LOGO CONCEPTS PORTFOLIO DAY 2027
Overview
The DMACC Portfolio Day theme for 2027 has been selected: SOAR.
Your challenge is to develop a professional logo system that captures the spirit of the event while appealing to creative professionals, students, and industry guests. The final logo should communicate the theme in a memorable and visually compelling way while demonstrating strong conceptual thinking, craftsmanship, and versatility.
Throughout the process, you will explore multiple logo directions using the Types of Logos Chart by Kenny Song discussed in class.
Learning Objectives
By completing this project, students will:
- Apply professional logo design processes from research through refinement.
- Explore multiple logo categories and visual approaches.
- Develop strong conceptual thinking through sketching and iteration.
- Create clean, scalable vector artwork in Adobe Illustrator.
- Present organized design files suitable for professional review.
Project Requirements
Phase 1: Sketch Exploration
Create at least 20 original logo sketches inspired by the 2027 Portfolio Day theme, SOAR.
Your sketches should demonstrate exploration across multiple logo categories from the Types of Logos Chart by Kenny Song, including examples such as:
- Wordmarks
- Lettermarks
- Combination Marks
- Emblems
- Abstract Marks
- Mascots
- Pictorial Marks
- Dynamic Logos
- Other categories discussed in class
Sketch Expectations
- Minimum of 20 distinct concepts.
- Avoid creating minor variations of the same idea.
- Focus on concept generation rather than polished artwork.
- Clearly label or group sketches when possible.
- Show evidence of experimentation and risk-taking.
Phase 2: Digital Development
Select your three strongest concepts from the sketching phase.
Using Adobe Illustrator:
- Recreate each logo as vector artwork.
- Refine typography, spacing, proportion, and composition.
- Create black-and-white versions first.
- Ensure scalability and legibility.
- Present each concept on its own artboard.
You should submit three separate logo concepts, not three variations of one logo.
Deliverables
1. Sketch Documentation
Submit:
- One image or PDF containing all 20+ sketches.
- Sketches should be clearly visible and organized.
Filename Example:
Lastname_Firstname_PortfolioDay2027_Sketches.pdf
2. Vector Logo Concepts
Create on 5″ x 5″ artboards in Adobe Illustrator. Black and white concepts only at this stage.
Submit:
- PDF of Logo Concept 1
- PDF of Logo Concept 2
- PDF of Logo Concept 3
Each PDF should contain:
- Logo displayed prominently
- Concept title (optional)
Filename Examples:
Lastname_Firstname_LogoConcept01.pdf
Lastname_Firstname_LogoConcept02.pdf
Lastname_Firstname_LogoConcept03.pdf
File Organization TO UPLOAD TO CANVAS:
Create a folder using the following structure:
PortfolioDay2027_LogoProject/
- Lastname_Firstname_Sketches.pdf
- Lastname_Firstname_LogoConcept01.pdf
- Lastname_Firstname_LogoConcept02.pdf
- Lastname_Firstname_LogoConcept03.pdf
Organized files are part of your grade.
Evaluation Rubric (100 Points)
Research & Logo Type Exploration (20 points)
| Criteria | Points |
|---|---|
| Demonstrates exploration of multiple logo categories from Kenny Song’s chart | 10 |
| Concepts show variety rather than repetition | 10 |
Sketch Quantity & Quality (25 points)
| Criteria | Points |
| Minimum of 20 sketches completed | 10 |
| Sketches demonstrate creativity and thoughtful concept development | 10 |
| Sketches are legible and organized for review | 5 |
Vector Execution (30 points)
| Criteria | Points |
| Three concepts successfully translated into vector format | 10 |
| Strong craftsmanship, alignment, proportion, and visual balance | 10 |
| Logos are scalable, clear, and professionally constructed | 10 |
Concept & Communication (15 points)
| Criteria | Points |
| Concepts effectively communicate the SOAR theme | 10 |
| Designs are memorable and appropriate for a professional portfolio event | 5 |
Professionalism & File Organization (10 points)
| Criteria | Points |
| Files are properly named and organized | 5 |
| All required deliverables submitted correctly and on time | 5 |
Total: 100 Points
Design Challenge
The strongest solutions will move beyond literal interpretations of flight and birds. Consider how “SOAR” might represent:
- Growth
- Achievement
- Creative ambition
- Momentum
- Innovation
- Professional success
- Community
- Future opportunities
Develop concepts that elevate the event while creating a distinctive visual identity worthy of DMACC Portfolio Day 2027.