Context & Objectives
Don’t Fight Ghosts is an artist development company. The goal of this project is to create and establish a brand identity for Don’t Fight Ghosts. This includes a logo and a cohesive brand guideline documentation.
With this project, the aim is to:
Create a consistent brand presence that can be applied to a variety of mediums (ex. video title cards, social media posts, merchandise, etc.)
Increase brand recognition.
Designer’s objective is to:
Create a concept logo package to be reviewed with the client.
Build a brand guideline document.
Phase 1
Sketching & Brainstorming
The client came prepared with mood-boards and logo inspirations from other companies and brands, which assisted greatly with the logo creation process. Following the consultation call, I ran through as many possible ghost variations as possible. The main focus was on the facial expression, since the client had very specific requests about what type of emotion are we trying to convey. Below are some examples of my explorations.
The clients’ main request was that the ghost should have a victorious pose, with boxing gloves either above its head or guarding its chin. It was also noted that the ghost should have a slight smirk or a grin, both intimidating and cheerful. After a series of facial explorations, next task was to tackle the pose and incorporate the boxing gloves.
Next batch of explorations focused more on the relationship between the character and typography. The style direction resembled a sports team badge where the ghost “mascot” was the main focal point and the logo type served as a team name.
Phase 2
Final Deliverable
The client decided to go into a different direction for the stylistic approach to the logo, so the sports team badge concept was abandoned. Instead, a much more simplistic approach was chosen. The focused shifted away from the grinning facial expressions and leaned more into the overall shape and body language of the ghost. Below are examples of the final logo assets delivered to the client.
