Justin Sane Initial Sketches

Before jumping in to the digital design, I sketched out all my ideas, thinking about how I might summarise my Celebrities ideologies in symbolic and iconic sign.

I conducted research into the punk genre which can be seen in previous posts, looking and Justin’s website as well as his music to draw inspiration from. I produced this mind map making clear my thought processes.


I then began to sketch out my initial ideas, thinking about the composition of type and imagery to create a logo. Although some of my ideas were lacking a polished finish, I felt this was a great exercise to introduce “Intelligent Fast Failure” meaning I was able to dismiss anything that wasn’t working quickly and having a clear vision moving forward onto the next stage.


I particularly liked the idea of using the mohawk hair style, as Justin himself wears his hair in that style. I also like the idea of using modern street art, and want to try and incorporate this into the design in some way. There is nothing subtle about Justin Sane’s music, and I think this should be shown in the choice of typeface, symbol/icon, and colour scheme.


Style Guide – Justin Sane

I produced a branding style guide to define and present examples of what the brand looks like in various different mediums, e.g. print or web.

I looked at the following style guides to get a better idea of what should be included in a style guide to aid printers and other people working with the brand.


We looked at Royal Mails style guide in class. It gives a clear understanding of the different elements of the logo design and how it should be used. This includes the CMYK colour values which is useful for printers to match the colours exactly. The typography used is also really important to show and define to keep brand consistency. Especially when branding a massive national company such as Royal Mail, as there will be a large amount of people working on the marketing and branding of Royal Mail.

Initial Thoughts and Ideas – Self Branding

I started by thinking about how I want to display myself to the design world aswell potential future clients. I also needed to think about how I might symbolise and summerize my personality in a small, simple yet impactful way. Below is a mind map I produced demonstrating my thought process.

One particular aspect of design I love is photography and feel this should feature prominently in my logo. I thought about the key compents that make photography possible. I sketched ideas in order to visulise quickly and clearly.

 Something that stood out for me was apeture. I love the design element of the shutter of thr camera. The blades have such a dynamic look to them, and is quite easily recognised by fellow photographers and designers.

After finishing my celebrity branding, I learnt how difficult it is to design and align with irregular shapes. I felt these strong geometric shapes such as the circle and polygon, will align well with text and give structure and order to the design. 

I started to sketch out layouts of texts and how they may look on a business card. This was a great exersize as I could quickly see what would and wouldnt work. I thought about typefaces I may use, justifying why and where im using them.

Styles of Business Cards

I wanted to look at different styles of business card to generate ideas on the layout and design, and how all the different elements can be displayed clearly and systematically.

I really like the styling used below. The logo is in a street graffiti style, which has connotations of rebellion and  contradiction to societies beliefs. To add contrast, the designer has used a bold, contemporary sans serif typeface, and uses block capitals which is something that I haven’t seen before. Usually, the informative parts of information and displayed in a serif typeface to improve readability and connote formality.


I chose to look at this design for its simplicity and and colour scheme. It shouts class, elegance, money, and power. I love the contrast between black white and gold, and the sharp sans serif typeface used for the logo. The layout on the back in clean and sharp, and a grid can clearly be seen in the underlying structure of the design, using the rule of thirds to divide the foiled F on the left. The logo is given a small section of the card, but plenty of negative space around stretching vertically. This gives balance to the card and allows the recipient to quickly grab the relevant information about the company and the representative. I also live the contrast between the bold san serif at the top of the card highlighting the name, and the typewriter font for the other information.


This is an example of something I want to avoid. Although the design of the business card is effective with the disintegration effect on the text, I feel the typeface lacks readability, and therefore the recipient really has to search to read the words.


I also looked a

Digital Logo Design – Justin Sane

After sketching out a some initial ideas, I picked my favourite which was using a mohican which is synonymous with the Celebrity and the genre punk. I started by drawing a half skull to get the shape of the head using the pen tool. I then started to draw the hair in the shape of a mohican. I added extrude and bevel to give the design another dimension. This added a light and shadow effect with I felt enhanced the design and made it pop out of the page. Below is a screen shot of my art board:

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As you can see, I played around with a variety of different colours. My initial thought process lead me to try and make the design “Americanised” using their famous colours of red white and blue. However, When I tried this out, I felt it looked too British, and although their was a massive punk scene in Britain, that’s not where my celebrity is from, and therefore the message may get confused. So then I started to think about what colours I would associate with punk. Red and black initially sprung to mind, with connotations of darkness, blood, and horror. However, after looking back at my research, I felt my character wasn’t very “gothic” and sung more about social issues such as war and government. I then thought about black and pink. It feels very “spunky” and gives a touch of feminism. The two colours contrast well together and would certainly catch the eye. Everyone with an interest in punk will instantly recognise the colour combination and be attracted.

Typeface Choices

I considered the following typefaces in my design, and I will explain my reasoning for choosing each one:

  • Ruthless Dripping One – A graffiti typeface with a dripping effect. I chose to look at this for its rebellious connotations. Although to an artist it may be interpreted as street art, society looks negatively as it is seen to be ugly and defacing public property.
  • Blood Lust – I rejected this typeface as I felt it was to gory. My character sings about quite dark subjects, however his music is very much in the punk genre, not the gothic side.
  • PunkBoy – I liked this typeface right from the start. It has a very irregular style, as if someone has very crudely painted on a wall with blood. It has strong punk connotations, staying informal yet easily readable.
  • Folk Solid – I quite liked this typeface originally, however after further thought I thought it was too modiste for someone so outspoken.
  • Alfa Slab One – I looked at this typeface whilst thinking along the lines of America. It has that varsity college feel to it, which is the demographic Justin Sane mainly targets. However, I didn’t like how blocky the text felt. It was too rigid for a punk artist.
  • Lino Writer – I quickly dismissed this typeface. I was thinking along the military connotations of the music produced by Justin Sane, however I don’t think it has a very strong message and the typeface isn’t very impactful to the audience.


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I chose to start working with Punk boy, trying different variations to find the best combinationscreenshot-2016-10-07-12-57-36screenshot-2016-10-07-11-50-32

I then went on to develop the idea further, by trying to add shape by warping the text slightly to the shape of the head within the mohican. I also tried different strokes on the text to give a warn and painted effect, again linking to the punk theme.

Here is the final design. I think the informality of the script like typeface lends well to the punk genre. I added a small stroke to make the design look more messy as if it had been painted very quickly and roughly.

I will next look at how I will layout my compliment slip, business card and letterhead.


Prevent Brief

We were given a very short two day brief today. It came as bit of a surprise for many, but we were tasked with understanding a campaign to counteract terrorism, Prevent. The campaign aims to educate the public about the “signs” to look out for if they think some one may be vulnerable to being radicalised. We watched a government animated interactive video, which in itself had a very appealing design.

However the video highlighted how people may be exploited into radicalising them due to poor self esteem or anger to society. It asked for authoritative figures such as parent, staff and tutors to look at how they tackle the problem, through intervention yet empathy. The government has approached the topic “at arms length” being very cautious about how they get the message across. My view was more cynical. I think its almost scare mongering and adding fuel to the fire by putting this out there. It could lead to accusations and picking on certain ethnic minorities. The public are already aware of the crisis at the moment. Also the it also seems like the government have just passed the buck to us. For the wider public to tackle the problem, not the people with the real power, such as government and corporations. That’s just my opinion though!


100 Ideas

We were then tasked with thinking of 100 ideas. The question was, “100 peaceful protests”. This got us thinking about how we might approach the task, how will we redesign the campaign to engage the public and really make a difference. There have been some really eye catching peaceful protests that have made a really bold statement, such as The Bed-In for Peace by John Lennon in 1969, and The Fists in the Air used by black athletes at the Mexico Olympics in 1968 to oppose the continued black oppression in America. Here’s what I came up with:


Below is the poster around the displayed around the college at the moment. Although the text displays what the poster is about, the reader can be confused by the main image in the center of the poster. For me, a pill gives connotations of medicine. We are not “clensing” the nation of terrorism. It reminds me of one Adolf Hitler, who tried to cleanse Germany of imperfect people. 14550541_10154615540027049_182329876_o.jpg

After having a short lunch, we then got into small groups within our classes and thinking about ideas and illustrating what we might create to show our campaign. We discussed and processed all of our thoughts, giving opinions or variations on certain designs. We then came together as a whole class, assigning roles such as design manager, scribe, and photographer. This was essential to be able to capture our design process, and then be able to show on our blogs. I was made the design manager, and tried to lead the class when discussing ideas, keeping the design on track and installing discipline to the process.  14536982_10154615535242049_278740238_o showing our illustrations and picking our favourite ideas. We found that the most logical approach to the brief was to produce a poster, that wasn’t just a pin up on a notice board around college.


Instead, we decided to “move with the times” and display the campaign on every desktop around the college. Although not everyone uses a computer at college, most do, or at least have exposure in some form. This would engage our target audience and get our message across.

We took our favourite ideas from each group, discussing the good and bad points and then distilling the idea to a pure and impactful message. Our most favourite was Ben, Sarah and Sarahs idea, which identified a set of scales as the main image. This was iconic, and shared a slightly different message. “A solution is not created by one side”. I felt this encaptured the whole ideology of the Prevent Campaign. We can all effect the outcome if we stop it at source. The thumbnail sketch below illustrated by Ben shows our idea more clearly. The only thing I thought was a little conflicted was the message beneath the scales. “Freedom of Speech + Wider Percpective = Better Connection. I think this will just confuse the reader, and should get the message from fewer elements on the page. 14572514_10154615539167049_929828907_o

Ben then had a brainwave, discussing and illustrating Natasha’s original idea of two holding hands symbolising togetherness and care. We all agreed this was a great idea and moved onto thinking about the digital design.


I started by digitally tracing the sketch produced by Ben using Illustrator, using the pathfinder palette to join up points. We also used a circular gradient background to accentuate the main image. We felt this was impactful and drew attention to the main focus of the design. We considered many different typefaces for the title, from Helvtica, to Gotham, but decided on Bebas as we all felt it was clear and crisp and would stand out on screen. We feel the message is clearer and more fun, engaging our younger target demographic.



The Social Dimension of Brands

In recent years, it has been evident that consumers are bothered by the what company’s are seen to be doing to our planet, and society. It was previously thought by companies that a positive social impact would lead to poor profit and therefore would put them off bothering to care. However in recent times, disasters such as the BP oil spill and the leahman brothers crashing, has warped consumer opinion. They do care, and brands such as BP really had to work hard to maintain a positive social commercial impact. The model below shows the cycle of how a positive social impact can attract consumers and drive innovation. This can then be returned into sustained purpose, driving efficiency and attracting capital.


Brands can also help employees minimise the damage the company does and to build up human and natural resources. In part, Innocent chose their name so they could be help accountable if it ever did anything wrong. Wikipedia has 80,000 unpaid workers, as they add content to make up a huge resource for humans with 4.6 million article in the English version alone.

So to conclude, I have found this useful for my own branding project to understand that a brand is more than just a logo. They have social responsibilities as well as being profitable. They tug on our heart strings and always want to be seen positive in every light. This positive image is something that need to be thought about in not just this project, but for every future project. How will the consumer perceive the content I put out there for a particular brand?