CA Made is a new state labeling program designed to encourage consumer product awareness and to promote the purchase of products manufactured in California. I was given the opportunity to design the label used for the new state program.
Eighty-five hand-drawn sketches and 35 digital comps were created exploring a variety of design concepts for the CA MADE logo. With feedback from the team, I worked through incorporating many different elements, such as a wave, a sun, a cog, a bear, stars, mountains and buildings, all of which are iconic to California. Being that CA is the third largest state with a globally recognized shape, I decided to use a flat image of the state as an icon within the logo. The state serves as the foundation of the logo. On top of the state rests a seal with the words CA MADE inside. Seals are used within the government on many levels to represent importance and official approval, and that is exactly what it is meant to represent in the CA MADE logo. Incorporated into the seal are sun rays, which identify with California being the “Sunshine State”. The tapered circle that surrounds the seal represents a horizon. The image of the horizon symbolizes opportunity, observation, and hope. Together, these elements work effectively as a cohesive logo.