FMP – Branding Experimentation

After producing some some sketches to get ideas down quickly on paper, I moved onto the digital mockup of some of the logos. I experimented with a variety of different typefaces, looking for an American feel. This lead me to look at think slab serifs and bold san serif fonts, as I thought that might tie in with the varsity feel.

I didn’t want to put too much emphasis on the production of the logo, as this isn’t a branding project per se. However, I did want to show on my new found hand rendered skills. To do this, I replicated a typeface I liked online, experimenting with different embellishments. This personalised style fits in well with the customised shoes theme, giving a unique feel to the logo. The name started as Creps Customs, but after careful consideration, I changed the name to Custom Kicks. The name clearly explains the purpose of the brand in a concise way, making it easier to produce a logo.

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Although I like the style and the appearance of the design, I felt the pairing of the typefaces wasn’t quite right, and this reflection also made me consider the name to. At this point, I looked at other styles of typeface that I thought might work. I did however, want to continue using the “Custom” lettering, as I think this would work well with a different style of typeface.

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The above artboard demonstrates the creative process I went through, experimenting with different combinations of typefaces and compositions. adding brush strokes and playing with masks.Screenshot 2018-05-28 13.47.39.png

After a lot of thought and experimentation, I felt my best design was the following:

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The personalised, fluid hand lettering in conjunction with the contrasting blocky slab serif typeface gives a nice balance to the logo, that would work well across a variety of applications, such as web, print, and mobile designs.



FMP Interim Crit

As like most other projects we’ve had in the past, crits are an important part of our design process. It gives us the opportunity to test our designs and gauge our audiences emotional response. Traditionally, these interim crits consist of 20 slides at 20 seconds, however, I wanted to break the convention and present slightly differently to what I’m used to.

I’ve worked hard to develop my presentation skills. I used to just write everything I wanted to say word for word in my notebook. However, now I have more confidence in my work and understand why I’ve made specific design choices, so I’m able to talk about my ideas with more conviction and authority, controlling my clients reaction.

This was by no means the finished piece, but there were certain things I wasn’t happy about, for example, the button styles. I’ve used a gradient throughout my design, but I think it clashes with the colours from the background overlay. I asked the opinions of the class, and they had some really good suggestions which I will try in the next phase of my design process.

This project isn’t a branding project, but I did however want to give my product identity, in keeping with the values and ethos that I wish to create. This lead me to consider my target audience. Taking inspiration from a former student, Jacob Smith, who was in the year above me. He created a custom motorcycle book, with really strong brand identity through hand rendered typography. To best show off my work, I carefully selected some layered psd’s from mockup world. This allows me to show the logo in real life context, showing the client how it could look on stationary etc.

I wanted the client to know that I’ve thought about the audiences i’d be targeting, and also what inspired me to design the screens the way I have.

Consistency and spacing is something that I’ve struggled with in previous projects, but I’m aware of these issues, and trying hard to be consistent across every screen. This increases the strength of the brand, whilst also making sure all the information is clear and easy to understand.

engraved-wood-by-psddudeBlank street advertising billboardGift Card Mockup - www.virgilearlaud.comRubber Stamp PSD MockUp 4Custom_kicks_Mockup.jpg


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.