The Lancaster Guardian is a new online newspaper for Lancaster, Pennsylvania. When they contacted LCM, they were looking to develop a tagline and a logo for their venture.
Step One: Tagline
Like many businesses, the LG was born from one mission. Their mission is to provide unbiased news to their local area. Our goal was to develop a memorable line that expressed this mission. Through Discovery and several rounds of edits, our final tagline was “Lancaster County’s source for news, without the slant.”
Step Two: Logo
With our new logo, our next goal was to design a logo. Since they are a new business coming into a competitive market, I knew that their logo design needed to be strong, memorable, and modern.
We started with a blue and yellow palette. Blue because it evokes trust and yellow because it is associated with intellect but also grabs attention.
The business team really wanted a pen as their icon, so I designed a logo with our palette and their icon that still was able to be strong, memorable and modern.
Step Three: Visual Identity Package
With our new logo, their Visual Identity Package was developed. Their VIP included their logo, their logo alternates, icon logos, all associated social media images, their fonts and all of their colors.