Kaitlyn Wilms, MSJ Graphic Design Student, Wins Morgan Township Park Logo Contest
During the spring semester of ‘23, MSJ Graphic Design students in the Branding Identity course taught by Kurt Grannan, were given the opportunity to put their skills to the test by entering in a contest. The contest was for Morgan Township’s new park logo. After receiving 21 logo submissions, 8 of those submissions being from MSJ students, Kaitlyn Wilms’s logo submission was the winner!
Read below for more information on the design brief the Branding Identity students received, Morgan Township’s news article on the contest winner, and Kaitlyn’s description of her winning logo design choices.
MSJ’s Branding Identity Design Brief Summary for Morgan Township Park Pitch Deck:
- Define the Target Audience: Identify the key target audience for the capital campaign. This could include community members, local businesses, potential donors, and other stakeholders invested in the revitalization of Morgan Township Park.
- Research and Understand the Community: Conduct thorough research to gain insights into the community's values, aspirations, and preferences. Understand the community's connection to the park and their expectations for its revitalization. This will help in developing a brand strategy that resonates with the community.
- Establish Brand Promise: Define the promise of the capital campaign. What will the renovations to Morgan Township Park achieve? What positive impact will it have on the community? Establish a clear and compelling brand promise that aligns with the campaign's objectives and resonates with the target audience.
- Develop Brand Personality: Determine the desired brand personality traits that will best connect with the target audience and reflect the energy and spirit of the park's possibilities. For example, the brand personality could be adventurous, inclusive, vibrant, and community-oriented.
- Visual Identity Design: Create a visual identity that captures the essence of the brand personality and aligns with the existing Morgan Township Park brand. Consider the following elements:
- Logo Design: Design a logo that represents the park's revitalization and the campaign's promise. Incorporate elements that symbolize growth, community, and the natural environment. Ensure the logo is versatile and can be scaled for various applications.
- Color Palette: Select a color palette that reflects the vibrancy and energy of the park. Consider using bold and refreshing colors while ensuring they complement the existing Morgan Township Park brand. Differentiate the Pitch Deck brand by using distinct colors that create a visual connection to the main park brand.
- Typography: Choose fonts that are legible, modern, and aligned with the brand personality. Consider a combination of fonts for headings, subheadings, and body text to create a visual hierarchy and maintain consistency across communication materials.
- Image Placement: Determine guidelines for image placement within the brand strategy. Use high-quality and diverse images that showcase the park's potential, community engagement, and the impact of the renovations.
- Tone of Voice: Establish a tone of voice that aligns with the brand personality and resonates with the target audience. Determine the appropriate language style, whether it's warm and inviting, inspirational, or community driven. Consistently apply this tone of voice across all campaign communications.
- Touchpoints: Identify the key touchpoints where the brand strategy will be implemented. This could include the pitch deck, wayfinding signage within the park, social media graphics, website design, promotional materials, and potentially a wall or park mural. Tailor the brand strategy to each touchpoint, considering the specific requirements and objectives of each.
- Test and Refine: Gather feedback from the target audience and stakeholders throughout the brand strategy development process. Conduct focus groups or surveys to gauge the community's response to the visual identity, messaging, and overall brand experience. Refine the brand strategy based on the feedback received to ensure it effectively builds rapport within the community.
Morgan Township’s news article announcement for the new park logo contest winner:
Kaitlyn’s description of her winning logo design choices:
“The logo's warm color scheme aims to create a positive and inviting ambiance. At the same time, using uppercase letters ensures consistency with the township's naming conventions and adds a touch of professionalism. The decision to use uppercase letters in the logo aligns with the naming conventions of the township. This choice ensures consistency between the logo and the township's official style or branding guidelines. Additionally, using uppercase letters can convey a sense of professionalism and formality, giving the logo a more polished and authoritative appearance.”