Callum O'Reilly Design Branding Design Boards

Callum O’Reilly Design - Branding

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Rationale A simple and refined visual representative of the clean modern style presented within the Callum O’Reilly Design portfolio. Highlighting key visual influences, and uses of elevated contrast within considered outcomes of graphic design.

Callum O’Reilly Design - Branding

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Research

Research stages of the branding outcome considered the use of colour within the modern and sleek graphic design style of the individual.

Images of the worker explored, and colours pulled in order to experiment with trends within the work itself. Considerations of type exploration, and its influence on the work itself were considered. High points of contrast in both visuals and modernistic versus traditional styles are used to achieve a clean design style, and therefore needed to be represented within the branding outcome itself.

Considerations into type purpose and meaning were investigated, such as the use of Europa.

The combination of geometric reduction in humanistic value makes Roper modern sans serif representing the outcomes the individual produces within their work and therefore could be used as a visual representation of the brand.

Callum O’Reilly Design - Branding

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Initial Ideas

Initial ideas considered the colour elements taken within the research stages in order to investigate whether or not this can be used within the branding identity to be able to successfully represent both the designer and the worker was being produced in equal stead.

Although the use of colour wouldn’t allow for equal representation of the design style rather pull out particular designs and pigeonhole the designer into one particular aesthetic.

Experimentation for colour was used within previous branding identity for the designer which was not representative of the style of work, nor the industry in which the designers work is aiming to appeal to, a commercial environment within a professional capacity.

Thus, the use of mono tone colour was considered. The high contrast between black and white represents the contrast of modernistic and traditional within the work itself. As well as being representative of the high contrast between minimal design and complex concepts within the work. The use of the monochrome colour palette would also be successful in allowing the work to have the main focus within any applications of the branding where both the branding and aspects of the work sit together.

Callum O’Reilly Design - Branding

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Development/Design

The development of the final design allowed for two typefaces to be selected, one of which would be the core identity of the brand itself, Europa due for reasons explored within research and initial idea stages. The completely contrasting type, Lust, will be used as an accent type throughout collateral design, such as highlights on the website, portfolio and any other branding documents in which subheadings are needed. The more decorative type offers a highlight in reference to the traditional typography influences used throughout the outcomes within the portfolio that have been manipulated in a modern way, similar to the way that ‘Lust’ has also been manipulated for a more contemporary audience. The large contrasting serifs against thin connecting elements allow free unique ornate yet clean style similar to that of what can be found within the portfolio.

The final main logo itself is presented left aligned over three lines, in order to be able to gain a more equal stance and give more as the feel of the title rather than name. This sense of visual and uncomfortability with the centre aligned logo with text as been left aligned offers a visual sense of the unexpected, visually representing the way that the designer tries to succeed the priest expectations in an unexpected way offering more than the initial anticipation of what the brief was to attain.

The large use of negative space around the typography itself allows for distinctive contrast between the type and the background, and also visually resembles uses extreme spacing within the work.

Callum O’Reilly Design - Branding

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Application/Production

In terms of design application, the branding was used across a multitude of platforms.

Within the website design the main logotype was placed onto one line in order to fit within the white header of the website, retaining the same type set values as the staggered logotype it remains visually coherent in representing the brand. The use of ‘Lust’ as a subtitle typeface throughout the branding can be seen within the website amongst visual highlights. This is a prime example in the way in which the simplistic monochrome modern sleek design offers the highlights of the designer’s portfolio to be on the work itself, while still representing the process of the designer.

Further collateral design allowed for further use of the branding, within a freshly designed CV, the branding shows the way in which to the use of black grey and white clarity and professionalism is kept at the key of the brand identity. Therefore, fitting into the commercial industry in which the designer wishes to enter, due to its neutral professional aesthetic.

Invoices were required for freelance work whilst the designer furthered the portfolio, once again showing the way in which, the branding identity can be used to be able to ensure clarity and professionalism in a concise way that is so representative of the design itself.

Business cards were not needed until of recent, where networking opportunities have arisen, and therefore deeming them appropriate.

The design has been applied in a contrasting manner in alternating front and reverse designs for the business cards themselves. Once printed the logotype will be spot vanished over, in order to highlight its contrast against the monochrome palette. The accent type has been utilised here to be able to highlight the job description of the designer, in a way that offers distinctive clarity to the audience.

Once again further representing clarity and concision, something which is that the heart of commercial professionalism.

Callum O’Reilly Design - Branding

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Evaluation

Overall the branding design is successful, which can be seen throughout the examples of application of the design itself. The contrast against the work allows for the work to speak for itself, while still being representative of the concept and values behind the designer’s aesthetic.

Success of the design itself can also be seen within the way that the industry have responded, with the offer of work being given to the designer since clarifications of the branding identity have been made and applied within context of the portfolio and collateral design itself. The steaming the overall design success for the needs of putting the designer into the industry they aim to be in, and have their work represented in simplistic professional light, that still represents a high consideration of visual impact brand continuity.