Oconnell 406 Lorez-Portfolio

Judith McCaskill
Graphic Identity
Portfolio
Heather O’Connell
CST 406, Logo Design Workshop
Spring, 2018
Table of Contents
Design Brief.................................... 3
Research........................................ 4
Thumbnails..................................... 5
Concept Sketches ......................... 6
Image Development....................... 7
Final Image Logo............................ 8
Image Stationery............................ 9
Type Development ...................... 10
Final Type Logo.............................11
Type Stationery............................ 12
Gestalt/Combo Development....... 13
Final Gestalt/Combo Logo............ 14
Gestalt/Combo Stationery............ 15
Graphic Standards Guide............. 16
Design Services Agreement......... 19
List of Deliverables....................... 22
2
Design Brief
O’Connell Judith McCaskill Graphic Identity Design Brief
Business (Logo) name:Smart Decisions Inc.

Client Representative:Judith McCaskill
Address: 341 S. Main St. O
lde Towne Salinas, CA 93901
Website:smartdecisions.info
Email: calljudynow@gmail.com
Telephone:Phone (831) 444-5478, Fax (831) 789-1717
Mission Statement
To help both families and small business owners make smart decisions about their daily financial strategies.
Design Plan
The design should communicate “affordable financial aid that you can trust.” The client prefers a professional
design and would like to incorporate a green check mark.
Assets
The client has provided a mission statement for the business.
Marketing Objective
The marketing objective is to attract clients that need affordable financial advice, either over the phone via
direct advising or through long-term learning such as weekly seminars.
Target audience
The target audience includes middle-income families, small business owners, and first-time or small investors
of either highschool or college graduation level and in the range of 30–60 years of age. The target audience is
not limited to the local region, but mainly located in California and Virginia.
Final Deliverables
The final deliverables will be delivered via portable drive and online. The deliverables include print and digital
presentations, print and web logos, a stationery system, and a graphic standards guide.
Timeline
The logo design review dates are February 7, 14, 21, 28 and March 7, 15 of 2018. The stationery review dates
are March 28 and April 4 of 2018. The presentation board demo is April 11, 2018. The client presentation is
April 18, 2018. The graphic standards guide review dates are April 18, 25 of 2018.
Final Due date

The due date is May 2, 2018.
Budget
The total budget is $45; $30 for print lab fees, $10 for print presentation board, and $5 for a portable drive.
Design Fee:Pro bono
Measures of success
This project will be successful if the client approves, if the design communicates affordable financial advice
you can trust, if it attracts the target audience, and if there is positive testing response.
O’Connell Judith McCaskill Graphic Identity Design Brief | Page 1 of 1
3
Research
4
Thumbnails
5
Concept Sketches
6
Image Development
financial advi ce
7
Final Image Logo
8
Image Stationery
341 S. Main Street (831) 444-5478

Salinas, CA 93901 calljudynow@gmail.com
smartdecisions.info
March 11, 2018
Heather O’Connell
Graphic Designer
3308 Del Monte Blvd.
Marina, CA 93933
hoconnell@csumb.edu
Dear Heather O’Connell,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpa.
Lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit praesent luptatum. feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis
dolore te feugait nulla facilisi.
Incidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
amet, consectetuer adipiscing elit,
Sincerely,
Judith McCaskill
Principal
Judith McCaskill
Owner, Smart Decisions Inc.
341 S. Main Street (831) 444-5478

Salinas, CA 93901 calljudynow@gmail.com
smartdecisions.info
9
Type Development
10
Final Type Logo
11
Type Stationery
(831) 444-5478 341 S. Main Street

calljudynow@gmail.com Salinas, CA 93901
smardecisions.info
March 11, 2018
Heather O’Connell
Graphic Designer
Marina, CA 93933
hoconnell@csumb.edu
Incidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
Sincerely,
Judith McCaskill
Principal
Judith McC askill
341 S. Main Street

Salinas, CA 93901
(831) 444-5478
calljudynow@gmail.com
smardecisions.info
12
Gestalt/Combo Development
13
Final Gestalt/Combo Logo
14
Gestalt/Combo Stationery
Judith McCaskill
341 S. Main Street
Salinas, CA 93901
March 11, 2018 (831) 444-5478 341 S. Main Street
Heather O’Connell
Graphic Designer
Marina, CA 93933 smartdecisions.info
hoconnell@csumb.edu
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Salinas, CA 93901
Incidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis (831) 444-5478
Sincerely,
Judith McCaskill calljudynow@gmail.com

Principal
smartdecisions.info
15
Graphic Standards Guide
Contact the Designer

Heather O’Connell
hoconnell@csumb.edu
(760) 845-1264
Graphic
Standards Table of Contents
Guide
Overview ................................................ 4
Lock-up .................................................. 5
Sizing ...................................................... 6
Area of Isolation .................................... 7
Color .......................................................8
Type ...................................................... 10
Graphic Elements ................................ 12
Improper Usage................................... 13
May 2018
Overview Lock-up
Judith McCaskill is a financial advisor with over 20 This logo is new for Judith's company, which previously
years of experience in the industry. She provides had no branding. It consists of Judith's name and her title,
assistance to customers all across the United States, below interlocking speech bubbles containing dollar signs.
but her offices are located in Salinas, CA.
The identity lock-up has been designed using the Fira Sans
This document contains instructions on the appropriate and font family, which is a free font available on Google Fonts.
consistent use of the logo in many applications. Deviation Judith's first name has a heavier weight than her surname
from these guidelines is not recommended. The goal is to and title. “Financial Advisor” also has letter spacing applied.
maintain the accurate representation of Judith's brand.
Use the artwork provided in this document as a reference
to best reproduce the graphic identity as designed.
4 5
16
Height of $
Text on the right

should align to the
top edge of the logo.
Text below should

align to the left edge
of the logo.
4 inch logo 1/2 inch logo
Sizing Area of Isolation

It is important to utilize correct sizes for the integrity The logo should be surrounded by plenty of clear
and legibility of the logo. For screen sizes, use space, especially when surrounded by other text. The
best judgement to determine the minimum legible recommended space is equal to the height of a $ (dollar
width. For print media, the minimum acceptible sign) in the speech bubbles. Nothing should fall into this
size is 1/2 inch width. However, because this is a clear space area. This is also the minimum margin width.
text dominant logo, a larger size is preferable. When The examples above show proper staging of the logo.
possible, a 1 inch minimum width is prefered.
6 7
McCaskill Gray
Pantone 5395 U
CMYK 73.64.47.31
RGB 71.75.90
Web #474b5a
Judith Blue
Pantone 3125 U
CMYK 76.13.18.0
RGB 0.168.197
Web #00a8c5
Advisor Pink
Pantone 185 U
CMYK 0.84.55.0
RGB 71.75.90
Web #f0515f
Color Usage Color Palette

The logo should primarily be used in the original These three colors are to be utilized as the primary color
three colors on a white or light background of 10% palette: McCaskill Gray, Judith Blue, and Advisor Pink.
tint. Examples of this are the top row above. The gray should be used for large chunks of text, while the
blue and pink should be used as accents. The secondary
The logo can also be displayed in one-color. On a colors are tints of the primary colors at a 50% tint or lower.
light background, any of the primary colors can be
used for the one-color version. On dark backgrounds, Printed materials should use the CMYK color
the solid white logo must be used. In the examples formulas, while on-screen version should use RGB
above, the solid logos are in the bottom row. color formulas or the Web hex values if displayed
on the internet. Professional printed materials
should use the Pantone color swatch values.
8 9
17
Primary Font: Fira Sans Secondary Font: Georgia Financial Advising with Judith McCaskill
Two Two Italic Regular Italic This is a subhead
Four Four Italic Bold Bold Italic
Lorem ipsum dolor sit amet, consectetur
Eight Eight Italic adipiscing elit. Integer tincidunt augue
Hair Hair Italic id ligula rhoncus faucibus. Praesent non
Thin Thin Italic consectetur eros. Praesent non dui ligula.
ExtraLight ExtraLight Italic Suspendisse congue purus id pharetra gravida.
Light Light Italic abcdefghijklmnopqrstuvwxyz
Praesent sagittis mollis diam rhoncus laoreet.
Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
Nulla tincidunt ante vitae neque egestas
1234567890#@$%&?!
Medium Medium Italic tristique. Suspendisse potenti. Curabitur
SemiBold SemiBold Italic abcdefghijklmnopqrstuvwxyz at fermentum eros, rhoncus interdum nisl. Cras risus diam, pellentesque
Bold Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ id nisi vel, congue porta enim. Morbi et eleifend risus. Integer pretium et
ExtraBold ExtraBold Italic 1234567890#@$%&?! massa id aliquam. Nulla pulvinar ipsum quis orci commodo semper. Etiam
Heavy Heavy Italic lobortis sem vitae efficitur convallis. Vivamus consequat hendrerit lobortis.
Ultra Ultra Italic
Typefaces Type Staging

Fira Sans is the primary font and can be used for all text. Above is an example of staging with a head, subhead,
Various weights of Fira Sans (and Fira Sans Compressed) and body using the designated fonts. Heads and
can be used for all headings and other text, but primarily subheads should be in either of the two accent colors,
Light, Regular, Medium, and Bold should be used. The but not the same color for both. The head should
secondary font, Georgia, is preferable for body text. always be in Fira Sans (or Fira Sans Compressed),
but the body can be either Fira Sans or Georgia.
Both of these fonts can be used for all web applications. The body should always be in gray, unless on a dark
Fira Sans is free to use via Google Web fonts and background, in which case the body should be white.
is also available to download via GitHub. Georgia
is a common font found on almost all systems.
If Fira Sans is unavailable, Trebuchet can
replace Regular and Bold text. It is a common
font found on almost all systems.
10 11
DO NOT use logo on color DO NOT use logo on dark DO NOT use colors that DO NOT screen any colors
background without tint background without tint are not in the official
color palette
DO NOT rotate logo DO NOT distort logo DO NOT outline logo
Graphic Elements Improper Usage

The speech bubble element of the logo can be used The above examples demonstrate unacceptible uses of the
separately as a graphic element. The carrot indicating logo. Do not use color inappropriately. Do not transform
the speaker must be facing downward, but can be on the logo. For requirements on color usage, see pages 8–9.
either the right or left side. The speech bubble may be
used either filled or outlined. The filled and outlined
bubbles may overlap if the carrots are on opposite
sides (see the third row of above examples).
All speech bubbles can be in any of the primary
or secondary colors. Adjust tints and opacities at
your discretion. If text will be applied over the
graphic element, a 10% tint should be applied.
12 13
18
Design Services Agreement
Heather O’Connell
3306 Del Monte Blvd
Marina, CA 93933
hoconnell@csumb.edu
(760) 845-1264
Judith Mccaskill Graphic identity desiGn services aGreeMent
client
Judith McCaskill, Financial Advisor

Smart Decisions, Inc.
341 S. Main St.
Salinas, CA 93901
Phone: (831) 444-5478
Fax: (831) 789-1717
Overview
Judith McCaskill is a local financial advisor with over 20 years of experience in the industry.
Her goal is to help both families and small business owners make smart decisions about their
daily financial strategies. She sells a self-written and self-published e-book on her website
with accompanying seminar packages, in addition to general financial advising appointments.
Her business has no existing graphic identity or branding.
Design Needs
Logo for use in print and on the web.
Design Solution
The designer will provide 3 different logo design concepts and apply them to 3 different
stationery systems. These will include colors, typefaces, patterns/textures, logo, wordmark
and other elements. Designer will also provide Graphic Standards Guide.
desiGn prOcess
Phase 1 | Planning
Designer and Client confer on inspiration, researching contemporary themes and similar
projects. Design Brief will formalize the needs, objectives and timeline.
Phase 2 | Concept Development

* All concepts, sketches, Designer prepares several concepts & submits to Client.* Client chooses one (1) concept and
proofs, and other materials
remain sole property of
submits feedback & edits.
Designer until and unless
paid for by Client. Phase 3 | Production
Designer will provide Client with final logo native Adobe art files, stationery files, and
Graphic Standards Guide.
Judith McCaskill Graphic Identity Design Services Agreement 1
19
Heather O’Connell
3306 Del Monte Blvd
Marina, CA 93933
hoconnell@csumb.edu
(760) 845-1264
tiMeline
Phase 1
Planning Meeting Week 1
Design Brief Review Week 3
Phase 2
Logo Concepts Development Week 2–8
Stationery Development Week 9–11
Presentation Boards Week 13
Phase 3
Graphic Standards Guide Week 13–14
Concept Selection Week 16
creative Fee
The design concept and presentation are Pro Bono as part of the class activity.
Additional Billable Hours:* TBD

*Billable Hours include: If the client requests more design and production help, the Designer will be paid hourly
attending meetings with
Client and communicating/
rate of $20.00 for work completed. Invoice to be sent within five (5) days of completion of
meeting with print vendors. project.
For all project-related travel
(ex: driving to meetings,
parking), an auto mileage
reimbursement fee of terMs & cOnditiOns
$0.57/mile (2013 IRS rate)
will be applied. Designer
will be responsible for Designer retains the right to reproduce, publish and display deliverables in Designer’s
keeping track of all billable portfolios and websites, and in galleries, design periodicals and other media or exhibits for
hours and miles traveled
and will provide Client
the purposes of recognition of creative excellence or professional advancement.
with itemized invoice upon
completion of the project. Designer hereby grants to Client the exclusive, perpetual and worldwide right and license to
use, reproduce, alter and display the final output without limitation in accordance with the
various terms and conditions of this Agreement.
Designer shall provide the Services under the general direction of Client, but Designer shall
determine, in Designer’s sole discretion, the manner and means by which the Services are
accomplished.
20
Heather O’Connell
3306 Del Monte Blvd
Marina, CA 93933
hoconnell@csumb.edu
(760) 845-1264
siGnatures
Submitted by Designer, Heather O’Connell
_____________________________________________________ ____________
DESIGNER SIGNATURE DATE
Accepted by Client, Ellen Martin
_____________________________________________________ ____________
DESIGNER SIGNATURE DATE
21
List of Deliverables

cst 406 | Logo Design Workshop
Judith McCaskill Deliverables

Adobe Illustrator Logos
JM_BW PosLogo.ai.
JM_BW NegLogo.ai.
JM_CMYKLogo.ai.
JM_PMS5395U.ai.
PDF Logos
JM_BW PosLogo.pdf
JM_BW NegLogo.pdf
JM_CMYKLogo.pdf
JM_PMS5395U.pdf
TIFF Logos
JM_BW PosLogo.tiff
JM_BW NegLogo.tiff
JM_CMYKLogo.tiff
EPS Logo
JM_PMS5395U.eps
RGB JPG Logos

JM_BW PosLogo.jpg
JM_BW NegLogo.jpg
JM_RGBLogo.jpg
Print Stationery
JM_stationery Folder
Graphic Standards Guide

JM_GraphicStandards.pdf
Design Services Agreement
22

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Judith McCaskill

O’Connell Judith McCaskill Graphic Identity Design Brief

Business (Logo) name:​Smart Decisions Inc.

Final Due date

Design Fee:​Pro bono

O’Connell Judith McCaskill Graphic Identity Design Brief | Page 1 of 1

341 S. Main Street (831) 444-5478

Dear Heather O’Connell,

341 S. Main Street (831) 444-5478

(831) 444-5478 341 S. Main Street

March 11, 2018

Dear Heather O’Connell,

341 S. Main Street

341 S. Main Street

March 11, 2018 (831) 444-5478 341 S. Main Street

Dear Heather O’Connell,

Judith McCaskill calljudynow@gmail.com

Contact the Designer

Text on the right

Text below should

4 inch logo 1/2 inch logo

Sizing Area of Isolation

Color Usage Color Palette

Typefaces Type Staging

DO NOT rotate logo DO NOT distort logo DO NOT outline logo

Graphic Elements Improper Usage

Judith Mccaskill Graphic identity desiGn services aGreeMent

Judith McCaskill, Financial Advisor

Phase 2 | Concept Development

Judith McCaskill Graphic Identity Design Services Agreement 1

Additional Billable Hours:* TBD

Judith McCaskill Graphic Identity Design Services Agreement 2

Submitted by Designer, Heather O’Connell

Accepted by Client, Ellen Martin

Judith McCaskill Graphic Identity Design Services Agreement 3

Judith McCaskill Deliverables

RGB JPG Logos

Graphic Standards Guide

Design Services Agreement

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Business (Logo) name:Smart Decisions Inc.

Design Fee:Pro bono