When I saw his campaign logo which is outdated now, my first impression was ‘not bad.’ However, he wanted to have more ‘serious’ tone and represents ‘the state of Illinois’ on a newly designed logo. It might be very straightforward to me because he already has his brand colors which are orange and navy(I would say) and I could figure out his philosophy – “I, Bob Morgan, am a representative of the 58th district in Illinois.”
Based on his request and my assumption, I wanted to go traditional looking logo that typically has an eagle, stripes, stars but couldn’t make it. The one I created looked like a youth soccer team logo or local private security logo. So, I tried to change my logic to the southern part of Illinois – Springfield.
The building is the capitol of Illinois and I derived stripes and 13 stars from Illinois state flag as a background. However, that stripes and stars did not distinct from foreground which is a building and it looked too complex as a logo. I wanted to make some space between foreground and background by offsetting the capitol with the white background color.
For the typeface, I thought serif works much better than san-serif which evoke modern, minimal looking – that’s not I wanted here.
Conceptual landing page design
For this, I would like to make it dynamic, minimalistic, as well as very professional looking which is very important for those who are working for a public. To achieve that, I thought skewed rectangle could be working to represent his energetic, forward-looking attitude toward the people in the 58th district. Also, I picked a hero image – speaking to the public with a mild face – to give some kind of friendly but professional looking. Finally, I used the big, bold typeface for the number 58 to emphasize he is working for the people who live in the 58th district in Illinois.
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