Making of the FundDeed logo

Project Description FAQ Updates Supporters Comments

About the Charity

Peace Now

Our mission is to gather One Billion Signatures in support of peace and the creation of departments of peace within all governments. Each initiative -Peace Education- Films for Peace – Peace Business Certification – supports building a grass roots constituency that will help enact The Global Resolution for the Establishment of Infrastructures to Support the Culture of Peace.

About the Creator

We R FundDeed
FundDeed HQ Created 31 Projects

funddeed.com

We created the FundDeed logo ourselves. And we thought, hey that's a great project that we create from concept to a final, so why not use it as a FundDeed project? So here it is - the process is mostly the execution of the logo once we had decided on a final design. But it shows how we worked through the steps of creating a unique and original piece of modern commercial art.

FAQ

Updates

Adding color and final versions – update 3 Posted on September 06, 2016 by Fund Deed

Once we got it all on the computer and outlined everything, there were some adjustments to make with kerning and spacing, then we made decisions on the position of the jumper. Enough gap to feel the jump is not easy, but not so far that the assumption is failure! We....

Once we got it all on the computer and outlined everything, there were some adjustments to make with kerning and spacing, then we made decisions on the position of the jumper. Enough gap to feel the jump is not easy, but not so far that the assumption is failure! We ended up with three variations of the logo for flexibility and use in social settings as well as traditional layouts.

And as mentioned in the last post, the final version of the logo was then again imported to illustrator where final outlined versions of the logo were saved. The illustrator logos are not dependent on resolution, since they are made of vector outlines that use math to scale to any size without degradation. But as is often the case, logos displayed online or in print must be saved as a rastered image where resolution does determine the size and quality of the image. So once again, the final illustrator logo is imported back to photoshop and saved at the size, resolution and format for specific needs.

Online versions of the identity are usually saved as .png or .jpeg files, at 72 dpi when 100% size. Photoshop has a handy "Save to web" cmomand

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Custom type treatment – update 2 Posted on September 06, 2016 by Fund Deed

This second update give a little more detail about the process of executing the funddeed type treatment. We had decided on the treatment using a sketched Rockwell font, but needed to customize the sketch/scribble for the final treatment. Using several slab serif fonts, we printed outlines of the type treatment....

This second update give a little more detail about the process of executing the funddeed type treatment. We had decided on the treatment using a sketched Rockwell font, but needed to customize the sketch/scribble for the final treatment.

Using several slab serif fonts, we printed outlines of the type treatment in different sizes. Using a homemade light table, we tested markers and pens to find the right size scribble for the type. We did quite a few scribbled type treatments and then scanned those into the computer. We did the same thing with the jumping girl, and found that we needed a slightly larger scribble texture for the girl than we did for the type. So again, we did a variety and scanned them all in so we could play.

After scanning the black and white type and scribbles, we opened them in adobe photoshop and did some adjustments to get a pure black/white image. Those black/white images were then opened in adobe illustrator where they were outlined using the automatic outline tool. Now we had editable scribbles and type outlines and could begin combining all the elements. Back to photoshop, where we used the type outlines to create masks of the inside area of the type. Then we could import the different scribbles to see what worked best.

Eventually we got what we felt was the right scribble size, visible at different sizes, and balanced with the jumping girl. And as you'll see in the next post, we explored color and added the final color to the treatment.

The final version of the logo was then again imported to illustrator where final outlined versions of the logo were saved. The illustrator logos are not dependent on resolution, since they are made of vector outlines that use math to scale to any size without degradation. But as is often the case, logos displayed online or in print must be saved as a rastered image where resolution does determine the size and quality of the image. So once again, the final illustrator logo is imported back to photoshop and saved at the size, resolution and format for specific needs.

More about the color and final formats in the next post. And please support Peace Now with a small donation to this project. Thank you.

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funddeed logo concepts – update 1 Posted on September 06, 2016 by Fund Deed

For the funddeed logo, we had already gone through a pretty extensive process to get to the name. The naming process was preceded by a positioning exercise, which established the following positioning: To: artists and creators (volunteers/nonprofits) who want to make a difference (new name) : is the (artist’s) platform....

For the funddeed logo, we had already gone through a pretty extensive process to get to the name. The naming process was preceded by a positioning exercise, which established the following positioning:

To: artists and creators (volunteers/nonprofits) who want to make a difference
(new name) : is the (artist’s) platform for creative crowd-fundraising projects (and promotion)
Which: engages donors through heart-centered, inspiring achievements of volunteers (they can't find elsewhere)
So That: charities gain added funding (and support)

Using this positioning as the criteria for the name, the naming process followed, with well over 500 names generated. And after several rounds of feedback and critical review, we landed on funddeed.

Then came the funddeed visual identity, beginning with the type treatment and logo. The first step in the process is exploration. The image here shows just some of the type treatments that were quickly generated to help narrow in on the best solution. All design decisions were guided by the same positioning above, which becomes the guideline for the entire funddeed brand.

You can see that we played with type faces, weights, color and configuration. We considered all caps, initial caps and lowercase. And as we reviewed with the positioning in mind, we narrowed in on the block/slab style lettering, which felt substantial, had elements of education and institutional influence, was well supported, and allowed for a texture treatment that would add further to the artistic and creative message.

Some scribble-style fonts were found during the exploration and we liked them, but they were not usable with our type treatment, so we had to create our own type with the scribble treatment customized for our needs.

The jumping girl was added during review of the final type treatments. We discussed the need to have a human element, since all projects were created by volunteers. We needed to evoke a sense of accomplishment and forward movement. And the double "dd" in the middle of the funddeed offered a design opportunity. And so someone doodled a figure jumping from d to d, and we all kept going back to that one as a favorite. So I photographed my daughter jumping off of our porch (just one step down) and her silhouette became the jumping girl.

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Getting the logo into color Posted on April 19, 2016 by Dexter Missouri

Once we got it all on the computer and outlined everything, there were some adjustments to make with kerning and spacing, then we made decisions on the position of the jumper. Enough gap to feel the jump is not easy, but not so far that the assumption is failure! We....

Once we got it all on the computer and outlined everything, there were some adjustments to make with kerning and spacing, then we made decisions on the position of the jumper. Enough gap to feel the jump is not easy, but not so far that the assumption is failure! We ended up with three variations of the logo for flexibility and use in social settings as well as traditional layouts.

Show More