Creative Brief on a Napkin Yields Logo Design

I’ve heard of people getting ideas and jotting them down on bar napkins. It makes sense. You’ve got to capture the thought on paper for later use. But this is something special. This is different. It reads “FROZEN AT FENWAY W/ICE” and was pretty much the entire creative direction and thought given to a project that needed to be completed in 3 days. And not three ENTIRE days; but three regular work days filled with the madness of my regular graphic design responsibilities. So – more like three hours.

After asking some questions (knowing that everybody and their brother had to approve this design including Major League Baseball, the Red Sox, Hockey East, My 4 bosses, and my CD) I found that we were looking at some serious limitations and restrictions.

I could not:
-Reference the Red Sox

-Use “Green Monster” green

-Use the color red

-Use any fonts or letter forms that reference Fenway Park or the Red Sox

I was asked to:

-Keep the pallet cool and simple

-Convey action

-Have ice

-Make sure we could appliqué, screen print and embroider the mark for cheap

Here is the mark I designed to brand the month-long event “Frozen Fenway.”  It will appear on the ice at the college games, on souvenirs, apparel, hats, television, everything. Everybody liked it.

And I think it’s actually starting to grow on me now…

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