While the project itself has come to close, I felt it was necessary for me to continue working on my branding work for ‘Common Ground’ or the Regeneration Research, Enterprise and Education Hub (RREEH).
I was unfortunately unable to finish the work by the deadline set and so the work I presented, for me, at least, was sub par. I have since been working on refining my designs into something I can truthfully call a finished product.
What I had at this point was a solid idea that required further work. So, my first alteration had to be my most fundamental. I decided to rework my logo.
This was my first attempt at a new, more minimalist logo that combined imagery with typography. There is a not indecipherable ‘CG’ within my logo, but it also works as a geometric shape.
Here are some variants on the original design, I wanted to impart colour and play into the logo without changing it too much. My only issue was that the logo was too geometric and mathematically perfect. I was reminded of the requirement for a handmade style of logo and this early design certainly did not tick that box.
Here you can see my refinements to the logo. First I decided to round the edges to give the the logo a less sharp and angular appearance. This coincided with my typographic choice. I decided to use a hand drawn type.
Here is my font design. I was very happy with the outcome of my typeface and I decided that the logo would have to conform to the the typeface. As a result, I took what I had created and used Adobe Photoshop to warp and distort my logo until I decided it was in keeping with the typography.
My next step was to decide how to implement this new visual language into the desired mediums. Kate asked for an abundance of colour in the design to show the fun and interactive side of the organisation and to make it more appealing to youth. She mad it very clear that one of the chief concerns of the organisation was to connect young people to their heritage. To this end I decided to refer back to one of my earlier designs.
I decided to compromise between a hand drawn aesthetic and a geometric pattern.
Here is my first rendering of my new logo. it shares the colours of the earlier design but contains more quirky and personal typography.
Here is my vision for how the website would look. My intention was to create something unique and eye-catching. I feel that there is far too much conformity in modern branding. There is a definite push towards minimalism and simplicity that is so overpowering that much of the graphic design I see when I am out and about looks as if it has been printed with a cookie cutter.
The idea for this website is to make it easily accessible and intuitive when accessed from either a desktop, tablet of mobile device.
Here is an example of a letterhead for the organisation. There is colour but not too much. The size of the image at the base of the page is adjustable, I made it large to highlight it as a design aspect within the piece, but it could be easily reduced to avoid overcrowding a page or simply to reduce printing costs.
You see the evolution in the design from left to right as I sought to integrate the website design into the letterhead design. I wanted to create something that would stand out and be instantly recognisable. I can’t think of a single brand or organisation that shares much in common with the design language I have created here.
And here is how I see the business card looking. I believe it is extremely important to create an immediate impact so I increased the ratio of space taken up b the logo on the front of the card. It is also as vibrant and colourful as the rest of the elements. The rear is very minimalist and unadorned to create a balance. I also think it is important to show the information clearly, laid out in a professional manner.
As the project is concluded it is difficult for me to get further feedback from Kate and other representatives of the RREEH and so I will have to leave this project here. I am pleased with the progress I have made and feel that the work I have produced is of a decent standard. I don’t tend to create work that is universally like. My work tends to be slightly more niche and to divide opinion. This is certainly an example of this.