Weeks 4, 5, 6 & 7 – Info / Resources

Designing Logos & Symbols

It is time to dig into Assignment #2! Lets discuss it and share some insights and information! Please refer to the Assignment #2 page for the assignment specifications – this post will help with the process!

Creating a logo for a nonprofit organization requires a balance of creativity, clarity, and strategic thinking. Unlike corporate logos that often prioritize marketability, nonprofit logos must embody a mission-driven message, fostering trust, recognition, and emotional connection. This post walks through the process of designing a nonprofit logo and symbol system, incorporating historical influences from legendary designers and best practices in branding.

Historical Influences in Logo Design

Before diving into the design process, it’s helpful to look at iconic designers who have shaped the field of branding and logo design:

Paul Rand – Known for timeless and simple logos, Rand’s work (IBM, ABC, UPS) demonstrates the power of minimalism and clarity in branding. (Learn more: Paul Rand’s Legacy)


Saul Bass – Famous for expressive and symbolic logos, Bass’s work (AT&T, United Way, Girl Scouts) showcases how visual elements can communicate deep meaning. (Explore: Saul Bass’s Portfolio)


Chermayeff & Geismar & Haviv – This studio is behind some of the most recognized modern corporate identities, such as the logos for National Geographic, PBS, and the U.S. Open. Their work exemplifies adaptability and bold simplicity. (See: Chermayeff & Geismar & Haviv)<

The Design Process

Step 1: Research & Analysis

Before sketching concepts, it’s crucial to understand the nonprofit’s mission, target audience, and values. Ask the following:

  • What is the organization’s core purpose?
  • Who does it serve?
  • What emotions should the logo evoke?
  • How will the logo be used (print, web, merchandise)?

Example: If designing for an environmental nonprofit, the logo should convey sustainability, nature, and harmony.

Step 2: Conceptual Sketching

Using the research insights, start brainstorming visual ideas:

  • Experiment with symbols and typography that align with the nonprofit’s message.
  • Sketch multiple rough variations to explore different directions.
  • Consider universal design principles like balance, symmetry, and negative space.

Tip: Many successful nonprofit logos use simple, bold icons that are easy to recognize at a glance (e.g., WWF’s panda (above), Red Cross’s emblem).

Step 3: Digital Development

After refining sketches, translate the best concepts into digital form using vector software like Adobe Illustrator.

Key Considerations:

  • Scalability: Ensure the logo maintains clarity from large billboards to small app icons.
  • Legibility: Choose fonts and icons that are readable across different media.
  • Color Psychology: Select colors that reinforce the nonprofit’s identity (e.g., blue for trust, green for nature, red for urgency/action).

Deliverables: Create 3–5 logo variations to test different styles and refine the best one.

Step 4: Testing & Adaptability

Test how the logo appears in different applications:

  • Business cards
  • Websites & social media
  • Merchandise (T-shirts, mugs, tote bags)
  • Signage & event materials

Make adjustments based on feedback to optimize readability, contrast, and usability.

Step 5: Refinement & Finalization

Gather feedback from classmates and refine the design:

  • Adjust spacing, proportions, or typography if needed.
  • Ensure the final logo works in full color and black-and-white.

Finalize the best version and prepare the necessary files (AI, PDF, PNG, SVG) for professional use.

Step 6: Brand Usage Guide Submission

The final step is compiling a 1–2 page brand/style guide that may include:

  • Logo variations (primary, secondary, monochrome)
  • Color palette with HEX, RGB, CMYK codes
  • Typography guidelines
  • Clear space and minimum size requirements
  • Do’s and don’ts of logo usage

Final Submission: Upload the vector files (the “ai”- adobe illustrator files) to your Google Drive folder for easy access. 🙂

A well-designed nonprofit logo is more than just an aesthetic mark—it’s a visual representation of the organization’s mission and impact. By following a structured design process and learning from historical influences, designers can craft meaningful and adaptable brand identities that resonate with audiences.

Need more inspiration? Check out the archives of AIGA’s Logo Design Gallery (AIGA Design Archives) for award-winning nonprofit branding examples.

Adobe Access – Software Access

ADOBE

The link to BMCC’s login instructions to CUNY provided Adobe for students granted access:

https://servicedesk.bmcc.cuny.edu/TDClient/33/Portal/KB/ArticleDet?ID=1070

HERE ARE THE STEPS TO ACCESS ADOBE CREATIVE CLOUD FOR CUNY STUDENTS IN DESIGN COURSES.

To install CUNY provided Adobe Creative Cloud applications on your personal device:

**In your device’s web browser, open the following URL to access the Adobe Creative Cloud applications.

  1. https://creativecloud.adobe.com
  2. The Adobe Sign In page displays.
  3. Note:
    You will only be able to install CUNY-licensed Adobe Creative Cloud applications using your CUNY Login Credentials—do not use Google, Facebook or Apple credentials.
  4. In the Email address field, enter your CUNY Login username (firstname.lastname##@login.cuny.edu) and click Next.
  5. The CUNY Web Applications Login page displays.
  6. Enter the following information and click Login:
  7. Username — Enter your CUNY Login username (firstname.lastname##@login.cuny.edu).
  8. Password — Enter your CUNY Login password.
  9. The Creative Cloud web site displays.
  10. In the Creative Cloud website, browse for and download your desired application. 
  11. Click the Apps menu on the top of the page to view all apps.

For more information on how to download or install apps, see  Download and Install Creative Cloud apps  on the Adobe website.

MMA235 – Weeks 1-4

Assignment #1 –

Designing for Impact: Creating a Social Issue Awareness Poster

Posters have long been a powerful tool for social change, used to educate, inspire, and provoke action. Whether addressing climate change, mental health awareness, or equality, graphic designers play a crucial role in shaping public discourse through visual communication.

Let us explore how to create an impactful social issue awareness poster, drawing inspiration from historical design movements and modern examples.

The Power of Posters in Social Movements

From wartime propaganda to contemporary activism, posters have been central to mobilizing change. Some of the most influential social posters include:

• “We Can Do It!” (Rosie the Riveter, 1943) – A symbol of women’s empowerment and workforce participation during World War II.

• Silence = Death (1987, ACT UP) – A striking pink triangle on a black background, demanding action during the AIDS crisis.

• Shepard Fairey’s “Hope” Poster (2008) – A modern political icon that became synonymous with Barack Obama’s campaign.

Each of these designs shares a clear message, bold visuals, and strong emotional impact—key ingredients for an effective social awareness poster.

Step-by-Step: Designing Your Social Issue Poster

1. Research & Ideation: Finding Your Cause

Start by selecting a social issue that resonates with you. Some current topics include:

✅ Climate Change

✅ Mental Health Awareness

✅ Human Rights

✅ Digital Privacy

Inspiration Sources:

• Explore posters from Amnesty International, UNICEF, and Greenpeace for compelling messaging.

• Check Pinterest and Behance for trending activist posters.

🔗 Resources:

• Amnesty International Campaigns

• Behance Social Issue Posters

2. Concept Development: Sketch & Plan

Once you’ve chosen your topic, sketch rough ideas. Think about:

• Symbolism: What imagery best conveys your message? (e.g., melting ice caps for climate change)

• Typography: Will you use a bold, sans-serif font for urgency or a softer typeface for empathy?

• Color Psychology:

• Red: Urgency, passion (e.g., protests, warnings)

• Blue: Trust, calmness (e.g., mental health, unity)

• Black/White: Stark contrast for powerful, minimal designs

3. Digital Draft: Bringing It to Life

Use Adobe Illustrator, Photoshop, (or draw by hand, useProcreate, sketchbook or adobe fresco) to create a digital draft. Test different compositions, focusing on:

✅ Visual Hierarchy: The most important element should grab attention first.

✅ Alignment & Spacing: Avoid clutter—let your design breathe.

✅ Contrast & Readability: Ensure text is legible from a distance.

4. Feedback & Refinement: Test Your Design

Before finalizing,

Ask:

• Does the message come across clearly?

• Is the color scheme effective?

• Does the typography enhance or distract from the message?

🔗 Resource: r/design_critiques on Reddit

5. Final Execution: Polish & Prepare for Print

Once refined, export your poster from Adobe Illustrator as a high-resolution (300 DPI) PDF with proper CMYK color settings for print. I will also show you how to export a .JPG file.

Mockups Matter!

Present your work using real-world mockups (e.g., posters on a subway wall, billboards, or community boards) to show its impact.

🔗 Mockup Resources:

• Freepik Poster Mockups

• Mockup World

Graphic Burger

Historical Design Influences

Your design can take inspiration from three major historical movements:

1. Swiss Style (International Typographic Style)

Key Features:

✔ Clean layouts

✔ Grid-based structure

✔ Sans-serif typography

🖌 Example: Josef Müller-Brockmann’s posters used bold type and minimal graphics for maximum clarity.

🔗 Learn More: Swiss Style Posters

2. Constructivism (Bold, Geometric, Revolutionary)

Key Features:

✔ Red, black, and white color schemes

✔ Strong diagonal lines

✔ Political themes

🖌 Example: El Lissitzky’s propaganda posters featured dynamic compositions with strong visual impact.

🔗 Learn More: The Influence of Constructivism

3. Postmodern Design (Expressive & Experimental)

Key Features:

✔ Playful use of typography

✔ Collage aesthetics

✔ Breaking the rules of traditional design

🖌 Example: Paula Scher’s work for The Public Theater showcases bold typography with chaotic yet controlled layouts.

🔗 Learn More: Paula Scher’s Typography

Final Thoughts: Make Your Poster Stand Out

Your social issue awareness poster has the potential to make an impact beyond the classroom. Whether exhibited in a gallery, shared on social media, or printed for protests, design can drive change.