& Co. VISUALPROCESSBOOK Branding Emotions: Empathy Chelsea DeSanto Graphic Design IV Spring 2015
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TABLEOFCONTENTS
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WRITTEN ANALYSIS
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IP REPORT
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BRAINSTORMING
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EXPERIMENTATIONS
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VISUAL EXPLORATION
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BRINGING IT TOGETHER
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WRITTEN ANALYSIS PROCESS ESSAY Branding and identity, something every designer must learn to do effectively, whether they like it or not. Graphic design is much more than “a kick-ass band gig poster,” it is a way to convey information to an audience in an organized and creative mannor. The process of branding is much easier said than done. Anyone can make a logo for something; it is the ability to create an entire working system, along with the right logo that sets apart the rest. We were assigned with repserenting human emotions through a logo and corresponding system. I’m sure you can understand where I’m coming from, when I say that branding empathy was not an easy task. When I was initially assigned empathy, one of my first thoughts, ‘It’s different than sympathy, right?’ I was lost as to where to start. After my good friend Merriam-Webster helped me out, I knew that I had to create a brand around the idea of helping people. I needed to create something that would bring people together and wanted my imagery to convey just that. Throughout the entire project, I maintained a light-hearted tone to each aspect of my brand. I feel that by keeping the colors somewhat monotoned, cool and pastel, that I achieved a sense of invitement within the viewer. The logo itself was based off the idea that empathy should bring people together, whether good or bad. The connecting forms represent the connection we
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feel between each other during empathetic times. The imagery I created for the rest of the visualization pieces were based off this connecting circular form from the logo. All the background patterns you see were done by hand and scanned into the computer. I felt that by creating hand drawn forms, it made the overall style more welcoming. The product I created was a form of slime. It is meant to be a playful toy, something to cheer you or a friend up. It is meant as of ooey-gooey to distract even the most stressed of people. I feel that the system that I have created was successful. It conveyed a clear message, while not being too literal. I learned many things from doing this project, including how to actually design and create an entire brand system. This has also aided on my handle of typography, which we all know could always use work. If I had to do this project over again, the one thing I would want to change is the emotion I was assigned. Although I did enjoy manipulating its everyday context, I felt that displaying empathy as a brand was incredibly difficult, because the emotion is so dependent on more than one individual in order to make sense. This project was a lot of fun and a great learning experience and, although frustrating at times, was a wonderful solution to teach us how to brand.
SEMIOTICS ESSAY When dealing with emotions, there are many things to concider, the first being that it is not a tangible object, there for we can not see it. For this project, when branding the emotion empathy, I worked mostly with its indexical interpretation. The connecting forms in the logo directly relates to the definition of the word itself. The connection of the rest of the characters within the logotype were in direct realtion to empathy, as well. The patterning within the system is symbolic of empathy, playing off the connecting forms of the logo. The patterns are meant to look like bubbles, being light-hearted,
similar to empathy. The colors used throughout the brand are meant to be inviting like the emotion is as well. The typography employed include Baskerville and Univers, clean and traditional, symbolic to empathy.
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IPREPORT TYPEFACES
All licenses owned by SUNY Fredonia.
Baskerville Peignot Univers
PROGRAMS
IMAGES
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Adobe Photoshop Adobe Illustrator Adobe InDesign
All photographs utilized were taken directly by the creative owner, or aquired through the creative commons license.
Chelsea DeSanto owns all creative and intellectual rights to this design.
OVERALL TIME 17%
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10 HOURS RESEARCH 25 HOURS SKETCHING 50 HOURS DIGITIZING 10 HOURS PHOTOGRAPHY 5 HOURS ASSEMBLAGE 20 HOURS CRITIQUE
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BRAINSTORMING
SEMIOTICS
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MIND MAPPING
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INITIAL THUMBNAIL SKETCHES
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EXPERIMENTATIONS
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There was much minor tweaking and adjusting in this phase of the project, all while maintaining the theme of the connecting forms.
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VISUALEXPLORATIONS Adobe Garamond Gill Sans Light Futura Condensed Goudy Futura Condensed Aksidenz Grotesk
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COLLATERALDAMAGE INITIAL THUMBNAIL SKETCHES
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CRITICAL ANALYSIS
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5271 Clinton St Denver, CO 14059 PO Box 156 716-555-5555 chelsea@gmail.com Empathyco.com
& & Co Co..
& Co.
& Co.
5271 Clinton St Denver, CO 14059 PO Box 156
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PRODUCT&PACKAGING INITIAL THUMBNAIL SKETCHES
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because the best things aren’t always visable
“Forgive others, not because they deserve forgiveness, but because you deserve peace.” – Jonathan Lockwood Huie
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a sticky situation. Because the best things are not always visible.
& Co.
& Co. because the best things aren’t always visable
Ages 6+
WARNING: Keep out of reach of children. Do not injest. When not in use, keep contents sealed and stored at room tempurature.
& Co. because the best things aren’t always visable
& Co. because the best things aren’t always visable
Good A Good Good AA Distraction. Distraction. Distraction. & Co.
& Co. because the best things aren’t always visable
Emapthy is much more than an emotion, it’s a hug, an open ear, a lending hand. You do not see empathy, you feel it. Our goal at Empathy & Company is to create a product for those who are in need of a little joy in their life. We frown upon the get well soon card, and instead offer something much more fun and entertaining. We have put a lot of thought and creativity into our product, and we are here to ease your mind and relieve your stress. Enjoy!
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BRINGINGITTOGETHER Chelsea DeSanto 716-359-5695 cadesanto@aol.com
& Co.
5271 Clinton St. Denver, CO 14059 PO Box 156 EmpathyCo.com
& Co. Dear Empathetic, Sum quam fuga. Sedi autem quo inis nonsequi rat magnam corio es qui susto eic tem res quam ex ent fuga. Pudiores acepremodit et voluptae vellessi cus, id quae assi unt. Et as vella pereptaspel et ut eaquid untur ad eatiisit qui simeturem quunt fuga. Osaperi oraeptatat dolute nulpa nim et arum quo blaborere excesti anducius rehendam lanihil excernat quia sim ut est, occab inversped quo es secestrum am fuga. Qui res explitatur se nectaspera duciam reritiumquas prest pre vendici pienihi llenda dis ipit entinihicid ut paruptatur molorro consero rporepu daeperc hicitem quisquibus escipsandunt volorepro magnatur? Ximenda comniss inciisq uibeatin poribearum voluptatem harchit ipsa que num et quo blaut es et exerae mo vit es eum sedio. Tat ligentio. Et eiciaesti odiostr umquundus audit ducimax imust, inci ommoluptatur re niscill uptatium rende eos il il et la si asimincto et ipsam aut volupta nimaxim ut quiae veleni adi qui tem sinciderunto ius minulpa riatati oribeatur apeliss itaquis et volupta ssunt, ant quis di con prem in cusandi caboria quuntur maion cum fugiaspe nis dolores et quosandus mil idiatus apernati nietur, conempor mo magnimi, nonsed exceptiisquo verumque earum rendae. Et liquam quos res accullab id ullorer natiumquid quibea sinullu pientur modi odignis modios aut atiorit aut quo te quissimi, solupta nus nusanitia voluptat explam nusape parum endi ommolup ienitia veribus, utatis nimagnatur aliquisi nem inulpa culpa cum incipsant quodit volupis exceptam, se eatur, nullaut aperatur? Quidus quatur? Utas aut audanda pera verspic ientia ius cusae sum ut ut fuga. Pudae nonseque simolor essimus escilique peritem aut offic tempos atem qui berumqui dent evellabo. Vid maio. Udae nonsectae pora evera quis millatur as et quatur molorum facessi berupta tasped quos et dis expliquatem fuga. Et laborer ciliciminum commolorro magnientiunt excesciet untotat illatur, sitem sin corion re volorestium doluptatia qui cuscium eum consequos de porerum fugiat et pe plitionsequo quia sequunt verum
Sincerely,
Chelsea DeSanto C.E.O. 716 -359-5695 cadesanto@aol.com
Collateral Work
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& Co.
5271 Clinton St. Denver, CO 14059 PO Box 156
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