Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 80
060-089 91288.indd 80060-089 91288.indd 80 10/31/06 8:01:14 PM10/31/06 8:01:14 PM
Logo Savvy
80
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 80
Text
DE SIG N
CHEN D
E
CR EATI V
CHEN WA
DE SIG NE
CHEN WA
CL IEN T
LUBBOC
K
A
th
A TRA D I TIONAL L A U NCH
The creation of the Year of the Rooster logo was requested by
the Lubbock Chinese American Association (LCAA) for their
four holiday festivals in 2005, the Year of the Rooster.
A nonpro t organization, LCAA’s mission is to promote
Chinese culture in mainstream American society.
The logo was intended to increase interest and participation in
traditional Chinese festivals; therefore, the client requested a fun,
playful message to stimulate excitement about the events. The use
of color in this piece conveys the convivial festival atmosphere.
BUILD I N G ON A T H E ME
The theme of the logo was “East Meets West.” The two
components of the logo—the year 2005 and the image
of a rooster—were combined with an Asian-inspired type
treatment, achieved by creating the words with brushstrokes
used to draw Chinese characters. Since the nal audience
included both Chinese and Americans, legibility was a major
concern during the ideation process. To make the words easy
to read without sacri cing the look of the compelling visual,
different colors were incorporated.
With the nonpro t’s small budget, full-color printing would
have been too expensive, limiting them to printing with just
two colors. To overcome this challenge, the designers used
the logo in different color combinations used on varying
background colors of different materials. For instance, the
client decided to print all the invitations on red paper
(a tradition in Chinese culture) in order to create an inviting
festival atmosphere, with the logo printed in gold but the event
programs were printed on white paper with a red logo.
The overall look of the nal logo is fresh and contemporary
while paying homage to its Chinese roots and representing the
organization in a tasteful manner.
As with many nonprofits, a slim budget limited the
organization to two-color printing. In order to overcome
this challenge, the designers livened up the materials by
incorporating various colored and white paper stocks with
the logo running in different colors.
Year of the Rooster
To increase interest in the holiday events taking place while
celebrating the Chinese Year of the Rooster, the Lubbock
Chinese American Association (LCAA) commissioned this
logo for all the event materials.
060-089 91288.indd 80060-089 91288.indd 80 10/31/06 8:01:14 PM10/31/06 8:01:14 PM
288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 80
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 81
060-089 91288.indd 81060-089 91288.indd 81 10/31/06 8:01:19 PM10/31/06 8:01:19 PM
288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 80
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 81
Text
DE SIG N FIR M
CHEN DES IGN
CR EATI VE DI R EC TOR
CHEN WANG
DE SIG NE RS
CHEN WANG, DIRK FOW LER
CL IEN T
LUBBO CK CHINE SE AM ERI CAN A SSO CIATION
An Asian-inspired type treatment was achieved by creating
the words with strokes used to draw Chinese characters.
e
060-089 91288.indd 81060-089 91288.indd 81 10/31/06 8:01:19 PM10/31/06 8:01:19 PM

Get Logo Savvy now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.