Merchandise Branding Guideline Model Citizen Merchandise 2019/20
The Contents
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines
1. The Introduction Introduction Pre-Existing Logo Usage Importance and Uses
5 6 7
2. The Design Motifs The Buzz Words The Design Motifs Introduction The Motifs and Uses Additional Motifs
9 10 11 14
3. The Typography The Primary Typeface The Secondary Typeface Importance, Rules, and Uses
17 18 19
4. The Colour System Agreed Colour Palette The Secondary Colour Palette Misuse of Colours
5. The Outcomes
21 22 23
The Album Covers The Posters The Merchandise Profit Report Online Presence
25 26 28 33 34
Rationale
37
6. The Rationale
3
Introduction Pre-Existing Logo Usage Importance and Uses
5 6 7
1. The Introduction
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines The purpose of this document is to demonstrate how the design motifs have been created and how and where to use them, as well as all design decisions. This is to give you as a client, clear understanding of how and why all decisions were made and how to use them correctly. This includes the misuse of colour and the details such as typefaces and profits. This document also exhibits the line of merchandise for the 2019/20 ‘For Like Minded People’ tour, suggested pricing and bundles. Over the course of this branding, a concept has been created for the merchandise based upon assets I have learned about you, Model Citizen, which this document will explain in more detail. It explores interesting concepts that leave the imagination running wild and open for interpretation, much like the songs of the EP. The online merchandise website was created for Model Citizen based upon all the elements that will be shown in this document. It will also be broken down and the design decisions will be explained as well social media content used for the build up to the EP. I would like to take this opportunity to say thank you for working with me and I look forward to seeing the future of Model Citizen and hope that we can work together again in the future.
A Woodcock Alex Woodcock
5
Merchandise Guidelines
Pre-Existing Logo Usage The Model Citizen logo is the iconography of your entire image of you as an artist, it is what makes you become recognisable
Client: Model Citizen
to your consumer and stand out against other bands/artists. The Model Citizen logo was created before we decided to work together and it is this motif that I have referred back to when designing and creating colourways. The use of the logo is key on some of the merchandise pieces because it connects the visuals to you as an artist.
You must honour that not all merchandise will feature the Model Citizen logo
The Original Colourway
Modified Black and Signature Pink
Merchandise Guidelines
Importance and Uses The Model Citizen logo needs its own space to be and stand out. That’s why the design of this T-Shirt has the logo on its back. Not only does it have the room the designers designated for the logo, but it also draws attention from both sides of the T-Shirt. From the front, this design exhibits a remote control and that is it, which makes the consumer question its relation to a subject. But then not only does the logo on the back clarify the subject of the T-Shirt but acts as its own motif to draw consumers attention from the back. I used the logo on the back of this design because I wanted it to have it’s own space and because less is more and in this case, the simplicity of this design is what makes it effective.
7
The Buzz Words The Design Motifs Introduction The Motifs and Uses Additional Motifs
9 10 11 14
2. The Design Motifs
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines
The Buzz Words After the interview process, to get a clearer understanding of what you, as the client wanted, I created a list of buzz words that the merchandise would follow, in order for the most successful merchandise collection for you. The following words were highlighted from the interview and are the key words I kept in mind when designing. To make my designs bold, the concept I created was unusual and unique, which is what makes them stand out. I felt that an unusual and unique concept was well suited to you as an artist because of everything you stand for. To make the designs slick, I made sure that all the lines were clean and nothing was rushed or appeared messy. The designs are playful because they are unique and unlike any other motifs that bands use for their merchandise, they have character and are fun. When designing, I made them stylish by using modern ideas and I think my style of design is very current and stylish. Individuality comes from the unique concept and patterns that I created. Expressive is a hard term to try and design to but I interpret expressive as open to interpretation, which the pattern designs definitely meet.
9
Bold Slick PLAYFUL Stylish Individuality
Expressive
Merchandise Guidelines
The Design Motifs Introduction The design motifs for the 2019/20 merchandise collection was mainly inspired by the work Stefan Sagmeister did for OkGo for their self titled 2002 album. Before designing he asked the band if their music was a car what would it be, they said a 1980’s square volvo and that what was to be illustrated on their album cover. I was inspired by the simplicity of the idea and got me
Client: Model Citizen
thinking what other inanimate objects could represent music when I came up with the following six categories: • Car • Animal • Fruit • Piece of Technology • Flower • Fish As you remember, I asked you these questions and these are to be the identity of this line of merchandise. It will be carried across over the entire collection from T-Shirts to Badges. Taking inspiration from designers such as Sagmeister and Andy Warhol, filtering it through my own lense, the following motifs were the outcome.
Inspirations will be discussed further in the rationale on Page 37 Upon observation, it was noticed that there were 2 themes in the answers that you gave me and these were obscure in nature and the retro aesthetic. To honour this, all designs were created with these 2 themes in mind.
Merchandise Guidelines
The Motifs and Uses The Ford Escort MK 1 was directly inspired from Sagmeister’s work for OkGo and after filtering the idea through my own lense and own sense of style in terms of design, this is the final motif. This is to be used on T-Shirts, Jumpers, Posters and Badges. This can be combined with the other motifs. To honour the 2 themes that were picked out of the answers, the design of the snow leopard motif focused on texture and print, to highlight the theme of obscure in nature. I designed it this way, keeping current fashion trends in mind. You want your consumer to buy your merchandise and being on trend is an important factor of good sales. Animal print is a current trend in fashion and so should appeal to the consumer through the use of this graphic. This is to be used on T-Shirts, Jumpers and Badges. This can be combined with other motifs but be careful to not have too much going on.
Ford Escort MK 1
Snow Leopard
Slick, Bold and Stylish
Stylish, Bold, Playful and Expressive
11
Merchandise Guidelines
To keep the merchandise consistent, the strawberry motif was also design focusing on the texture and print. What is interesting and unique about this kind of design, is that it is unambiguous and open for interpretation of what it is, which makes it individual to its wearer. Individuality being one of the buzz words. This can be used on T-Shirts, Jumpers and Badges. This can be used with other motifs but be careful to not have too much going on. For the remote control car, I decided to focus on the remote so that it could be
Client: Model Citizen
paired with the other motifs, the Ford Escort for example. The simple design of it, makes it slick and stylish and compatible with any colourway and graphic identity. This slick design can be carried forward as a permanent graphic identity of Model Citizen. This is to be used on T-Shirts, Jumpers, Posters, Badges and the social media platforms. This can be used with other motifs.
Strawberry
Remote Control Car
Bold, Stylish and Playful
Slick, Bold and Stylish
Merchandise Guidelines The Blowfish motif was again crafted with the idea of texture and print in mind, to have consistency over the merchandise collection. This motif uses the secondary colour palette and so is not to be used alone and must either be accompanied by black, white or Model Citizen pink. This is to be used as a badge, included in a bundle and can be used as a motif on a T-Shirt or jumper. This can not be used with other motifs. The Demon Orchid motif is probably the most playful out of this graphic identity and the one that represents you most as an artist. The devil is in pink, which juxtaposes the innocent and pure connotations of the white orchid, an irony almost. The irony and sarcasm that represents your title ‘Model Citizen’ as you said in your interview. This is to be used as a badge and can be used on a T-Shirt or jumper. This can also be used with other motifs. The devil on it’s own is used as a motif for the ‘Evil Twin’ single cover and so anything graphic related to it’s release, must include the devil.
Blowfish
Demon Orchid
Bold, Playful and Individuality
Playful, Bold and Individuality
13
Merchandise Guidelines
Additional Motifs The idea of having additional motifs is to keep things interesting and not too repetitive. While a merchandise collection should be consistent, it shouldn’t be repetitive and boring. To avoid this, I have created additional motifs that can be used alongside the main graphic identity, keeping to a similar style and design. These motifs haven’t got restrictions on their usage. The first of the additional motifs is the wave Model Citizen motif, which has been
Client: Model Citizen
incorporated into multiple designs across the merchandise collection. This design is slick, stylish and modern and so sits with all the motifs very nicely. Any colours can be used for this motif but the Model Citizen pink has to be included at all times. This is to be used when and where you need it, there are no restrictions on this motif.
Merchandise Guidelines
The second motif is the dagger, inspired and designed for ‘Like a Dagger’. The design comes in black and white and is to be used on the merchandise. If ‘Like a Dagger’ were to be released as a single, this motif must be used. This can accompany any text or motif, but be careful not to have too much going on. The last additional motif is the MC initials. This was designed to be used as a chest piece for the jumpers and T-Shirts but on reflection can be used to associate a graphic identity with you. This can be used in a range of the colours and can be used with any of the other motifs.
Also comes in a white version
Original colours but any can be used
15
The Primary Typeface The Secondary Typeface Importance, Rules, and Uses
17 18 19
3. The Typography
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines
The Primary Typeface Ohno Blazeface About the font Ohno was birthed in 2015 by James Edmondson, from a deep appreciation for lively typefaces, and simultaneous dissatisfaction and amazement at the current type design landscape. Ohno Blazeface is a real fat fatty of a display serif. Taking a look at the fatface genre, James was seeing mostly the same things over and over: an inability to treat problematic letters effectively, and a consistently traditional structure. He was convinced a fatface could be more chill, and so Ohno Blazeface was born. Ohno Blazeface comes in nine optical sizes so you can use it at many different scales. Upon analysis during the research stage of this project, it became clear that you draws your inspiration from the past, rather than the present or the future. Ohno Blazeface is the perfect combination of vintage, yet stylish and bold.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !£#�/?+= 17
Merchandise Guidelines
The Secondary Typeface Varela Round About the font The Latin component was designed by Joe Prince in 2011. The Hebrew component was designed by Avraham Cornfeld in 2016, with minor improvements made to the Latin, such as kerning. Varela Round is based on the well known font Varela.
Client: Model Citizen
The rounded corners make it perfect for a soft feel and work great at any size. It is suitable for headlines and printed collateral, and maintains its distinct properties amongst other objects. Varela Round is a great font for any website. Because the primary typeface of the merchandise is so bold and stylish, I wanted the accompanying font to be simple, yet stylish so that it doesn’t take away from the primary text. The rounded corners of this typeface makes it stylish, slick and not too sharp for the primary typeface, as the style of Ohno Blazeface is smooth. The simplicity of Varela Round is what makes it so compatible with Ohno Blazeface.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !£#”/?+=
Merchandise Guidelines
Importance, Rules and Uses Rules and Uses
Level One Ohno Blazeface 12 Point
What did you feel and find
most important aspects of graphic design. The
Level Two Ohno Blazeface 12 Point
font Ohno Blazeface (level one and two), should
WHAT DID YOU FEEL AND FIND
be used in all Model Citizens communications to
Level Three Varela Round Regular
merchandising.
What did you feel and find
materials.
Layout for both print and screen, is one of the
project a consistent visual identity for the 2019/20 This
includes
promotional
materials, advertising, digital assets and printed
Level Four Varela Round Regular
Ohno Blazeface is available in 9 varieties. I use 1 of them. The 12 Point version. This typeface is to
WHAT DID YOU FEEL AND FIND
be used as the primary font for all merchandising, with the exception of the logo. Ranging from T-Shirts and jumpers to promotional posters and album cover designs. This font is ‘the [type]face’ of the 2019 EP “For Like Minded People. Varela Round is only available is this one weight. This is to be used as the secondary font of the online merchandise store and album covers. It is to be used for only headers, pricing and buttons on the website and track names and copyrighting on the album covers. 19
Agreed Colour Palette The Secondary Colour Palette Use and Misuse of Colours
21 22 23
4. The Colour System
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines
Agreed Colour Palette In discussion, we decided that the colour palette that we were going to work with was the Model Citizen pink, black and white. This minimal colour palette leaves no room for inconsistency and allows me create designs that all slot together. A monochromatic colour palette with a pop of colour is popular with musicians because it is effective and stylish.
Monochrome
Signature Pink
21
Merchandise Guidelines
The Secondary Colour Palette In order to avoid repetitiveness, I introduced 2 new colours to the palette, dusty blue and sandy cream. These 2 colours are to be incorporated with the agreed colour palette and never on their own. One
Client: Model Citizen
of the agreed colour palette colours has to accompany them always.
Dusty Blue
Sandy Cream
Signature Pink
Merchandise Guidelines
Misuse of Colours This is the secondary colour palette in practise. Note that they are accompanied with the Model Citizen pink. They must accompany either black, white or pink. The reason this colour palette works so well together is because the dusty blue colour is a close match to the colour pink when it is inverted. The cream colour is on the same shade range in terms of how pastel it is. This is simply a mock up to example to colour palette working together, this logo is not to be used.
23
The Album Covers The Posters The Merchandise Profit Report Online Presence
25 26 28 33 34
5. The Outcomes
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines
The Album Covers For the album covers, I took inspiration from Arctic Monkeys and their simplicity; I think simplicity works really well, as you can see. I stuck to the original colour palette for your first set of single covers and the album cover so that the iconography of the ‘Model Citizen Palette’ is clear from the beginning of your music journey. These graphics can be put onto T-Shirts, jumpers, badges and posters, as well as your social media channels. These are not to be modified in any way.
25
Merchandise Guidelines
The Posters Promotional For your three promotional posters, I wanted to create unique graphics for each location. One for London, one for Brighton and one for Manchester. I stuck to the wave motif typography to make them more visually interesting and catch peoples attention when walking the streets. These can be placed anywhere around the location of the gig i.e. anywhere in Brighton, but is suggested to place them near to where
Client: Model Citizen
the venues are. These graphics can also be used on your social media channels. These are A2.
Merchandise Guidelines
Merchandise I created merchandise posters, similar to the promotional posters. The reason for this is because I often find myself wanted the posters off the streets and so I thought it would be clever strategy to created similar designs that people can buy from the merchandise stand. These are A2. In terms of a suggested price point for these, you could sell each poster for £8. This doesn’t sound like much but you would be selling at a low price compared to your competitors, who sell posters for £10-30 each, giving you an edge. So if you were to buy 15 units of each poster as a starting point, it would cost £27 per poster design, costing a total of £59 for both designs including postage and VAT. However, by selling for £8 each, if you were to sell all 30 posters, you would make £240. This leaves you with a profit of £181, which is 3 times the initial price you paid.
Mainly the agreed colour palette to establish this palette to you from the beginning 27
Merchandise Guidelines
The Merchandise Jumpers I personally prefer the sweatshirts when going to gigs, especially when there is a range of choice. For the jumpers, I decided to mix typography designs as well as the conceptual motifs so that you can have a choice of which ones you like the most but also so your consumer has the choice as well. I found that when I asked your consumer in a questionnaire, which kind of merchandise do they prefer, most people said graphics but then I didn’t want to exclude the customers who prefer typography
Client: Model Citizen
designs.
Merchandise Guidelines
By doing this, it has given you more chance of selling merchandise because they have a lot of choice to choose from. I tried to stick to the minimal and simple designs for the jumper collection because I find it more effective and stylish. In terms of a suggested price point, if you were to sell each jumper for £25, you would be selling at a low price compared to your competitors, who sell jumpers for £30-£45 each. If you were to buy 10 units of each jumper as a starting point, it would cost £150 per jumper design, costing a total of £902 for all 6 designs including postage and VAT. However, by selling for £25 each, if you were to sell all 60 jumpers, you would make £1,500, leaving you with a profit of £598.
29
Merchandise Guidelines
The Merchandise T- Shirts Again, I decided to design a mix of typography designs and conceptual motifs so that you have a choice of which ones you like and so does your consumer. There are 8 T-Shirt designs here, meaning there is something for everyone and that is key to selling merchandise. Like the sweatshirts, I kept to this less is more idea, whilst still having fun with the designs so that they
Client: Model Citizen
are playful and stylish and fit in with the buzz words that I created to go by.
Merchandise Guidelines
In terms of a suggested price point for the T-Shirts, I created 2 scenarios. The first is selling the short sleeve T-Shirts for £12 and the long sleeve T-Shirts for £15. Comparing this to competitor prices who sell T-Shirts for £20-£35, you would be selling at a very low price. Again, if you were to buy 10 units of each design as a starting point, it would cost £75 for single sided designs, £68 for the long sleeve designs and £90 for double sided designs, costing a total of £618 for all 8 designs including postage and VAT. However, by selling the short sleeves T-Shirts for £12 and the long sleeve T-Shirts for £15, and you sold all 80 T-Shirts, you would make £1,020. This leaves you with a profit of £402. Scenario number 2 is the same initial cost of £618. But if you were to sell every T-Shirt for £15, which is still cheap compared to competitors, you would make £1,200, giving you a profit of £582, which is nearly double what you originally spent.
31
Merchandise Guidelines
The Merchandise Badges For the badges, I wanted there to be a bit of everything from both the jumpers and T-Shirt designs so again, there is something for everyone. The good thing about badges are that they are so affordable, meaning they are a good price point for all ages to buy, whether they are a student, short of money or not. In terms of a suggested price point I again, have 2 scenarios. The first would be to sell each individual badge for £3 each. This is about right for pin badges in terms of how much your competitors sell them for, they sell for around £3-£10. So if you were to buy 10 units of each design again as a starting point, it would cost £2.71 per badge design,
Client: Model Citizen
costing a total of £53.53 for all 14 designs including postage and VAT. By selling them for £3 each, if you were to sell all 140 badges, you would make £420, leaving you with a profit of £366.47. This is 7 times more what you initially paid. The second scenario is the same initial cost of £53.53. But if you were to sell the badges as a bundle of 5 for £8, which is still cheap compared to competitors, you would make £224, giving you a profit of £170.47. But because the profit on this is not as high, I would only consider this scenario when you are getting to the end of your 140 units, to sell them quicker.
Merchandise Guidelines Profit Report So not only is merchandise for advertising and a souvenir of an experience you once had, it is a good way for musicians to make some extra money. In terms of overall outgoings and profits, this is a report of potential income based upon the scenarios with the most profit. This is just a starting point and once you become more established as an artist, you can charge more for you merchandise, meaning a higher profit for you to invest into yourself, making new music. So to buy 30 units of posters, 60 units of jumpers, 80 units of T-Shirts and 140 units of badges as a starting point, the total outgoing for this merchandise is £1,632.53. This averages out to roughly £5.27 per unit, rounded to the nearest penny. So now say the entire 310 units were to sell out, you would have made a grand total of £3,360. This leaves you with a nice profit of £1,727.47, which means you will have doubled the money you originally spent. As a new establishing artist, to make back your money and to then make such a substantial profit, from very affordable merchandise prices, you would be setting yourself up to a very successful career. The more profit you make, the more you can invest in yourself as an artist.
33
Merchandise Guidelines
Online Presence Social Media Content To tease your consumers in the build up to the albums release, I have created a series of typography designs for your social media channels, particularly Instagram. I made them square to fit the Instagram guidelines
Client: Model Citizen
but this does not limit you as to what platforms these can go on. This series has been designed for social media only such as Instagram, Twitter and Facebook. These are not to be used as single covers.
Merchandise Guidelines
Online Presence Official Merchandise Website As a part of my designing process, I set up an official merchandise website. Not only does this give you accessibility but it also gives you a sense of professionalism. As an establishing artist, you want to seem as professional and put together as you can and I felt that an official merchandise website does this for you. At the minute, it only has on my 2019/20 merchandise collection on there, but as your career progresses on, it can be updated to replace this merchandise, or like some bands, add to it, so that all your merchandise is available at all times. Bands such as Courteeners do this for example. It is fairly simple and clean in design, which makes it slick and professional. In terms of navigation, there are 4 sections, home, merchandise, contact and cart. I kept it simple so that customers will be able to navigate around your merchandise site easily and happily. This online store is to be linked to your official website and when the link is clicked, it navigates you to a separate tab.
35
Rationale 37
6. The Rationale
Client: Model Citizen
Merchandise Guidelines
Merchandise Guidelines
Rationale All my designs were created with a background of inspiration, that was explored through a research journey. Some of my biggest inspirations for this line of merchandise were Stefan Sagmeister and his work for OkGo, Andy Warhol’s screen prints and Arctic Monkeys line of merchandise. All of these inspirations were filtered through my own lense of design and the outcomes are very effective. I chose to design a set of 6 conceptual motifs, to start out your graphic identity strong and build up your identity as an artist to get you noticed and to give you a sense of professionalism. I’d like to thank you again for working with me and giving me this amazing opportunity to design this line of merchandise for you. I wish you well in your career and hope that we can work together again in the future. I will await eagerly to see the merchandise in action and look forward to seeing the future of Model Citizen.
37