Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 1/8
Brief Outline
Considerations
Theme
A brief set by DSM and partly run as a workshop at college. The task was to rethink brands of today to make them better. We were each given a specific theme for which a brand had to be created. The final outcome was to be presented in form of a power point presentation in front of DSM and our peers.
How can it be made better? Ask yourself how you feel about your theme? Take this as an opportunity to do something more about it. Endeavour to follow DSM’s guide for how to create a brand ‘Define-Create-Build’. What will it stand for? What makes it different?
The theme given for this brief is ‘Library’.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 2/8
Background and Concept
Background & Research
Target Audience and Tone of Voice
Historically libraries are places which facilitates a book, magazine, CD and DVD lending service. A place where one can stay and read or study or choose to borrow an item to bring home. It used to be a service available in most towns and cities, however, this has been reduced over a period of some years with a particular high round of closures of more than 200 in 2012. According to the Public Libraries News Website 148 public libraries have been put under treat to closure or passing on to volunteers since April 2014.
A very broad audience is targeted but in particular families with children who carry on the tradition of going to the libraries to future generations. A focus on young professionals is also included in order to establish a focal point to do activities in local communities. A relaxed, encouraging and informative tone of voice.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 3/8
Research and Development
Berthold Akzidenz Grotesk Condensed
hub
the
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvqxyz 0123456789!@£$%^&*?” Orange-Red C0 M88 Y100 K0
Orange C0 M44 Y50 K0
White C0 M88 Y100 K0
Development & Concept Generation
Feedback on Development from DSM
Logo Development
Typeface and Colour
An attempt to follow DSM’s way of creating a brand was made. An A3 sheet was presented for the first round of crits held with DSM at our college. The proposed concept is to breathe some fresh air into what the idea of a library could be in 2014. Thoughts of how libraries could be pushed be to something more and get people in the community to engage more with activities that could be offered in such a place were presented. Examples of initial design ideas for a logo was also shown.
It was felt that thorough research had taken place resulting in many viable ideas which could be taken forward to create a concept. In terms of the name, it was suggested to consider whether in reality it needed to be called ‘Library’ or could a new word or name be created?
After some development it was decided to go for the hub as this can mean a gathering place, somewhere that brings people together. Eight sub logos were created to feature the various areas in the library
Berthold Akzidenz Grotesk Condensed was found to be an appropriate typeface. Although its roots dates back as far as 1880, its clean, tall and condensed style can help to transfer an element of contemporary design to the logo and the identity of the place. The colour scheme is dominated by an orange-red colour with a friendly, warm appeal supported with a lighter orange. A suitable colour scheme for signage with a high impact effect. White has been introduced as a second colour to compliment the orange-red and allows for the logo to used in white on the orange-red as a variation.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 4/8
Presentation - Concept
Concept A transformed version of a library. This is now a place to go to be together, no longer a place to just to sit and be quiet. A programme of activities for all age ranges and for families to participate in together helps to bring another feel to a library. The sub logos show the various zones which will be created in thehub, some of which are not all shown in this presentation.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 5/8
Presentation - Environment and Atmosphere
Environment and Atmosphere Fresh and airy colours are introduced to the interior to encourage activity rather than always quiet time in a dark place. Comfortable seating and elements of play equipment are proposed to transfer an element of ‘activity and creativity’ with various zones of use to the place. The sub logos are intended to come into force in this respect to help indicate zones and to reinforce the brand identity of the place.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 6/8
Presentation - Teen Zone and Art Zone
Teen Zone and Art Gallery In the Teen Zone unusual furnishing is proposed to attract and motivate teenagers to spend time in the library. In the Art Gallery area local artists can host exhibitions and Open Nights can be hosted where the artist come in and talk about their work. This could work to attract audience across a wide range of age groups. Local schools could also be invited to put on an exhibition which could bring in families who never normally go to the library.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 7/8
Presentation - Poster and Programme
Poster and Programme A printed monthly programme is proposed to promote activities taking place at thehub. An example of a poster promoting an exhibition is shown.
Jane Hansesgaard | OUGD603 | The Ministry Of The Wonderful | Board 8/8
Evaluation
Evaluation I feel happy with my outcome. It entails a new way of thinking in terms of what could happen in a library and reasons for visiting one. I believe it would become a local meeting place helping to strengthen the community spirit. The presentation clearly communicates the concept and visually demonstrates the intended environment.