Ideation

This is a project for a marketing and communications internship I did in the fall semester of 2022. Ideation is a non-profit organization connecting PhD candidates to professionals and academics in diverse fields to help publish, broadcast, and speak on their research. Although I didn’t know much about education at the doctorate level, I brought my experience as an undergraduate student with an eye for design to this internship. My job was to help the advancement of the organization by developing a social media presence and building a brand identity. Throughout the semester, I worked closely with the CEO to create a new logo design and reconstruct the website.

Logo Building

The old Ideation logo was the word “Ideation”. In order to build a brand image recognizable by the logo, I met with the CEO to discuss the organization’s mission and goals. In this meeting, we wanted these main things to be conveyed through our logo:

  • Ideation is a hub of ideas

  • Strong human connection

  • Always forward-thinking, reaching for new ideas

This was the thinking behind this logo:

  • cloud = thought

  • forward arrow = progress

  • ideation maintained at CEO’s request

This was the thinking behind this logo:

  • head = humanity

  • light bulb = new ideas

  • ideation maintained at CEO’s request

Old logo

New Logo Building

After understanding what the organization needed, I came up with a better way of incorporating their mission using the images as context clues. Here are three prototypes I came up with based on our goals:

This was the thinking behind this logo:

  • cloud = thought

  • forward arrow = progress

  • ideation maintained at CEO’s request

  • ideation inside the cloud = thinking is internal

Testing

After meeting with the CEO to present the logo prototypes, the feedback I got gave preference to the second logo. Since the turnaround time for a completed logo was two weeks, we had to work quickly for testing. First, I presented the logo options to the Board of Directors, along with the typography and colors used.

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