Role
Junior Designer
Logomark Design
Event Branding
Montreal Kickoff
Montreal KO conventions are annual 3-day events where employees come together to celebrate sales accomplishments, discuss product development, collaborate in professional development workshops, and promote the company's catalog of services in the open space section of the convention. In partnership with the art director, I created the main logomark, swag, booklets, presentations, and signage for the event.
First off, some inspiration
Good ol' Maple Leaf
Metro
Biosphere
Located in the heart of Montreal at Parc Jean-Drapeau, it stands for the well-known Canadian values of environmental conservation
1976 Montreal Olympics
Pure eye-candy for graphic designers. This logo needs no description blurb.
First Round Sketches
At first, I tried traditional and somewhat expected solutions for the mark. I experimented with the idea of integrating the referenced elements into wordmarks or turning them into badge-like emblems with minimal illustration. Though these initial explorations yielded interesting results, none of them felt like a cohesive integration z the elements of inspiration.
After that round of explorations, I went back to the drawing board and and took a second and third looks at the initial elements. This time, I started by transforming that set of Canadian and Montreal-inspired elements into abstract representations that could be integrated as a cohesive unit.
Right from the get-go, taking an abstract approach to creating the mark resulted in a much better integration of the elements. Quickly, these three iterations stood out from the rest. They struck the right balance of visual unity and abstraction, which is a staple of a strong logo, while preserving enough detail to allow for the individual distinction of the elements.
