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Category: Graphic Design

Elite’s® Logo

  • Client Name: Elite’s®
  • Background information: [Elite’s] is recreating its logo to reform its company branding. They require a fresh logo that can be utilized ubiquitously across the globe and beget new looks to customers.
  • What is the product/service? [Elite’s] is a company of sports items and goods. It is one of the largest sports product producers in the world. [Elite’s] manufactures sports gear for almost all of the sports that exist in the world.
  • Context: [Elite’s] was established in 1988 by two founders: Jonathan Park and Jason Park. The head office is located in the United States, and there are more than thousands of franchise stores in the world. [Elite’s]’s motto is “Only the elites use our products.”
  • Who is the target audience of the product or service? People who play sports are the target of [Elite’s], and the age range would be 10~40 years old.
  • What 3 keywords would the client use to describe their product/service? Durability, performance, and comfort.
  • Images that illustrate [Elite’s] and its aesthetic directions:


Made with Padlet

Thumbnail Sketches:

While brainstorming logo design ideas and selecting them, I was unsure about the concept and just wandered. However, by viewing numerous inspirational designs, I consolidated my mind and determined to design a polished and dynamic logo using the technique of logotype.


Initial Logo Designs:

Feedback from teacher and peers:

I received direct feedback from my peers that the first design (one with curvy font) was more appealing. Moreover, I personally liked the first one more. Therefore, I continued to develop my first design with various concepts:

Then, I got another piece of advice from my peers “sustain the originality.” They meant that the black-and-white design I created before was better than other designs. Frankly, I concurred with their opinion, but I also wanted the logo to be open and be in a form that could be altered with unprecedented creativity. Hence, I revised the [Elite’s] logo could be utilized more ubiquitously across the world and advertise the [Elite’s] company. Thus, I have decided not to state a strict rule regarding the logo hue alteration and logo placement to the extent that it does not affect the company’s identity.

Furthermore, Mr. Griffin has commented that the gap between the letters instigates the logo to look unnatural. Consequently, with the technical help of Mr. Griffin, I was able to rearrange the letter arrangement and refine the logo to be more polished.

Final Product:

Design 1:

Design 2:

Design 3:


Formative Panda Book Award:

At the beginning of this logo design unit, I was still unfamiliar with the tool “Affinity Designer” and was unsure how to design a logo. However, as I developed my skills throughout this logo design unit, I now feel the difference between now and then. Additionally, considering the Panda Book Awards logo and Elite’s logo, there are palpable pieces of evidence that I have developed and got used to several graphic design techniques.


  • What creative decisions did you take and why?

Throughout the project, I have made numerous creative decisions. For instance, early in the process, I decided to utilize the [‘s] style to my logo, inspired by the SSG Landers logo and Oakland Athletes logo. The reason was that I deemed that the [E’s] design was effective at conveying the message that the products of [Elite’s] are elites’; in other words, only the elites use our gears. In addition, when I had two selections of the logo, I chose the curvy handwritten style design because it was more aesthetically appealing.

  • Which design elements and principles have you emphasized and how does this make your logo effective?

I have emphasized the design elements of shape and color and the design principles of contrast and unity. These elements and principles instigate lucid and straightforward designs, rendering viewers easily discover the topic.

  • What did you do well in this project?

I have progressed a lot and made many achievements in graphic design through this unit. I not only learned about logo design but also learned about the general knowledge of graphic design.

  • What would you improve/do differently next time and why?

Next time, I would like to try designing other types of logos. For instance, I want to design a mascot or an emblem of. a brand.

Lyrics & Type

Heavy Metal:



For ‘Classical’, I really wanted to show the original standard of writing letters. Hence, I did not change any other characteristics of the fundamental setting but I made it Italic. 


In my composition of Jazz, I capitalized the first ‘z’ letter in the word. As a result, this rendered the effect of altering the x-height and expressing a sense of movement when observing that composition.


When creating my ‘K-Pop’ composition, I intentionally differentiated the baseline and angled it so that the design could entice viewers and instigate them to have more interest in K-Pop.





Hip Hop:

I stretched the x-height and strokes of the letters to be longer and higher. Therefore, it would give out the feeling of listening to Hip Hop visually.


Design Element: Color

Color_Design Element_June P. pdf file link

  • What is the role of elements & principles in graphic design?

The role of elements and principles in graphic design is immensely crucial. Those components are the main foundation of graphic design. The use of elements and principles in design can affirmatively ornament and enhance the completion of the design.

  • What is this design task all about?

This design task is all about deepening the comprehension of students on the design elements and principles. It renders us to probe and define the design components in our own words. Also, this project incites the students to express one of the design components in their own unique fashion and advocate diverse outcomes.

  • Why did you design your illustration this way?

Personally, I wanted to show the primitive definition of “color”.  Thus, I mainly concentrated on differentiating my application of colors in the design. Later, my peers commented that they liked various use of colors rather than less use of colors but big proportion. Finally, I applied numerous hues to my poster to really describe the design element “color”.

June’s Design Persona Poster


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