Project
Concept and design of a word mark for ‘Schema’ through iteration and card-sorting activity.
About
For a class project, I was tasked with creating a word mark inspired by card sorting and iteration using Helvetica Neue. Through card sorting, I arrived at the word ‘schema’ which is “a mental codification of experience that includes a particular organized way of perceiving cognitively and responding to a complex situation or set of stimuli.”
Tools
Pen & Paper, Camera, Illustrator
Process
Associative brainstorming from the prompt “colour & emotion”.
Brainstorming
Sorting by thought direction.
Sorting into category pillars.
The word ‘schema’ emerged from my card sorting – understanding existing and well-established schemas of the user can help designers make surprising and emotionally impactful choices.
Testing font weights to find a starting point.
Playing with kerning and size for readability.
Experimenting with form by removing halves of letters horizontally.
Experimenting with colour and saturation.
Using the ascender of the H to create a box around the mark.
Noticing and combining similar shapes between the H and M to simplify the mark.
Using the ascender as a box on the simplified mark.
Adding colour to the simplified mark.
