OUGD403 Study Task- Collaborative Branding

Briefing 

We were given the task to rebrand a company's identity (seen below)  with the use of only type, the options were as follows:

• Garamond 
• Bondoni
• Century Expanded

As a group we came together and discussed our ideas as well as analysing the exsisting branding of Burflex, this included what the exsisting target audience was, the chosen colour scheme, the environment etc.

Rough group sketches:

Primary Research:

To give us a better insight into the personality of the company we looked at the history of the establishment, I think this greatly helped us understand what their already identity was and how we could still keep that feeling they had created and not erase it completely within our new design and instead creative a stronger representative for it.

Internet research into other typeface use and its effectivness also taking into account these other styles and colour choices used to help make more informed choices when it came to deciding on a style of font for our work, within the research we found many similarities between the designs, many used angular and bold font to better illustrate the services they provide. Overall this task proved the importance of research and learning how to effectively apply it to work.

Within the research we looked at the idea of changing the name of the company to more strongly represented the identity of the establishment, for example we looked at synonyms of scaffolding, support and strength, also using the environment such as a white rose representing the Yorkshire area.

When developing ideas we used a serif font to imitate the scaffolding, connecting and putting the letters on multiple different lines to show and better illustrate the scaffolding build. For possible designs we just started planning designs around structure of scaffolding and the grid information that it represents the idea that scaffolding itself is quire a definite design so thats why experimented with futura and helvetica on the font choices.

For the final idea the font choice we thought it should be in Helvetica bold, we decided this best represented strength, boldness and structure. By adjusting the tracking to connect the foundations by giving E and X negative space, this creating house shape which goes with the theme of building also editing the anchor point to make the E fit better. Crossing over of character of F and L to create a framed and resemble scaffolding.

Overall with our collective ideas, research and design choices, I think we've managed to create an effective outcome both showing examples of problem solving and combining group ideas. I think we've represnted the company well with a simplistic yet effective design and incorperating what we all wanted it to be in the end.

Shortlisted Ideas:

Critique 

Critiquing work gives the opperunity to give others feedback and understanding how to communicate that effectively in order to help them progress but also learning how to apply that information and improve work in the future.

• Had good research into other artists (contextual research)
• presentation skills- easy to understand
• Good research into exploring artists, 
• Good research into experimentation with different fonts and styles
• Good analysis on what worked and what didn't 
• Can be diffcult to read due to the amount of boldness to the letters
• Needed more colour theory detailing (why we chose the things we did)
• interesting use of negative space with the house shape but needed more experimentation as it communicates wrong message on its side
• commuicates christianity within the f and the l the connection resembling a crucifix