Salmon Creek Journal, Collective Inspiration

My experience in the graffiti and urban art scene in Denver has taught me two street rules that translate very practically to advertising and brand imaging:

1. Never cover a piece up unless it’s with something better.

2. Pay homage to yesterday and those who’ve influenced you.

When top companies, publications, and platforms change their brand’s image, they dial into the cultural aesthetic of the moment and compete with other brands for market share with dollars and consumers in mind. Even smaller brands tune in to this market frequency, as finely as overhead budget and attention allow.

I was recently offered the EiC position at Salmon Creek Journal, an annual art and literary journal published by Washington State University, Vancouver. While conducting preliminary orientation and on standby to fill the position I’ve been completely reassured of the professionalism on hand at WSU, on the Student Media Board, and on staff at the SCJ.

Carving the choppy waves of my creative flow, I set out to explore an SCJ project that was right around the corner, revamping the journal’s logo. It was clear that the two logos the journal had used most frequently needed to be modernized.

Keeping the two rules in mind, I set out to create something new. Let’s start from the top, down-

Mountain Paint

Mount Hood’s silhouette was chosen to crown the logo, as seen from central campus, 70 miles southeast in Oregon.

Salmon Creek Journal currently showcases work in five categories: poetry, prose, visual arts, graphic arts, and performance arts. I decided to keep the symbolic representations of these art and literature mediums. The shield and dark green primary color were also utilized to keep continuity of identity-


The second logo, although executed with clip-art precision, provided a very suitable foundation for Salmon Creek Journal’s design. I prepared a more detailed rendition-

Book Fish Paint

After eight hours of adaptation and creation, I was able to create a modern logo that was more appropriate for an art and literary publication like WSU Vancouver’s SCJ. The logo borrows from the journal’s historical motifs, Vancouver’s stunning campus, and of course openly sourced images and artwork.

I look very much forward to refining my skills as a curator of art and ideas as well as working to provide the students, staff, faculty, and alumni a modern platform to showcase their skills as we collectively channel our inspiration and effort towards Salmon Creek Journal’s 2018 edition.

Red Green Paint.JPG

The lot

I hope you’ve enjoyed exploring this process. Feel free to check out my other Brand Development and Graphic Design projects.