Six Virtues Identity System Design Project
Project Brief:
This project involved developing an Identity System consisting of six logos, each representing one of the core virtues from the field of positive psychology: Courage, Justice, Humanity, Temperance, Wisdom, and Transcendence. Each logo incorporates a logomark, wordmark, and their combination, all designed within a unified visual family. The focus was on translating these abstract virtues into concrete visual representations through animal symbolism, drawing inspiration from Celtic and Native American cultures.
Design Concept:
The logos take on a tribal art style, combining geometric shapes and swirling lines to create a cohesive suite of logos that feels deeply rooted in tradition and nature. Each animal chosen for the logos holds symbolic meaning, and the designs reflect this through simplification and stylization, while the color choices align with the emotions and cultural associations tied to each virtue.
Virtue Logos:
Justice (Raven):
Animal Symbol: Raven
Color: Blue
Meaning: Ravens, often dark in appearance, symbolize light and serve as messengers in various cultures. The choice of blue conveys truth and calmness, aligning with the phrase "true blue" to represent fairness and balance.
Wisdom (Wolf):
Animal Symbol: Wolf
Color: Green
Meaning: Wolves are known for their keen instincts and intuition, which ties to wisdom. The green color draws from ancient cultures, symbolizing knowledge and connection to nature.
Temperance (Fox):
Animal Symbol: Fox
Color: Purple
Meaning: Foxes, known for their adaptability, represent balance and control in difficult situations. The purple color is a combination of red (fox’s natural color) and blue, representing restraint and moderation.
Humanity (Rabbit):
Animal Symbol: Rabbit
Color: Teal
Meaning: Rabbits symbolize fertility, renewal, and compassion. The choice of teal represents calmness and serenity, connecting to the nurturing qualities of humanity.
Courage (Bison):
Animal Symbol: Bison
Color: Brownish Orange
Meaning: The bison is a symbol of strength and resilience, reflecting emotional fortitude. The earthy, fiery tone of orange conveys the bison’s natural strength and passion.
Transcendence (White-Tailed Deer):
Animal Symbol: White-Tailed Deer
Color: Red
Meaning: The deer represents grace and sensitivity, with an ability to rise above adversity. The red color symbolizes love, compassion, and heightened awareness, traits essential to transcendence.
Typography:
The typeface chosen for the word-marks are Ivy Mode Semi Bold, modified with added lines and softened serifs to create visual interest without overwhelming the viewer. Some letters were left in their original form to give the design areas of rest and balance within the logos.
Design Objectives:
Symbolism & Culture: Incorporate animal symbolism, with design inspiration from Celtic and Native American artistic traditions.
Color Psychology: Utilize color theory to reflect the emotions and values associated with each virtue.
Cohesion: Ensure that all logos maintain a visual harmony within the suite, despite each representing a different virtue.
Final Deliverables:
Logomarks: Geometric and tribal-inspired animal illustrations for each virtue.
Wordmarks: A refined type treatment that complements the logomarks.
Combination Logos: Unified logomarks and wordmarks for each virtue.
Total of 18 Logos: Six virtues, each represented by three versions (logomark, wordmark, and combination).
This project successfully combines research, symbolism, and cultural references to create a cohesive set of logos that visually represent abstract concepts in a concrete, artistic, and meaningful way.
