About San Diego Circuit
The San Diego Circuit is a specialized service designed to facilitate inter-library book borrowing among users across participating libraries within the San Diego Circuit network as well as sharing information among the community. This streamlined process enables patrons to efficiently access books from alternate Circuit libraries when the desired titles are unavailable at their home library.
While the book borrowing is still an essential service, the company wants to branch out and shift their focus on educating the community through public projects. They have already conducted multiple public awareness projects including topics on Covid-19, climate change, reproductive health, and more.
Objective
While the San Diego Circuit is recognized for its innovative approach, its logo did not align with their ideals of working together to inform the community.
The primary objective was to develop a fresh visual identity, notably through the creation of a new logo. The client also requested collateral including a flyer, business card, landing page, and a pin.
The brand required an approachable yet professional tone to attract a wide audience. The client also requested to incorporate the geography throughout the San Diego County.
impacting and strengthening the community through knowledge.
Concept
I resonated with the idea to involve San Diegan geography. Not only is its land diverse but its community is too. This calls back to the client's mission to impact and strengthen the whole community through knowledge.
In order to represent the variety if San Diegan land, I focused my attention of topographic maps. I explored arranging multiple cross-sections from across San Diego. Eventually, I landed on a design with cross-sections from Palomar Mountain, Anza-Borrego, and La Jolla Beach.
Initial Sketches
I explored different ways to incorporate multiple cross-sections while maintaining an educational tone.
Concept Development
Eventually, I landed on using a bookmark as the container for the cross-sections. I then focused on how to make them more distinct. At first I used color to differentiate them, but realized it was too busy. Instead I used one color and focused on the line work to make them distinct.
Final Concept
Color & Type
I chose a more natural color palette in order to compliment the geographical theme. for the primary color, I used a dark teal-green. Green represents nature, promotes calmness, and improves concentration, which are important to learning.
As for the type, I chose Poppins for its clean and round letters. This creates a balanced tone of inviting and professional.
Pattern
The pattern was also inspired by topographic maps. Rather than cross-sections, I took the shapes from the actual maps throughout San Diego.
Topographic maps are made up of lines to convey ground elevation. Rather than keep these shapes as outlines as seen on the maps, I filled them instead to better fit the brand style.
