFVMCOC : 8
LOGO OPTION 5
Option #5 is completed using the significant icons
that are found throughout the history fo the San
Fernando Valley and the many physical elements
taken from the Mission San Fernando Rey de España.
The abstract roll of the “San Fernando Valley” title
on the logo represents the rolling hills of the east to
west oriented Transverse Ranges. Waves formed at
the bottom of the logo represent the SFV aqueduct
and act as the base for the mark, similar to the
history and origin of this great city. A wheat barley
and water droplet pay homeage to the booms and
busts that established the San Fernando Valley.
Design Rationale:

9. SFVMCOC : 9
AT A GLANCE
option 1 option 2
option 4 option 5
option 3

10. THANK YOU!