Extended Practice
Thomas Squire
Archives
BRIEF 7: DEFINE - Logo Mark Development
After a brief discussion with Jessie and discussing the range of typefaces that i've worked with, with her, she agreed that the Typeface Lydian reflected both her personality and her creative well. She like it's oriental elements but she felt it wasn't modern enough as ultimately she will be working in a commercial world. To solve this problem I decided to build a custom logo mark using the chosen typeface as the basis. Essentially my concept was to visually make the mark feel slightly more like a Bodoni style typeface so there it felt a little more commercial and industry based rather than being more oriental. I did the by tweaking most of the anatomy of the letterforms however I was essentially tweaking the weights of the Stems and arms within type. The end results creates a much more prominent logo and the contrasts in line weight gives the logo a greater visual variation in it's aesthetic so it therefor stands out more.
BRIEF 2: DISCOVER - Research Booklet [Market, Visual, Audience]
As mentioned before myself and Eve have decided to develop the brief and answer the brief in our own way now that we have produced the work for the client we have embarked upon creating our own response to the brief. The first step in this process is to develop a body of research which looks at various aspects of design and solidifies our thinking behind what we want to do with the brand. We are conducting this research in the form of a booklet which brings together all of our thoughts into on conceptual research document. We have split the research booklet into 5 sections which define the areas of our brand and define our thought process behind the brand.
Brand Manifesto
Myself and Eve from the beginning knew that we wanted to do something completely different with this brand, we didn't want to be like every other pasta brand that's out there and there are many. We developed a brand manifesto with represents our thoughts on what we want to the brand to be, and that is a brand that not only encompasses good quality healthy food, but a brand that promote a positive body image to women. Nada is a healthy pasta product, but also much more than that it is a brand and lifestyle, the brand is about liberating women, embraces not only good food, but beauty and fashion. We are bringing together every aspect of how women look at them selves which is through beauty and fashion and uniting this with food and placing food on the same level as these other product. This is our manifesto and it is this that has influenced our entire research process.
Applied Branding
We started by looking at applied branding, which is are brands that have been applied to packaging. We explored the concepts they've developed in created a brand for packaging.
Mark Making
We explore mark making as an approach to create visual outcome which will influence our packaging design, which will be pattern based, in the same way that fabrics are produced through pattern and mark making.
Packaging
We also look at various different forms of existing packaging as influences which can inform our ideas for packaging formats of our pasta.
Photography
We also conduct research into photography as a process to enhance the brand and also communicate our brand manifesto.
Brand Manifesto
Myself and Eve from the beginning knew that we wanted to do something completely different with this brand, we didn't want to be like every other pasta brand that's out there and there are many. We developed a brand manifesto with represents our thoughts on what we want to the brand to be, and that is a brand that not only encompasses good quality healthy food, but a brand that promote a positive body image to women. Nada is a healthy pasta product, but also much more than that it is a brand and lifestyle, the brand is about liberating women, embraces not only good food, but beauty and fashion. We are bringing together every aspect of how women look at them selves which is through beauty and fashion and uniting this with food and placing food on the same level as these other product. This is our manifesto and it is this that has influenced our entire research process.
Applied Branding
We started by looking at applied branding, which is are brands that have been applied to packaging. We explored the concepts they've developed in created a brand for packaging.
Mark Making
We explore mark making as an approach to create visual outcome which will influence our packaging design, which will be pattern based, in the same way that fabrics are produced through pattern and mark making.
Packaging
We also look at various different forms of existing packaging as influences which can inform our ideas for packaging formats of our pasta.
Photography
We also conduct research into photography as a process to enhance the brand and also communicate our brand manifesto.
BRIEF 7: DEFINE - Initial Ideas
When developing the brand identity for Jessie Leong, I experimented with a range of serif typefaces, some in a more vogue style to reflect the fashion aspect of her work and other which were more oriental and created a heritage vibe and aesthetic. When exploring colour palettes I wanted to continue with the ideals of luxury and heritage and experimented with royal, rich and deep colours for the palette.
To harsh, communication is aggressive, needs to a more softer tone for the brand mark.
To vogue-y, although it relates to Jessie's interests in Fashion Photography, this isn't her only skill set or attribute to her creative practice.
Typeface used her almost feels broken, it's doesn't seem confident in it's identity.
The structure of these forms reflect a oriental element but not to strongly, additionally the thinning and thickening of the lines harks back to Vogue and the use of Bodoni style typefaces in the fashion industry.
BRIEF 7: DISCOVER: Visual Research
Visually I started to explore what fashion and commercial brands were currently doing in the space. From the offset I wanted to look into how serif typefaces were being used in the modern way. I think a serif typefaces relates to Jessie’s interests in culture and orientalism, but it needs to be a approached in a modern and fresh way, as ultimately her work is for commercial use. Within the work I looked at it, it was simplicity that made it effective and being anti-ornamental with the rest of the design. additionally a limited colour palette often complimented the typeface and kept the essence of minimalism.
The Alquimie brand using a Bondoni style typeface with use a thin line to compliment the thin stems within the typefaces. The use of strong typography builds and communicates the brand identity.
The Antler brand using an historical typefaces for the brand logo mark however in wider uses of the brand a sans-serif and modern typeface has been used to keep the brand fresh and contemporary.
Winecast although a brand for Wine, has against created a heavily typographically driven brand in which the typefaces creates the identity, it's logo mark has been constructed from a bespoke and unique typeface making the brand feel original, again this identity has been paired with a sans-serif typeface to keep the identity feeling new, fresh and modern.
Sancy & Regent's brand has embraced true simplicity to created a brand from essentially using the colour white with uses of black intermittently. The brand that's created is strong and powerful due to subtle use of black throughout.
BRIEF 2: DISCOVER - Branding Influences
Smets by Coast
Smet is a luxury department store located in the heart of Brussels (with two more locations across Luxembourg) with over 3.500 square metres of fashion, design, art, food and beauty. Following last December’s BP&O of the SMETS identity, independent design agency has recently published some further images outlining how this new visual identity has been executed across a wider variety of collaterals and touch-points.
“Our challenge was to bring the brand to a level consistency across all platforms, creating bridges between art, design, fashion and food. Our positioning work digged deep into the brand attributes, and our creative work resulted in a playful and consistent system of typeface, colours and symbols.”
“To ensure singularity and consistency, we have created a custom-made typeface called SMETS VOID. A typeface bringing together the world of art, design and fashion under one umbrella. This typeface, used throughout all applications and brand names (SMETS PREMIUM STORE, BOWERY restaurant,S BAR) is uplifted by the use of striking fluorescent colors and custom-made symbols.”
I really like the stenciled/strike through, mono-line weight execution of the logo-type, roundel and illustrations that while not entirely unique work very well to resolve the aspects of art, architecture, design and retail. The simple construction of the logo-mark has a nice balance of interior space and appears very modern and urban especially when juxtaposed alongside a bright and bold spray paint device that looks like a genuine practical effect rather than one that was computer generated. The use of Courier feels appropriate within such a functional retail space and delivers a classic and almost editorial/art-house sensibility that contrasts well with the uppercase format of the proprietary Smets Void typeface.
To ensure singularity and consistency, Coast have created a custom-made typeface called SMETS VOID. A typeface bringing together the world of art, design and fashion under one umbrella. This typeface, used throughout all applications and brand names (SMETS PREMIUM STORE, BOWERY restaurant, S BAR) is uplifted by the use of striking fluorescent colors and custom-made symbols.
Bonnard by Anagrama
Bonnard is a Mexican french-inspired tea and confectionary shop.
The brand's distinct brush strokes and color selection are based on Pierre Bonnard's postimpressionist paintings. The simple art direction, together with french words and phonetics round up the brand's gallic concept effortlessly, spontaneously and efficiently.
Our approach with clean, sans-serif typography gives Bonnard a luxurious feel mostly associated with high-end fashion brands.The gold foil stamp and clean type directly contrasts and at the same time elevates the would-be informal paint marks.
Absolut Vodka bottles
Absolut Vodka has begun distributing nearly four million bottles across the globe - every one of them different - in a project called "Absolut Unique."
The new" limited edition" of uniquely designed and numbered bottles is
available now in airports across the world and will be with local vendors from next month, says the company in a video accompanying the launch.
The project meant re-engineering the company's production plant in Sweden, the magazine AdAge reports.
Splash guns and colour-generating machines programmed with complex coating, pattern and placement algorithms were set up "to ensure that -- like snowflakes -- no two bottles are alike." Absolut calls it "carefully orchestrated randomness."
Jonas Tahlin, VP-global marketing for Absolut , said in a statement cited by the US mag, "Absolut Unique feels a bit mad scientist, a bit street art. When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist's studio than a bottle factory."
He added: "A lot of world-class creators have made their interpretations of our iconic bottle. But this time Absolut was the artist."
The bottles will be individually numbered and sold in 80 markets including Britain, the U.S., China, France and Germany. Absolut is a division of Pernod Ricard.
The unique designs incorporate 38 different colors and 51 pattern types. There will be print and digital ads and promotions at stores and bars. Credits go to Swedish-base companies Family Business of Stockholm for creative, packaging print and below the line; Digital Great Works for Digital and Jung Relations, for PR.
The Absolut initiative certainly gives a bold new twist to the phrase "limited edition", Previous limited editions from the company have included Absolut Glimmer, with crystal pattern glass, and city designs such as Absolut London, Absolut Miami and Absolut Brooklyn. Then there was Absolut Naked, a bottle with no label and no logo .
The Absolut Unique promotion carries the slogan "One of a Kind. Millions of expressions." You have to assume the robot designers have been instructed to make sure that appears on all the bottles.
As Tahlin put it, "Anyone could do one or two unique products. We're making close to 4 million."
Smet is a luxury department store located in the heart of Brussels (with two more locations across Luxembourg) with over 3.500 square metres of fashion, design, art, food and beauty. Following last December’s BP&O of the SMETS identity, independent design agency has recently published some further images outlining how this new visual identity has been executed across a wider variety of collaterals and touch-points.
“Our challenge was to bring the brand to a level consistency across all platforms, creating bridges between art, design, fashion and food. Our positioning work digged deep into the brand attributes, and our creative work resulted in a playful and consistent system of typeface, colours and symbols.”
“To ensure singularity and consistency, we have created a custom-made typeface called SMETS VOID. A typeface bringing together the world of art, design and fashion under one umbrella. This typeface, used throughout all applications and brand names (SMETS PREMIUM STORE, BOWERY restaurant,S BAR) is uplifted by the use of striking fluorescent colors and custom-made symbols.”
I really like the stenciled/strike through, mono-line weight execution of the logo-type, roundel and illustrations that while not entirely unique work very well to resolve the aspects of art, architecture, design and retail. The simple construction of the logo-mark has a nice balance of interior space and appears very modern and urban especially when juxtaposed alongside a bright and bold spray paint device that looks like a genuine practical effect rather than one that was computer generated. The use of Courier feels appropriate within such a functional retail space and delivers a classic and almost editorial/art-house sensibility that contrasts well with the uppercase format of the proprietary Smets Void typeface.
To ensure singularity and consistency, Coast have created a custom-made typeface called SMETS VOID. A typeface bringing together the world of art, design and fashion under one umbrella. This typeface, used throughout all applications and brand names (SMETS PREMIUM STORE, BOWERY restaurant, S BAR) is uplifted by the use of striking fluorescent colors and custom-made symbols.
Bonnard is a Mexican french-inspired tea and confectionary shop.
The brand's distinct brush strokes and color selection are based on Pierre Bonnard's postimpressionist paintings. The simple art direction, together with french words and phonetics round up the brand's gallic concept effortlessly, spontaneously and efficiently.
Our approach with clean, sans-serif typography gives Bonnard a luxurious feel mostly associated with high-end fashion brands.The gold foil stamp and clean type directly contrasts and at the same time elevates the would-be informal paint marks.
Absolut Vodka has begun distributing nearly four million bottles across the globe - every one of them different - in a project called "Absolut Unique."
The new" limited edition" of uniquely designed and numbered bottles is
available now in airports across the world and will be with local vendors from next month, says the company in a video accompanying the launch.
The project meant re-engineering the company's production plant in Sweden, the magazine AdAge reports.
Splash guns and colour-generating machines programmed with complex coating, pattern and placement algorithms were set up "to ensure that -- like snowflakes -- no two bottles are alike." Absolut calls it "carefully orchestrated randomness."
Jonas Tahlin, VP-global marketing for Absolut , said in a statement cited by the US mag, "Absolut Unique feels a bit mad scientist, a bit street art. When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist's studio than a bottle factory."
He added: "A lot of world-class creators have made their interpretations of our iconic bottle. But this time Absolut was the artist."
The bottles will be individually numbered and sold in 80 markets including Britain, the U.S., China, France and Germany. Absolut is a division of Pernod Ricard.
The unique designs incorporate 38 different colors and 51 pattern types. There will be print and digital ads and promotions at stores and bars. Credits go to Swedish-base companies Family Business of Stockholm for creative, packaging print and below the line; Digital Great Works for Digital and Jung Relations, for PR.
The Absolut initiative certainly gives a bold new twist to the phrase "limited edition", Previous limited editions from the company have included Absolut Glimmer, with crystal pattern glass, and city designs such as Absolut London, Absolut Miami and Absolut Brooklyn. Then there was Absolut Naked, a bottle with no label and no logo .
The Absolut Unique promotion carries the slogan "One of a Kind. Millions of expressions." You have to assume the robot designers have been instructed to make sure that appears on all the bottles.
As Tahlin put it, "Anyone could do one or two unique products. We're making close to 4 million."
BRIEF 7: DISCOVER - Brainstorming Ideas
I have conducted some research into Jessie Leong, through talking to her and discussing her work, her process, how she gets inspired, what she tries to achieve with her work, what is she communicating etcetera. I have also taken inspiration and looked at the works she has produce all of this has helped me become more informed about her practice and has solidified in my mind what thought process need to be behind the design thinking of her brand and logo mark.
The main aspect that Jessie Leong spoke about within her work is her passion and appreciation for cultures from all over the world, particularly oriental cultures. This is a focus of her's for her third year of study as well as passion she wants to follow within her career, I believe this is a strong aspect and sense of direction that should be explored within the logomark and brand.
I also think the key principles of her work, commerical and fashion photography should visually be portrayed within the logo, this is to ensure that the brand sits well with clients and the people who are looking to potentially employee her.
Furthermore narratives are a key part of how Jessie works, she doesn't just take photos, she takes photos to create stories or narratives, I think this is principle can be carried across the brand, logo mark and website design.
BRIEF 7: DISCOVER - Existing Brand Analysis
Jessie Leong came to me asking for me to design her a new website which better reflected her aims as a photographer and that embraced new technologies and devices. Initially she wanted me to develop a website for her but after talking with her I also felt it was necessary that her branding was developed further, for two reasons, to better reflect her growing understanding of her practice and who she is and how she works as well as making the brand more effective in communication across digital devices which is her primary goal.
Identified problems with existing brand
- The logo mark's surface area is very large and consumes a lot of space which I don't think it's need to
- The kerning is off on all of the typography, which doesn't reflect Jessie's professional attitude to her work
- Furthermore the logo in general does not reflect her creative ambition and nor does it set her apart from other photographers - as the current aesthetic of the logo of very generic and lacks character, as well using a common design that most photographers use
- I feel that the logo could do more in reflecting the type of work Jessie Leong creates or is involved in
- I would also argue the need for the word 'Photography' within the logo, her name is her brand, her work is her work, it's clear she's a photography, it's seems unnecessary and over complicates the mark
- As mentioned before, this logo may work effectively in print but digital it takes up too much visual on a page or device
Consideration for new brand
- A smaller more compact logo, with only 'Jessie Leong' as the typography, loosing the word 'Photography' furthermore this compact mark should be able to work across, desktop, mobile and in print
- A logo mark that better reflects Jessie's style of work and way of working
- A mark that also represents the ideals of Jessie Leong being a fashion and commerical photographer.
BRIEF 2: DISCOVER - What is Nada?
After working with the client on Skinny, Tasty, Love Me. Myself and Eve knew in greater detail what we wanted to do with the brand and what we didn't want to do with the brand. This all started with developing a brand name, after some research and a brainstorming sessions, We developed the name Nada which means nothing but the pasta is inherently free of all nasty ingredients and fat. We then developed a solid concept for the brand around this name, in that the brand is about communicating a positive body image and healthy lifestyle to customers and customers of the brand.
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