Archives for category: Corporate Design

Finals (remember to write stuff here)


With only one of my roughs chosen as the strongest of the 8 by my discussion group I decided to try further with 2 more to see how much further I could bring the design in hopes of my ideas sparking. As a result I pick the hash mark almost military design and the Cut and Paste design of mine and brought all three to light in Illustrator but as expected the Cut and paste really should have stayed on paper, I believe that the pose I chose was the major issue if I had taken a different pose that design may have come to be more resolved. The hash didn’t come out very well at all digitally  the design on paper sound but I believe that I used to many rigid line and they were to fixed to have any organic feel. Therefore I felt that I had lost the organic quality that I thought I would be able to bring into the digital version of that design.


With the two failed explorations I was left with one remaining concept, the diving goose was one of my top favorites from the beginning but as our professor pointed out the range of exploration is important when coming up with concepts, all that was left was to dive as deep as I needed to and have reached resolution for my design by the end of it was defiantly my goal. With a direction chosen the process in turning my hand drawn diving Canadian goose in illustrator was quite the task, having to define stroke to every line in an attempt to have it give off a sense of motion. I was difficult as I never had to deal with so many back and fourths. At last a came to a finish with a forward diving fade of a goose design with no word mark, I played with the thought of adding a revolving line to outline it more but I felt it got in the way of the movement I wanted to that was scraped as well. In the end my classmates pointed out that the folding of the gooses wings was reminiscent of buttocks, which now become the most pressing matter, on one hand I wanted the goose to be diving but on the other hand the wings couldn’t be folded inward or I would yet again depict buttocks  which was never my intention.


At last The idea came to me after touching on it on and off for about a week, Spread the wings but not to their full length but rather have it seem like it was spreading it’s wings and time had stopped. With this idea a new flow of ideas and different way of depicting it came to mind. At first I had the full goose with no tail feathers (depicted beside the original idea of the diving goose) Ending the body of the goose to abruptly made it feel not so resolved but at the time I had ignore the addition of tail feathers due to it being an abstract rendition. My second design came from simply removing the problem spot, and with it the problem I had with the body. It was the most illustrative way I could depict the National bird, keeping the long slender neck with a beaked tip and having it branch out into half spread wings  and not having the body almost gave it more movement. Afraid that having an open line might not be so appealing to others as it was to me I connected the two ending line together but it end up looking like a horseshoe. In the end before finalizing the logo I gave in and attempted to add more realism into the goose and the result were not bad and I liked it a lot maybe even more but I wanted the thought of movement and more importantly upward movement as in improvement and betterment so I stuck with the bodiless goose instead even though the ones with the tail feather were more accurate depictions I felt by having that there made the goose seem as though it was staying still and it would lose the message I wanted.


When thinking of roughs my direction was to go with a Canadian Goose as the icon over the current logo of Antarctica with “CANADA GOOSE ARTIC PROGRAM” rounding the circle. My first initial design stayed closest to the current and I want to explore what I could do with it, I removed ARTIC PROGRAM due to the visual appearance of the Canadian Goose jackets look Arctic Ready so I felt there was no need to have that repeat in the logo.

After a exploration into the current logo I started off with my Canada Goose Icon at first with a very abstract interpretation of the national bird, the flaw to this icon that I felt stood out the most was the fact that it didn’t really resemble the Canadian goose but rather it was more reminiscent of a seagull, though I admit I could have tried to illustrated the wings of the abstract bird into more of an accurate depiction but I felt it still wouldn’t fully represent a Canadian Goose.

The third logo I came up with was to have a more classic approach to the a depiction of a bird, also this pose of a bird allows me to depict the wings more so but still as a Canadian Goose it still leave too much room for interpretation. So I ended up scraping that idea, instead I moved back a step and stayed with an idea of a badge so the thought was military ranks and the hashes you receive when you rank up. so what I did was have a double Hash where I replaced the top hash with a abstract goose from its head to the wings to make the generic “V” shape.

The fifth Idea was based off my exploration into the flight of birds where I goggled Canadian Geese in flight and after looking through a multitude of pictures I finally found a picture that I had not seen before, It was a heli shot of the national geese in flight, it almost looked like it was diving. I tried my best to depict it like so but alone I was afraid it was too little but I added the word mark CANADA GOOSE along the sides of the gooses neck. I later discarded the words but I’ll cover that bit later.

The sixth was a more generic pose, but nothing like the regular wings up pose that almost every depiction of the Canadian Goose so I did a more flat flighted version. Again I wasn’t able stand having just the icon so I attempted to revive all the words from the current logo “CANADA GOOSE ARCTIC PROGRAM” this ended up looking to large and imposing and I couldn’t see this as a badge on the Canada Goose product line.

The seventh design was another deeper exploration into badges and what I could do, I started with a different shape than the ones I’ve tire previously so naturally I went for a triangle with of course CANADA GOOSE but it left a triangular space underneath it but with nothing to fill it with out of my imagination I choose to place one of my previous Goose icons into it thus adding a word mark to the icon and completing it into a badge. Though it felt like a valid idea I still didn’t feel innovative enough so I pressed on.

The last of my rough ideas came from what I like to refer to as Cut and Paste where I would overlap elements in the design to have some part covered but not so much to have it lose its shape or image, sadly I have to say it didn’t turn out to well. It ended up looking like a dead bird was skinned and placed on a table with CANADA GOOSE written on it. Though this was one of the more liked approaches from my group when we had a group discussion on our rough ideas.

Canada Goose is a brand that manufactures innovative, and high quality outerwear in Canada for over 50 years. Their collection of down-insulted, technical and travel inspired clothing that will protect one from conditions that range from mind numbing cold of the Antarctica to the gale force winds on the North Sea. Recently their jackets have snowballed in popularity especially  their Chilliwack Bomber for both men and women, but due to its sudden boom in popularity they have become one of the most counterfeited jackets in North America. All jackets comes with a ticket of authentication and all the info you need about the jackets capabilities, while the counterfeited jackets come with limited or poorly printing info sheets and the material quality is texturally different due to low grade materials. The counterfeited jackets are a health risk by it being non-functional versions of the real thing.

Their competitors consist of many winter jacket creators and a few professional arctic jacket creators:

Mountian Hardwear


The North Face


Outdoor Research



Western Mountaineering

Their products include:




Simple logo with Antarctica with a sort of pie chart behind it with a surrounding circle with their name “Canada Goose” and on the bottom of the circle of type “Artic Program” with the maple leafs going down both sides

Above is two of their badges that are placed on their products, one is the regular badge used in their products and on the right is the badge used in their limited edition jackets or in their foreign products.


After a long time of fiddling with the leaf placement I discovered another way to place the left to have it double for another meaning, as a tree. I found that after seeing it in this way I couldn’t stand looking at how I had it placed previously, But after placing it I ran into my next problem “the text” so after going through literally all my fonts I settled with Californian FB. I choose this font because it had the organic qualities of the stroke changes and curves and on top of all that, I found the “7” from this font to fit very well with the leaf in terms of curves and shapes.