Branding

First day back and straight into the work. We were presented by a presentation on branding and the various principles that consists within the designing of a brand. In the talk, we discovered that branding is made up of three links which are, Identity, Marketing and the Product. To explore these links, we looked at numerous lip gloss brands and by studying the product we can identify and see where the product is situated within the market of the product.

The Nivea lip balm has a quite or muted identity which makes identity of the product more sophisticated and aimed at an older or an adult product. But with other products such as lip balm products that were sweet flavoured or had a coloured identity it gave the product a friendlier and playful attraction which would be aimed in the market for children. We were then asked to put the lip balms into a list from most expensive to the cheapest. This showed that the most expensive lip balms had brands that were design with more care to match the quality of the product and showed that how these values make create an identity that suited the product throughout its market.

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Image result for sweet flavoured lip balm

After discussing the lip balms our next challenge was to be teamed up into three and do some research to find a company brand that has more than one market or grown as a worldwide company. In my group we went for Tesco, a big company which has grown over years into a one stop shop where you can not only get food you can also get technology products, banking, mobile contracts, garage, Opticians and Tesco’s own branded products from food to stationary. The values of Tesco’s brand is broadness, value and quality but also the brand iconic colours of red, blue and white presents the company has a strong British firm that gives to the society to various target audiences. 

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Following this one day workshop we had another discussion talking about what we need to consider when it comes to create a successful brand. From last year we were taught about typography and how important it is to choose a suitable typeface. A typeface can create appeal bring people to the company but also type can work with other strategies such as colours. EASY JET they use orange for their products, which makes everyone recognise their brand. One of the most important things of creating a successful brand is to make a recognisable logo for the company such as Apple they have a very recognisable logo for their company brand and they use clean cut identity when it come to the design of the packaging. Car companies also have the iconic badge/logo to attract the buyers, like the most expensive cars such as Mercedes, Rolls Royce and Aston Martin their logo as a brand is well known because the quality of the design in the logo and brand brings a mature and wealthy identity to the product.

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For the next week, we have been tasked to do 100 ideas of our own logo which you would be used on your portfolio after graduating. So, the logo should be expressive, stands out and should show your personality and what do you believe in when designing. From what we learnt there are many factors to consider when designing a brand and how to make it stand out from many other portfolios.

The task and the knowledge I have picked up from this workshop has taught that branding is a very important communicator between product and consumer. But also, the brand is so important that if the consumer isn’t attracted or interested with the brand then the product will fall, the success of a company is all down to the identity. The task looking into Tesco and other companies such as EASYJET shows that branding is how companies advertise themselves and giving an idea of the type of product they are selling to the consumers. Focusing on different companies like these two makes it clear how different strategies can increase value for a company. Both companies have different strategies like Tesco has a friendly identity with its Dalton Maag Typeface logo which creates a plain but also powerful appeal to consumers and its very recognisable like EASYJET but unlike Tesco the one of the first things people would describe EASYJET is the orange colour which is shown across the world with their hotels and airlines. Image result for EasyJet orange

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Editorial Design Piece

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Looking back over this editorial design project it has been a exciting and interesting challenge and I’m coming away from this project knowing more about editorial design and have learnt new skills on InDesign. This term also has increased my confidence of speaking my opinions. My favourite thing looking back is seeing the changes and how the spreads have change from the first design. The colours are eye popping and it will attract readers if placed in a hospital lounge/ doctors lounge environment.

There is some changes I would of like to do with my spreads such as working on my text sorting the paragraphs and tidy up more of the rag. If I had the chance to do this prject again I would like to experiment more and using illustrations and then scanning them on to the computer. But I am happy with my final product because of it’s uniqueness, and being different to any other health related magazines that you see around the place in NHS buildings.

Printing and Binding

After getting some feedback and working on my changes for the spreads I finally came to the point where I was ready to print my work professionally. After looking throughout Cardiff for reasonable priced printing companies I decided to go to Vegaprint.

It was an experience being in a printing shop because I could see the variety of jobs the company was printing for and also the shop had their own Graphic design section which would be helpful if I was having trouble with printing or needing advice.

I saved the spreads as an INDESIGN PDF which included cut marks, bleed marks and also a CYMK colour bar. The print was successful but because my spreads are landscape I had to print my work on to an A1 paper which cost £30 for all three spreads.

For the exhibition we have to bind our work like magazines, so to do this we started off by creating a mark through the middle of the spreads with the folding bone tool. This makes it easier to fold up when it comes to the folding.

Next was to crop the spreads by using a stencil and a ruler which is more cleaner than using a guillotine. This took time because you wouldn’t want to cut it badly or do a mistake but eventually finished all three spreads. Then using the bone tool again I folded the spreads.

Finally to stick the spreads together we used spray able glue which is made for sticking paper together. But to glue there was an order that we had to stick it for the spreads to work.

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To make sure I wouldn’t stick the pages wrong I quickly sketched out how to correctly stick the spreads. It works by stick spread 2 to spread one by putting glue on page 2 of spread 1. Then to stick spreads 3 to spread 2, I put glue on page 4 (spread 2) then stick it to page 5 (spread 3).

Then after the delicate time of placing the spreads together it was sent to get tidy up by cutting off any ruff edges and then placing a book on top to make sure the glue sticks the paper together.

The process of binding was fun and a great skill to get your hands on for future projects. Also I’m happy how accurate I was with the cutting and gluing the spreads together. But in the future ill make sure to use more glue because I went back to glue because the pages were slowly separating when being looked through.

Final changes

Before printing and binding my final design we had a chance to send it away as a package to be looked over and to be given feedback so that we could do any small changes needed before the print.

Sending it off to be checked my design was this:

FAT V SUGAR

But after getting my feed back and working on the changes my final design piece was this:

Spreads on PDF

As seen from both designs there has been a great change in the spreads. The feedback was very useful and there was no need for a such drastic change in the design but one of the notes in the feedback was to play with the margins by increasing the inside and narrowing the outside. By increasing the inside to 24 and top and bottom to 20mm created more space to play with and it gave the freedom for the text to be more spread across the pages.

Another point was that my spreads had so much space because it is designed in landscape in stead of portrait,  that I could be more experimental with the design of the spreads. My idea was to create a more 3D look by creating depth with in the spread by putting cubes behind and front of text which makes a depth look on the page. Also by doing this it gives a more quirky look and more interesting to read. The Quotes also needed some change. There wasn’t any consistency with the quotes and also when looking over the layout afterwards the quotes didn’t seem right. To change this I returned to one of my previous ideas but then placing the quotes to follow the sides of the cubes creating a geometric style and which makes a flow through out the spreads.

After all the changes I was pleased with the outcome, the hierarchy worked well with the use of colours and shapes made the spreads flow and also the text how it was placed also created stepping stones throughout the Delete repeated word spreads making it easy for people to read. By changing the margins it helped with the text and by increasing the leading of the paragraphs it has made it a lot easier to read and it stands more comfortable on the page. All in all pleased with the spreads and I am ready to print.

Graduates Exhibition

To get an understanding how our work should be up to standard by graduation year I went to visit the third year graduation exhibition.

The exhibition was full of interesting work with a wide variety of printed work like Posters, Editorial designed books/magazines and logo design and also many animated pieces of work.

One graduate’s work reminded me of the Dyslexia project, his work was called WORD PLAY which consisted of posters and an animation which contained words and letters with a black and white themed similar to the dyslexia project in field term.

The book/independent magazine he created came across very professional and the use of white and black worked well and consistent through out the pieces of work. All together the work connected well there were no loss of consistency. The weaknesses would be the posters, because there is space for making it more playful but through out it shows the ability of a Graphic Designer to be playful with Typography.

In an exhibition and in the outside world, it is important to think how would your work attract and influence people. In the exhibition there were two pieces of work that did influence me an attracted me to it due to how the designer placed his/her work to the audience.

This is a great example of how the designer has thought thoroughly about the space around the piece of work and also experimented with the material to betray the message. This piece of work instantly attracts the eye more than any two dimension pieces of work. Another example of using the space around the work was this:

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By putting this piece of work at the bottom of the wall gives the image of sinking. Both pieces of work could be effective in the towns an cities, with the poster about Migrants could be placed on walls which would capture the passers by and this poster would work well on the floor next to a rain puddle or again against the walls. These to pieces of work has made myself more aware of the importance of how your work could influence people just by experimenting by space and environment of the work.

The greatest thing about this exhibition was the variety of ideas and briefs the graduates had many went for issues of today in politics or within design, some went for health related briefs others created briefs more closer to home like creating a brief around the Cardiff bus service. I enjoyed walking around the exhibition and looking at briefs that were designed for a company or creating a company like Aura Clothing or Naqshah which was a start up swim wear business. The reason I liked these pieces of work was the shear scale of the work involved to create a new brand and the detail the designer went into to make the logo, packaging and also the details on the product itself.

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The labels and the tubs just give the scale of this brand making piece of work. There were many branding briefs around the exhibition similar to this and the Aura Clothing which again was very impressive showing the detail of the graduates work through out.

Graduation exhibition has given me a good insight into what i should be aiming for when I get to the third of year of this course. It has already made me think of what i should be aiming for when it comes to the second year and also it has shown the big variety of things I could create my brief on. I am very interested in the branding brief idea because one of my future ideas is to maybe create some kind of brand but I have plenty of time to think about it. For the future projects I will be setting more goals for myself which should place me in good position and knowledge when it comes to creating work like these very successful graduates.

ELSIE Magazine Talk

This term has been all about designing spreads and doing research into magazine designs. To broader my ideas and learning in editorial design i went to ELSIE Magazine Talk were Les Jones the designer and creator of the design magazine spoke to us about his magazine and his inspirations of creating such a unique and successful editorial piece.

The idea of Elsie magazine evolved in his mind when he started to believe in Creative Freedom. While working as an independent  freelance designer he wasn’t to happy with the idea that clients were always on his back changing his creative designs. One day he decided to think of ways were he could express his creativeness and get money from it, and this was were ELSIE Magazine came from. To start he wasn’t interested in the money because not all independent magazine agencies get a lot of money . But after setting out to create ELSIE #1 he soon discovered that people recognise potential such as the New York National Library who voted the magazine in the top 10 magazine in the world of that year.

The talk was inspiring, giving us new ways of thinking and making us feel more confident i our own work and ideas. I’ve took many key things from this lecture to move use within my work such as “No Excuses”  and also when it comes to your own ideas there is some times where you just got to ignore others because to much ideas will make you lose ownership in your own design and lose your hold over your own idea.

Formative Assessment

Going into the assessment my editorial design layout was this:

Ben G- FAT V SUGAR

In the assessment we had to stand and talk about the design in front of a group and then the group would give me a reflection on the work and how to make the editorial piece better.

The feedback was positive with small little changes that the audience suggested such as, increasing the guttering of the page because the text is close to the edges of the boxes and almost touching negative spaces. Getting rid of the underlines under the call out quotes and making the quotes more unique but constant through out the spreads. Also moving down the text and fill the final spread, because the third spread looked empty and then move the sub heading from the end spread and put it instead of the sub heading at the start of the spread. The final option they gave was to make the final spread more blue and get rid of the white, which would look a lot more interesting.

After the assessment i went away and experiment on the reflections i was given to see what i could create.

FAT V SUGAR

In the new design the first changes that can be seen is that the sub heading has changed and the underline has disappeared. The front spread works well with the new sub heading creating a better hierarchy on the spread leading the eye down the text.

Second spread has changed so much from the other design, the text has been broken up and freed from each other creating room for playful all outs which are design and positioned like a square to flow with the sugar cube design. The text flows and with the broken up text it makes it look more persuasive to read.

The third spread looks so much better, it is fully presented with text and by adding the same designed quotes from the second spread, it gives the page more uniqueness and is as important than the other spreads. The quotes also create a neat and tidy look to the page and specially with the “Enjoy an occasional slice of chocolate cake” it stands out on the final page and would interact with the audience making them wanting to read.

The Formative Assessment has again helped me to develop my work and has brought up some problems that i couldn’t see while working. Reflecting on my up to date design i am pleased were i am and the design looks a lot more unique and shows that i have experimented with much more typography. The blue covered spread at the end also works brilliantly because it creates a fantastic back ground for the conclusion of the article. The next little jobs are to work on my text to fix and sort the rag and little details in the text and then ask around for more opinions to see what people think of the newly updated design.