Creative Brief:

Princeton Class of 1995 20th reunion logo

Introduction
Princeton Reunions are an annual Princeton University tradition that draw thousands of
alumni back to campus for four days of celebration, with large outdoor tents, elaborate
costumes, sporting events, alumni and faculty presentations, fireworks, bands and a
campus-wide parade. (See more at https://www.princeton.edu/princetoniana/
traditions/reunions/)
Every fifth year, an alumni class picks a reunions theme that guides costume design,
signage, music and more. Themes often include some verbal pun or reference to the
class year or reunion year.
For the 20th reunion in 2015, the Class of 1995 has chosen a 1970s dance/music
theme, with two possible tag lines: Saturday Nine Fiver or Stayin' Alive with 95.
Often, reunions logos have been designed by members of the class, with mixed results.
This year, the Class of 1995 is looking for quality work by a professional designer.
We understand the dynamics of the crowdsourcing model. We don't want knockoff
designs by casual designers hoping to get lucky. For serious designers, we respect your
talent and time and well give quick feedback to let you know if you're on the right
track.
The rest of this brief gives you the details you need to know to be successful with the
contest. Please read the following sections carefully before submitting work:
Design guidelines
First submission guidelines
Feedback process
Contact information

Good luck!
Design guidelines
Theme: The logo must embody the spirt of 1970s, ideally with reference to music or
dance imagery or designs of that era.
Tag lines: We have two possible tag lines under consideration: Staying Alive with
95 and Saturday Nine Fiver. They are allusions to the dance movies Staying
Alive (1983) and Saturday Night Fever (1977), starring John Travolta. Imagery or
graphics inspired by promotional materials for those movies are welcomed but not
required. (Be careful not to violate trademarks or copyright.)
Use of tag lines: The logo MAY include ONE of the tag lines as a word mark or
element of a larger design, but this is NOT required. If a tag line is not included
directly in the logo, examples showing how the logo could be used alongside a tag
line would be appreciated.
Numbers: The logo MUST somehow incorporate the class year (1995 or 95). If
possible, it should also incorporate the reunion year (2015 or 15) or reunion number
(20th). Whether these numbers appear prominently or subtly is up to the designer.
Emotion: Reunions are a festive time for alumni and their families. The logo should
reflect a spirit of celebration and fun for all ages.
Color: Spot color only. Princeton University colors are orange (Pantone 158) and
black. Halftones are acceptable.
Graphics: The Princeton University mascot is the tiger. Logos including or inspired by
tigers or tiger-striping are strongly encouraged (but are not required). The Princeton
University logo is a shield. The official Princeton University shield itself MUST NOT be
part of the reunion logo. We dont expect the shield shape to be appropriate for the
1970s theme (but are open to creative ideas that incorporate it).
Constraints: Designs must be provided in both color and black-and-white. Designs
must work at multiple scales and should work for multiple media (e.g. paper, web,
shirts, hats, banners, etc.)
Formats: the final designs (color and black-and-white) must be provided in both
vector and bitmap formats (i.e. .ai, .eps, .jpg, .png.)

First submission guidelines
We strongly encourage that your first submission be one or more hand-drawn
sketches rather than a pixel-perfect design. We think this helps us and you.
For us: This contest is for professional designers. If you can't wow us with a sketch, you
won't wow us with pixels, either. A sketch shows us your style and artistic capability and
it helps us be sure that we are seeing original creative work.
For you: You'll get quick feedback on whether your ideas and style are a good fit for
us. Sketch it, scan it, send it. You'll get earlier guidance on what we like and don't like
before you invest time polishing your idea.
Feel free to post several sketches in one scan just number them so we can tell you
which ones we liked or didn't like. Black and white sketches are fine.
If you have extenuating circumstances that make posting a sketch impossible, let us
know and send us as minimal an electronic treatment as you can.
Feedback process
We will provide feedback on every design submitted within one business day. The
more merit we feel a design has, the more feedback we'll give. Even if we feel a design
isn't working for us, we'll try to explain why. If we don't think your design or overall
style has potential to win, we will tell you right away.
If there are specific things you'd like us to notice in the design or questions you'd like
us to address, please include them in your comments.
We will periodically summarize for all designers our overall impressions and any general
guidance we've given.
In the last two or three days, we hope to be working closely with a very small number
of designers on their final iterations and will not necessarily be able to give full
feedback to other last-minute submissions.
Contact info
If you have additional questions, please ask via the contest site or email xdg@xdg.me
and make sure the subject line refers to the logo design contest. We will periodically
summarize any answers to questions that would be useful for all designers to see.