Grad Work; BlackBook Contact Manager

This past semester, while pursuing my Graduate Degree at Academy of Art in San Fransisco,  I was assigned the task of creating a feasible bid presentation for a web-based contact manager application. While the client was fictitious, we were directed to approach the project as an actual job whose deliverable was to include a fundamentally working prototype. In the early stages of development, my mind often wandered through thoughts of branding and establishing an identity for our project.

Three refined concepts were presented to the group, including this first, simple, yet bold, design. The exterior containing shape is intended to resemble that a 'tab,' from an address book, while the color was chosen based on it's engaging qualities. The letterform's placement is deliberately off center to intrigue the viewer, while the right alignment of the text eases branding usage as a compositional element.

Concept A

In 'Concept B,' the main letterform was molded around a simple book translation and set inside of a 'tab,' shape, similar to 'Concept A.' Adding a gradient also helped give the brandmark a bit of dimension through subtle color usage. Font choice, as is the same for all three presented ideas, was intended to call back to the basic sans-serif found in most address books, however a conscious effort was made to stay away from the over-popular Univers and Helvetica.

Concept B

The chosen logo focused more heavily on readability and avoiding cliche. The translation in this piece stayed away from the obvious book imagery already over-used in hundreds of popularized brands. Instead, it focuses on an abstract interpretation of address book 'tabs,' a representation found in the negative space of the 'B,' letterform. It is simple, direct and intricately delicate, which keeps the viewer interested.

BlackBook Brandmark, 2010