1-day Branding Workshop

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…”

Original logo:

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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.

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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.

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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.

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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.

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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.

Group crit:

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.

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100 Logos: Finish Piece

Final design:

 

My final 100 ideas are a combination of print, pen and digital designs. I tried to experiment as much as I could with the main focus being to create a logo that best portrayed who I am as a designer. My favourite logos are numbers: 13; 16; 27; 32; 36; 54; 66; 67; 71; 82; 92 and 96. They’re all a mix of print and hand drawn and I’ve taken my inspiration from various different designs I did at the start of the project. The few that I have pick out as my favourites, I think, best describe me as the kind of designer I am and I think, upon more experimentation (which I will now do), could become a logo I will use. See favourite designs:

Group crit:

We all lay our work out on the floor and got the chance to see what everyone had been creating. There was some really cool logo designs and it was great to see how different people had interpreted the brief for their logos. Within the session, we each were given 3×3 coloured dots (3x blue and 3x orange); we then had to go round everyones work and put a blue sticker next to a piece which we thought was professional looking and an orange sticker next to one which really stood out to us.

On my work it was really interesting to see which ones stood out to other people because there was a couple logos which definitely weren’t my favourites but had a sticker next to them (see above images). For example, this design (below), had 3 stickers next to it yet this was not my favourite piece at all. There was a lot of development to get to this logo so I like it for that reason (I used a mark I had made with paint and mimicked the roundness of the shape to spell out the whole word ‘reid’) though I don’t think it’s as strong as my others. I definitely will experiment more with it now after having that feedback because it clearly stands out to people.

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Evaluation:

I really enjoyed this project but also really struggled too. It has been a real challenge to push myself to create as many logos as we needed to but it’s been an eye opener with seeing how much can be created in just a week. I will definitely continue with this method in future project, instead of just stopping after a few designs, as there are potential logo designs that I want to experiment more with that I probably would never have created if I’d have just stopped after creating just a few designs to begin with.

 

100 ideas: Research

For this project, I looked at different sources that could help me for inspiration for my designs.

The logo’s above all fit into 1 shape and combine both imagery and words for the design. I like that the imagery and text both work well and slot well within each other. None of them are in colour so they’re bold enough on their own that they don’t need to use colour to be a strong logo – this is something I definitely need to be considering when it comes to designing more of my logos; not to rely on colour to create a good design.

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airbnb logo:

I like how the airbnb logo has been created through various different components. The logo is really prominent and I like that it’s been created from the brand values so there’s a true personal touch to the logo. This could be a potential idea with my logo – start thinking about my values and how I could incorporate that as imagery into one whole logo.

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This website had some many different logo designs which are innovative and really interesting to look at. It was helpful to see different way where a letterform had been really pushed to create one logo and again, the fact that it’s in black and white shows that I should focus on creating strong logo designs in black and white so that they need colour to be good logos.

100 Ideas: Experiments

After the tutorial, I decided to be a lot more experimental with my materials so I started out by printing some stencils. From the designs I had done before, I cut out a few stencils and then used black ink and a sponge to print the designs. I cute out basic shapes – so nothing too complicated – so it would be a clear design.

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Printed outcomes:

Rather than just do one print, I tried to be a more repetitive to create different patterns or 3D effect on the letters. My favourite designs are the ones that have a solid print and a lighter print where it has been the second or third print I’ve done. Unintentionally, I used different colour paper for the prints but I like the effect it’s had – especially with the orange – because the colour isn’t so overwhelming that it distracts from the print itself. Part way through printing, I found some gold ink which was fun to use to create another layer on the design. It didn’t work as well on the paper design but I like the effect it left on the stencil I was using (see below).

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After printing, I then scanned in the design to rework them on Photoshop/Illustrator in hope I might create more logo designs. Thinking back to the tutorial, I was trying to be more abstract with my approach and one of the logo designs that was picked out in the tutorial was the 3D letter ‘r’ so I wanted to look at developing that letterform further. I was playing around with a few of the tools on Illustrator and managed to create some interesting shapes which I then combined with the 3D letter form. I like that it was accidental how it was created because I never would have pictured a design like that but I like the layering of a letter and an abstract shape.

More designs created from printed to digital:

I created this print just using a simple square shape and after I scanned it in I started added colour to it which created a kind of a patchwork design. I like that you can see that the marks have been created by hand but enhanced digitally. Though I like it, I’m not sure if this is a logo I would consider actually using purely because I’m not sure it represent quite who I am as a designer, however, it is abstract and made my hand which is what I’d like to convey and it would stand out as an icon next to my name.

The above are photographs of designs I did by hand. After cutting out the letter ‘E’, I played around with the composition of how the letters could be and I liked how there was layers to it, creating shadows and different shapes where the colour was. It’s a bit more geometric to what I was previously experimenting with and there’s also possibilities with this design where I could add other colours.

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The above designs are all of what I created combining print and digital.

20170928_184215.jpgUsing the 3D letterform ‘r’, I created this using just a needle and thread. So far, this is my favourite logo design because I like the different texture’s within it between the paper and the thread and I like the possibility of using this as a stamp on it’s own or any of my work as I think it could create a really nice effect showing the hand made nature of it.

100 Ideas Project

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I started to think about the kind of marque I wanted to create. The obvious for a logo with be to have my initials ‘ER’ so I started experiment with those letterforms but also with other illustrative designs too. I didn’t want to just do letters, I wanted to try shapes as well that could work as a logo. I like to do a lot of my work by hand and tend to only use digital softwares afterwards so I wanted to try and portray that within my logo. To begin with, I drew as many designs on pieces of paper that sprung to mind. A few were potential logos I could use and other were just doodles. See below:

As I always tend to do typography designs, at first I wanted to try and experiment with using just imagery. I found this difficult because I’m not the greatest illustrator and I struggled to think of potential imagery. I started drawing things around my house and what I was wearing so my glasses – which is quite cliche. I thought about objects that make up me, so I enjoy painting; I wear glasses and my tattoo is really important to me so I started drawing that. The tattoo drawings were the best of the imagery but weren’t working as well as the typography.

I googled my name and if you search ‘ELLEN REID’, turns out there’s a Canadian musician with the same name so that made me think about using another name as my brand. I kind of rolled with the name ‘Sloth’ after a my friend suggested it and I quite liked a few of the designs I came up with but I think it’s a brand name you probably wouldn’t take very seriously.

Group tutorials

It was interesting to see everyones logo designs because I was beginning to hit a point where I couldn’t think of anything more. Each person mostly used their initials but everyones approach was different and individual to their way of working. The general feedback from the group but to move away from just using initials and that’s a very common logo to use. Another thing was to not just think about the things we like and our personalities to create logos but also to think about who we are as designers and how we can portray that.

Within the tutorial, I was told which design were good and me and the ones which definitely didn’t fit myself as a brand. I was being experimental with the different approaches of drawing but I should be more experimental with the materials I am using. We spoke about whether we are modernist or traditionalist and I was told I was more postmodernist because in a lot of my work I can be really experimental which I agree with so want to work on creating more abstract, experimental shapes for this logo design. I think that would portray better, the kind of designer I am.

To do:

  • experiment with materials
  • use colour
  • think about who am I as a designer and not just who I am personality wise

Introduction to Branding

First Project: Branding

Task:

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Group: myself, Laura, Angharad

For this task, we chose the brand CO-OP. They have just had a redesign of their brand and also they do a lot of other things besides just run a supermarket. First we researched what ‘co-operative’ meant in the dictionary which described it as: ‘working together towards a common goal’ and ‘a business owned by its members’. Upon research of the brand co-op we found that it’s values were exactly what the word meant. They have various strands to their business, such as: shops; funeral care; a bank; insurance (home/car/pet) and legal services. Their branding for each service is all the same so there’s a general theme throughout the company. We found that as well as the services they provide they also run events to give back to the community and have opportunities where they give back to their members and the community in which they live in. On their website and in adverts, they repeat this idea that they want to give back and they want to give a sense that you are apart of the brand.

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We found that their values are fair trade (as all their workers are paid fairly and they want you as a customer to be aware of that); high quality and sense of community. After looking at their branding and also from initially knowing the brand, we all agreed that these values were definitely portrayed within the companies branding; after presenting the work to the rest of the group it was also agreed that these were their values.

Final print – Evaluation

Above are images of the final print. Really happy with the final print, the colours have come out really well and so have the images; they’re good quality and contrast well with the illustrative text. The size of it is B3 which I was worried was too big but the having it that big works well because you can see more detail in the illustrative type. Unfortunately, on the first spread there is blue ink at the bottom which was a fault from the printer but other than that everything came out really well. I’ve made so many changes to this piece of work from when I started a couple months ago so I think even if I was given more time on this piece of work, I would not change anything because I’ve taken on everything piece of feedback I’ve been given and exhausted all of my ideas so I can’t think of anything I would do differently. I’m proud of the outcome I’ve produce because it’s been a long road of developing and changing all of what I’ve come up with and is such a huge improvement from where I originally started. I’ve learned a huge amount about type setting and how to lay out an article which has been a lot bigger challenge that I had originally given credit for. Type setting is definitely something I need to continuing improving on and a way I can do this is to continue to look at articles and learn from what practicing designers are creating. I’ve also learned what my strengths are too: I really like photography and it’s something I will definitely continue to try and use within my future projects; as well as illustrative type, I’m going to keep developing it and spend more of my time creating illustrative [typography] pieces of work.