THOUGHT BEHIND COLORS
 
The red color represents the passion that the people from Amarillo have.  The reason I went with a darker red is because I wanted to capture a more rustic theme that represents the old times that everyone wishes they could go back to.  I want people to get back to their roots, and I hope to accomplish that with the color palette and logo. 
 


THOUGHT BEHIND FONT SELECTION

The primary font I chose is Abraham Lincoln.  This is a tall and narrow serif font.  It is a more updated font from the 1997 logo.  The tall and narrow font will be a great selection because it will be easily read and easily recognized.  I also chose to make the word 'Amarillo' in all capitol letters to capture the flat prairie land in Amarillo.  Look at the difference (Amarillo vs. AMARILLO). Doesn't the all caps one looks more flat with the Cap Height at one level?  When you use title caps it looks more like hills with the A and LL's being taller.
 
The secondary font I chose was Mensh.  This makes a great secondary font because it is a tall and narrow sans-serif font.  I still wanted to go with all caps to capture the flat prairie lands.  Both fonts compliment each other well.  


THOUGHT BEHIND CONCEPT 1

With the tagline 'Open Spaces. Endless Opportunities.' in mind I had to really think about how to capture that and Amarillo in one logo.  This is the lighthouse in the Palo Duro Canyon.  For those who don't know, the Palo Duro Canyon is this hidden gem in Amarillo.  It is the second largest canyon in America just behind the Grand Canyon.  I've hike the Lighthouse trail several times in my life, and I know that when I'm out there I feel like I'm at home in Amarillo.  I also have first hand experienced the open land out there and when I finally reach the Lighthouse I feeling like I can accomplish anything (Endless Opportunity.)
 
 
This is still the same concept 1 logo.  This is just an alternative version.  The horizontal logo will be used when the certain format needs it.  This is a common practice in logo design.


THOUGHT BEHIND CONCEPT 2

I read a lot of the comments from ProNews 7's Facebook page on the logo, and several people mentioned they missed the boots.  I wanted to bring them back.  The boots represent the old times when most people were cowboys and worked long hours on the farm.  The boots show that people are hard working, they have fun, and that they are going places.  The one star on each boot shows that we are proud to be from Texas, the lone star state.


This is still the same concept 2 logo.  This is just an alternative version.  The horizontal logo will be used when the certain format needs it.  This is a common practice in logo design.


THOUGHT BEHIND CONCEPT 3

This is the closest related logo to the older one with the boots.  It's not an uncommon practice to take a already great logo and just give it a updated and more fresh look.  This is exactly what I did here.  The line that separates Amarillo from the tagline represent the flat prairie land in Amarillo.  This is not a plagiarized logo, this is just an updated logo.  I know how much the people of Amarillo liked this logo.  The 1997 logo was a very memorable logo, and if this was the one picked it would already be recognized, but you'd have the feel of new (Endless Opportunity.)  This also captures the 'getting back to your roots' that I wanted to accomplish.  This is going back to the old logo, just new.  


THOUGHT BEHIND CONCEPT 4

The reason I went with a circle is because this could be an emblem or some sort of seal for Amarillo.  On this logo you have the lighthouse, boots, and stars. The wave pattern below the word Texas, represent the farm soil, and it's supposed to symbolize the wind that Amarillo frequently has.  Did you know that Amarillo is the 3rd windiest city in America?  
 
The version below this one is a possibility of what we could do with the logo.  You can have it on any image that is captured in Amarillo.  With the combination of both you can continue to capture the rich culture that Amarillo has to offer.  Also I'd like to state that the image I chose below are not my own images.  I do not claim them as my own.  I just wanted to show what the possibility could be.


THOUGHT BEHIND CONCEPT 5
 
This concept shows a stallion on his hind legs.  He's free, and has an open range to run.  The circle represents the sun and the sunsets, which Amarillo is famous for.  This logo is in it's most simplest form and will be easily seen and also will be a memorable logo.  


This is still the same concept 5 logo.  This is just an alternative version.  The horizontal logo will be used when the certain format needs it.  This is a common practice in logo design.


THOUGHT BEHIND CONCEPT 6

This is my second horse concept.  The horse is a big to Amarillo, considering that they have the American Quarter Horse Association. This horse is in motion.  It's going places, 'Endless Opportunities'.  It's free.  It's running in 'Open Space'.  The half circle behind the horse represents the beautiful sunsets that Amarillo is famous for.  The horse in motion also give you the feeling of the wind in your face, which captures the wind in Amarillo.  Having a horse also shows the times before people had cars, but all they had were horses to ride.  This goes back to my them of 'Going Back to Your Roots'.  


This is still the same concept 6 logo.  This is just an alternative version.  The horizontal logo will be used when the certain format needs it.  This is a common practice in logo design.
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