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.
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.
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.
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
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:
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.
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.
I chose to start working with Punk boy, trying different variations to find the best combination
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.
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?
I found another great resource on how brands make us buy. This will help me understand further how a brand can manipulate its intended audience to “sell” its self. In my case, I will be selling myself, and Justin Sane.
If my brand wants to understand consumer activity and behaviors, I will have to understand the motivations behind that behaviour. At a basic level, a brand will help us in many functional ways, for example, we eat a sandwich to satisfy our hunger. However, on a more complex level, they need to satisfy our “higher-order needs” or phycosocial needs. These are things like love, belonging, achievement. They play on our emotions and and identify interests.
For example, Nike is associated with winners, and this is evident in there strapline “Just Do It”. Another example would be T-Mobile, who are all about affiliation and belonging, as there in telecommunications business, they want to associate with connecting people. Their strapline is “Life Is For Sharing”.
So to conclude, those brands that seek to please our physcosocial needs will in tern win our custom. Consumer behavior is a very complex issue, and to sucessfully devlope a brand, they must understand how to manipulate our emotional needs to stand out in an overcrowded marketplace.