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GAPA Brand Guidelines
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The PA and medical association industry tends to feature predominantly straightforward and simple visual designs, however I can see ways to apply my skills to create a visually captivating and appropriate solution. Next, I created a moodboard to guide my design direction, helpful visual descriptors included: geometric, naturalistic, rounded, clean, flowing, airy.
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During initial concepting, I was mainly looking to merge individual elements of GAPA to then yield a mark unique to the association.
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At some point during my process, instead of coming up with an extremely clever design or a negative space stunt, I decided that it would be more appropriate for this logo to be simple and to the point. I realized that I needed to incorporate the more cliche iconography like the caduceus or the shape or Georgia for instance, to connect better with who this logo will represent.
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Here are some examples of where I was with my logos after simplifying things. Below are some logo explorations using the caduceus, as that symbol is the most appropriate representation of PA's and the healthcare industry.
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The final component of the assignment is a fully realized brand standards manual. The challenge here was to articulate how to design under this brand to people outside myself and my own instincts and design tendencies.
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In essence this assignment was particularly enriching for me, having designed for an industry I would have never explored if it wasn't for this assignment. I feel my design solutions were successful in creating a fresh identity system that's appropriate for the audience.