Lili Martin - BFA Graphic Design

Project Statement

Since high school, I always knew that I wanted to work in a profession that included art and technology. When switching my major to graphic design, there was no question that this was the path I was meant to pursue. Throughout the years I’ve learned how to make effective design choices to communicate a message in a style that is appropriate to a particular client. As graduation approaches, it’s time to think about how I will present myself with a personal brand identity as a designer.

When creating the letter mark for my personal brand identity, I made the decision to join the L and the M together to allow for nice eye flow. The multitude of parallel lines are included to indicate the straight and direct focus I’m able to have on a task. However, the dynamic nature of the angles of which some of the points are facing displays the side of me that I consider edgy. I enjoy working in a monochromatic palette because it gives me a sense of consistency. I challenge myself to incorporate contrast through form, scale, or textures rather than color. The color palette for this mark reflects my interests. Black is a color I gravitate to for its simplicity and aesthetic. In contrast to black, I connect with yellow because of the emotion that is associated with the color. It brings me happiness and allows me to project positivity to others around me.

Since the business card is a direct reflection and first impression, it was important to me to make it sleek and minimalistic, yet exciting. To integrate more contrast, I combined the smooth finish with the glossy varnish on the paper which added interest through texture. Acumin, a sans serif typeface, was used as an extension to those clean, straight lines found in each component of the set. All the lines and angles used in the patterns are pulled from the stylized letter mark which balances the set as a whole.

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