Process Book by Biljana Kroll

Gallery Espresso Brand Identity Process Book

GRDS 715: Print Studio I Professor: Trudy Abadie-Fail Semester: Winter 09 Biljana Kroll, 2009

Table of Contents

Project Instructions 3

Color Digital Roughs 34

Research 5

Final Logo Design 41

Mood Board 9

Design Narrative 42

Color Palettes 10

eBrochure Design 45

Color Combinations 11

Cover Design 46

Imagery 12

Pages Layouts 50

Textures 13

Product Design 52

Shapes 14

T-Shirt Graphics 54

Typography 15

Uniforms 58

Word List 16

Website Design 60

Logo Design 17

Promotional Mailer Design 62

Project Description 18

Design Narrative 63

Thumbnail Sketches 19

Thumbnails 63

Tighter Roughs 26

Digital Layout 65

Digital Roughs 27

Printed Mailer 66

Project Instructions

Mood Board After completing your Market Research Paper, create your Mood Board. This is a visual collection of found images and content that helps the client get a visual sense of the creative direction you see for the new identity. Conduct a thorough search for images and content for the creation of a Mood Board. Look through publications, the Web and other useful sources assemble a cohesive collection for the categories listed below. Use this as a source to refer to throughout the design of your projects in this course. The "board" will be a multi-page PDF collection of scanned examples organized into the following sections: * competitors' logos and examples * color palette * typography/fonts * images (photography and/or illustration styles that help convey the brand essence) * shapes (organic, decorative, geometric, etc.) * textures & materials (surfaces, paper, metallics, etc. that help visualize the look-n-feel of the brand) * word list (words or phrases that help establish the "personality" for your brand).

Identity Guidelines eBrochure Using your Market Research Paper and your Mood Board for reference, explore possible designs for an eBrochure featuring promotional/ brand guidelines to be viewed entirely on-screen. This is a “hybrid” eBrochure that needs to represent the identity guidelines in a design that also successfully captures the essence of your brand image. It will be viewed by everyone from consumers to brand managers within the company. For content, find or create imagery that is appropriate to your brand identity. (Give credit where credit is due.) You can research content from existing companies in your market, but you must write your own final content. The following are font, color and resolution considerations for monitor viewing. Font: For body text on-screen, sans serif fonts are easier to view. Also, large amounts of reversed body text becomes difficult to read. Color: The color reproduction range (RGB) on a monitor is larger than what can be printed in CMYK on a printing press or even on your inkjet printer.When you select your colors for your eBrochure on-screen, print a test on your inkjet printer and compare.This isn’t an exact indicator, but it will help to identify if a chosen screen color is in a gamut that is far too bright or intense for print. Resolution: 72 dpi @ final size is all that you need for a scan that is viewed only on-screen. And JPEG is the preferred file format for on-screen photos.

Grid: A grid is a underlying structure upon which to base your page composition. It is a common tool in publication design such as newspapers and magazine. It is also an important tool in identity design. It establishes a framework which can be used by several designers and production artists to assemble a final project that will have a consistent look. Here are two PDFs that will help you better understand the grid and its role in brand identity. Sections: Your eBrochure must contain detailed production guidelines for your identity. These specifications will be “fused” into a multipage promotional design.The following sections must be represented first in a detailed outline and then in your overall eBrochure design. You should expand on these and add any additional features that are appropriate to your brand strategy. * Mission Statement (Philosophy) * Logo * Corporate Colors * Typography * Stationery (including letterhead and forms such as fax cover sheets and invoices) * Packaging (including bags, tags, and boxes) * Merchandising (including promotional giveaways, gift certificates, etc.) * Environmental (including in-store and storefront signage, windows, and interiors)

* Apparel (uniforms, aprons, etc.) * Vehicles (cars, trucks, vans, etc.) * Credits (include all credits for pre-existing content used in your design). Use your instincts to determine if anything additional should be included in your eBrochure.The goal is to clearly define the use of your logo identity while promoting an “on-strategy” essence for your brand. Create your eBrochure as a multi-page PDF in either QuarkXPress or InDesign. Export it as an eBook or standard version PDF.

Research

Competitor Brand Identities

Starbucks