INITIAL SKETCH WITH DIGITAL REFINEMENT OVERLAY

A few of the 'h' sketches from the timed in-class exercise.

A few of the 'h' sketches from the timed in-class exercise.

REFINEMENT

FINAL LOGO

MOTION STORYBOARD SKETCHES

FINAL MOTION STORYBOARD

smartholmstoryboard

Project Type: Graduate work

Communication Design
Development 1st Year, Fall 2012
Instructor: Allison Goodman
Art Center College of Design
Media Design Practices


smart hohm believes that a home should always have you in mind.

DESIGN BRIEF

Design a logo.

PROCESS

The creation of the logo began with rapidly sketching letters of the alphabet based off of Henry Dreyfuss' scientific/industrial icons. This was a 10 minute exercise.

Next, a sketch was selected and then iterated in digital form.

With each iteration, the task was to develop a storyline for which the logo represents— a company, figure, or organization.

Once the digital logo was refined after multiple iterations, a motion storyboard was sketched out to illustrate the life of the logo.

Finally, a written analysis of the logo communicates the vision in which the logo speaks to and how its designed attributes communicate the essence of the message in which it seeks to embody.

LOGO ANALYSIS

With the advent of technology permeating through our lives, we often stagger between amazement and reluctance towards incorporating technology into the most personal aspects of our life.


smart holm provides a standard of living powered by thoughtfully anticipating and serving one’s needs gently.


To achieve this delicate balance of technical/industrial-ness and kindness, the logo can be analyzed in three parts: the handle, the dome, and the foundation.


The handle draws inspiration from the act of pulling down an industrial lever to generate electricity. This downward motion also explains the onomatopoeic word choice of ‘ohm’ in which the switch emits the same sound. The angle of the handle is designed to convey affection. Because the handle is tilted in motion, it gives off a playful tone.


The meaning of the dome draws not only from prehistoric cultures to modern day domed dwellings, but also from the perfect circle and its divine proportionality in architecture. While based on geometry, the smart hohm logo is humanized through subtle adjustments attuned to the human eye. It communicates strong structural engineering and the emotions of the hearth and home.


Because strong foundations in a home are paramount, the base of the smart hohm logo provides the stability to withstand the weight of the dome and the handle, providing a sense of security and a piece of mind.