Reflecting on my branding design I was really happy with the outcomes. I thought it looked really clean and suited the brand well.This client decided to give us a spoken brief rather than a writen one therefore I took lots of notes which helped me to reflect on aspects of what he had said. I picked up on the fact that a prominant part of his requiments was that he wanted to include 3 attributes from the students going onto the course which were curiosity, resilience and tenacity, The brief also included the logo being appealling to not only the families and the students that would be enrolling but also so that it could appeal to the corporate market that they would be trying to bring on board for apprentiships etc. This is something I wanted to give a strong consideration for when designing the logo as although there was a need for something modern and unique it needed to be corporate and professional and very clear. I looked into a lot of corporate logos as my research to help me decipher what looked professional and effective for this purpose. Once I had completed the design of an icon that I was happy with I decided to focus on the development of a typeface, I did this by showing the logo with many different typefaces and looking at which one I preferred. I chose the typeface I have used for the final logo due to the fact it was clear, legible and suiting the purpose of the logo. I also felt it balanced the logo nicely where as something to long of too thin would have been unbalanced with the thick and geometric shapes used to create the logo.
I wanted to have something to show the client how the brand would work on products etc and decided that the most relevant thing to the company would be a website of brochure so I created mock-ups of this and instead of a mock up did stationary as I felt this showed the corporate side of the company that they were looking for. I am really pleased with how this came out and felt it looked clean, proffesional and unique.
Having created the logo and being happy with the colours I decided I would create a brand guideline so that other designers could work of this and also let me see all the elements working together as seen below I just set this out to get everything set out how I want it.
I am really happy with the final design and think it works really nicely. I represented the gradient with the fading bar so that the client could see how the designs worked together. I also showed in the bottom how I created the idea in the “brand breakdown” section to show how the idea came about and how it related to the company as a selling point to my client.
The colours I choose I thought were too different – The didn’t look like they blended into each other enough! They were very separate and I felt the shapes were separate enough already. I liked the way it all faded into the middle – I feel it gave a sense of a target.In the first example each shape fades with a gradient from its colour to white in the center and this gives effect that there is a light in the centre.
In the 2nd example I faded the colour from the colour adjacent to it – I then added a circle fading from white to clear to give the same effect over the top.
Below you can see a chart that shows the semiotics of each colour and how it is used in advertising. I decided before hand just by my own previous experience of colour theory and also just my gut feeling on certain colours.
As you can see blue is definitely full of the attributes that I would consider perfect of a sales men and also of any educational branding – I think this colour will fit nicely. I also think that the navy and green work well along with how we feel about them.
So I went back to the drawing board and revised my sketches – I decided to develop the idea of the triangle – I thought this worked really effectively for the subject and made a point of the 3 main selling points that were involved with the business.
I developed the sketches into a triangle made of 3 separate sides that make a triangle to represent this – I also felt that this showed a connection to oast houses which I feel could evoke the feel of kent.
I then laid out the name out to see how the logo would work as a whole – I like the way it sits when it looks as if it is coming out of the logo although upon getting some feedback from someone I know who is in sales they stated that this connotes something being hidden which they did not feel was appropriate as this is a common perception with sales,therefore you do not want your logo to connote this.
I then moved from behind the logo and most definitely preferred it.
I then thought I wonder if I was to reinforced the message of the 3 main attributes mentioned by have 3 triangles – I tried overlapping them but this was too busy – I then tried to think about how I could make one shape of this therefore traced around the outside.
I then thickened the shapes up so they were all even – I then made the center the same so it followed the line of the next shape. I then coloured it in the colours I had used for the triangles.
I decided this would be the icon for the logo – It works really nicely! It is super simple and I think will work really nicely for lots of different ephemera ect.
I headed straight to illustrator to start my logo – As I had decided I wanted something very fluid and simplistic therefore I started off by using my Wacom pad to get some fluid shapes with the pencil tool and create some that would work nicely for my first idea of the journey logo.
From the outset I was not keen on this logo – I added colour and still was not keen at all – I have rejected this idea very early on as I actually do not think it is strong or powerful enough for the client as this is the way they were explaining the company when they pitched the idea.
So I started of by looking into some business academy logos as I thought this was the closest thing to what I was looking to create and thought it would be useful to understand what else was out there.The Appco Business academy logo for me is the most interesting, It is clear, simple and concise. I do like the digital business academy one as it is modern and interesting – Very eye catching although I am not sure it makes much sense or has much reason. I am really not keen on the black and white version due to the fact it is to busy and also think it looks quite out dated. I think the memphis business academy logo is quite effective – I think the shape works nicely as a layout! The colours work nicely although the typography its self has been forced to close to fit the imagery and it looks too squashed. I think the colour scheme in the digital business academy is very crisp and looks very corporate and feel blue gives a relaxed and cool feel. I think this works really nicely to represent movement and looks very dynamic.
This is the first corporate logo I looked into was this one for DOOH which I think it realy effective due to the fact it is super super simple and clean. I think that the colour is very corporate and modern. Having researched blue respresents trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven through colour theory. This makes it no surprise that lots of the corporate logos I have looked into. I actually really like this blue colour and think it works nicely.
Again the light blue colour is used but this time with a grey – I think this worked really nicely and in my opinion to create a really pure and clean finish to the logo.
I like the 2 different typeface choices – The light and bold faces work really nicely together also I am not keen on the logo being mirrored, I think this is slightly unessersery.
This geometric monocrome logo works really effectively – It looks clean and interesting. Being very geometric and modern it makes it very simple and draws attention – I really like that there is a pattern to compliment the logo.