LOOPO BRAND IDENTITY
[PERSONAL PROJECT]
LOOPO THE BRIEF
For this project I have set my self the brief to create a brand identity for a independent bike shop called ‘LOOPO’ specializing in vintage style fixed gear bikes. The brand identity will include merchandise such as T,shirts, Sticker, Pint items such as posters and leaflets. Also Business card and a Shop Extras. With the target audience of late teens/ early twenty multi genders of a demographics group C, living in the city.
INSPIRATION
Here I have referenced a selection of brand Identity and logos that will inspired for the brand identity I am going to create. These references have a vast amount of styles, using different material and styles of graphics.
THE LOGO [LOGO TYPE]
GRAPHIC DESIGN & CUSTOM LETTERING
Mathew is a UK based Freelance Graphic Designer and published Typographer, currently specialising in custom lettering and illustration. He is dedicated to the design industry and is committed to producing fresh and innovative design outcomes for independent and corporate businesses worldwide. Mathew is multi-disciplined in all aspects of the design process, and is proficient in managing and utilising time effectively. He continues to flourish and develop his already outstanding skills on a daily basis.
HAND LETTERING THEORY/ PRACTICE For the overall style of the typography/ lettering for this project I have chosen to use a hand lettering. So I have researched some of the theory of lettering learning about the different direction thickness. Also the development process.
Lettering Development Here I have taken the theory and applied to practical use with the development of the lettering for the identity.
Logo type 0.1
This logo type was influenced my a contemporary artist called Will Patterson for his ‘Let The Good Times Roll’ logo type where he has made a tutorial for his work-flow for this logo. For this I have taken the idea of building the type from circles but adding and cutting sections to make this flowing logotype. I started off by drawing out the type on paper using a architectural circle template to get a very persist looking by using math with in art. I then scanned that in to illustrator using on of adobes new technologies ‘Creative Capture’ a mobile application that allow you to take a images of illustration and it will vectorize for use when you bring it in to illustrator, it all create a very seamless work flow as it automatically uploaded it to your creative cloud library to you can just drag and drop it in to your Illustrator document. After bring it in to illustrator I cleaned it using the smooth tool which reduces the anchor points number making it easer to adjust. I then textured it by adding half textures and a ripple effect .I then brag the Illustrator file in to Photoshop adding a background, colour and making the vector 3D by using layer styles.
Logo type 0.2 LOGO TYPE
#3A3A38
#3A3A38
Logo Development
Here I have taken my chain typography and created a logo by adding extra text element to it to allow the consumer to know what the company is. I have also added graphic element
to it as well as textures such as a half tone effect on the ‘LOOPO’ element the textured background to give a more aged effect.
The Sandrin brand identity was designed by Elia Pirazzo an Italian Graphic designer. Sandrin is a independent supermarket located Padua, Italy. Elia has chosen to revitalised the supermarket brand image, by combining tradition and modern design. Take tradition element such as material and print making techniques such as making stamps. But laying it out in very modern clean way but braking the rules of design by placing type on top of an intricate line drawing and cutting part of the logotype when printing with the layout overriding the print. I have referenced Elia brand identity as the logo type has had a large influence of the experimental illustrations on the left. -
As a response to Elians ‘Sandrin’ Brand identity logo type, I have firstly taken the idea of the lupo wolf working well the my brand adding aggressive which relates to the aggression of cycling. For this I have found of image as a reference and used contoured lines to build up the key shapes of the wolf using the medium of pen and ink. I was not one hundred percent about this illustration so I brought it to illustrator to refine by images taking the image and adjusting the lines using the anchor points. I then created a peace of hand lettering to overlay on to top of the Illustrator further responding to Elia’s work. Bring all the elements on to a new art board and combined them in to a layout/ composition.
T- SHIRT [T-SHIRT CONCEPT]
Here I have created both the front and back design for a T-shirt in illustrator. Starting by creating a new document in illustrator creating two art-boards to the sizes for the front and back of the t-shirt. I then firstly bringing in the chain logo type and added the extra text that I though would be appropriate for each composition, using paths and the type of path tool to type text in a arched format relating the bike wheel that I’m trying to convey with thick black stork on the front design. I have then pick type faces that I though would work well with overall lock and the brands identity, as well only using two other type faces as with the logo type added would only be 3 type faces witch is the maximum amount of type faces that you should use any design so it is not overwhelming and detracting.
Back
Front
independent
Bike outlet EST
Service
1986
Screen Printing Here I have taken my T-shirt graphic and in illustrator making all of vectors in to strokes to prepare for cutting out the stencil using an automated cutting machine. I then loaded up the file on the cutter and placed a peace of adhesive vinyl for the cutter to cut on, this creating a sentential, which I have stuck to the back of the screen. I have then put the screen in the clamp adding the ink and flooding the screen with the squeegee, pacing a peace of paper underneath to test the print resulting in the print bellow. I then took a blank t-shirt and placed a peace of wood inside to stretch it out adding tape to add more tension. Then placing the t-shirt under the screen and squeezed the ink though on the t-shirt.
SHOP DESIGN [LOOPO SHOP CONCEPT]
Shop Design
Secondary References
Shop Design
Primary References
Original Drawing Of Shop Design
Here is my initial concept sketch of my idea of what the shop would look like, for this I have used my primary and secondary references to inspirer elements of the design, such as the lower Loopo section being inspired by the ‘Little Nap Coffee Stand’ then other elements like the roof being inspired by the idea of air steam caravans now being refurbished in to dinner in America, also taking more elements for the dinner look like the stall.
3D Perceptive Techniques 2pt
Plan
3pt
Planometric
Elevation
Axonometric
Here I have researched in to different types of 3D perceptive techniques. As the perspective in my previous sketch as not correct, so I though I would be a good idea to research different perceptive technologies to use to improve my sketch and make it correct.
Vector layout
I.D.P BIKE OUTLET
SERVICE.
Photoshop Render
Here I have brought the vector layout of the shop front in to Photoshop to add texture and my graphic element. I did this selecting section of the shop front and finding textures and pacing the textures in to areas selected, such as the wood for the back drops, the slate tiling and the chalk board. I have then brought other graphic elements to in to document such as the bike were I have created a wall mount for, then other elements such as the tool wall that I have illustrated in illustrator as well as the diner chairs .
3D Model
For extra experimentation and for referencing to when building the model of shop, I have created a 3D model of the structure of the shop front in sketch up (a 3D modelling software). For this first drawing out the flour plan and extruding the wall the building extra elements then piecing it together.
Other Vector Elements.
For the shop design I have to create some extra graphic element of it such as tool wall and some dinner chairs. For the tool wall I opened a new illustrator docment then using the shape tool made a circle then using the transform move tool I made a pattern of the circle. I then created the wall with rectangle tool pacing it behind the holes layer and then using the path finder subtracted the circles from the wall. To add a 3D effect I again used the move transform tool to move the object up 1 and across 1 and copying this action in-till I had the death I wanted the merged all the copy to one object. Then for the diner chair and the tools I have used secondary images and image traced them to the look I wanted.
Model References Here I have references some architectural Model of variety of different types of structures, also referencing a model that I sore at a exhibition were someone had built a model of a bedroom that he used for a animation set, he had also lit it in a interesting way. I have referenced this selection for referencing to when building the model of the shop front as the references show different ways and approaches to building a model that coveys the structure the consumer.
Model Component
References Shop
for Signs
For my shop design I realized that I was using to many founts that I have not design or at least attempted to, so I have done so. For this I firstly used a brush pen to hand wright the type then scanned it in to Illustrator and image traced and adjusted using the anchor points. For the ‘S’ and ‘O’ I did not like how they looked first time so I went back to the drawing board and on a sheet of paper brush out as many as I could until it look how I wanted.
As extra experimentation and to see how it looked I have used a Photoshop plug in to create the light sin to see how it would look but did not like the look of it and didn’t think it would fit the overall brand identity.
BIKE
Engineer Drawing With the hole bike themed of the brand identity I decided to do some engineer drawings of bike. Using the image above as a references. For this I drawn out at bike on layout paper then using another piece of layout paper I have traced it and added dimensions such as angles and lengths, also adding shapes that would of helped to get the contours correct when designing this bike.
Making a vector ver-
For this I have scanned both engineer drawings in to illustrator and using a pen tool I have traces the different component on separate layers so I could assemble the bike when I have complied all the components. For some of the components I use some of the shaped that I had added the engineer drawing to use with the path finder to make the contours correct by using the shapes to subtract as you can see in the cog. I have also used the chain brush from my chain logo type for the chine by creating a path and adding it.
Photo shoot
For primary reference I have done a Photo shoot of a bike, for the shoot I borrowed my friends track bike as I really liked the clean look of the design of the bike and would be the type of bike that you would see in the Loopo shop. I took the bike to a local velodrom at about 4pm as at the time of year this is the time that would allow for this interesting light, I set the bike up in the central of the velodrom as it would give a nice death to the image in conjunction with using a low aperture . I then started shoot the bike from different angles until I got the look I wanted. After the shoot I brought the images in to light room where I adjusted the image with the curves and basic panel as-well using the luminosity adjustments to
Documentation Layer
Here I have taken my illustrator vector illustration in to Photoshop and using textures I have paced in to the vector shapes such as chrome and carbon fibre. I have then used bevel and emboss to create the contours to make the shapes in to 3d renders that look realistic to how a bike work look.
Photoshop Render
Cinema 4D Modelling
Finish This!
PRINT GRAPHICS
Bike Map Experimental
For this bike map experimentation I have taken another photo-shoot and taken images from my previous photo-shoot, then brag them in to illustrator tracing the main shapes of the bike frame, creating vector shape that could be use as a bike map. This works well with my brief where I have said that the brand is aimed at city commuters.
Orignal Images (Primary)
Theo Van Doesburg
Theo Van Doesburg was a Dutch artist that created these geometric abstract composition. Well know for being the fonder of the De Stijl (neoplastusim) a Dutch artist movement from the 1917 in Amsterdam, consisting of artists and architects. The style was about abstraction, form and colour, using only primary colours and black and wight . Also could only be composed by only vertical and horizontal lines .
Artist Analyst
Peter Phillips
Artist Analyst
Peter Phillips was a English artist very much involved in the British pop art movement working with such artist well know from this movement as Andy Worhole. His work ranging from conventional oil paintings on canvas to multimedia composition and college. Influenced by his time in new York with American consumer culture. Taking impinges such as mechanical Implements from mechanics hand books and cut away images, then using jucks to position to create these experimental composition. His work has also been used for channel indents for BBC 4 where he took elements from his past work and used animation to create a piece of motion graphics. His work it built of geometric shapes and patterns and real life objects that have been paced and abstracted in ‘free space’ defeating of rules of composition in design. His colour choice range from gradient tones from primary colours to faded pastel like tones.
Rubik Cube
Response To Peter Phillips
Making Custom Textures
Here I have created my own textures by printing black on paper using my ink-jet printer the sanding the print and scanned it back in at a resolution of 600. Then opened the scan in Photoshop and created a levels adjustment layer and using levels adjusted it to how I wanted, after doing that there were some darker patches to I created another
adjustment layer and masked the areas that where darker and lightened. I then increased the resolution to 1200 and bit mapped to 50% threshold to leave me with just blacks. I then saved as a tiff.
This type face illustration by Andrew Fairclough at Kindred Studio in Australia is part of the sires Alphabetica, a sires of art print for He Made / She Made gallery where local and internationally renowned artists, illustrators and typographers each created their own unique interpretation of a single letter of the alphabet. I have referenced his work as I really liked the textures used such as the half tone and gritty texture, also the forms I though where really strong and used the 3rd dimension well.
Here I have responded to Andrew Fairclough By firstly creating a letter form in illustrator inspired by a velodrom (bike track). I have done this by subtracting sections of a rectangle and circle and adding track lines with the pen tool. I have then made the letter form 3D by using the transform move copy function to duplicate the shape up 1 and left 1mm about 18 time and then merging together and change the colour and merging to create a seamless 3D deaph to the form, also adding a shadow to enhance the 3d effect. I have then brought it in to Photoshop to add my textures.
LOGO TYPE ALTERNATIVE After creating the single letter form I have repeated the technique for the hole word, as well as adding more shadow. After make all the letters in Illustrator I have brought it in to Photoshop and added textures: Firstly adding a news print background with a gritty texture and then I have selected the different colour and added a different half tone to each. Finally adding another gritty texture to the blacks, then changed the blending modes and opacity around until I had what I wanted. -
After It was finished I was not 100% happy with the letter forms, so started again to create an alternative design. Firstly I created the basic letter forms in illustrator using rectangles and circle, using the path finder to subtract the part I did not want and also to merge the shapes. I then repeated the 3D effect technique that I used in the previous illustration and add the track lines. I was a lot happier with the forms of letters with this design.
LOGO TYPE ALT 2
#F6E7CA
#378A90
#BD1330 #000000
LOOPO BANNER
After creating the alternative design I have brought it in to Photoshop and have created a banner to go on top of the shop. For this I have made a new document to size and paced the different elements including some logo from bike brands that the shop would distribute to create the banner. I haven added textures (as your can see on the left).
DOCUMENTATION
RACE JERSEY From the banner design I have create a concept for a race jersey that the shop team riders would wear and people could by at the shop.
#378A90
D?RV
#EAC884
D?RV
#C11A37
D?RV