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  Design Process      Chatham Home        Learn More        Standards        Inspiration        About the Author


Design Process

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Initially my logo design was going to be a school of fish that work together to create an image.  But I wanted more.  I wanted to show the idea of learning being "targeted" -- and I also REALLY wanted a sense of imperfection.  What I mean by this is that it was important for me to hand draw my logo.  I wanted it to be slightly messy, because learning is messy.  But I didn't want it to be sloppy.  My first target was on a post-it.  Then, I wanted to add the arrow to suggest more clarity with the concept of targets-- and as an avid archer, this was becoming "my" logo.  So I got out the iPad Pro and logged into ProCreate.  From there I hand-created the arrow and target.  The arrow point and fletching are imperfect; the target's rings are imperfect.  And this is exactly by design.  
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