Design Production: Logo Development

 
I took images of deli restaurants and selected colours within those (vertical strips) to get an idea of what colours are used in the interior and environment. To broaden my spectrum I looked at swatch palettes on illustrator such as earth tone, warm, landscape and neutral as those were similar elements I wanted to convey. I selected a few from the palettes (top two horizontal) and then from the green altered the CMYK percentages to get different tones of green. Initially I tried the different greens in the logo using the 'C' and the 'o' as a point of focus. I picked out a few of the soft warm colours which were neutral and represented the organic nature of the food. 
 
I applied the three colours around the text and then went back to the others and tried variants without any luck. I felt close to a result as I had the modern high end restaurant look but not the deli, food connection because of the grey element so I tried the green again.
 
 
Still wasn't working so I brought back the whole of the name which improved it more but had to now try the different colours again.
 
It wasn't saying organic still so I thought about the organic sign and I thought of a leaf. I instantly connected the counter of the 'o' with the shape as the name is a pun of the counter which is enclosed space of a letter.
 
I decided to go with the top one after some guidance from others. They were drawn to it more and Lorraine pointed it out it's probably because of the leaf coming out of the stem of the 'C'. It had more flow to it and looked liked a branch and a leaf.

Responsive: Design Process 2 - Uk Greetings

UK Greetings

Design a range of greetings cards

Background

Imagine seeing your card designs on the shelves of Tesco, Sainsbury’s, Waterstones, Paperchase, Clintons and independent card shops, and on window sills across the country.

UK Greetings are the UK’s market leading direct-to-retailer publisher, and manufacturer of greetings cards.

Based in West Yorkshire, we supply to the major supermarkets, high street specialists and independent retailers in the UK and internationally.

UKG have several established sub-brands, each priding itself on delivering something unique, giving UK Greetings a distinctive edge and sound reputation for diverse and eclectic product. More information on these can be found at ukgreetings.co.uk

The Creative Challenge

The greetings card industry is a very competitive market. We are constantly looking for ways to stand out from the crowd, whether this be through an exciting card format, interesting use of finishes (emboss, foil, glitter, varnish, gems, googly eyes, printed card attachments, bespoke attachments, buttons etc), or simply stunning designs that stand out from the competition.

Target Audience 16-34 year olds.

Considerations

Think about the sending situation. Why would you be sending them a card? What is the occasion? Birthday card to a friend or to a family relation? Something to say good luck, get well? Congratulations? You’re getting married? Simply ‘I love you’ or ‘I miss you’?

Who is the recipient? At what stage in their lives are they? Single, married, with children, off to college/university, passing their driving test, losing someone close to them?

Remember who you are targeting. Who is going to be actually buying the card for the recipient? Although you need to design a card that targets the recipient, it’s the person who is buying the card we need to impress and convince.

Also please note: Women buy far more cards than men.

Is the card design-led or copy-led (could be a quote, just a ‘hello’ or a longer message)?

Mandatories

You must design at least 4 cards. These will include:

• Front page designs.
• Designs for the inside of the cards (this may or may not include an insert).
• A range name and logo to be printed on the back page.
• Remember to think about the envelope colour or design.
• Suggested card sizes – 159mm x 159mm, 121mm x 184mm, 137mm x 159mm, 110mm x 210mm but don’t let that restrict you.
• Add 3mm bleed to all artwork supplied.

Preparation

Take a look at what is out there. Visit Paperchase, Clintons, WH Smith and local card shops. A successful range often does something different to what is already out there.

Do some research into what types of cards are being sent to this target group and why.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.

I'm going to focus on the female market and create a range of products for gifts including 4 cards designs as stated in the brief, wrapping paper, a gift bag, and a label tag. My idea is to generate a pattern based image for younger females which would be similar to things sold in paper chase. This would then be applied to the different formats to create a range of products. It's going to be (hopefully) a quick simple brief out of pure interest.

Design Production: Progress Crit

Strengths:

• Good, rustic aesthetic, go for serif typeface
• The furniture idea is good (chains don't have backs though - could use a d or something)

Areas for Improvement:

• What is your web idea?
• Get some mock ups of interior design/products down
• Plan what the products would be designed and which ones would be proposed or concieved
• Colour way - decide on the colour you will be using

Considerations:

• Lots of people are working on this brief - you could share ideas, Joel has some similar ideas to this
• Consider whether adding letterpress blocks/drawers to the walls be a little to much? The concept could be stronger by keeping the wall decoration consistent with the furniture etc. - AGREE
• Every server could have a little name badge with a cartoon face built out of type (like the face in your research) This would increase rustic/friendly/type based aesthetic
• Think of using sans serif typeface too - could look more streamlined and stripped down - or use both to show difference - could think about using negative space
• Look at independent delis/restaurants 

Response:

I understand the comment on the furniture being in sans serif to make it more streamlined and comfortable to use so I think i'll defiantly look into that as an option. I also like the faces for each worker but instead of a name badge the work t-shirt could feature the face on the back with the deli logo on the front. I think I need to decide on the decor a bit more because I have two different ideas at the moment and I need to choose things appropriately to the audience and concept. Also colour considerations need to be made to generate my brand as well working how the brand is going to be developed across other products. I have a lot to do but I feel i'm close to a breakthrough

Design Production: Idea Development

A Deli/Restaurant who offer fresh, organic and homemade produce including drinks, nibbles and meals as well as goods to takeaway such as baked bread, cheese and spreads.

Name:

The Deli Counter

Possible Typefaces

 Using different typefaces in the logo 

I thought about how the phrase open counter in typography could be used the door sign to tell customers when its open or closed so I played around with how this could look visually.

I also digitalised my pattern ideas 

And looked at creating wall features with decorative fonts

Crit Boards showing my development

Responsive: Design Process 2 - Batiste

Initial Ideas:

I looked at the D&AD briefs but this one struck a cord. After currently working in the beauty retail industry I started to get ideas of new products for the dry shampoo range. I instantly thought to add glitter/sparkle to it as it's absolutely plastered everywhere at the moment and there are currently products which is shimmer dust to go on skin, clothes and hair. This would be incorporating the fashion and style element into a health and beauty product. I immediately started thinking of colours, smells and the target audience. Females who finish work late or possible go the gym and have social occasions to rush to being a priority to consider in this season of Christmas and similarly men who finish work or the gym who need to freshen up before social meet ups aka christmas parties, social drinks and dates. 

I came up with an initial campaign concept of both the sexes leaving tiring and time consuming situations aka work or gym with there hair in appropriate formats e.g. tied back or slicked back and then them applying the sparkle or fresh spray to the hair and letting there hair loose. This would be on route to meet at a social situation aka at a bar with the light catching the sparkle in the girls hair as the guy approaches. It would be like a high end perfume ad meets a drinks ad campaign. Capitalising on the season on christmas in particular as it being ideal for transforming yourself for different situations with a non time consuming act. 

I particularly thought this would be a good route to go down as from looking at the website the target market is completely focused on women and with men now being more and more appearance concentrated and concerned there is a new a target in reach.

Responsive: Design Process 2 - Concept Development Crit

I chose a selection of books from reading age 7-8+ 
BFG
Wind in the Willows
Matilda
Secret Garden
Peter Pan
Pinocchio
James and the Giant Peach

They are all fantasy stories in a classic limited edition set where they would be promoted in a book stand away from the shelves.

Key Characteristics:

Wind in the willows - 
friendship
adventure
leisure

BFG -
don't judge people
big/small
friendship

Matilda - 
friendship
adventure
magic powers

Secret Garden - 
friendship
adventure

Peter Pan - 
adventure
fantasy

Pinocchio - 
morals
fantasy

James Peach - 
fantasy 
adventure
  
Visual research boards

Design Ideas:

Looking at the original illustrations and stories I found key aspects that would connect the imagery with the story to create nostalgia in parents in order to attract them to the classic story. I looked at illustrative styles to try bring the stories to the new generation of children and make them more modern. I choose basic vector and pattern imagery to go from as the sketchy illustration is more old fashioned. I came up with the idea to keep the penguin heritage in the books with the band around the top and bottom of the book but reworked it with the imagery so its either using or interrupting it to create a whole image with the already well known design. I brought the two ideas of illustration and design concept together using key aspects of the stories.

 Development Decisions:

The 5 things I want to get feedback on:

1. Shall I do one block colour or have more illustrative, colourful atheistic?
2. Is it clear what the design is doing?
3. Are the images recognisable enough?
4. Do they attract the right audience?
5. Would they stand out against others?

Feedback:

Consider the spine - thats usually on display and needs to draw attention - could it be sticking out the bookshelf etc.

Could you bring them more to life eg. smells and senses 

Ideally two colour scheme

The peter pan hat idea works well and matildas book should be slightly slanted to make it more clear

We had the presentation of dos and don'ts of entries into live briefs. This inspired me to think of how I could expand it from more than a series of books and go beyond the brief even more. I had consider the bed time story aspect being not as popular these days, I want to expand on this and try and emphasise how I could bring it back with some form of solution. Also I thought of shop windows for book stores as promotional material and how the shops have borders at the top and bottom like the penguin book design. I could capitalise on this aspect to create a proposal of a window display idea for the children stories.

Design Production: Concept Crit

Research Boards:

 

Feedback:1 -Visual presentations are great, give us a clever ideaNeed a little bit more explanation on the brief, background behind itGreat name idea
2 -Is the layout of the restaurant going to be laid out like a typeface like a typeface?... kerning between chairs etc.Toilets - ascenders / descenders
3 -Your type of coffeeLove this makes it personal and associated with type, good idea
4 -Like the manipulation of type used within a foody context - good ideasThink about ways you can involve typePuns - manipulate menu content etc.5 -Good visual researchGood focus and visionPattern and shapes is a cool ideaGood name idea - The counterA lot to consider - don't give yourself to much work! Be achievableYou know your audience
Simon -Love the name ideaCould have different counters for different areas of food Good concept because people would enjoy the decorative interior and designers will pick up on the puns and enjoy it as wellCan see it blowing up on twitter
5 things I don't know about my content:

1. words/phrase of type for the puns
2. food at deli restaurants
3. the content that would go on the website
4. interactive element to delis
5. typefaces delis typically go for - sans serif? hand rendered? etc
6. possible locations

5 ways the audience may interact with or come into contact with your work: 

1. lunch time/afternoon & morning
2. handling it whilst eating/drinking
3. type wall - leave message/signature - interact personally
4. passing by the location
5. online through social networking or blogging campaign

5 problems with the brief that need solving and why:

1. how will designers know about it? because there the audience who will most appreciate it
2. how far can you push the type element without it loosing the normal market? because you want to appeal to a variety of audience
3. how can people interact more with the type part? so it's not just visual but also informative
4. what is it going to offer people? so the appropriate out comes can be produced
5. how is the tone of voice going to come through? so the appropriate communication of the environment is expressed

Design Production: Choosing a Brief

I began by reading through all the ISTD briefs and wrote notes on the ones that caught my attention.

I choose 3 for the workshop:


I decided to go with Mutton Quad

5 problems I want to solve in the brief and why?

1. Who is the audience? So I know who i'm targeting
2. What defines a restaurant? So I know what things need to be designed and considered
3. What type of restaurant is it? So I can determine audience
4. What is its environment? So I can consider how it effects the design 
5. What is the purpose of the restaurant? So I know the tone and message

5 facts about the subject and content:

1. People go to restaurants for occasions
2. There is an exterior and interior
3. The appropriate environment is determined by the type of restaurant
4. You eat and drink there
5. You pay for it

5 facts about your audience:

1. They eat out - sociable
2. They celebrate occasions - sociable/ people who have family and friends
3. They are interactive with clients in business - friendly/informal
4. They pay for an experience - willing to spend money
5. Enjoy design/language - creative/visual

5 things I want to communicate:

1. That eating out is fun and entertaining
2. The design of the location can enhance the experience
3. Language and words can look and interesting in an environment
4. That having fun is half of eating out (the other being the food)

What are the possible outcomes:

1. A restaurant/company logo
2. Menu with food and drink options - option to be interactive
3. Dining equipment - cutlery/crockery/napkins/table/chairs/drink mats
4. Interior decoration - walls/way finding/bar/floor/ceiling/lighting
5. Exterior display - window display/menu display/restaurant name/outside furniture/umbrella
6. Promotion material - loyalty cards/flyers/website/people who stand with sign

Distribution of the outcomes:

1. Online presence/on the front of the location/on the promotional products
2. Inside the restaurant/online on the website or app/in window or outside location
3. Inside the restaurant
4. Inside the restaurant/on the walls
5. On the outside of the location
6. Near the location/online/inside the location
7. Social networks!

Initial Ideas:

Rewritten brief:

Responsive: Design Process 2 - Ideas Development

Age Groups for the classic books published by Penguin:

0-3

The Snowman

2+

Hungry Caterpillar (5)

3+

Goldilocks and Three Bears (5)

Cinderella (5)

5+

Tale of Peter Rabbit (8)

Georges Marvellous Medicine (8)

Milly Molly Mandy (8)

7+

James and Giant Peach (11)

BFG (11)

Pinocchio (9)

Jungle Book (11)

8+

The Railway Children (11)

Adventures of Robin Hood (12)

Wind in the Willows +

Worst Witch (12)

Matilda (12)

Secret Garden +

Peter Pan +

Borrowers (12)

9+

Anne of Green Gables (12)

Treasure Island (13)

Jungle Book (12)

10+

Alice in Wonderland (15)

Responsive: Design Process 2 - Crit

Childhood Classics I sourced Categorised:

1800's

• Alice in Wonderland
• Oliver Twist
• Jungle Book
• Treasure Island

1900-50

• Wind in the Willows
• Peter Rabbit
• Secret Garden
• Railway Children
• Velveteen Rabbit
• Magic Faraway Tree
• Winnie the Pooh
• Peter Pan
• Famous Five
• Wizard of Oz
• Milly Molly Mandy

50-Present

• BFG
• Charlottes Web
• Mr Men
• Hungry Caterpillar
• Borrowers
• 101 Dalmatians
• Narnia
• George Marvellous Medicine
• Matilda
• Worst Witch
• Cat in the Hat

Ideas:

• Modern take on books 
• type
• pattern
• imagery
• format
• Kept in a sleeve or a box as a collection
• Interact with now generation of children and parents
• Add to collection as grow up - encourage reading
• Transferable to digital ebooks
• Keep sake limited edition series of childhood classics
• Different age ranges of reading
• Stimulate there development
• Becomes part of childhood 
• playground games
• stickers
• collectibles

Boards for crit -

Feedback

Clarity of concept - good

Breadth of ideas - good

Appropriateness of response - very good

Contextual Awareness - very good

Analysis/Understanding of Audience - very good

Level of Innovation/Originality - good

Quality/Clarity of Presentation - good

Areas for Improvement:

Make a decision of what kind of style you are going to adopt for the covers. 

Think about combination of type and image - just get some designs going.

Addressed the idea of being digital - keep this in mind throughout. 

Revisit the idea of who will be reading it - parents or children?

Clarity of concept - average

Breadth of ideas - good

Appropriateness of response - very good

Contextual Awareness - good/very good

Analysis/Understanding of Audience - very good

Level of Innovation/Originality - average

Quality/Clarity of Presentation - good

Areas for Improvement:

Research more into the history behind the books. You already seem to have an understanding of the history (dates) but think about context, how you could bring context to the book cover in a concise way

A very modern design would fail to bring nostalgia/evoke memories within parents who are buying the books for there children, consider how you can appeal to this older generation as well as young generation

Activities -

Research

History of the story

Where is it based?

Typography

Existing modern - what does and doesn't work when reinvented

Ebooks - colour/different covers?

Global aspect

Development 

Draw some visuals 

Illustrations?

Screen print foiling

Production

Promo.

Point of Sale

Consider the format