One thing that seems to be important when it comes to branding, is consistency that stands out. The easiest way to maintain this is through strong colour. This post will demonstrate examples of Branding where colour is a huge factor in the overall aesthetic. 

1. 'Thalamus Lab' - Marta Caro - Spain

"Thalamus Lab is a co-creation laboratiry in search of new cultural blends and evolutionary methods, with a global view of music. Innovation is important both in the final result and in the process of creation. The creation process is and has always been collective. It offers a free exchange of ideas under Creative Commons licenses, and works around electronic music, without leaving any musical style, with a special interest in new technologies and new media."

The colour used is definitely what brings this project together. The use of a royal (almost neon) blue helps the brand stand out against it's competitors. In fact, I have never seen any branding similar to the colour used here. 

Contacting an appropriate printer must have been important with this project. The colours can easily stand out in RGB, but I wonder how sucessful they were when CMYK is used. The easiest method of print would have been to screen print, but this also limits mass production. 

2. Belle Ninon - Chateaux Batard - France

'Full identity system about the fashion brand Belle Ninon in a poetic universe retro while combining a modern twist. By creating graphic elements, our concept was to focus on serif logo and a color range that is both lightweight and sharp supported by a dynamic pattern to create their own way of life.'

Although not as vivid as the previous example, colour is still a huge factor in the identity of this fashion brand. The use of a bold blue with an off white stock gives a classic aesthetic, and also a typically high - end French appearance. 

3. SWAP - Meuwe Design - Russia

'Sushi, Wok & Pizza'

The use of four different colours here creates a strong and sharp brand identity. They also give the brand quite a playful feel, which reflects the restaurant itself. The colours all hold a similar tone, meaning there is scope for more colours to be added or modified. I think it would be really interesting to see the interior of the restaurant, and see if it fits the brand. 

4. 'Venere' - Darkoo - Hungary

Similarly to the previous identity, a palette of multiple colours has been used. However this time, a gradient is used to merge the colours, with business cards that also separate them. There is also the use of different opacities of colour. The combination of such a vibrant colour and classic Renaissance art creates a unique identity. 

5. 'Malú Alvarez' - Javas Lehn Studio - New York, USA

'Malú Alvarez is a New York-based photographer whose work draws upon her upbringing and colorful world travels. To create a distinct look and feel, we decided to truncate her name to a punchy two syllables; to achieve a unique visual system, we extracted a deep blue from a favorite image and crafted a bespoke font — Azul Slab. We extended this type system across a variety of mediums including a stationery system, website and blog.'

Here the designer has taken a very minimal approach to promoting the photographer. A rich blue has been used sparingly on the edges of the business cards and on the type on the front to add subtle sophistication. The result is a brand that gives of a high end image. 



Conclusion on Colour & Branding

It seems colour is a huge influence on how a brand is viewed. Colours can have connotations depending on different cultures, society and context. The examples I have shown above all seem to give off a high end look (in a Western Culture), and each give you a perception instantly. 

Belle Ninon (Number 2), when I first saw it, I instantly thought of France, and something very high end. My intuition was correct, as Belle Ninon is a high end Fashion brand, from France. 

It's human nature to judge things instantly, and the easiest way to do that with a brand is through colour. Colour isn't just used to make something look unique or pretty, but should be used and experimented with startegically to set the basis for a brand identity. 

As previously mentioned, I thought it would be a great incite into working in New York by actually visiting a studio. I knew very little about studios in New York, so I decided to contact someone on Behance from New York, and ask about studios. 

Below I found a few Graphic Designers based in New York:

Leo seemed to have a vast experience, with a very professional and impressive profile.

To view his entire portfolio, visit his website at www.leoporto.com

 I thought he would seem perfect to ask about studios for this reason. Of course the others seemed professional too, but he seemed the most promising for the most detailed result. 

Nevertheless, I sent all three an email:

The email I sent is as follows:

Hi There, 

My name is Joe Leadbeater and i'm a Graphic Design Student doing my degree in Leeds, England. I am contemplating working abroad after completing my degree, but don't know very much about other agencies abroad. I'm going on holiday to New York in September, and noticed that you are from there. Would you be able to recommend any studios I could contact, and maybe possibly even visit?

All the best from 'across the pond', 

Joe


A reply

I was lucky enough to receive a response from Leo Porto, who told gave me a list of studios I could contact. 

The list of the studios that Leo gave me to contact:

Pentagram
Studio Lin
2x4 
Red Antler
Landor
Wolf Ollins
Droga5
R/GA
Chermayeff & Geismar & Haviv
Studio Newwork
Sagmeister & Walsh
VSA Partners
mgmt
Area 17

The next step was to research into each studio, and see if they're worth contacting.

( see next post tagged 'PERSON / PLACE ' )



















The next step was to send him a  message:

I have been to New York once (during a 6th form art trip), where I got to visit all the famous sites, and an abundance of galleries, such as the MoMa, the iconic Guggenheim and the Whitney. However, this was before I even understood what Graphic Design was, so I did not keep my eye out for it. 

New York is known as one of the busiest cities in the world, which means signage has to be clear, concise and bold - which is why Helvetica Bold is an obvious choice for their Subway signage, and of course the famous map, designed by Modernist Designer, Massimo Vignelli. 

A Convenient Holiday

Between the 6th and the 10th of September, I am going on a rare extravagant holiday to New York. I have taken this opportunity to find out much more about New York, in terms of it's design scene.  Obviously I cannot drag my family around to things that may only interest me, but I aim to at least have one day I can designate to Graphic Design. 

Plan of Action

- Contact design studios - try and arrange a visit. This could be a long shot, but would definitely be worth trying. It would be the best form of primary research possible. 

- Exhibitions - Research if there will be any exhibitions on whilst i'm there. As I have learnt, New York has a huge design scene, and so this can't be too hard to find. 

- If all fails, photograph themes - This could be anything, and will only be known upon visit. I intend to take a lot of photos, and analyse common themes within New York, as an outsider. 

As mentioned in a previous post, I first truly discovered what branding is after visiting Heavenly Branding Agency, London, a few months ago.

Throughout 1st year I gained more of an understanding, but only coming across work that produced branded business cards letterheads, mail shots & stationary. 

The Creative Partner at Heavenly, Fiona Berry, took me through one of the projects they had recently been working on. She informed me that the team had produced 97 different final designs for this one client. I found this hugely impressive, and love the idea of designing on so many different formats. 

I also found this quote on their website inspiring:

At Heavenly, we believe in the power ofpennydrop moments.

We specialise in making the complex simple, creating ideas that capture people’s imaginations and then delivering them.

We help our clients use creativity to drive everything from visual identity and communications to employee behaviours and new product development.

We are Heavenly.

I love the idea of creativity to 'drive everything' within a company. Fiona emphasised this when I spoke to her, and explained that Branding can boost morale within a company, and make it function better as a team, and not just individuals. 



--

I chose to be a designer as I wanted to create a positive impact on the everyday life of non designers. I believe that branding seems to be the strongest way of doing so. 

--

Plan of Action

- Contact design studios - try and arrange a visit. This could be a long shot, but would definitely be worth trying. It would be the best form of primary research possible. 

- Online research - This will be a topic that can easily be researched online, and will consist of two areas:

                             - Examples of branding - Images & explanations
                             - Theory - What strategies are taken to make a successful brand?

- Publication research - I intend on either borrowing or purchasing some books on branding. 

Why This Topic?

Music has always been a huge part of my life. The first piece of what could be considered 'Graphic Design' that I ever liked was a 12' Vinyl Sleeve my Dad owns, designed by Malcolm Garrett:

My Dad still owns a huge collection of Punk Vinyls (and of course their sleeves). Recently he has started to collect 50's Vinyl Sleeves, as you can see below:

In the image below, my father has juxtaposed the original 1960's Vinyl Sleeve, with a version The Clash used for a limited print of 'London Calling'. 

Plan of Action

- Design studios - I would like to try and speak to agencies or designers who specialise in design in relation to the music industry. If not, at least find agencies that specialise in it, as it's an area unknown to me. 

- Publication research - Luckily, I have some old Creative Review issues that mention design in relation to music. 

- Online research / blogs - I intend to find blogs that relate to graphic design and music. 

In order to focus into three categories, I thought it would be best to list a variety of possible options for each category. This way I can narrow down my interests to come to a much more refined selection. It also means I can analyse which areas hold a lot of scope for research. 

My chosen topic has been highlighted. 

HOBBY / INTEREST

Skateboarding - Fashion, Photography, Video Production, Design

Fashion (Mens) - Streetwear, Limited Edition Shoes, One - off designer collaborations

Branding - A new interest. Mainly corporate identity for large companies. 

Illustration  - Illustration involved in the promotion of different music scenes, particularly quite fun & playful. 

Music - Punk, Hip Hop, Trap, Tech House, Minimal House, Garage and Disco

Copywriting - Since studying English Language for A Level, I have loved the use of wordplay in design. Design is composed of type and image, so the interaction of typographic elements and the connotations behind the given slogan or phrase can have a huge impact. 


--


INVENTION / DISCOVERY

Adobe Suite - This time last year I had experience in Photoshop, that's it. I have learnt to use the big three confidently, Photoshop, Illustrator and InDesign. I didn't even know what a Vector was. 

Design Principles - Layout & Grid, Typographic Anatomy, The difference between web and print design, etc.. This time last year I did not know of anything that could be considered a 'rule'. 

Modernism - Despite not calling myself a strict Modernist, Modernism has still become a heavy influence on my design ever since Richard taught us about it. It has given me a new found appreciation of functionality and communication over just aesthetic. In my eyes, it's what creates a larger divide between Design and Fine Art. 

Leeds - As a typical ignorant Londoner,  I had never even been as far North as Leeds, let alone live there. I have learnt Northerner Etiquette, which has shaped me as a much nicer and less sarcastic individual. I have also moved into my house for next year in Headingley, an area I have only become familiar with after seeing the house. 

As Leeds is a much smaller city than London, it has been much easier to get an understanding of the Art & Design scene within the city, and I have learnt of local studios and Illustrators. 

A Huge Selection of Processes - Embossing, screen printing, spot varnishing, book binding. 

Branding - As well as now being a 'hobby / interest', this is also new to me. Before starting my degree, all I knew branding as was 'design a logo and put it on things'. I have learnt that it is so much more than that. Branding hugely affects a business, both internally and externally. It not only helps promote the company or individual in a good light, but can also uplight morale within the business. 

--

PERSON / PLACE

Leeds - A city new to me, as previously mentioned. 

Harrow, London - Where I live and have presided my entire life. Not known for design, Harrow is most famous for its divide between the famous Boarding School (on top of the hill) & a thriving multicultural town centre. 

Heavenly Branding Agency, London - An agency that I visited a few months ago. I left with a much better understanding of branding on a corporate and professional level, which helped me determine where my ambitions for a career in the future lie. 

Shoreditch & Hackney, London - The area of London in which an art scene is strongest. You are immersed in contemporary design in this area, with studios and galleries in abundance. It's also a nice place to go for a drink. 

New York City - Having visited this city on an art trip at school, I have dreamed to work there. With famous galleries such as the  expansive MoMa and the iconic Guggenheim, New York is one of the best cities in the world to view artist's work. I have yet to get an understand as to what design is like from this city. It would be interesting to find out if there is a specific style that emerges, or if there is even an overall US style. 

I am lucky enough to visit NYC in early September on a family holiday, meaning a great time to research and possibly visit some design studios. 

As I intend to research the three separate topics in a non - set order, posts on each given topic will have a label attached, in order to aid navigation. The labels will be set as follows:

HOBBY / INTEREST

INVENTION / DISCOVERY

PERSON / PLACE

Posts which include all three will obviously be tagged with all three labels (as shown by this post)

To Learn / To Do

- Learn to use software that aids the design process in a different way to the Adobe Suite - e.g. Learn to use Cinema 4D to aid mockup ups of final products, or usage in illustration. 

- Print on different materials - I currently feel I have been limited to just paper or card packaging when working with print. I would love to learn to print on different surfaces, such as wood, metal and plastic. 

- Expand my use of format - I would like to be more inventive with format. Not just proportions that I work with, but mainly how my design is viewed in different contexts. e.g. shop front, interior walls, bags, bottles. I feel this would strengthen my interest in branding. 

- Be in contact with more studios - This way I can get my name out further as a designer, and also narrow down my ideas as to the type of studio I would enjoy working in. 

- Personal work - As well as university work, I would like to work on briefs produced by actual clients. Professional briefs result in an appropriate approach to a professional practice. 

- Develop my own style of aesthetic - This cannot be forced. Style could come within a week, could come within a year. I think it's important to create work that can instantly be recognised as your own, as it helps you stand out in such a competitive industry. 

- Coding - Coding, something I would NOT look forward to learning. However, after speaking to a lot of professionals that work in studios, there is a huge gap in the market for part designers & part coders. I would like to undertake a quick course to learn the basics, then teach myself further.

- Website design - An area vital to understand as a designer, as half of all design is web based (the other, of course, is print). It would also be really good to get an understanding of Flash. 

- Adobe Dreamweaver - Software I am yet to touch, but hopefully will use in order to aid website design. 


Improvements

- Online presence - Make myself known online further. Keep my Behance page up to date. 

- Known presence - Get in contact with more studios / possible clients.

- Software - Get a better understanding of software programmes in general. I feel confident in the Adobe Suite, but need to learn to design in an adaptable way. This means that when I start working with clients, it can be easier to modify designs. 

- Knowledge of processes - I would like to learn to use more processes in order to give my design a unique aesthetic. 

- Time management - I want to ensure that I designate my time better. I hope to work much more on weekdays, and try give myself 1 - 2 days a week off from designing. 

- Presentation - I hope to improve the way I present my work in front of others. This will help when it comes to both job interviews & presenting to clients. 

BA (Hons.) GRAPHIC DESIGN

LEVEL 05

BRIEF TITLE

SUMMER BRIEF: WHAT INTERESTS ME?

The Brief

Good design begins with a good understanding of a subject. With that in mind, you will prepare a body of research over the summer that you will present to the class in a workshop at the start of the academic year. You will also need to show your research on your blog.

Initially, you will research into three things that interest you that are appropriate to graphic design – a hobby/interest, an invention/discovery and a person/place. You may choose to research into three ideas from one of these categories (for example, three hobbies), or you may choose to research into an idea from each category. This initial list of three will then focus your research down into one thing that really interests you, and that one thing will be what your presentation is about.

Whatever you choose to focus on, we want to know everything about it – facts, history, why you think your subject is interesting and what other target audiences exist for it. Make your presentation interesting visually; if it helps to bring in physical examples or items to help your presentation, please make sure you do so.

In addition to this presentation, you need to write a “To Do” list for the forthcoming year. What skills and processes do you want to try? What would you like to improve upon? What interests you as a graphic designer that you want to learn? This is an opportunity to take control of your future and put strategies in place that will help you to establish and achieve your goals – whatever they are.

Studio Deadline

Tuesday, 1st October 2013

Mandatory Deliverables

A 3-5 minute Powerpoint (or similar) presentation.

A “To Do” list of skills and processes you want to learn or improve upon in the coming year, posted to your blog.

Entries on a new summer research blog that document your research into your chosen subject matter over the summer break.

This blog should be named in the same way as your level 04 blog, but using the tag SB. So, for example, it would look like the following URL:

a-student1215-SB.blogspot.co.uk

Please label your blog as “Summer Brief”.