FIDM SF Graphic Design Students Redesigning Logo for Vespa/SF


FIDM/SF Graphic Design Students Maggie McCormick, Miku Sakumizu, Tovah Moreno-Black, Samantha Matlock, Emily Spillane, Colleen Costa, Victor Arreola and Kerry Heidinger

 VespaSFGraphic Design Students at FIDM/Fashion Institute of Design & Merchandising in San Francisco have been given the exciting opportunity to design a new logo for VespaSF. “The client is looking for an updated logo that does more than just mix the iconic VespaSF logo together with the words ‘San Francisco,’” says Lisa Hoffman, the Graphic Design Department Coordinator for FIDM/San Francisco. “The students have been asked to consider the feelings and the senses that are triggered while riding a scooter in the city.”

On Wednesday, October 20, FIDM Instructor Jean Annette Saulsbury took her Applied Branding class to the VespaSF store to present their preliminary ideas to the VespaSF Sales Manager, Pete Surber.

“The students were excited about the project before the meeting, but having the chance to present their work while sitting on a VespaSF added even more enthusiasm for the project,” says Hoffman. Check back on the Blog for updates regarding this exciting student project.


VespaSF Sales Manager Pete Surber

FIDM/SF Graphic Design Student Kara Kansaku

FIDM/SF Graphic Design Students Crissy Bisi, Victor Martinez, Jon Campos and Kara Kansaku

FIDM/SF Graphic Design Students Victor Martinez and Jon Campos

Applied Branding is one of the many courses in the Graphic Design program at FIDM/Fashion Institute of Design & Merchandising, which prepares students for careers in graphic design within the apparel and entertainment industries. The Graphic Design/Branding option stimulates creative expression in all aspects of print media, including logo development, corporate identity, product branding and licensing, packaging, collateral material, and graphics for apparel products while the Graphic Design/Entertainment option studies the components and techniques of a successful entertainment campaign using extensive research to create and develop theatrical key art for the entertainment industry. For more information about the Graphic Design program at FIDM, click here.

For more inspiration in graphic design and digital media, check out our main site at ( to view our online showcase of FIDM Alumni-designed creative projects.

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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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