SKETCHBOOK FOLLOW-UP: LOGO DESIGNs

CONCEPTS LEARNED: Positive & Negative Shape

Composition

Directions: PART 1 (Part 2 is on the back)

1. Divide one page in your sketchbook in half.

2. Read through the symbols on the sheet provided, and select which symbol best represents
your personality.

3. Come up with a way to redesign your symbol into ONLY POSITIVE and NEGATIVE SHAPES
by completing a few thumbnail sketches on a separate page in your sketchbook. You should
approach this the exact same way as you did for your initials for your portfolio design, except
now we are using a picture instead of letters. Try to come up with unique ways of simplifying
and positioning your re-designed symbol. Think carefully about COMPOSITION (where you
place your image within your page). Fill the ENTIRE top section of your
sketchbook page with your design of positive and negative shapes.

4. Choose from the list of materials below to complete your design in the top of your divided page
after completing your thumbnails and deciding on a final design.

Materials
Option #1: Colored paper, Tracing paper, & glue (same method as our portfolios)
Option #2: Markers
Option #3: Do you have a suggestion? If so, ask me!

Example:

These could be ways of

For example: a Tree could work simplifying and changing a
for the “EARTH” symbol tree into a design made of
POSITIVE and NEGATIVE
SHAPES
Information retrieved from : http://www.bemyastrologer.com/rebecca_brents_elements.html
EARTH
Characteristics:
Physical and sensation-oriented.
They make things solid, secure,
and grounded in reality. They are
sensible, logical, business-like, and
matter-of-fact. They are committed
to living well in a material and
physical sense. Money and
luxuries appeal to them for the
sensation, comfort, and security
these provide.
They are also dedicated to earning
what they get through work, skill,
and enterprise. They can, in
fairness, be considered
materialistic, but they are also
productive, stable, realistic,
organized, methodical, patient, and
discriminating with regard to where
they invest themselves and their
energy.
Under stress, Earth can be
extravagant, wasteful, impractical,
unproductive, inflexible, critical,
and lazy.
Ideas for Images: Globe, forests,
or you could spell out “EARTH” in a
cool design (like your initials)
AIR
Relates to others intellectually,
share thoughts and experiences,
listen to feedback, and combine
information into new ideas and
possibilities.
They value curiosity, provide
intellectual stimulation, and love to
play with communications media --
reading, writing, telephone,
computer, etc. They love
technology, new advancements,
toys, gadgets, and "the latest"
applications for personal
expression. They can be distinctly
inventive and experimental in their
use of concepts, theories, and
tools. They pride themselves on
being objective, innovative, clever,
ingenious, and concerned with
education and the good of the
social order. They are adaptable --
at least in the sense of taking other
people or other minds and
viewpoints into account. In that
sense, sociability, the existence of
"society," and the advantages of
group effort are more important to
them than to the other signs.
Under stress, the Air signs can
become scattered, high-strung,
illogical, "tunnel-visioned," and
erratic.
Ideas for Images: Clouds, sky,
wind, trees, or you could spell out
“AIR” in a cool design (like your
initials)
WATER
They are often extraordinarily
creative in artistic efforts that rely
on symbolism and metaphor to
carry the message of the work.
They have a rich inner life,
profound abilities in fantasy and
visualization, and are capable of
tremendous empathy.
They support, improve, and restore
others with whom they are
involved, even when doing so is
costly to their own personal
resources. They are reflective,
responsive, and fertile --
mysterious, secretive, and
complex. They can be
sentimental ... and involved with
memories of the past more than
other signs. And they can be
intense and passionate ... involved
with authentic visions of the future
and unmanifested potentials.
Under stress, the Water signs can
become moody, withdrawn, self-
pitying, unstable, and overwrought.
Ideas for Images: Ocean, waves,
ripples, rain droplets, splashes, or
you could spell out “WATER” in a
cool design (like your initials)
FIRE
These signs are self-confident,
dramatic, self-promoting,
exuberant, vivacious, and
captivating.
They get things done, motivate
themselves and others, provide
direction and strategy, and
sometimes kick up a ruckus. They
are irrepressible, goal-oriented,
and concerned with the immediate
future.
If they don't have what they want,
they find it -- or create it. They are
enthusiastic, inspirational,
independent, and invested with a
positive outlook on life and their
ability to maneuver in it
successfully. They can be forceful,
impulsive, blunt, aggressive, and
bold. They can be spontaneous
and intense. Being noticed and
appreciated for "who they are"
excites them.
They can be generous with their
time, energy, and resources. They
are restless, adventurous,
captivated by novelty -- in things,
people, and situations, and
interested in having an impact,
making a difference in helping
others achieve success and be
"themselves" in life.
Under stress, the Fire signs can
become inconsiderate, bombastic,
over-confident, self-centered,
narcissistic, and fanatical.
Ideas for Images: Flames,
torches, candles, camp fires, or
you could spell out “FIRE” in a cool
design (like your initials)
Directions: PART 2
1. On the 2nd half of the page, think of a place where you could see your design reproduced, and draw it in that location or on that
object.

For Example: