Branding Project

Design Process

Creating a monogram logo, or even anything to do with typeface, is very difficult task after I took an introductory design course in my previous degree. The film Helvetica basically ruined almost every typeface for me as they don't fall within "perfect" proportions that Helvetica possesses. It also ignited a fire against Serif typefaces that I have not been able to extinguish. Thankfully the typeface reflects my design aesthetic, and is clean, linear and organized.

For my preferred logo, pictured above, I chose to make the "S" the letter of focus as I find stronger identity in my first name as opposed to my last. The "K" often tends to be an addition, and more often than not recognized by my first name and the last is forgotten. This logo explores balance as a design principle, specifically asymmetrical balance, also considering that the "K" is a "Golden Ratio" to the size of the "S." Further, emphasis is placed on the "S" as it is a darker grey, my colour of choice, making the eye nothing is letter first before moving onto the next. I always prefer a monochromatic design as I feel it offers simplicity, but also allows the viewer to absorb the content of the message and not the theatrics.

My second logo, seen above, was a little more out of my comfort zone, and explored repetition and pattern. These elements are fairly obvious, with the reflection of the elements. There is also an exploration on background and foreground, where the eye is naturally drawn to the front elements because of both their position and colour. The one thing I do really like about this monogram is that the background looks more like a series of shapes, and the focus is not on the actual letters. It gives the monogram an abstract element. As I mentioned, I prefer elements that are clean, simple and classic, which is why I did not choose this as my predominant logo.

Sales Pitch

I'm currently a Secondary Education student at the University of Alberta, with a previous Bachelor's Degree in Human Ecology. My previous educational experience has allowed me to develop a holistic approach to tasks at hand, and exposed me to many fields like clothing textile sciences and marketing. Because of this, my focus as an educator is in Human Sciences, specifically, Career Technology Studies and General Sciences. I believe teaching should empower the student beyond providing knowledge, and inspire within them a desire to learn and succeed in all their life endeavours. As I develop, I hope that I can transform these beliefs into reality for my students.

My desire to teach came from my volunteer experience with the Royal Canadian Sea Cadets. I was a leadership instructor, and dealt with a lot of underprivileged youth. When working with them, I felt like I could really make a difference in their lives, and found that they valued in the information I had to share. Something about the connections that I was able to make was very intriguing and rewarding. If I could make this impact seeing these youth once a week, I could only imagine the impact I could make as a full time teacher.

Beyond my education I have extensive experience in the world of retail. Most notably I have worked in luxury retail environments, as well as a member of a management team. My extensive resume in customer service makes me confident and comfortable in almost any person to person interaction. I thrive in environments that have a sense of community, and allow me to interact with a variety of individuals. I love helping others, and I think this quality will translate generously into my teaching career.

Brand Touchpoint

Saša Kovačević