Logo Design - Gold Coast Airport Marathon (Feedback)

Assessment Feedback

Student Name - Colleen Sedgwick

Assessment Number  - 30527-02

Course / Study Period - Diploma of Graphic Design / Study Period : SP1

Trainer -  April Solomon

Holistic Feedback

Strengths Very thorough and insightful in many areas with independent research.

Areas for Improvement - Try to apply your design skills to the layout of the report. Use it as an opportunity to explore design software like InDesign and practice your skills.Try to get feedback on your early thumbnails and through out the design process, not just final designs.

Specific Feedback

Portfolio Task Items

• Background information summary – 200 words

o Review of Case Study – Gold Coast Airport

o Research – Internet to define target audience, proposed event, competition and sponsors.

o Understanding of the organisation and vision

o Reflection of personal vision and inspiration

o Outline how the research has informed the concept development

• Gap analysis – 100 words

o Research to define any current gaps in the current approach to design in the clients products, programs, services, processes

o Reflective statement identifying the gaps, and how they could lead to the development of new ideas and concepts for the ideas and concepts for the corporate identity.

• New opportunities Infographic 

o Development of an infographic that depicts 3 opportunities that could be explored which will challenge the status quo of the clients current identity and promotional materials.

• Factor table

o The table must include the above factors in one column and in the second column summarise the analysis of the potential effect of each relevant factor.

• Stakeholder list

o List the stakeholders that will be affected by the design concept. The best method for consulting with each stakeholder should also be considered.

• Design approach

o What is the reason for the concept?

o Description of the process used for generating and evaluating ideas, including:

Examining factors that could affect the ideas and concepts, describing what the competitors are doing, describing preliminary ideas for the concept including innovative ways to address problems, needs or opportunities. written statement, webpage, or Infographic that includes text and images.

• Mood board and reflective statement

o Design and create a mood board for the Gold Coast, the local area in which the Gold Coast Airport

Marathon will be held. You must also reflect on your experience in creating the mood board. Images

should reflect the identity of the Gold Coast, look at existing promotional material and branding,

people, culture, festivals etc.

• Evaluation grid

o Write your ideas in the Idea column—use at least six, but include as many as possible. Use the grid to assess your design concept ideas. How has this process helped you identify the best ideas.

Outstanding: Good start Colleen on the background summary succinctly covering all criteria through research.

Well done with gap analysis, organising information into future and current status closely related to the next one on new opportunities and so there should be some cross over. The new opportunities should stem from a gap identified earlier, such as overseas markets, event being only for locals or English speakers.

Good effort on factor table. However copyright should address issues of copying other’s work or protecting your own work. Good pick up on Indigenous protocols but could also include

acknowledging local custodians and traditional owners of the land.

Excellent work on the stakeholder table, very thorough, and explaining the importance of each of these relationships.

Well done describing your motivation for your design and your design process.

You have explored different ideas through your mood boards. Well done avoiding irrelevant clichés of the location such as theme parks and partying.

Good effort on evaluation grid. Factors like suitability for target audience could possibly be represented as a score out of o This can be presented in various ways including – written statement, webpage, or Infographic that includes text possibly be represented as a score out of 5 or 10. Try to include justification for suitability.

• Concept Presentation

o Describe the creative thinking techniques used to generate innovative and creative ideas for your concept. How were the ideas tested and challenged.

o Suitability of the target audience, social and ethical impact.

• Forum feedback – 150 words

o Post a summary of your design concept for portfolio task 6 or your mood board for portfolio task 7 to the course forum and invite your peers to provide feedback. 

o List at least four criteria that your peers can use to evaluate your concept. Check the forum for feedback and prepare a summary.

Reflect on how you will use this feedback to refine your concept.

Alternatively, you could share your concept and rationale with colleagues in your workplace and ask for feedback.

• Refined concept, advantages/disadvantages & constraints

o Explore the best practices of similar products/services and compare your concept with them.

o Share your concept with those who have experience in the area, for example on a tourist forum, events organisers etc.

o Describe the advantages and disadvantages of the concept.

o Evaluate the constraints related to this project – innovation, risk, technicalities, feasibility, cost effectiveness.

• Design specifications, presentation & feedback

o Here, you will use the refined design concept as a basis for developing and presenting detailed implementation specifications:

o Develop detailed specifications or action plans for your concept (e.g. a brief for work, operational plan with responsibilities and timeline, resources breakdown including financial, human and physical).

• Present the specifications to relevant parties for approval, funding or endorsement. Include an outline of a presentation you could give to the client of your final design concept (e.g. briefing notes or PowerPoint presentation).

Good : The concept presentation section describes your design process however it is the logo design itself that should be evaluated for suitability to target audience, environmental impact etc. As this section is meant to be a presentation it would be better to show your design process (scans of mind maps, thumbnails etc) and to present your initial draft designs before gathering and responding to feedback.

Similarly, the section for refined concepts would make much more sense with visual examples of the refining process of the logo, samples of best practice competitor logos.

The final presentation of the design fills in some of the detail of the criteria is was looking for above. The thumbnails shown are very illustrative and need to be more simplified for a logo. Consider conceptual ideas and less literal interpretations. They also need to be more relevant to a marathon. You expand on some of these ideas, for example a koala or seal could be modified to be a runner like a mascot.

Most of the digital logo designs are very busy and use too many photoshop effects. Have a look at a book called “Logo Design Love” by David Airey for some great tips on logo design. For example, don’t design in Photoshop. Don’t run text over an image or graphic as it is too hard to read. Work on

simplifying the lines, shapes and textures. The final design of a city skyline inside a show print is a good concept but the execution needs testing and refining.

I find the type almost impossible to read due to the warped, curved shape and 3D bevel edge and busy background. Always test a design by printing it small and viewing it from a distance. Look for contrast and clarity.