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Frederick Yocum

Logos and Icons

Folio Introduction

Delivering a core brand value in an instant is surprisingly difficult and deceptively complex. Logo/icon design often entails gristing over very small things. Do those jittery shapes convey activity or nervousness? Does the red communicate warmth or anger? Simple message, simply presented. Or not . . . . If were possible to view the Coca Cola logo outside the rest of the brand, would we see it as a popular twenty-first century beverage, or a Victorian health elixir?

MCC Thrift Shop Logo

Notes

The thrift and used book shops who raise money for the work of MCC needed a logo. It was important to emphasize the link between MCC and the act of shopping. Surrounding the MCC logo with a book or a bag seemed to be what was needed. Sign makers and shop owners desperately want to place the logo in the centre of the bag shape, but that just wouldn't be right.

Responsibility Conceptualization
Client Mennonite Central Committee
Folios
  • Logos and Icons

Bridges not walls logo

Notes

The MCC Washington Office wanted an icon for a campaign to motive constituents to write letters to their member of Congress, regarding the Israeli West Bank barrier, encouraging dialog and raising concerns about the annexation of land.

Responsibility Conceptualization
Client Mennonite Central Committee
Folios
  • Logos and Icons

Five Years Logo

Notes

This was an icon for a campaign by the MCC Washington Office to commemorate the five-year anniversary of the destruction of the World Trade Center in New York.

Responsibility Conceptualization and design
Client Mennonite Central Committee
Folios
  • Logos and Icons

Perdita Logo

Notes

The Perdita Project, a guide to over 400 handwritten manuscripts compiled by women in the sixteenth and seventeenth centuries needed a logo, using handwriting from the period as the basis seemed logical.

Responsibility Conceptualization and development.
Client Perdita Project, Nottingham Trent University
Folios
  • Logos and Icons
An cluster of symbols

Wayfinding Symbols

Notes

Gifted with the responsibility of designing a wayfinding system where most of the meeting rooms were given tree names I decided to add pictograms to make rooms more memoriable. Some of the rooms weren’t “trees,” and required different images, so much for symmetry. . . .

Responsibility
Client
Folios
  • Logos and Icons
A page of drawings with two completed ones

Water Icon

Notes

What communicates water — when water is so many things and many rural communties have access to so little? The plant was a bonus icon for livelihoods that just fell out onto the page.

Responsibility
Client Mennonite Central Committee
Folios
  • Logos and Icons
A series of icons displaying concepts of relief

Picturing Relief

Notes

How do you describe “relief”? Helping people recovering from some form of physical catastrophe. The icon is blue is the one finally chosen.

Responsibility Design
Client Mennonite Central Committee
Folios
  • Logos and Icons