Association of Teachers of Technical Writing
ATTW Logo Design
ATTW Logo Design
ROLE
Graphic Designer
Graphic Designer
Graphic Designer
EXPERTISE
Graphic Design
Graphic Design
Graphic Design
YEAR
February 2024 - April 2024
February 2024 - April 2024
February 2024 - April 2024
Project Overview
The Association of Teachers of Technical Writing (ATTW) is a dynamic community comprising educators, scholars, and practitioner-teachers in the field of technical communication across diverse academic and professional settings. ATTW members are involved in graduate and undergraduate programs focused on technical communication, media, engineering, rhetoric, writing studies, and related research disciplines.Use Jambo for analyze and engage with user feedback, new releases, and valuable insights.
The Challenge
Creating a fresh visual identity requires a delicate approach, particularly when the goal is to reflect the principles of community and collaboration. The new logo must communicate professionalism while embodying the spirit of liberatory pedagogies. As the organization prepares for its 2024 conference, the challenge is to design both a primary and secondary logo that are not only visually appealing but also deeply aligned with the values of unity and connection that are central to their mission.
Our Solution
To address these challenges, the redesign will focus on creating a modern, clean, and professional logo that remains true to the organization’s core identity. By incorporating elements that symbolize community and collaboration—such as interconnected shapes or a harmonious color palette—we can evoke a sense of unity while ensuring the design feels contemporary. The new logos will seamlessly integrate the conference theme, capturing the essence of liberatory pedagogies while appealing to both existing and new audiences. This thoughtful approach will ensure that the logos reflect the organization’s mission and values, reinforcing their commitment to building a supportive and engaged community in technical communication.
The Challenge
Creating a fresh visual identity requires a delicate approach, particularly when the goal is to reflect the principles of community and collaboration. The new logo must communicate professionalism while embodying the spirit of liberatory pedagogies. As the organization prepares for its 2024 conference, the challenge is to design both a primary and secondary logo that are not only visually appealing but also deeply aligned with the values of unity and connection that are central to their mission.
Our Solution
To address these challenges, the redesign will focus on creating a modern, clean, and professional logo that remains true to the organization’s core identity. By incorporating elements that symbolize community and collaboration—such as interconnected shapes or a harmonious color palette—we can evoke a sense of unity while ensuring the design feels contemporary. The new logos will seamlessly integrate the conference theme, capturing the essence of liberatory pedagogies while appealing to both existing and new audiences. This thoughtful approach will ensure that the logos reflect the organization’s mission and values, reinforcing their commitment to building a supportive and engaged community in technical communication.
Previous Logo
New Redesign
Primary Logo
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@aliceaheady.designs
Primary Logo
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
The objective was to design a fresh primary and secondary logo reflecting the theme of their 2024 conference, centered around "Building Community and Coalitions through Liberatory Pedagogies in Technical Communication." Emphasizing the values of community, unity, and professionalism.
Secondary Logo
Previous Logo
Concept Mapping
In order to effectively communicate the intended message, I opted to construct a concept map—a visual tool for capturing information and ideas. My process commenced with a thorough examination of the three pivotal keywords outlined in this year's conference description: "libertary," "community," and "coalition." For each term, I conducted research into prevalent symbolism, color associations, synonyms, and identified areas of intersection and overlap.. This combination creates a sleek and calming atmosphere, ideal for conveying a refined aesthetic.
Design
Concept
Sketches
In the creative process, generating a multitude of sketches is essential, each one crafted with meticulous attention to basic shapes, symbolism, line work, and other key elements. These initial sketches serve as a foundation for exploring different concepts and visual directions. By experimenting with various compositions, incorporating symbolic elements, and refining line work, the artist or designer can gradually refine their ideas and bring them to life. This iterative approach allows for the exploration of diverse possibilities, enabling the creator to distill their vision into a polished final product that effectively communicates their intended message or concept.
Moodboard & Branding
The mood board is designed around a palette featuring sage green and cream colors, chosen to evoke a sense of cleanliness, tranquility, and sophistication. This combination creates a sleek and calming atmosphere, ideal for conveying a refined aesthetic.
Logo Variation
New Redesign
New Redesign
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
Once the logo design was selected, I translated the concept into a digital format using Adobe Illustrator. Through this software, I meticulously crafted the chosen sketch, ensuring precision and clarity in its execution. Additionally, I offered a range of variations, experimenting with different typeface options, positions, and styles. This iterative process allowed for exploration and refinement, ultimately presenting multiple options to best suit the client's preferences and project requirements.
Primary Logo
Secondary Logo
The objective was to design a fresh primary and secondary logo reflecting the theme of their 2024 conference, centered around "Building Community and Coalitions through Liberatory Pedagogies in Technical Communication." Emphasizing the values of community, unity, and professionalism.
Discovery
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
Concept Mapping
In order to effectively communicate the intended message, I opted to construct a concept map—a visual tool for capturing information and ideas. My process commenced with a thorough examination of the three pivotal keywords outlined in this year's conference description: "libertary," "community," and "coalition." For each term, I conducted research into prevalent symbolism, color associations, synonyms, and identified areas of intersection and overlap.. This combination creates a sleek and calming atmosphere, ideal for conveying a refined aesthetic.
Design
Concept
Sketches
In the creative process, generating a multitude of sketches is essential, each one crafted with meticulous attention to basic shapes, symbolism, line work, and other key elements. These initial sketches serve as a foundation for exploring different concepts and visual directions. By experimenting with various compositions, incorporating symbolic elements, and refining line work, the artist or designer can gradually refine their ideas and bring them to life. This iterative approach allows for the exploration of diverse possibilities, enabling the creator to distill their vision into a polished final product that effectively communicates their intended message or concept.
Moodboard & Branding
The mood board is designed around a palette featuring sage green and cream colors, chosen to evoke a sense of cleanliness, tranquility, and sophistication. This combination creates a sleek and calming atmosphere, ideal for conveying a refined aesthetic.
Logo Variation
Once the logo design was selected, I translated the concept into a digital format using Adobe Illustrator. Through this software, I meticulously crafted the chosen sketch, ensuring precision and clarity in its execution. Additionally, I offered a range of variations, experimenting with different typeface options, positions, and styles. This iterative process allowed for exploration and refinement, ultimately presenting multiple options to best suit the client's preferences and project requirements.
@aliceaheady.designs
@aliceaheady.designs
Finalized Mockups
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
@aliceaheady.designs
Moving Forward
The experience gained from researching market trends and collaborating with ATTW stakeholders to develop a unique and adaptable logo has significantly contributed to my professional development. This process honed my skills in market analysis, strategic thinking, and brand alignment, providing me with valuable insights into effective logo design and brand representation. Additionally, engaging in productive dialogue with ATTW's president to incorporate constructive feedback into design iterations strengthened my communication and interpersonal skills, fostering collaborative relationships and ensuring alignment with stakeholder expectations. Overall, this multifaceted experience has enriched my skill set, broadened my perspective, and deepened my understanding of effective design processes and stakeholder management, contributing significantly to my professional growth and development.
Moving Forward
This experience underscored the significance of user-centered design, as understanding the needs and preferences of our target audience was paramount. It also highlighted the importance of collaboration, both within the team and with stakeholders and community members, to ensure the app addressed real-world challenges effectively. Additionally, I learned the power of technology as a tool for promoting environmental awareness and facilitating positive change at the grassroots level. Overall, this journey reinforced my belief in the potential of innovative solutions to inspire and empower individuals to make meaningful contributions towards a more sustainable future.
@aliceaheady.designs
@aliceaheady.designs