Augustyniak_processbook by Ashley Augustyniak

Branding & Identity for Loneliness Process Book designed by: Ashley Augustyniak Graphic Design IV 4/14/2015

00 Table of Contents

Table of Contents 01

Written Analysis

Sketches

Inspiration

Computer Rendering

Text Exploration

A New Direction

Stationary

Packaging

Ashley Augustyniak Itoya Written Analysis April 10, 2015

Process Essay Thereâ&#x20AC;&#x2122;s no doubt I felt intimidated when I was told this project would consist of determining how to represent and create an identity for something as abstract as an emotion. I started this project with sketches, many sketches. It took quite sometime to break out of a creative block but once I did, I began developing sketches with potential for a successful solution. Once I had a few different concepts I liked, I began developing them further, at a larger size, with greater detail. Doing so gave me a better idea of what the logo would look like and if it would translate into an effective design solution. It was at this point that I was forced to eliminate one of my favorite sketches, the bear. I moved forward with my other 2 solutions, the ambiguous figure of a person splitting loneliness down the center, and the silhouette figure in a cityscape. After rendering these sketches, it was obvious my second solution was too detailed to be successfully rendered at a 1x1 size, and was eliminated. This left me with solution one. From here, we began creating our solution on the computer. I already had my font solidified. What I needed to focus on, was the person. To keep the design universal, I needed to create a silhouette that could be interpreted as male or female. I created 3 variations of the silhouette and then looked for feedback from my classmates and professor. We picked the one that looked the most ambiguous and then refined it even more. Once I was finished with that, I created a mood board. I found images, color pallets and textures from books and online. I also found various typeface combinations that went well with my font, knockout. Although I liked the solution I developed, I felt, as though there was a better one out there I hadnâ&#x20AC;&#x2122;t reached yet. So as I was refining my original idea, I gave myself an extra hour of sketch time to push myself further and see if there was something that could communicate better. I was right. During this sketch time, I came up with the idea of transforming the letter n in the word lonely into a person. My sketches of this idea were very rough. My mood board consisted of both the logos I was bouncing back and forth between. I ended up choosing to pursue the opposite logo of what my classmates picked. In doing so, I also spent the weekend redesigning the total look and feel of it. After my second round of sketches, I brought the refined version to class for a critique. When I showed this idea to the class, Ashley suggested trying to make the figure look like he was leaning on his arm and I liked that idea. I did some more sketches incorporating this new idea and making other small changes here and there. My main focus in these sketches was on the figure replacing the letter n and getting that to come across the best way I could. This overall concept proved to be challenging for me because it was the first time I had ever worked with hand lettering. After a lot of exploration, I came up with a font I really liked. Once I brought it into the computer, I spent much more time refining the letters and the person. In this process, I played with the thick thin variations in the letterforms and the kerning. Once I had the finalized version of my logo, I began thinking about the various ways I could package my identity. I came up with two ideas that I later branched off of. The first was packaging the actual emotion, loneliness. The second was packaging it as an actual product, which is the direction I wanted to go in. Two main ideas I developed for this concept was either alcohol or a self help cd. Alcohol packaging was a different and somewhat comical way to interpret this emotion. The first step was sketching out potential labels and cases to determine the layout. From there I began to think of the actual product, how it would be packaged and the information it would consist of. Coming up with the copy was the by far the hardest part of this project. I wanted it to be sarcastically true

and funny but I needed to be careful not to take it too far. Since this wasn’t my area of expertise, I scheduled a time to meet with Alex Rohr and get some input from him. He was very helpful. Once I explained the project and my direction, he helped me brainstorm ideas that I could build upon. I spent the remainder of the weekend developing my copy and the first version of the labels. I refined them 3 times before I had my finalized version. At this point, I moved onto creating the case. This didn’t take as long because I had already determined the visual language. It was more a matter of plugging in the information. I came up with 4 variations for the case as well and narrowed them down to my final result. From the start, I had decided to mock up all my work digitally. This proved to be harder then originally expected. The part I struggled with the most was making my beer bottles look realistic. Originally, I thought I would be able to download or purchase an online mockup but I found there was very few for beer bottles. I ended up photoshopping the labels onto an existing bottle. This took me quite awhile to figure out however I am happy with the result. Overall, I believe I have created a successful solution. The branding has a unified playful language and communicates the message I intended without crossing the line. The lack of contrast in my color palette directly references the feelings evoked when experiencing this emotion. My favorite part about this project is the logo. Creating it pushed me out of my comfort zone and forced me to think more creatively then I had in the past.

Intellectual Property Report Ashley Augustyniak owns all the intellectual rights to this design. The typeface Oswald, was found as a part of Ashley Augustyniak’s font book library on her personal computer. Akzidenz Grotesk & Clarendon were both purchased by SUNY Fredonia’s VANM department. For this project, I utilized Creative Suites 6, created by Adobe, purchased by Ashley Augustyniak. The Logo, stationay, packaging and brand book designs were created by Ashley Augustyniak.

Semiotic Essay For this project, I worked towards visualizing an abstract concept. My identity, allows my audience to connect with an emotion they experience in everyday life. Loneliness is about isolation. It is an emotion felt in various situations. The hand-lettered logo engages the audience and makes the product relatable. Therefore the letter n in the logo is iconic of humans and the way he is sitting is indexical of my emotion. The logo itself is also symbolic of loneliness. The empty beer bottles are an indexical sign that someone was drinking. The pictures of my packaging (beer bottles and case) are indexical of the Lonely Distillery because it is where these products are made and manufactured. The mock up pictures of my products are also iconic of the actual product itself because they look like what they are, beer and a 4-pack case. The colors used throughout the brand as well as the body copy all serve as symbolic elements because language is arbitrary in meaning. The carefully crafted language holds the meaning of my intended message and informs the audience how to handle situations where they are experiencing loneliness.

02 ROUGH SKETCHES

Based on our previous research, mind map, and list, we completed 20 sketches for a potential logo. Then we created an additional 20 sketches based on Icon, Index, and Symbols of the emotion. After the first critque, we used the strongest skethches and refined the ideas with another 20 sketches. In this set, the focus was more on the use of line and shape. After the second critque, we chose the strongest two/three logos and refined them even further.

ROUGH SKETCHES

03 INSPIRATIONS

These images show where I pulled some of my inspiration from for the second version of my logo (shown below). I explored various aspects of hand lettering before I settled with my final version.

INSPIRATIONS: SKETCHES BASED ON

04 COMPUTER RENDER

The step after the sketch process was digitzing your best logo. At this stage, we needed to show the logo at 5x5 and 1x1 to prove it would work at a large size and a small one. When I reached this stage, I was still torn between which direction I wanted to go with my logo, so I refined my two favorite versions. After the first crique, I continued to refine both versions. For version 1, I created 3 different people, trying to find the one the felt the most ambigious. For the second version, I played with the refinement of the solitary figure that was replacing the letter â&#x20AC;&#x2DC;nâ&#x20AC;&#x2122;.

lonel iness lonel iness lonel iness

VERSION 1

VERSION 2

lonel iness

COMPUTER RENDER: HOW IT’S MADE

05 TEXT EXPLORATION

This page shows the various text explorations I played with using for my logo, stationary and other elements involved. For version one, the typeface I was using in the logo was Knockout. Finding secondary typeface that would pair well was not a challenge. Version two was much harder because I did not have my final hand lettered logo complete yet. Finding typefaces that paired well with hand-lettering proved to be a much more difficult task.

KNOCKOUT CASLON

KNOCKOUT GILL SANS

KNOCKOUT GOTHAM

KNOCKOUT ARCHER

KNOCKOUT COURIER

KNOCKOUT

KNOCKOUT BODONI

MERCURY

CENTURY GOTHIC

ALEGREYA SANS

AVENIR

FIGGINS SANS

BODONI

GOTHAM

CAXTON

BIG CASLON

06 A NEW DIRECTION

At this point, I decided to move forward with the second variation. I continued playing with the hand-lettering until I came up with one I really liked. From there, I played with where I was going to put the secondary type. I tried implementing some of the fonts from the earlier version to see if any of those would work. I was torn between Akzidenz Grotesk and the one I decided to use, Oswald. From there, I created 3 additional color palletes that could be used aside from black and white.

BRE

ING COM PA W NY

DISTILLERY

EST. 1610

A NEW DIRECTION: FINAL LOGO

DISTILLERY

EST. 1610

DISTILLERY

EST. 1610

DISTILLERY

EST. 1610

07 STATIONARY

Once the logo was finialized, we moved onto creating the stationary. This consisted on creating 20 sketches of each correspondence and business cards. From there we developed our best 3 in the computer.

William Shakespeare Henley Street, Stratford-up-on-Avon CV37 6QW, United Kingdom +44 1789 204016 ashley@lohnlee.com

LONELINESS

Established 1610

William Shakespeare Henley Street, Stratford-up-on-Avon CV37 6QW, United Kingdom +44 1789 204016 ashley@lohnlee.com

ASHLEY AUGUSTYNIAK co-owner/partner

Henley Street, Stratford-up-on-Avon CV37 6QW, United Kingdom +44 1789 204016

www.lohnlee1610.com

LONELINESS

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ashley@lohnlee.com

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WILLIAM SHAKESPEARE

NUMBER ONE FAN

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Henley Street, Stratford-up-on-Avon CV37 6QW, United Kingdom

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+44 1789 204016 ashley@lohnlee.com www.lohnlee1610.com

LONELINESS

Lonely Inc. 34 Isolation Avenue Solitude, NY 14022

Established 1610

STATIONARY: COMPUTER RENDERED

STATIONARY:

STATIONARY: FINAL MOCKUP

08 PACKAGING

From the stationary, we moved onto creating packaging for our logo. This required determining what we wanted to package. I decided to do a distillery, so my packaging consists of beer labels and a case. One thing I found to be very important through this design was the copy. I walked a fine line playing with humor but making sure I did not take it to far.

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Enjoy me as you prepare for yet another eventful Saturday night spent home alone with the only loyal friend you can actually count on, your dog. ◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊◊

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NICE

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6.7% ABV

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SOLITUDE, NY

ALWAYS THE

ME, MYSELF

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FRIENDS ARE

ENJOY ME WHEN YOU NEED HELP FORGETTING THE FACT THAT YOU’RE SURROUNDED BY SO MUCH LOVE AND NONE OF IT’S FOR YOU.

ENJOY ME ON A NIGHT, WHEN EVERYONE ELSE IS AT HOME WITH THE PERSON THEY LOVE AND YOU’RE APPROACHING THE THIRD EPISODE OF YOUR FAVORITE GUILTY PLEASURE ON NETFLIX.

ENJOY ME WHEN YOU STUFF YOUR FACE WITH THE SINGLE-SERVE, FREEZER-BURNED, STUFFED CRUST PIZZA YOU’VE HAD STORED IN THE BACK OF YOUR FREEZER FOR THE LAST TWO YEARS.

ENJOY ME AS YOU PREPARE FOR YET ANOTHER EVENTFUL FRIDAY EVENING SPENT HOME ALONE WITH THE ONLY LOYAL FRIEND YOU CAN COUNT ON, YOUR DOG.

THIRD WHEEL LONELY DISTILLARY

AND MY BEER

BELGIAN PALE ALE

RICH

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6.2% ABV

SPICY

INDIA PALE ALE

LONELY DISTILLARY -

STRONG

7.1% ABV

TASTY

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LONELY DISTILLARY -

DARK

AN D

9.0% ABV

BOLD

FOR PHONIES

AMERICAN STOUT

NICE

LONELY DISTILLARY -

AND

6.7% ABV

SMOOTH

ALWAYS THE

ME, MYSELF

DINNER FOR

FRIENDS ARE

ENJOY ME WHEN YOU NEED HELP FORGETTING THE FACT THAT YOU’RE SURROUNDED BY SO MUCH LOVE AND NONE OF IT’S FOR YOU.

ENJOY ME ON A NIGHT, WHEN EVERYONE ELSE IS AT HOME WITH THE PERSON THEY LOVE AND YOU’RE APPROACHING THE THIRD EPISODE OF YOUR FAVORITE GUILTY PLEASURE ON NETFLIX.

ENJOY ME WHEN YOU STUFF YOUR FACE WITH THE SINGLE-SERVE, FREEZER-BURNED, STUFFED CRUST PIZZA YOU’VE HAD STORED IN THE BACK OF YOUR FREEZER FOR THE LAST TWO YEARS.

ENJOY ME AS YOU PREPARE FOR YET ANOTHER EVENTFUL FRIDAY EVENING SPENT HOME ALONE WITH THE ONLY LOYAL FRIEND YOU CAN COUNT ON, YOUR DOG.

THIRD WHEEL LONELY DISTILLARY

AND MY BEER

BELGIAN PALE ALE

RICH

AND

6.2% ABV

SPICY

INDIA PALE ALE

LONELY DISTILLARY

STRONG

AN D

7.1% ABV

TASTY

ONE SPECIAL

AMERICAN STOUT

LONELY DISTILLARY

DARK

AN D

9.0% ABV

BOLD

FOR PHONIES

AMERICAN STOUT

NICE

LONELY DISTILLARY -

AND

6.7% ABV

SMOOTH

PACKAGING: V1 & V2 COMPUTER RENDERED

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DISTILLERY EST. 1610

347.456.6359 | +1-347-4625663 WWW.LONELYDISTILLARY.COM BREWED FROM T HE F INEST MALTED BARLEY S ELECTED C EREAL GRAINS AND HOPS EXTRACT.

Sure, f inely brewed beers are meant t o be shared and appreciated, but what’s one to do when they’re sad, thirsty and alone? When no one can fill t he void you feel inside, why not throw back a couple cold ones b y yourself. This speciality, limited edition 4 pack w ill be by your side no matter the situation. Regardless of your drink of choice, the most important t hing t o remember i s this: you’re awesome, and the best way to reinforce that awesomeness is by putting yourself back out there, s tart m aking friends and building re lationships. Lonely Distillery i s always t here when you fail, but if you’re lucky, you’ll no lon ger need to us, to drown in your pity/sorrows. And if were lucky, you’ll still crave our favor able brews even on your best days.

GOVERNMENT WARNING: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery and may cause health problems. DRINK SENSIBLY, KNOW YOUR LIMIT

EST. 1610 BREWED BY LONELY DISTILLARY. 1331 ISOLATION AVENUE, SOLITUDE NEW YORK. 347.456.6359 | +1-347-4625663 WWW.LONELYDISTILLARY.COM

Brewed from the finest malted barley selected cereal grains and hops extract.

BREWED BY LONELY DISTILLARY. 1331 ISOLATION AVENUE, SOLITUDE NEW YORK.

Regardless y our d rink o f choice, t he m ost important t hing t o remember i s this: you’re awesome, and the best way to reinforce that is b y putting y ourself back out there, start making friends and building relationships. Lonely Distillery is always there for you when you fail, but if you’re lucky, you’ll no longer need us to drown your sorrows in. And if we’re lucky, you’ll s till c rave our f avorable brews even on your best days. DRINK SENSIBLY, KNOW YOUR LIMITS

GOVERNMENT WARNING: (1) According to the Surgeon General, women should not d rink a lcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery and may cause health problems.

PACKAGING: V1 & V2 COMPUTER RENDERED

RY DISTI LLE

EST. 1610

LAGER STOUT | ALE | BITTER | 6.75% | ALCOHOL

o be o do n no y not rself. ll be

BREWED BY LONELY DISTILLARY. 1331 ISOLATION AVENUE, SOLITUDE NEW YORK.

most ou’re that k out g re here o lonrows. avor-

BREWED FROM THE FINEST MALTED BARLEY SELECTED CEREAL GRAINS AND HOPS EXTRACT.

347.456.6359 | +1-347-4625663 WWW.LONELYDISTILLARY.COM

Sure, finely brewed beers are meant to be shared and appreciated, but what’s one to do when they’re sad, thirsty and alone? When no one can fill the void you feel inside, why not throw back a couple cold ones by yourself. This speciality, limited edition 4 pack will be by your side no matter the situation. Regardless of your drink of choice, the most important thing to remember is this: you’re awesome, and the best way to reinforce that awesomeness is by putting yourself back out there, start making friends and building re lationships. Lonely Distillery is always there when you fail, but if you’re lucky, you’ll no longer need to us, to drown in your pity/sorrows. And if were lucky, you’ll still crave our favorable brews even on your best days.

SPICE UP YOUR SOBS WITH SOMETHING NEW

PACKAGING: FINAL MOCK UP

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LONELY DISTILLARY