Illustrator 1–Exercise #8 Brand Brainstorm

25 points
Student Instructions:

STEP 1: Business Name 10 points

1. In your sketchbook, make a list of a minimum of ten possible business names for your business. This
needs to be in the industry you plan to work in for your future career. For example, if you are a landscape
architect major, your business names needs to be for your own landscape architecture design business.
Your business name can use your name for example, Jenny Rose Landscape Designs, Rose Landscapes,
or JR Landscape Designs. Or if you prefer something random that does not use your name, that is fine as
well. So you could name your business Harmony Landscapes because your goal is to create harmony for
your clients and you live in Fort Collins and this would be memorable because of the main street Harmony
Road. Be sure there is a reason for your business name. If you name your business Lion Designs, what
kind of business is this? Is it graphic design? A painting company? Why Lion? Have a reason for your
decision. If you write ten business names and you have not found a couple that resonate with you, keep
brainstorming.
2. Circle/Bold the two business names that stand out to you the most from your list. If you cannot circle/bold
two because two of them do not stand out, go back to brainstorming.
3. Decide on which you will move forward with. Begin Step 2 for the name you feel the strongest about.
STEP 2: Inspiration Word List 15 points

4. In your sketchbook, write a WORD list (15 words minimum) of elements you think of when you think of
your profession. So back to the example in #1, when you think of landscape architecture design what
elements come to mind? Examples might include, pavers, trees, grass, bridge, hose, trellis, sprinklers,
green, brown, san serifs, etc. These are not images drawn just words that come to your mind You should
have a minimum of fifteen words. Refer to your friend Google if/when you get stuck. Think outside the
typical elements that first come to mind.
STEP 3: Discussion Post

5. Post both your business name list (10 ideas minimum with 2 bolded) and your inspiration word list (15
words minimum) in your discussion post.
6. Write a minimum of 5 sentences explain in detail the feeling of your brand and why you are considering the
business names that you did. Give some direction as to where you see your self going from here.

What’s Next...

You’ve completed this assignment. The next steps in the process are:
• Write your selected business name on a new page in your sketchbook
• Think about typefaces–what fits (serif, sans serif, bold, light, etc.)
• T
 hink about the word list you made, do you see any connections with the letter forms in the business
name? For example, a tree and the “L,” a hose and the “J.” Start experimenting with these connections.
Maybe a bridge makes me think of an “H” and you want to rethink the name to include an “H.” If you are
taking the route of initials as your business name start playing with the letters as forms, how can they fit
together to represent your business. HW6: Complete 25 different sketch ideas. Due next class.
Once you have the 25 sketches, open Illustrator and start bringing the sketches to life. Experiment with typefaces.
Only work in black and white! Your logo needs to be successful in black before you add color. We want to pay
attention to form not color. Color comes at the end.