MDM620 Week 2:
Logo Self-Evaluation
LOGO Step Designs
DESIGN RATIONALE
Introduction
This document presents a design rationale for developing six refined logo concepts for Wonder Wood's Workshops, a Madison, WI-based wooden toy company focusing on education, sustainability, and imaginative play. The brand's mission is to nurture creativity through handcrafted, eco-conscious toys that appeal to family-centered nurturers, educational advocates, eco-conscious consumers, and community builders.
The design process began with more than thirty exploratory sketches. Each concept was evaluated using critique notes and marked for strengths (S) or weaknesses (W), with six promising directions highlighted in yellow. These selections (5, 3, 8|10, 4, and 22|27) were refined over five or more stages, guided by design principles and audience alignment. A detailed rationale for each logo concept follows, referencing course insights and research.
Final Versions of
Each Concept
Logo Option #1 –
Forest Monogram (1.g)
B. Design Evolution
The design features a bold 'W' formed from tree shapes within a clean circular frame, giving it balance and clarity. Early iterations lacked consistency in line weight and were visually unbalanced. In the refined version, the tree-based serifs and the symmetry of the monogram were emphasized to improve structure and readability.
C. Evaluation Influence
Critique noted this design as solid but needing refinement in execution, especially in line consistency and tree detailing. The self-evaluation feedback pushed the design toward a more polished, unified composition. LinkedIn (n.d.) discusses how visual consistency strengthens brand recall, directly influencing the finalized version.
D. Message Communication
The message conveyed is strength and a nature-based identity. The 'W' constructed from evergreen silhouettes symbolizes the brand's initial and its values of growth and sustainability.
E. Brand Fit
This Logo successfully ties into the brand identity through symbolic elements. The use of trees in the letterform reflects Wonder Wood's natural focus, while the circular enclosure gives it a badge-like, handcrafted feel.
F. Audience Appropriateness
Ideal for family-centered and eco-conscious audiences, the monogram is expressive yet straightforward. Keller (2009) states that visual cues like trees are strong indicators of nature-based, sustainable consumer values.
Logo Option #2 –
Tree with Window (2.f)
B. Design Evolution
This design presents a full, rounded tree with a whimsical window embedded in the trunk. It evolved from earlier sketches by increasing the contrast between branches and the sky and adding more visual focus to the window. The roots and branches were refined for balance and charm.
C. Evaluation Influence
Feedback noted its potential and suggested increasing the window's visibility to enhance the narrative quality. Following Hembree's (2012) guidance on audience resonance, the refinements focused on storytelling and playfulness over realism.
D. Message Communication
The design evokes curiosity, imagination, and safety, aligning with the idea of a treehouse and an inviting play space. The message is clear and accessible, especially for young families.
E. Brand Fit
This piece captures Wonder Wood's storytelling foundation by embedding a childlike sense of wonder in a tree, a core symbol of the brand.
F. Audience Appropriateness
It speaks directly to families and educators through its fairy-tale tone.
Visual metaphors like windows and trees perform well with child-focused design (Jessica, 2025).
Logo Option #3 –
“W” in Tree Ring Crest (3.f)
B. Design Evolution
The design centers around a strong 'W' layered atop a detailed tree-ring motif and backed by a fir tree silhouette. It evolved from darker sketches, with improvements made to lighten tone, sharpen edges, and increase the legibility of the letterform.
C. Evaluation Influence
Self-assessment revealed that while symbolically rich, the visual weight needed balancing. This prompted contrast improvements and structural clarity, confirming that well-balanced compositions are critical for multi-scale branding (Fanaras, 2024).
D. Message Communication
The Logo communicates craftsmanship, time-honored tradition, and a deep connection to wood and nature. Viewers responded positively to the symbolism during the critique.
E. Brand Fit
It strongly identifies the brand by combining the handcrafted heritage of wooden toys (tree rings) with a bold initial and evergreen context.
F. Audience Appropriateness
The emblem resonates with community builders and eco-conscious buyers who appreciate authenticity and craft. It evokes reliability and rootedness (Aktaş, Y. & Tas, I., & Gürgah Oğul, İ., 2016).
Logo Option #4 – Forest
& Banner Wordmark (4.e)
B. Design Evolution
This dynamic Logo uses hand-drawn pine trees rising behind a winding banner that houses the brand name. Early concepts had overly dark trees and a sharp contrast. The final version introduced a lighter forest texture and a more whimsical flow to the banner.
C. Evaluation Influence
Critique noted a spooky tone that needed softening. Suggestions for treehouses and fantasy details were explored. Per Crawford (2025), Visual storytelling engages audiences emotionally. This direction was pursued through visual flow and detail adjustments.
D. Message Communication
It suggests a woodland adventure—curiosity, imagination, and a rooted brand story all in one. The balance of realism and fantasy creates broad appeal.
E. Brand Fit
This piece connects the brand to its woodland, story-rich ethos. The organic form and layered construction mirror the creative depth of Wonder Wood's offerings.
F. Audience Appropriateness
Appealing to all four target groups, this design captures fantasy (children), nature (eco-conscious), and clarity (educators/parents).
Logo Option #5 – Crest with
Forest & Path (5.e)
B. Design Evolution
This Logo was built around a shield containing a pine forest and a curved path. Earlier iterations lacked depth and hierarchy. The final draft refined the tree spacing enhanced the banner weight and introduced 'Madison, WI' for local grounding.
C. Evaluation Influence
Initial feedback stressed its potential as a structured, recognizable logo. The need for visual clarity across media drove refinement. Following Roberts (2025), structural logos enhance the integrity of the Logo, making it a resilient and versatile element in the brand's visual identity.
D. Message Communication
The path imagery connotes exploration and an educational journey. Combined with fir trees, the design communicates reliability and forward momentum.
E. Brand Fit
It encapsulates the brand's geographical, educational, and sustainable values in a unified mark. The use of the crest form is associated with institutions and trusted traditions.
F. Audience Appropriateness
Especially effective for educators and community builders, this version also appeals to parents looking for rooted, guided childhood experiences.
Logo Option #6 – Orpheus Pro
Wordmark (6.e)
B. Design Evolution
This type-driven concept uses Orpheus Pro with subtle woodland cues. Original forms were rigid, so refinement introduced tree-like curves and spacing between letter elements to create warmth and character.
C. Evaluation Influence
Evaluations highlighted its strength as a flexible, legible mark. Adjustments in kerning and ornamentation reflect guidance from Hembree (2012) on expressive typography for identity systems.
D. Message Communication
It communicates professionalism, handcrafted quality, and visual sophistication. Subtle flourishes point toward the natural and imaginative themes of the brand.
E. Brand Fit
It aligns with the brand by combining clarity with elegance. As a logotype, it allows for broader applications while maintaining personality.
F. Audience Appropriateness
Its flexibility and clarity make it ideal for packaging and signage. While subtler, the natural curves still connect with eco-conscious and educational buyers.
References
Aktaş, Y. & Tas, I. & Gürgah Oğul, İ. (2016). The development of brand awareness in young children: How do young children recognize brands? International Journal of Consumer Studies. https://www.researchgate.net/publication/304338780_The_development_of_brand_awareness_in_young_children_How_do_young_children_recognize_brands
Crawford, S. (2025, April 29). The power of visual storytelling: How to create emotion. Inkbot Design. https://inkbotdesign.com/visual-storytelling/
Fanaras, L. (2024, September 24). Why branding is critical for scaling your business. Millennium Agency. https://mill.agency/creative/why-branding-critical-scaling-business/
Hembree, R. (2012). The Complete Graphic Designer. Rockport Publishers. Retrieved from https://learning.oreilly.com/library/view/the-complete-graphic/9781592532599/
Jessica, J. (2025, April 25). 45 metaphors for children. Words City. https://wordscity.com/metaphors-for-children/
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
LinkedIn. (n.d.). How does visual consistency impact brand recognition? LinkedIn. https://www.linkedin.com/advice/3/how-does-visual-consistency-impact-brand-recognition-wfj1f
Roberts, S. (2025, April 4). Logo design tips: The art and science of powerful designs. The Knowledge Academy. https://www.theknowledgeacademy.com/us/blog/logo-design-tips/