2. Table of Contents
1. a one sentence description of your proposed startup
2. a single paragraph that describes a fictional history of your company/client
3. mind mapping and brainstorming sketches
4. three different naming options for your company/client, highlighting your top choice
5. a list of three adjectives that describe the start-up's key qualities
6. your two mood boards
7. your startup name set in five different typefaces that you think will be good structural starting points, highlighting the
most successful one
8. five variations of your chosen skeleton, examining variations in the typographic forms, highlighting the most
successful one
9. five new variations using your top choice (or a combination of moves) from the last stage, with smaller variations in
the typographic forms, highlighting the most successful one
10. one final, finessed, logotype
11. a page showing your identity's color palette
12. a page showing a custom mark or icon
13. a page showing your choices of secondary typeface
14. a page showing your logotype with your chosen style of imagery
15. a page explaining and illustrating your "secret ingredient"
16. four different applications of your identity on 4 pages
3. • Panda
• Love
• Panda Love is a universal
company that creates products to
wear with 50% of the profits going
to organizations for peace.
4. • Panda Love, started in 2019 in Sacramento
California. The owners Elizbeth and Liza are
sisters whose family immigrated from
Vietnam. They had a vision to help other
countries promote love not war and chose a
Panda as their mascot of peace due to its
gentel nature.
