Group: James / Ben G / Ben P
For this one day workshop, we all got into groups and then were allocated a brand that we then each had to rebrand. Our group was given the brand ‘Evoke’ which was a high end, modernist furniture brand, based in Shoreditch, London and the brief was to create “a marque across 5 deliverables which should include signage in context / point of sales.” The brand:
“Opening November 2017, Evoke is a high end Modernist furniture specialist based in the heart of Arnold Circus, Shoreditch, London with a team of 3 employees. They specialise in chairs, sideboards, dining sets and graphic prints. These are the core of their establishment. Think Ercol, Stark, Eames. Modernism is the ethos, the core of their existence; clean lines and beautiful shapes. Less is always more. Always. But never boring…”
Originally, we spoke about the brand itself and the kind of values it presents. We did a bit of research to see the kinds of furniture this brand would create; on the brand brief it gave a list of furniture companies so we looked into those so we had a visual of what the logo should represent. We thought that their kind of values as a company would be contemporary, modern, bright and very high end. Below are examples of research:
We got on with designing straightaway, initially all separate and then we started to bring ideas together. We created a lot of logos, trying to incorporate furniture within the design or combining the letters. We spoke a lot about the kind of logo it could be so we thought about having an earthy effect to the logo; include wood/trees – the idea being that it’s fitting with wooden furniture. We started creating a lot of logos that included lamps, chairs, wooden textures and branches; we were heading more towards a logo design that was similar to the original logo which was obviously not what we wanted so we began to create more simple designs. Ben P created some really nice designs from just the word ‘EVOKE’, leaving it typographically based. We all liked these designs so we worked at creating a logo that was just type and no imagery – this follows suit for a modernist, high end furniture brand. We liked the straight lines for the logo, separating the ‘E’ as just the horizontal lines which would act as the main part of the logo.
After experimenting a lot with different designs, we then came up with this logo (see below). We experimenting with different typefaces to find different thicknesses of type and which one work the best but in the end we best liked Helvetica for the logo because we liked about the letters fitted together.
Our final logo was the above logo developed further, being more experimental with the composition. We found that the logo itself, isn’t the easiest to read but you can work it out. Throughout the design of the logo we kept thinking about what kind of brand it would be. We thought that with it being a high end furniture company, it’s the kind of place you would only shop at if you knew the brand or you would come across it through modernist furniture websites / magazines so we wanted the logo to be the kind of thing that would fit in to those groups. Below is our final logo; we have created something solely typographically based and in a box shape so that it can be fitted onto loads of different objects – e.g. the shop, on furniture, on promotional ephemera.
After creating our identity, we then each began working onto different components to show how it can be used in a different ways.
Different colours: we did this design to show that it can be used in a wide range of colours depending on the client and what colour they wanted their brand to be.
Shop front: we chose to have this pink on black as we liked the contrast of the colours. We knew that the shop front didn’t particularly stand out but we liked that it kept with the modernist, contemporary design and felt it would suit the potential layout of the shop, e.g. open plan, white.
Merchandise: even though we understood it was only a small company with 3 employees, we understood that they may still need to transport their furniture to clients – hence the idea of a van – and then creating staff t-shirts and pillows for use in the shop.
Posters/inside of the shop/magazines: here we wanted to show how the logo could be spread across various different platforms.
Animation: after making the logo, I animated the words so that you could see how it evolved from one straight word ‘evolve’ to the box shape.
Overall, there was good response to the brand. The group said that they liked our logo and how we used it over various different components. A couple of people did say that the eligibility of the logo wasn’t great because you struggled to read the word evoke until it was shown in the animation. It was compared to the logo of ‘Espn’ because of the broken up ‘E’ and also apparently there is a brand called ‘Evoke’ that has the ‘E’ split up in the same way we do. Obviously it was never our intention to create a logo that was similar to what was already out there but it’s good to get feedback from what other people initially thought when they saw our brand.
I’m really happy with how our work turned out. I think we created a brand which matched the brief and I like how we’ve created something that can be put across various components. This has been a really interesting project and I’ve enjoyed creating this much work in such a small timescale.