I wanted a logo that stood out and expressed Paid Family and Medical Leave to a ‘T’. I focused on initialism and began drafting multiple logos.
I was inspired by other companies such as HBO and CNN that have created memorable logos with a simple acronym. I felt I could take what I’ve learned in illustrator and create a text that is simple, yet eye-catching. Plus, a simple acronym would easily be scalable. Once I finished my sketches, I began to create my logo in illustrator, but nothing felt quite right. I decided to add an outline of the state of Washington, that way I could just place the text ‘PFML’ (Paid Family and Medical Leave) in the center of the outline and BAM! Washington State Paid Family and Medical Leave! Sounds easy enough, but I still was not satisfied. I loved the outline that I created by embedding an image into illustrator and tracing it with the pen tool. I didn’t care that the trace was not perfect, that was not my goal. Once I completed the trace, I deleted the original image and I was left with a pretty nice outline of Washington state that I decided to use as my border. I increased the stroke until I was satisfied with what I had created.
My next step was to incorporate Paid Family and Medical Leave. I left the initialism idea behind and began to ponder… what is synonymous with Washington state? Rain. Umbrella. Covered. I got it! I created a simple umbrella with the ellipsis tool. I deleted the bottom half of the ellipsis by drawing a rectangle over it and deleting it with the shape builder tool. I created the indentions at the bottom of the umbrella essentially the same way. I formed a circle with the ellipse tool and copied it three times. I placed the circles on the straight edge of the half ellipse, and I used the shape builder tool to delete the spaces I no longer wanted (this tool makes magic!). I created the umbrella pole using the line tool, and after many failed attempts at fashioning a handle, I used the letter ‘U’ and increased the stoke to match that of the pole. With a quick tilt, I matched them up until they appeared somewhat seamless. I added the rain and gradient to create a more attractive logo. I chose the colors because I believe they are symbolic of Washington state. The logo may not be as scalable as I would like with the font and small ovals representing the rain, therefore the focus of my revision will be the scalability.
Overall, I am fairly satisfied with my draft logo. Paid Family and Medical leave is an insurance program available to Washingtonians when they need it most. The rain represents difficult times when someone would need paid leave and does not have it, and the umbrella represents the financial protection that Paid Family and Medical Leave provides.
I look forward to comments that will help me to improve my logo. Ideas and critical feedback are welcome.
Washington state's Paid Family and Medical Leave 
Your explanation for your design process provides exceptional details, so much so that I was able to visualize what was done within Illustrator. You used many of the skills and tools that we learned about in our lessons, which indicate you not only understand how to use them, but also the best situations to use them.
I, too, agree with your assessment on the design’s scalability. Specifically, would it be easy to replicate the small details in apparel, letterhead, postcards, etc.? And while not all logos are used on such mediums, it may be worth considering what mediums your final design would be used for and determine based on those needs if the scalability is appropriate or not. I am thinking the text and the raindrops may limit the scalability.
If you were still interested in your initial idea to utilize an acronym, you could keep the Washington outline and replace the umbrella and text with your chosen acronym. In looking at your sketches, there are a couple options that could be a good fit. Otherwise, if you stick with the current design, could you add dimension to the rain by utilizing the polygon, ellipsis, and shape builder tools to create teardrop shaped raindrops and add a level or transparency or gradient to them.
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Thanks for this well thought out design and explanation of how you used illustrator. You explained your steps very well and it seems that you were able to utilize some of the skills we have learned through the tutorials. I like both the outline and the umbrella imagery.
I think if you want to make it more scalable you could remove the phrase “covered when it matters most” and place underneath the image. That way it doesn’t get lost in the color of the state or with the raindrops. Similarly, you could place the acronym PFML above your image or more plainly on the umbrella. Moreover, you could play with the font to ensure it is bold and standing out of the design.
Overall I think the colors used are complementary and the gradient works well on the umbrella. I also agree that it would be interesting and add dimension if you play with the raindrops a bit to add shape.
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Hi Jessica,
I love your idea and the initiative you are supporting! I will admit, not being from Washington, I did not realize what the outline was – I knew it was a state, but it was not clear to me which state. Perhaps for those of us who may be
viewing your design from the East Coast, you could incorporate the space needle image where Seattle is on the map? As a NY-resident turned MD-resident, I would recognize it more easily as the State of Washington if the space needle was on it since I’m used to seeing that iconic outline on things meant to showcase Washington. I hope that isn’t triggering for those from Washington! I do love visiting Washington State and know that there is much more to offer beyond Seattle and the space needle, but is a helpful orientation in my experience.
I really love your idea of the umbrella and being covered. I also think you chose an appropriate amount of the rain to cover with your design, anticipating the coverage allotted by State leave. I think the logo is a great start! A few things to consider from my point of view include:
– are there are more eye catching colors you might consider using overall?
– might you make the logo more scalable by using a crisper font and more distinguishable colors between font and background?
I can’t wait to see your final product!
Lindsay
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I admit I was not completely satisfied with my draft logo design. My classmates spoke on what I knew was the greatest issue: scalability. After receiving valuable feedback and gaining inspiration from my fellow classmates, I have decided to revamp my logo by keeping the state outline and revisiting my initial idea of initialism. At the suggestion of my classmate, I could change the font to assist in the scalability of the overall design. Also, I do not think the color palette I used is going to work. I would like to play around with a basic black and white or minimal color design within my logo. I may play around with the color from the true company logo, which is teal. I think I may toss the umbrella and start anew with just the state outline and the acronym PFML. Creating sketches for this logo has proven to be both exciting and beneficial. I am excited to get back into illustrator and see what I am led to create next!
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