LOGO DESIGN:
CONVOKE SURFWEAR

BRIEF
To create an original and distinctive logo/brandmark design for the new fashion start-up label Convoke, a surfwear brand.

The target demographic is 15 - 29 year olds of all genders who feel connected to the planet,
primarily the Earth’s oceans, and wish to protect its resources.

CLIENT
RMIT Diploma of Graphic Design University Project (2023)

TOOLS
Adobe Illustrator

- INTRODUCTION -

For my Visual Identity subject in my first semester at RMIT University,
I designed a logo for the fictional surfwear brand Convoke that was inspired by the repetitive pattern of water ripples and the ripple-effect created on the sand when the tide goes out.

I first drew the logo by hand to create a more unique look and organic, dynamic feel. I then digitally traced it, and manually added a drop shadow to create more depth and visual intrigue:

The four-colour palette references the earth, sand, surf, and sky. I chose the colour palette based off of the target demographic’s connection with the Earth as well as their particular interest in beach ecologies. Yellow features most boldly to promote feels of joy, optimism, and positivity
to this energetic demographic:

The Convoke Brand Style Guide that demonstrates accepted logo variations, usage, and colours;
overall brand colour palette; and accepted typefaces to ensure a consistent and cohesive
brand voice and identity across all digital and print mediums:

The Convoke logo and wordmark mocked-up on shop front signage to offer the client
a ‘real world’ example of the logo in use:

A Convoke merchandise mock-up using an approved secondary logo of the brand:

Convoke sales bags for in-store purchased goods, and Tote Bag merchandise mock-ups showing the logo in use as well as a key illustrative artwork that promotes the brand’s identity:

A Lookbook mock-up of the brandmark, wordmark, and key illustrative collage design to promote Convoke’s 2023 Autumn fashion range.