PERMISSION GRANTED

PPROJECT

This identity project started when a friend requested a logo for his event-planning company called Permission Granted, where it was later revisited and expanded into a full identity system.

PROCESS

Although the owner's ideal audience was high-income, he ultimately aimed to appeal to a mid-range age group. When doing some initial research, I also noticed photos of former events seemed pretty casual. Given both these findings, it made sense the identity would not be sophisticated, but it wouldn't be so casual that it attracted low-income audiences.

Three original logos were initially presented, and the final system was based on my favorite: a rabbit, due to its association with otherworldliness. Details include two X's; Roman numerals for 20 Mission, their original location, and asterisks associated with password access. Another reason a rabbit appealed to me is a funky/subtle relation to rave culture, which also served as my mood inspiration, given its younger/cooler target audience.

1) After the audience, logo, and mood/tone were established, I explored type, color, texture/patterns. With the inspiration of night/rave life, as well brightness from the event photos, figured a bright/bold color palette made sense, alongside stark black/white neutrals to balance it. Due to the slightly casual/rough quality of mood, I also chose several complementary typefaces inspired by zine culture.

3) Finally, I picked several textures/patterns. Given the creative/unique but professional qualities I wanted to stress, I ultimately decided on a digital eye graphic and dripping paint/holographic foil for accents.

4) After sketching composites for all major media that were later refined, I centered the system on a fun but fitting slogan, all in the form of a mockup series.