Logo Portfolio Page

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Ad Copy and Layout

A mock “portfolio page” to display Disney’s Hotel New York new logo.

The Problem

For this project, I was assigned to redesign a logo for a hotel brand. The brand decided that they want to open up a smaller, more boutique hotel under the same name. The intent was to refresh the logo to position this latest establishment as modern.

The Solution

I chose to redesign Disney’s Hotel New York logo because it doesn’t have any signature Disney branding that I think it needs. Its intent was to follow the Art Deco design of the building that its original mark represents in Paris. The building has the feeling of old-time New York, which I think the current logo does a relatively good job of evoking.

Very simply, I wanted to bring out more Disney and more Art Deco.

The current Hotel New York logo

My inspiration board tried to meet Art Deco and Modern:

Disney’s Hotel New York inspiration board

From there, I looked for examples of iconic Disney, minimalist styles, and the two mixed together. Then I started sketching.

Here are my first sketches:

and my first draft:

Without yet adding color, I created a mark that combined the New York skyline of the first logo with Walt Disney Word’s outline into a foreground using only a carved-out Mickey Mouse background to bring even more iconic Disney into play. The font is intended to merge the Art Deco style and a more modern, minimalist design.

After this phase, I looked for colors to evoke the dreaminess of Paris, and the magical feeling of Disney.

Color palette

And the final product:

Working with Adobe Illustrator

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Ad Copy and Layout

As an intermediate Illustrator user, the tutorials of the program were a bit elementary. Combining shapes was the only true refresher. That one in particular will save me in the future because I had forgotten its usefulness. When I was first learning Illustrator, I actually used this same set of tutorial videos, so it was great to familiarize and align my thinking with the way I was taught. Sometimes it’s easy to improperly train oneself how to use the software. I kind of got what I expected out of the tutorials. I was often bored, but I was able to skim without losing any information I already knew.

From 1–10, I felt I was probably a 5 at Illustrator. After, I still feel like a 5. That being said, I don’t think one would be a 10 knowing what was taught in these lessons. Great tutorials either way. I feel very comfortable with the program.

Create a Color Scheme

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Ad Copy and Layout

Color Scheme for the above image:

I’ve chosen this color scheme for a few reasons. The classic pizza colors are a staple. It’s difficult to have a pizza shop be automatically recognizable without them. The difference is the comfort of the colors. They are not so bold as other shops. Instead, their intent is feel warmer yet not “in your face.” The brown #C6AC8F is intended to resemble a soft wood, making the pizza shop feel authentic and welcoming. Overall, a comfort is meant to be evoked contrasting the typical loud and bustling stereotypes of a walk-in New York pizza shop.

Design Blitz

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Ad Copy and Layout

Photo demonstration of five basic design concepts:


The statue sits perfectly between the two pillars at its back. The building is cropped proportionally and sits well vertically and horizontally.


Though not beautifully or perfectly art-directed, this is a fine example of rhythm, as the desk snakes between chairs and monitors that sit evenly from each other down a line.


The geometry of the glass demonstrates architectural unity.


The proportion of one staircase to the next gives depth and a bit of optical awkwardness, asking the eye to almost run down the stairs and feel smaller as it does.

Use of Space

This photo uses white space to draw attention to the lone chair (helped by its color).