Briefing:
Part 1 - Lettering/Branding
Explore details of typeface design and specifically logos used within corporate branding. Working with distinct letterforms use and or repurpose a typeface to appropriately represent a chosen brand.
Primary research
Something I've recently understood the importance of from piers and lecturers is understanding the essense of a company, knowing as many details as you can, because really if you don't fully know who you're designing for then the result isn't going to be as good as it could be.
Before going into Lush I made a list of things I wanted to remember to observe and with that I took some photos and some notes in the form of a mind map.
Photos and research gave me a first hand impression and helped capture the essence of the company, I was able to see who the target audience which I found to be an important point.
Part 2 - Typeface Design
From Part 1 applying my existing and developing understanding of typographic design in order to develop a full and effective typeface, which is appropriate for display purposes.
Through research I made the solid choice that I wanted to stick to Lush's handmade branding and make the lettering myself rather than use an existing type.
Out of all of these different ideas I chose to look at Lush. They are a company that I enjoy and support as I like their ethics.
One of my main goals for the rebranding of this product was to give it more character and personality and through research understand the values that they hold as a company to better influence me in the choices I make.
In depth research into Lushe helped me gain an understanding of the background to help me make more informed choices with my designs
Moral values and policies
Mind map analysing the current branding
Looking into other branding and the composition and font choice helped me make some sketches for ideas.
Using three different mediums which were ink, paint and in crayon I did several different pages of samples with these so once I'd chosen the ones I'd liked I scanned them in to develop them further. One of these aspects was looking at composition with samples.
Comparing different phrasing:
Trying an image within the text
Looking at colour
with colour
tried to stay with earth colours
looking at different colours
Some of my last ideas, changing the type and position of font choices.
From feedback I learnt that helvetica light might get lost within the design and harder to look at different scales and may get lost within the design.
final outcome:
I like the result of my work. I think I've been able to incorperate all that I wanted to within this design. I was able to create handmade type and keeping the handmade asthetic, and also using the block of colour along of a paint texture (I previously has a paint texture saved as a jpeg and placed it into a document then added a colour overlay to make it more useable) I think the white against the colour worked well and stands out well as a design. I've tried to keep all of my choices informed and relevant to the brand I think my outcome works well.
Kept the orignal phrasing to keep clarity of the product
In its different formats within scales I think my design was able to transsend different plaforms effectively,
Failed ideas, experimenting with shape
Feedback – how successful/appropriate
- Does a target audience come through clearly with design choices?
- Does the atmosphere and intentions reflect within the branding?
- Is the final design effective or do you prefer another?
- Should I have used different type for the tagline at the bottom of the design?
- Any more comments?
Answers:
- Type used on tagline could be better if looked handmade like the main type, main type. Overall a brilliant new logo and idea.
- I like the vibrant greens which will attract the younger audience and it goes with the shops aromantic smells, I think theres great versatility with the different colour experimentations. The choice is vibrant and reflects there eco friendliness so that’s great. The tagline handmade cosmetics done In Helvetica could have been done in a handwritten typeface to better represent their craft. I think the tagline inside of the green brush stroke would have been better final resolution, overall there is great potential, just needs refining.
- Don’t think the final design is as effective as the circle idea, colour scheme works well better representation than the first logo. Good research. I think the logo is really effective for the target audience staying close to the organic theme to the brand which works well
- Good choice of colours, not too drastic of advantage. Handmade cosmetics works better outside. Works well with current brand
- Good development and ideas behind final logo maybe a bit childlike from afar, but good colour choice
- Hand written type is friendly and natural therefor keeping with Lush’s ethics however maybe add more punchy colours, to make more of an impact.
From this feedback something I noticed that many people didn't think the fontchoice along the bottom of the design was an appropriate choice, as I didn't make an entire typeface based on this idea I think this is something I overlooked when making the main design in the future I understand that I need better planning within this area and how much preparation I need to do.
Evaluation:
Using only type to fully represent a brand presents as a challenge but to do so combines different elements of understanding what type can communicate and how we can use knowledge to present a successful outcome. With my design one of my strong design choices was to keep it looking handmade, this was an informed choice and was an idea to base many other design choices on such as what medium would be used and the composition and the colour. I've managed to look quite into depth with all of my possible ideas and evaluate what works with my own assessment and the opinions of piers. With development I wanted to make sure that my testing of my mediums was broad and was informed by research, I've tried to remain consistent with a theme and illustrate this clearly. Balancing work and leisure is sometimes a struggle. I like to do work in small bursts and take breaks to keep focus however I do often struggle with concentration, its something I hope to work on as I can progress through the course, I'd like to make my tasks more clearly by taking efficient notes and making a type of personal planner with weekly goals as I know it would help me in terms of productivity. As part of feedback I posed different questions giving me answers to aspects of the brief that I might not of found
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