Week 5-Refine even further

 This week I met with Jeri to talk through the changes I have been making. The green color was liked the most by the committee as well as the script font that has been mainly used throughout this refinement. I have done some tweaks with a more larger tweak of changing the yarn ball to be more textured. 

Week 4-Refined logos

 For this week I focused on refining the sketches and changing the logo based on comments that I received. 

Here are critiques I received on the last refined sketches:

• No need to include "since 1985" in the larger heart variation. 
• Work further with the typography and consider that some knitters are men. We need to be inclusive.
• Keep the "KDO" design where you have a yarn ball for the "O" but use whatever font you determine for the larger heart version. 
• Proper grammar is Knitters' (apostrophe after the word). I always get it wrong myself because it looks so odd hanging out on its own.
• Let's go with a couple of variations as long as there is continuity among the designs. Try a KDO version and a Knitters' Day Out version so that they can be used in different contexts.
• Work further with the typography and consider that some knitters are men. We need to be inclusive. Try fonts other than the script font.
• Keep the "KDO" design where you have a yarn ball for the "O" but use whatever font you determine for the larger heart version.
• Keep men in mind when considering color.
• For your typography, use something that is friendly and welcoming. (The script you have is working this way but play around with some others just to see what happens.)
• Deeper colors that you are using do not appear to be offensive to men or females who aren't crazy about pink. You gave us a couple but the committee isn't crazy about the brown and the green does not have as much contrast. Can you try more colors please?
• Can you use the same style of line weight and mark that you have in the yarn heart ball on the ball inside the heart? It will match the thickness of the heart better. You made some changes but if you look closely at the heart yarn ball and compare it to the round ball, they are very different in style. The heart ball lines go from edge to edge in a single thickness where the round ball has short lines that break and don't go from edge to edge. Can you make the round one look the way the heart version does?
• I love the way that the heart bounces off the lower point and comes up to make the 'k' in knitters'.
• Knitting Friendships might need to be a bit bolder on the larger heart logos.
• Can you try both without the phrase?

Week 2&3 - Sketches (Rough and Refined)

For these next couple of weeks I have created rough sketches as well as refined sketches with color. I wanted to create something that invites both male and female while keeping the idea of friendship and community.  

Week 1-Research

 For this class, I will be rebranding Knitters Day Out (KDO). The overall goal of this business is to create a community for people to come together and do what they love, knitting. 

https://docs.google.com/spreadsheets/d/1ctC_a7PfXZH2fnebnD3OnzvI1-ofWSpYL8pRyhrjtpo/edit?usp=sharing

A Questionnaire was sent out for the committee to respond to and here are the general responses:

1) What is the name of the company/business?

Knitter's Day Out (KDO)

2) What are you looking to achieve, or, what is your overarching goal? How do you intend to measure the success of this goal?

The primary goal as seen in the response to this question is modernizing the logo to attract a new younger audience while still having the loyal, existing students recognize KDO

The overarching goal of KDO is to bring knitters together 

3) Can you give me a brief description of what your business/company entails?

As stated in KDO's quote "building friendships together since 1985" the business is all about providing people who love knitting with a place to learn, improve and collaborate. The business is all about community and bringing people together who share a common love for knitting

4) What services do you provide?

Knitting classes and a marketplace to purchase materials

5) How long have you been in business?

35 years

6) Who are your existing clients?

Mostly women who are older (but some say that it varies in ages)

7) Do you have any existing brand guidelines in place?

None

8) Who is your target audience?

Anyone who is interested, but would love to expand to a younger audience as well

9) Who are some competitors?

Different Fiber festivals in the area and online knitting classes

Shenandoah Fiber Festival is a big competitor as it meets on the same weekend

10) Do you have a tone, image or style in mind to represent you/your work/your company?

Community, something more modern, supporting all diversities

11) Do you have a tagline or selling point of any kind?

Knitting friendships together since 1985

12) Are there items that you must have or absolutely want in this project?

Logo that will work for print and media with yarn as an element

13) Are there any items you do not want?

No

14) What assets do you have already?

A website and a current logo

15) What are you looking to include in this project?

Logo, maybe a banner for the website and a logo that can be used for marketing and communication purposes

16) Who in your field has a successful visual with their marketing materials?

Vogue Knitting Live, Kristy Glass Knits, Neighborhood Fiber Company, Purl Soho, Fancy Tiger Crafts, Fibre Space, Loop