1. CONCEPT 1
Visual Attribute: Secure
Color Scheme
Brand Identity Elements: Texture and Pattern Lizzy Severns
Art 220 Graphic Design I
Spring 2016
Design Rationale
While designing an alligator pictorial mark with the
attribute “secure” in mind, I decided on a tough de-
sign. I was inspired by the dog on my mood board
to go with an open mouth of teeth. In order to fully
develop the piece to exemplify “secure” I chose
colors inspired by the US military. For the identity
elements, I designed them with aluminum found in
garages and trucks, and grip found on gun handles
in mind.
Size Studies
Pantone 586 U
CMYK 10, 0, 59, 0
RGB 224, 226, 124
Pantone 387 U
CMYK 12, 0, 80, 0
RGB 227, 233, 53
Pantone 5865 U
CMYK 9, 3, 37, 10
RGB 203, 199, 147 1” 0.5”

2. CONCEPT 2
Visual Attribute: Whimsical
Color Scheme
Brand Identity Elements: Texture and Pattern Lizzy Severns
Art 220 Graphic Design I
Spring 2016
Design Rationale
While designing an alligator pictorial mark with
the attribute “whimsical” in mind, I decided on a
smooth, simple design. In order to fully develop
the piece to exemplify “whimsical” I chose a playful
hue of green. For the identity elements, I designed
them with pastel hues and the spring season in
mind, because I felt “whimsical” was a very feminine
attribute.
Pantone 396 U
CMYK 10, 0, 95, 0
RGB 225, 224, 0
Size Studies
1” 0.5”

3. CONCEPT 3
Visual Attribute: Natural
Color Scheme
Brand Identity Elements: Texture and Pattern Lizzy Severns
Art 220 Graphic Design I
Spring 2016
Design Rationale
While designing an alligator pictorial mark with
the attribute “natural” in mind, I decided on a
realistic approach for the design. In order to fully
develop the piece to exemplify “natural” I stayed
with natural, rustic hues. For the identity elements,
I designed them with the scales and colors of an
alligator in mind.
Pantone 100 U
CMYK 0, 0, 56, 0
RGB 246, 235, 97
Pantone 110 U
CMYK 2, 22, 100, 8
RGB 218, 170, 0
Size Studies
Pantone 464 U
CMYK 11, 53, 94, 53
RGB 139, 91, 41
1” 0.5”