Harbour Farm Branding

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 1

Brianna Ruiz DIS Copenhagen | Summer 2014 | Graphic Design Studio Purdue University

Table Of Contents

Assigment 2 Concept Logo Stickers & Color Scheme Menu Posters / Ad Brochure Website

3 4 6 7 8 9 10 11

Assigment 1

12

Photo Journal

15

Wayfinding & Signs In The City Logos & Interesting Fonts Study Tour Graphics Shop Signs & Graphics Patterns Picked Up Graphic Materials

16 18 20 22 24 26

Assignment 2: Harbour Farm

Concept

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 4

Assignment 2 | Part A | Analysis & Concept | Brianna Ruiz | DIS Copenhagen Name

Competitor Analysis

Due to the name “Harbour Farm” already being used in media and press releases, it would be beneficial to use the name Harbour Farm to encompass the entire pontoon including the restaurant, Farmers’ Market, educational activities and ecreational activities. Since the restaurant will be the main source of income for the pontoon, the restaurant may be able to have an independent name of its own.

Due to the concept of Harbour Farm being fresh and innovative, the restaurant lacks any direct competitors. As stated by the presenter from Effekt, the restaurants of Copenhagen are not rivals, but more of a friendly competition and do not necessarily compete for customers. As Copenhagen being a food capital of the world and housing the world’s number one restauraunt, there is a large number of high end restaurants throughout the city. Harbour Farm will most likely be the most “competitive” with other high end sea food restaurants throughout the city, including Noma. Harbour Farm can also be placed in the market of organic and locally produced goods. The common design styles seen in both of these market types typically features interesting typography, crisp photography and simple illustrations.

Brand Overview

sustainability

high end

clean decomposable classy natural local hip fresh

organic

Harbour Farm is an innovative, new concept that allows the journey of an oyster from water to plate to take place in as little time as possible. It is a new concept of harbour farming, or growing the oysters locally in the water as long as farming other seafood and using mostly if not all local and organic produce. It is a pontoon that will use natural energy to be powered and will allow customers to learn about the process of harbour farming.

The Harbour Farm’s brand needs to communicate the fresh, innovative ideas included in the pontoon with the various ways of being environmentally consientious. The Harbour Farm already has many strengths as a business, including its innovative concept, local produce, helping the local economy, and high end appeal.

Due to the several aspects of the pontoon, the overall experience should be branded as a whole in order to create unity throughout the pontoon. While the restaurant will generate the most income, it should be included in the branding of the pontoon instead of as a seperate entity.

Target Audience According to the presenter from Effekt, the main target marget is mostly locals. Locals will hopefully be drawn to the restaurant due to its positive effects on the environment and hopefully become frequent customers. Tourists are also in the target market, as tourists are often looking to try new things and try local customs. The overall appeal of the pontoon should maintain a high end branding, while still appealing to the masses.

Concept

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 5

Assignment 2 | Part B | Design & Concept | Brianna Ruiz | DIS Copenhagen Concept

Logo

Since the most important and emphasized feature of the Harbour Farm pontoon is its sustainability and environmental friendliness, the branding materials should communicate the organic, local and environmentally aware ideals of the business. When plausible, the branding materials will be printed on recycled paper or cardboard with as little ink as possible, hence the simple and neutral color scheme chosen. Possible slogans could be: -Grow Local, Eat Local -Ready, Set, Grow -Eat local The design materials need to combine the high end appeal of the pontoon with being eco friendly and being conscientious of the environment.

Color Scheme

Inspiration

Typography

Restaurant The chosen color scheme closely resembles colors commonly found in oysters. The colors are rich, neutral and classy. The chosen shades of brown are earthy, natural, and wholesome while the amber shade adds a pop of color to the design while maintaining the simple wholesome feel. These colors mixed with black, white and gray are classic, simple and elegant.

Logo/ titles: U.S. 101 SubTitles: Callie Hand Body Text: %HOO 0 7

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 6

Logo & I CONOGRAPHY

Logo

Iconography

Ideation/ Sketches

SALT

At The Harbour Farm

Education Center

At The Harbour Farm

Restaurant

Stickers & color Scheme

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 7

Stickers

Color Scheme After much research on color psychology and assosciation, I have chosen the following colors in order to best reflect the brand of Harbour Farm and Salt. I see both of them as natural, organic, local, and classy, which played a strong part in my decisions on color. My research mostly came from www.colour-affects.co.uk/psychological-properties-of-colours and infographics from Pinterest.

C=0 M=0 Y=0 K=100 Black is most commonly associated with class, elegance and boldness. Negative drawbacks include assosciations with death or sadness, but if used in correct context are outweighed by the postivies.

C=66 M=56 Y=70 K=52 Much like black, dark gray is commonly assosciated with class and timelessness. Drawbacks include dullness.

C=0 M=0 Y=0 K=0 White is seen as clean, crisp and pure.

C=0 M=31 Y=51 K=68 Dark brown is commonly seen as rustic, earthy, natural stable and durable.

C=0 M=19 Y=31 K=29 Tan is most commonly seen as natural and rugged.

C=0 M=67 Y=90 K=18 Orange is often seen as youthful and energetic, but with the amber tint, it gives off a more adult vibe.

Inspiration

Menu design

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 8

The menu design just features a clean, minimalist design printed on recycled tan paper.

The tan paper still utilizes the Harbour Farm color scheme and gives off the natural, organic vibe. The interior will be printed on two seperate pieces of white paper, so that if something on the menu changes, only one page will need to be reprinted in order to maintain the environemtnally aware image of Harbour Farm.

Poster & ad design

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 9

+DYQHJDGH &RSHQKDJHQ . _ 3KRQH _ LQIR#VDOW GN ZZZ KDERXUIDUPFSK GN ZZZ VDOW GN

I went with a clean, “to the point� design for the poster and advertisement that easily communicates the message through basic typography with the brand’s chosen color pallette to keep everything in line with the classic, natural feel. I used my chosen icongraphy as a background in the poster to subconciously have the oyster illustration become assosciated with the brand without being used in the logo, as it is a recurring illustration in the menu and brochure as well.

The Harbour Farm brochure will be a physical piece for customers to learn more about the Harbour Farm and all that it has to offer. It will utilize the browns and orange from the Harbour Farm color pallette, as well as feature a wood background for the cover to further emphasize the natural, rugged vibe of the Harbour Farm while still maintaing the classy appeal. Various line styles are featured in the interior of the brochure to add pops of color and diversify the composition. A solid orange line is used for the pop of color, with an opposing line of brown diamonds. The brown diamonds are also slightly resembling of clams on a rope and diamonds are commonly assosciated with class.

**Wood texture and oyster photo are courtesty of Shutterstock

Inspiration

Brochure design

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 10

Website design

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 11 After viewing sites for various restaurants such as Noma, Fair Oaks Farms (Indiana), and on Google Images, I decided Harbour Farm would benefit most from a traditional web site. I used a traditional grid layout to categorize and organize information on the harbour farming process, story and activities at the farm. Additionally, I made seperate websites for Salt and Harbour Farm, as Salt will be the main source of income and has slightly different content than Harbour Farm’s website.

Special features of the Harbour Farm website include an event calendar and a fresh oyster recipe of the week. Ideally, these special features will drive traffic through the website and help to educate people on the harbour farming process.

The Salt website will allow users to make reservations online, as well as explain the benefits of eating fresh, organic oysters right from the ground below you.

The websites will only utilize part of the Harbour Farm color pallette in order to sustain a clean, minimialist and modern appeal.

Assignment 1: Building comparison

ASSIGNMENT 1: BUILDING COMPARISON

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 13

Assignment 1 | Part C | Design Interpretation | Kiasma & SMK | Brianna Ruiz | DIS Copenhagen | July 14, 2014 History Both Statens Museum for Kunst (SMK) and Kiasma’s history can be directly correlated to the way they brand themselves and use their graphics. While SMK is a more traditional art museum, with pieces dating back to the 1700s, Kiasma was built as a contemporary art museum, housing more modern exhibits. The more dated art collection in SMK started as a collection of art from the royal family and is now sectored into many different categories. The museum itself was built in the late 1800s, with an addition added on in the late 1900s to hold more contemporary exhibits. The addition and original building are merged together by a glass walkway to symbolize a street.

The Kiasma was built in the late 1900s in Helsiniki to showcase contemporary art in one of the design capitals of the world. Its name comes from the architectural design. Kiasma means chiasma in Finnish, which is a a point at which paired chromosomes remain in contact during the first metaphase of meiosis, and at which crossing over and exchange of genetic material occur between the strands.

Both museums are reflective of their architecture, brand and cultural surroundings in their signage, wayfindings and websites.

Logo

1

Statens Museum for Kunst (left) merges the old and the new through a glass walkway.

Kiasma (right) features a dynamic entryway intuitively leading guests to the exhibits.

While there are some variations of the SMK logo, the primary one utilizes the boxes that can also be found throughout the museum in brochures and wayfindings. It could be representational of the art, as most art is done on a rectangular canvas or in some sort of rectangular shape. They also use a small crown to symbolize their connection to the royal family. Their logo, however, cannot be found as frequently as Kiasma’s throughout the site. When visiting, SMK was under construction but the logo was nowhere to be found outside of the museum or really at all in the lobby either. Kiasma on the other hand, has their logo in various places throughout the museum, inside and out. They use a bright pink color for their logo, with contrasts nicely with the black and white illustrations throughout the Kiasma. The bold color is also representational of the modern and fun brand that the Kiasma has made for itself.

Materials Both museums express their different styles well through their branding materials. While Kiasma features an illustration style much like the one that can be found throughout a lot of their signage, SMK uses squares similar to what you can see in their signage throughout the museum. There is a strong cohesion between the signage and branding material designs for both museums.

ASSIGNMENT 1: BUILDING COMPARISON

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 14

Assignment 1 | Part C | Design Interpretation | Kiasma & SMK | Brianna Ruiz | DIS Copenhagen | July 14, 2014 Signage

Website Both museums utilize a traditional grid design for their websites. However, SMK’s website home page features a lot more information and things to look at while Kiasma highlights a few of their key messages via a large picture that takes up most of the home page. They feature their information by categorizing it into a navigation bar at the the top of the page, while SMK has a less intuitive navigation bar. Both websites are cleanly designed, with neutral backgrounds and sans serif fonts.

2

Statens Museum For Kunst

Kiasma

Kiasma and SMK have very different signage styles. Kiasma uses a variety of fonts, styles and colors for their signage and certainly have a much more playful approach. There is a little monster (shaped like the Kiasma) that leads you around the museum with interesting facts and directions. They use bold, bright colors for most of their things and random illistrative style wall decals. However, due to Kiasma’s branding, all of the signage is coherent with eachother even though they are all very different. SMK takes more of a traditional, minimalist aproach to their signage.

They use a color system for their wayfinding to categorize the different art exhibits. They keep their fonts essentially in the same family throughout all of their signage, whether it be labeling an exhibit or pointing out the direction of the toilets. Despite their comparable differences, both museums have a pretty modern approach to their signage. SMK’s consistency throughout their branding and signage is much better than Kiasma’s but both museums portray their identities well through their designs.

Photo journals

Wayfindings & signs in the city

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 16 Photo Assignment: Week 1 | WayďŹ nding & Signs In The City | Brianna Ruiz | DIS Copenhagen | June 27th, 2014 | Page 1

Wayfindings & signs in the city

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 17

Photo Assignment: Week 1 | WayďŹ nding & Signs In The City | Brianna Ruiz | DIS Copenhagen | June 27th, 2014 | Page 2

Wayfindings and city signs come in many different forms and designs. Many of the them are semiological, featuring internationally understood symbols such as arrows and map keys. This is helpful when communicating information to people with many different backgrounds and languages. These symbols are recognizable, therefore easily communicating their messages.

Even without symbols, designs on things such as the trash can are recognizable after finding the first trash can and make it easy to find due to its recognizability.

Logos & INteresting fonts

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 18 Photo Assignment: Week 2 | Logos & Interesting Fonts | Brianna Ruiz | DIS Copenhagen | July 3, 2014 | Page 1

Logos & Interesting Fonts

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 19

This is a collection of typefaces and logos in various locations on various mediums. I was attracted to all sorts of typefaces, from calligraphic handwritten fonts to clean, simple sans serif fonts. Typefaces are very imporant in affecting the overall feel and style of things.

Photo Assignment: Week 2 | Logos & Interesting Fonts | Brianna Ruiz | DIS Copenhagen | July 3, 2014 | Page 2

Study tour Graphics

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 20

Photo Assignment: Week 2/3 | Study Tour Graphics | Brianna Ruiz | DIS Copenhagen | July 7, 2014 | Page 1

Study Tour Graphics

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 21

Photo Assignment: Week 2/3 | Study Tour Graphics | Brianna Ruiz | DIS Copenhagen | July 7, 2014 | Page 2

This collection of graphics shows the variety of graphic styles and types during my study tour in Sweden and Finland. I was inspired by a mixture of photography, logotypes and the vast collection of posters throughout the cities we visited. It is apparent that most of the things that caught my attention feature bold colors, interesting illustrations or unique photography.

Shop Signs & Graphics

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 22 Photo Assignment: Week 4 | Shop Signs & Graphics | Brianna Ruiz | DIS Copenhagen | July 12, 2014 | Page 1

week 3

Shop Signs & Graphics

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 23

This has been my favorite photo journal assignment thus far, as it is fun seeing how a store brands themselves to fit their merchandise or products. I aws drawn to a variety of signage, featuring fun logos, interesting typefaces or just simple Scandinavian design. My photos have been taken throughout Copenhagen, as well as during the study tour to Sweden and Finland and the excursion to greater Copenhagen.

Photo Assignment: Week 4 | Shop Signs & Graphics | Brianna Ruiz | DIS Copenhagen | July 14, 2014 | Page 2

Patterns

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 24

Photo Assignment: Week 5 | Patterns | Brianna Ruiz | DIS Copenhagen | July 14, 2014 | Page 1

week 3

PATTERNs

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 25

Photo Assignment: Week 5 | Patterns | Brianna Ruiz | DIS Copenhagen | July 14, 2014 | Page 2

This collection of patterns come from a variety of sources, from packaging to textiles to textures in nature or in the city. I was inspired by bright colors when finding patterns for this assignment. Pattenrs were most commonly found in textiles.

picked up materials

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 26

Photo Assignment: Week 6 | Picked Up Materials | Brianna Ruiz | DIS Copenhagen | July 21, 2014 | Page 1

week 3

picked up materials

Brianna Ruiz | DIS Copenhagen | Graphic Design Studio | Summer 2014 | Purdue University | Page 27

Photo Assignment: Week 6 | Picked Up Materials | Brianna Ruiz | DIS Copenhagen | July 21, 2014 | Page 2

This collection of graphics come from all over Scandinavia, although not all of them show tradtional Scandinavian design traits. They show a variety of patterns and styles. Most of them are used for branding and advertising.