Knoxville Community Media is a local, nonprofit network focusing on coverage of local government meetings and programs produced by local residents. Under new leadership, they wanted to rebrand from Community Television of Knoxville and increase coverage of the arts. The new brand needed to find a line between playful and corporate. Below I outline the process from initial discovery to finished branding guide.
For the first round of design I made mood boards with design examples, color palettes, sketches, and refined sketches into vector logos. I delivered the logos without color to focus on the marks alone. From those I chose a handful to mock up in color and in use on screen images.
From the work in round 1 we narrowed the focus to a couple designs and a general color scheme. For the concentric circle design I explored three different ways to create the letter K and used those shapes to make patterns and solid or line variants of each. The other logo that they enjoyed was the retro tube TV. For that I focused on the overlapping shapes and tooled around with color options.
Based on feedback from the second round I refined the primary logo further and gave final options for color and fonts. I created multiple versions of the K with different sized circles. After I chose the best size, I created full color, solid color, and outline/inline versions. For the full color mark I made a gradient using what would be the primary and secondary color of the brand. I mocked up different variations with different fonts to show what the final logo would be. With the fonts for the primary logo mocks I also showed how they could be used in content.
With the final colors and font established I was able to begin on creating the branding guide and deliverable logos. The first page of the brand guide shows the primary logo, the wordmark, and icons, with one color variations of each. The logo page also shows their use on light and dark backgrounds. The fonts page covers the main fonts for the brand and their uses. The color page shows every brand color and gives values for RGB, CMYK, and Pantone versions. For KCM I created multiple patterns using the K logo. Finally, I show how the brand can be implemented.
