A while ago I read this news story which you can read here. The focus of the story was a school in Pennsylvania who gave all their students free mac books to help with work. However they used the internally built cameras to spy on their students in their homes and monitor them.
The story really shocked me but created a strong visual image for a poster. The poster was a mac book but with an eye instead of a camera. The colour red was chosen because it represents the camera recording, red is also the colour of danger and warning. The eye/camera acts as a warning to the population about how technology is being used.
After fully planning my logo out on paper I recreated it on Illustrator. Above is the basic template which I will work from and experiment with.
One of the sketches was squinting, untrusting eyes. I quite liked this idea as it portrayed a government who doesn't trust its citizens. Perhaps an interesting message.
Adding eyelashes makes it look more like and eye. However in the example above the eyelashes are too thick in comparison to the eye.
After mocking up the initial shapes, I began to explore changing certain characteristics. I wanted to see how these altered the logo and perhaps the message it portrayed.
After some messing around with the white circle in the middle. I decided it looked better central rather than touching the top of the black. The white at the top was supposed to represent light hitting the 'eye' of the camera. However placing the white directly in the middle works because it is directly staring at you.
Campaign Name
Creating the logo wasn't really going anywhere so I moved on to trying to think of a name. I wanted the name to be relevant to privacy or be an abbreviation forming a relevant word. Below is a list of rough ideas that I jotted down:
• S.O.A.R
• Save Privacy Y????
• Surveillance Protection Y????
• Privacy Over Surveillance
• Look Out
• Peeled Eye
• Eagle Eye
Once I got to Eagle Eye I stopped. An eagle eye is acute eye sight; an intently watchful eye. (From the sharp eye of an eagle).
I changed the name to The Eagles Eye as this sounded authoritative, I wanted the name to sound superior to reflect the nature of the animal. This name works on many levels; firstly the campaign's potential aim is to reveal information to the public, raise awareness about what is going on. The eagle would implicitly represent the driving force behind the campaign showing that they are watching with a good eye and they are aware of what is going on. Secondly, the USA's emblem and national bird is the eagle. The eagle represents freedom for the people. It is a creature of fierce beauty and proud independence. This great bird symbolises the strength and freedom of America. This is ironic as the last thing the American citizens have is true freedom. The freedom the government present to them is misconceived. These connections with the logo work in favour in the campaigns cause.
Adjusted Colour
The eagle being linked to the USA gives a brilliant and iconic colour scheme. The USA flag is loved by citizens and even worshiped by some. The pairing of the red, white and blue is synonymous with the American flag.
The logo was drawn out and the correct line widths and colours were figured out before creating it digitally.
With the new colour scheme it gave the designs the burst of life that they desperately needed.
The logo now has a clear, defined aesthetic. It is recognisable and would work in different mediums. The red and the blue are complimentary and work with the white to portray America. Using a tint of the blue for the eyelid helps to add colour and differentiation from the camera/eye ball. The eyelashes are subtle on the lighter tinted background. The 'Eagle' again reinforces the idea of America freedom. The name 'The Eagle's Eye' implies that it is THE eagle that watches over the country. The eagle knows what the government are doing and is watching over it all. The logo is almost an ironic statement about the State and how it is run.
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