GRAPHIC DESIGN 2 2568QCA SEMESTER 2 LAURA 2013 HUDSON s2841584
NAME: LAURA HUDSON
DEGREE: BACHELOR OF DIGITAL MEDIA
MAJOR: GRAPHIC DESIGN
ABOUT ME: CURRENTLY A SECOND YEAR STUDENT STUDYING AT GRIFFITH UNIVERSITY ON THE GOLD COAST. I LOVE TYPOGRAPHY AND ILLUSTRATION AND HOPE TO COMBINE THE TWO IN THE FUTURE TO CREATE MY DESIGN ‘NICHE’ . AT THE MOMENT I LOVE SIMPLY LEARNING EVERYTHING ABOUT GRAPHIC DESIGN, THE INDUSTRY AND TRYING TO APPLY IT TO MY DAILY LIFE.
WEEKLY SCHEDULE A weekly schedule to plan the balance between university study and personal life. Also utilised to keep on track with Graphic Design assignments.
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
0800 0900 1000 1100 1200 1300 1400 1500 1600 1700 1800 1900 2000
Graphic Design Study
University/ Classes
Other Subject Study
Personal Time/ Work
Scheduled Client Meeting
BC’S BAKERY
DUE DATE: 2ND SEPTEMBER
BC’s Bakery is an around-the-corner, local store that specializes in the handmade, delicious pastries that it serves out to its customers. Also available is a range of coffees and soft drinks, for both breakfast and lunch service. The friendly, community vibe started with the first owners but has been passed on to current owner [T.Collins] and is a small family business.
OBJECTIVES
STYLE/THEME
Redesign BC’s Bakery current brand identity;
The theme BC’s Bakery redesign is aiming for is:
>> >> >> >> >> >> >> >>
Logo Packaging Signage Menu Uniforms Business Card Website Stationery
TARGET AUDIENCE BC’S Bakery current target audience: >> Students and Families livIng in the area >> Local shoppers >> Anyone residing in the Ashmore suburb
>> Fresh and friendly >> Warm and welcoming >> Homely Café style
BUDGET >> >> >> >> >> >> >>
Charge: $35/hr 30% deposit Price will be reviewed at end of project Approx. $700 for website Approx. $1000 for branding/packaging Approx. $300 for signage/menu Approx 100 for other items.
SCHEDULE >> >> >> >> >>
Final Logo Design: 14th August Branding and Packaging: 15th August Website, Uniforms: 17th August Signage, Stationery : 24st August Menu: 31st August
1988 B A K E R Y
B A K E R Y
LOGO
LOGO
STYLE GUIDE
ABC abc
Gabriola (60pt) Logotype Headings CMYK:
CMYK:
CMYK:
RGB:
RGB:
RGB:
C: 0 M: 80 Y: 95 K: 0
R: 241 G: 90 B: 41
HEX:
F15A29
C: 44 M: 67 Y: 58 K: 60
R: 79 G: 50 B: 49
HEX: 453231
C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
HEX: FFFFFF
ABC abc
Garamond (12pt) Body Copy Subheadings
SIZING AND SCALING The BC Bakery Logo must not be distorted or resized inappropriately. It must be used in the specified colours at all times or a monochrome version is provided for use for printing conflicts. The BC Bakery logo can only be scaled to size. or fit. The logo can be used without the background illustrations and orange line however still must not be distorted. These are the correct logo versions.
SIZING AND SCALING These are incorrect logo versions.
SIZING AND SCALING These are incorrect logo versions.
ILLUSTRATIONS
ILLUSTRATIONS
STATIONERY
Terri Collins 07 5539 1680 Shop 26 Plaza, Cotlew Street, Ashmore, 4214
C’S AKERY 1988
STATIONERY
WEBSITE
WEBSITE
WEBSITE
WEBSITE
WEBSITE
PACKAGING
PACKAGING
PACKAGING
PACKAGING
PACKAGING
PACKAGING
SIGNAGE
PIES
COFFEE & TEA
Party Pie $1.80
Mince & Curry $4.40
Plain Mince $4.20
Mince & Bacon $4.40
Mince & Cheese $4.40
Mince, Cheese & Bacon $4.60
Mince & Pea $4.40
Mince & Potato $4.60
Mince & Mushroom $4.40
Mince, Tomato & Onion $4.60
Long Black
White Tea
Short Black
Black Tea
Flat White
Latte
Cappucino
Skinny Latte
Espresso
Soy Latte
Moccha
GOURMET PIES
SPECIALS
Chunky Steak $5.00
Chicken Curry $5.00
Fruit Slice $4.00
Caramel Slice $4.20
Pepper Steak $5.00
Chicken, Potato & Leek $5.00
Apple Slice $3.80
Vanilla Slice $4.20
Chunky Chicken $5.00
SIGNAGE
BAKERY OPEN
7 DAYS
weet
SIGNAGE
BRIEF OBJECTIVE: THE ‘DROP ONE’ CAMPAIGN The ‘Drop One’ Campaign aims to encourage target market to ‘drop’ food additive FCA Blue No. 2, E132 as a product and promote awareness.
STYLE GUIDE
STYLE GUIDE
ABC abc
Portland LDO (28- 32pt) Headings Subtitles CMYK:
CMYK:
CMYK:
CMYK:
RGB:
RGB:
RGB:
RGB:
C: 75 M: 68 Y: 67 K: 90
R: 0 G: 0 B: 0
HEX: 000000
C: 100 M: 96 Y: 21 K: 14
R: 8 G: 31 B: 121
HEX: 081F79
C: 100 M: 0 Y: 0 K: 0
R: 0 G: 174 B: 239
HEX: 00AEEF
C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
HEX: FFFFFF
ABC abc
PT Sans (10-12pt) Body Copy (PT Sans Caption) Subheadings (PT Sans Narrow)
SIZING AND SCALING The Blue No. 2 campaign must not be distorted or resized inappropriately. The Blue No. 2 logo is a hand crafted logotype and therefore can be recreated only in it’s primary colours, specified above. The original logo is to be used when possible. The BC Bakery logo can only be scaled to size. or fit. A monochrome version is provided for print purposes. These are the correct logo versions.
SIZING AND SCALING These are incorrect logo versions.
BLUE NO. 2 E132, INDIGO CARMINE, INDIGOTINE Big words, but they all mean the same thing; FD&C food colour Blue No. 2. Although the most common way to reference this additive on food packaging is using ‘E132’, it is important to look out for these other recognizable words. Blue No. 2 can best be defined as a synthetic blue dye made from coal tar. This ‘coal tar’ is produced by a fusion of chemicals called indoxyl and sodium phenylglycinate in a mixture of acidic chemicals called caustic soda and sodamide. The result of this toxic combination is a petroleum product or as mentioned, ‘coal tar’, and it’s in your food and the food you feed to your children. Common side effects include hypersensitivy, allergies and the food that it is produced in is linked strongly to obesity. Links to cancer are also being researched. It is found in snack foods, baked goods and confectionary.
MARKETING MARKETING STRATEGY AND TARGET MARKET To encourage awareness and promote the dangers of Blue No. 2, the campaign will employ the use of six media specific tactics, ranging from digital to print to outdoor media. These include:
>> >> >> >> >> >>
Magazine Ad Billboard Brochure Downloadable iPad PDF Guide (QR Code) Outdoor Awareness Stall Facebook Page
The target market is parents of children aged (312). The marketing ‘emotion’ is guilt or horror.
MAGAZINE AD The magazine ad aims to generate interest towards Blue No. 2 and also make the viewers think. As Blue No. 2 exists in primarily processed foods, the ad will appear in both Men’s and Women’s health magazines to advertise to a broader audience.
OUTDOOR OUTDOOR CAMPAIGN STALL To generate public interest and awareness, Blue No. 2 has created the ‘Blue Booth’, The Blue Booth is an information stand, made from fake ‘petroleum’ barrels painted a matte blue. Campaign workers and volunteers will man the booth. Each worker has an iPad with the Blue No. 2 Guide on screen to talk to the public. ‘Indie’ the bear will be a mascot for the campaign and be handed out to parents with children. The tag on the bear talks about Blue No. 2 to children. Brochures will also be available at the stall for physical information the parents can take away with them The workers will be wearing blue and white shirts and there will be Doctor Blue, who wears a ‘Doctors Coat’ just to promote health and to interest the kids. Primarily this booth will be setup in shopping centres and outdoor areas where the target market frequently visit.
IPAD PDF DOWNLOADABLE QR CODE This is the ‘Guide to Food Additive Blue No. 2’ downloadable PDF. It is available through QR code and will be a permanent file extension on Blue No. 2’s ‘website’. The campaign volunteers will also have access to this PDF to provide extensive information for any interested person they may talk to. The QR code is available at the outdoor Blue Booth.
FACEBOOK FACEBOOK PAGE The Blue No. 2 Campaign Facebook page will be used to create awareness in an online environment. Due to the increase in social media use and its popularity, the internet has created room for a broad range of marketing techniques. As Facebook is one of the most used social media sites it is a great revenue for advertising towards both the parents and even the children. Blue No. 2 will also extend it’s reach to other social media sites such as Pinterest, Instagram and Twitter.
BROCHURE INFORMATIVE BOOKLET As a smaller and more tangible form of providing information, Blue No. 2 has provided a brochure. This will be placed on the ‘Blue Booth’. This brochure is a more condensed version of the PDF, summarising what Blue No. 2 is, the effects it can have and also what foods to avoid.
BIBLIOGRAPHY: Freeman, D. 2010, Food Dyes Linked to Allergies, ADHD and Cancer: Group Calls on US to Ban Their Use, CBS News. Viewed 12 October 2013. < http://www.cbsnews.com/8301-504763_162-20009228-10391704.html>
French, R. 2011, The Health Dangers of Food Dye Blue No. 2, viewed 11 October 2013. < http://www.livestrong.com/article/402118-the-health-dangers-of-food-coloring-blue-no-2/>
Noshly, 2013. Brilliant Blue FCF 133 or E133, viewed 12 October 2013. < http://noshly.com/additive/e133/colour/133/#.UltO7BbSBnJ>
Downs, M, 2005, The Truth About 7 Common Food Additives, viewed 10 October 2013. < http://www.webmd.com/diet/features/the-truth-about-seven-common-food-additives>
Remedy Health Media, 2013. Artificial Color Additives and Health Hazards Part One, viewed 11 October 2013. <http://www.healthcentral.com/allergy/c/564984/109661/artificial-color?ic=2602>
LaLeva, 2011. Enumbers: E131- E140, viewed 12th October 2013. <http://www.laleva.cc/food/enumbers/E131-E140.html>
Kobylewski, S. Jacobson. M, 2010. Food Dyes, A Rainbow of Risks, viewed 12th October 2013. <http://cspinet.org/new/pdf/food-dyes-rainbow-of-risks.pdf>