San Francisco

Design by Dana Van Etten ©2017
MA Graphic Design project for AAU

www.danavanetten.com

Check it out

Read through Planned's full brand
standards or download a copy. 

Visual
Development

Logo development began with our key philosophies that are focused on redefining
how we care for and support women. Forms
and explorations focused three main areas: advocacy, empowerment, and autonomy. 

Explorations included imagery that evoked feelings of revolution and strong geometric forms. Marks focused on creating opportunity and freedom of choice where based on the idea of autonomy, that women are just one choice away from everything. The final exploration that was chosen is an open doorway that sits within the letterform P.

Logo Geometry

Final Logotype

Warm Red C
00 83 71 00
240 83 76
F0534C

2104 C
80 81 30 15
76 67 113
4C4370

2365 C
00 83 71 00
234 187 215
EABBD7

5305 C
05 10 00 21
194 187 199
C1BAC6

7436 C
02 07 00 00
246 236 215
F5EBF4

276 C
80 81 30 66
33 24 58
211739

76600 C
05 10 00 45
147 143 153
938E98

Secondary colors

Primary colors

Typography

GT Walsheim
ABCDEFGHI
JKLMNOPGR
STUVWXYZ
abcdefghi
jklmnopqr
stuvwxyz

Signatures