visually record the alphabet in Liverpool city centre and build up an image bank of inspiration. We then had to take inspiration from the type and fonts we photographed The outcome could be as creative as we wanted the brief just gave us an initial starting point. My take on the brief was to create an identity for the shopping districs of liverpool and give them a connection to help people navigate the areas.
The identity, for many of the world’s largest cities, is intimately tied up with typeface. Johnston Sans and Gill Sans, which are used on the London Underground, say “London” even before you’ve read the signs. In New York it’s Gotham, or Helvetica (where once it was Standard) on the subways. “When typefaces get attached to cities,” explains Dan Rhatigan, a New York-based type designer, “it’s because typefaces become part of people’s everyday experience. People don’t identify typeface necessarily; very few of us can look at something and say what it is, but it has an effect, it’s a personality.”
Strategy
What Liverpool Shopper stands for and the thinking behind the identity
Rules of Identity
A guide to our identity assets and visual specifications.
Best practice
A refrence gallery of creative applications of our identity.
Liverpool Shopper is a new innovative app that promotes the shopping districs of Liverpool city centre. It benefits visitors whos primary plans for the day revolves around shopping.
Rather than branding the shopping areas seperatly like the Liverpool One anitiative which created a sense of district hiarchy this branding scheme promotes the areas as one giving them a strong linkage.
The app aids those who struggle with navigation or vunerable adults who suffer with disabilities such as dyslexia visual imparements and need aid in understanding their whereabouts.
In the Church Street area which is in the centre of these four areas there is a mass of high street clothing stores such as: River Island which is among the UK’s leading high street fashion chains, selling a very broad range of stylish but low-priced clothing, targeting middle-market men and women in the 18-30 age range. Top Shop who’s clothing and products are targeted primarily at young women in their 20’s and early 30’s that are fashion forward and always looking for the hottest trends. H&M which targets fashionable & trendy consumers, predominantly women, men, Babies/ Toddlers, Kids, Teens, College to graduate social status but the most popular audience of this brand is females 15-30 years old. Primark which age range varies, the stores state that its target audience are the “young, fashion-conscious under 35s”, only 5 minutes in any of its stores will reveal to you how this narrow definition barely corresponds to the reality of the profile of people who shop there. For every under-35 there is an over-75;
every 40-something mum is matched by an equivalent number of teenage girls; for every 20-something dad, there is a 60-something grandparent; and so on and so forth. But in addition to these stores we also have the likes of M&S who’s primarily target audience ranges as many young shoppers consider M&S unfashionable, while women over the age of 40 are considered this brands target audience.
76% of young people own smartphones and the internet is seen as the best source of entertainment by 64% of young people. Brands must appeal to an increasingly tech savvy audience across many digital channels.
Overall the target audience for this area is in the range of 18-35 year olds and according to an international study of 18 to 30 year olds carried out by Telefónica, 76% of young people own smartphones and the internet is seen as the best source of entertainment by 64% of young people. Brands must appeal to an increasingly tech savvy audience across many digital channels, so I believe this area would acclimatise the use of my app. Liverpool One’s vast area Includes stores such as: again a huge majority of this area is populated with high street fashion stores such as H&M, New Look, Zara, Hollister, Bank, Oasis and JD who’s target audiences are very similar to the age ranges mentioned above in the church street section. So again the area would be populated with an age range that is accustomed to technologic forms of navigation and would rather make use of their phones rather than using a paper map.
Boasting over 27 million visitors to its retailers, leisure venues, restaurants and events each year, Liverpool ONE has grown in size and diversity since it opened in 2007. Whether you’re a style setter or a family, Liverpool ONE ensures that it has something for everyone, making each visit a fulfilling and memorable one. Loaf Creative’s work helped create Liverpool
Loaf Creative’s work helped create Liverpool ONE’s most successful Christmas ever.
ONE’s most successful Christmas ever. Spend up 12.5%, 11% points ahead of UK retail averages. Helping make 2014 Liverpool ONE’s most successful year to date, with 27.5m customers, footfall up 5.1% on 2013 (6% ahead of UK averages), sales up 7% (+ 5.2% ahead of UK averages) and restaurant sales up 8.5%
LIVERPOOL ONE
BOLD STREET
Survey on how many people knew where each of these areas were.
CHURCH STREET
WHITE CHAPEL
The psychology behind the logo The logo was originally going to be typography only but adding a symbol to a logo can open up a new door to a brand, it gives it an identity people can identify themselves with even if it is just by seeing the symbol without the brand name. Safe Zone 6mm
The symbol gives the viewer a key idea what the app is about because people already identify this symbol with navigation and traveling purposes. It also is a benefit for those with reading and language barriers as many people can complicate letters with shapes and become confused.
The colour palette for the logo revolves around subdued red and charcoal grey. Red is dynamic and a visually energetic colour! It excites the emotions and motivates us to take action. it stimulates various feelings and grabs a viewers attention. But red is also a very dramatic colour and should be used carefully, it could generate mixed feelings for the viewer, some people find red shocking and being surrounded by too much of the colour can cause us to become irritated, agitated and ultimately angry. That was the cause of subduing the colour to a more peachy tone so it is still a visual statement it is just more friendly and welcoming to the viewers eye. The same goes for the charcoal grey, using pure black can be a visual struggle for some viewers, the tone is too harsh to the eye, so by using the strong grey it still makes impact like the red but it still serves the same purpose as the black.
The mark of the logo can be used in various creative ways; the image on the right shows it working with photography overlaying it on an image or even
shaping the image into the the mark. This concept creates identity for a brand as you can create this effect for multiple mediums for promotional aspects such as posters,
billboards and ad shells. It also gives these key features of advertisement an interlink and gives a viewer a sense of recognition everytime they see the sign repeadedly.
BECOME THE E SHOPPE FEW
EXPERT ER IN A W TAPS
CENTURY
GOTHIC BOLD SUITABLE SAN SERIF STYLISH
Typography plays a huge role in developing a strong brand identity and a solid first impression, different fonts covey different messages. This type face was chosen to represent the brand because it makes a statement. Its clean eye-catching, modern, stable and universal. It’s suitable for the brand, works well with the colours chosen, it’s easily accessable in various weights and looks ledgible at almost any size. The font isn’t too friendly or too corporate it’s in middle ground and suits the
AREA IDENTITY
C=0 M=84 Y=55 C=59K=0 M=0
Y=18 K=0
A ABBC CD DEEFFG GHHIIJJKKLLM MN N O OPPQ QRRSSTTUUVVW WXXYYZZ 11223344556677889900
C=59 M=0 Y=18 K=0
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
C=16 M=0 Y=73 K=0
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
C=16 M=0 Y=73 K=0
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
Getting a feel for the market I’m targeting and the competition.
Look into coding and programming.
Finalise the app and Look at best receive selling apps opinions on and why they the designs are so popular and the preferably responsiveness shopping and of the app navigation create a apps. marketing strategy. The third step is design your apps experience.
Look at what the platform (in my case iOS) requirements are.