Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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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

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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

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