Studio Project Research Document by Iqra Bibi

IQRA BIBI YEAR 2 STUDIO PROJECTS RESEARCH DOCUMENT

A CONVERSATION

HUDDERSFIELD RE BRAND

YCN BRIEF

LIVE BRIEF

APROJECT

CONVERSATION

BRIEF INTRODUCTION During the introductory brief lecture we where asked to look at a newspaper to see what the most important conversation of the day was. On 24th September, I came across a very interesting article in the newspaper. I was, at first attracted by a picture of a baby elephant next to the article. I started to think what the article could be about and after having some thoughts I was very eager to know what the article actually stated about the baby elephant. Once I read the title of the article I could not see any links between the article title and the elephant picture. The title stated “Streak of nastiness that shames Britain”. By reading the title I felt as though there was a lot of harshness and bitter towards people of Britain and made me wonder why the title was written like this. I became very curious to read the article, to find out what the article is really about and how it relates to the picture of the baby elephant. After I had read the article, it became clear to me why the title was written negatively. This article was about a man who stole a bar of chocolate from a client’s house while the estate agent was showing him around and for this reason the estate agent named Mr Charter got the man sacked from his job. Because of this incident the man had difficulties getting a new job because of the given circumstances of the notice, so he was not got off lightly. I found this article very strange as the situation that occurred was not handled positively. Due to the man breaking the estate agents trust, Mr Charter decided to take action instead of talking it out with the man but I think there was no need for the state agent to go so far with this small incident, the two men could have worked it out together as this was a very sensitive case. Regarding this article I had a discussion with few people about what their thoughts where towards this and they all had the same view as me. There was no sign of communication between the two men, there was no conversation at all. Conversation is the biggest part of everyday life, it brings people together and connects one another which and if a conversation tuck place in between in this matter, the situation would have been handled better.

TRANSCRIPT First Person: Is this today’s newspaper?

man lost his job over a bar of chocolate but I don’t think Mr talked it out with each other instead of being childish. Charter should have gone further with this case. First Person: I understand now why the heading was so Second Person: Yes it is. The picture of a baby elephant on this article is very eye catching. What’s the title of this Second Person: Yes, It wasn’t even a big deal, all this straight forward, when it stated “forgotten how to forgive” I fuss over a chocolate bar. I kind of feel sorry for the man; it thought it must have been a difficult situation or a serious article? must have been very embarrassing for him to have gotten case but clearly from this chocolate bar case it shows that kicked out of his job over a small incident like this. I don’t people can’t forgive even over a small incident just like First Person: “Streak of nastiness that shames Britain” think he will be able to get another job now that employees this one. have lost trust in him. People should really consider Second Person: How is this related to an elephant? thinking twice about doing something to another person Second Person: But one thing I don’t understand is that as it can affect their life. And how can this case possible why is there a picture of a baby elephant used with this First person: Yes, that’s what I was thinking article. go any further? Second Person: What’s the article about? First Person: Yes I know, Mr Charter should have been First person: I think the baby elephant is used as a hidden First Person: It’s about how people in Britain forgotten lenient with him, I mean the man must have just taken message as its calling people thoughtless about their lack the chocolate bar by accident without any intention and of forgiveness towards another person. how to forgive and act nice to each other. because of this one little mistake; the man had lost so Second Person: How can people forget how to forgive? much. Mr Charter should been practical and sensitive with Second Person: Oh now I see, this whole article was Here, Let me have a look... “an estate agent who, while this case but no he takes it future by reporting this incident put together very wisely by giving one side of the story in showing around a prospective buyer, stole a bar of to the police and putting the security footage of the man words and another through pictures. I thought the picture was used to grab the reader’s attention, well that’s a whole chocolate from a client’s house”. Hmmm I see, well the stealing the chocolate bar on social media. new different side to this picture. man must have been hungry… Second Person: I understand that what the man did was First Person: Yes I know it doesn’t sound like a serious bad as he had broken Mr Charter’s trust even if it was by First Person: Yes there is. case but it was about the matter of trust. The state agent accident, but I still think Mr Charter should have let the named Mr Charter reported this incident to the man’s man go with a warning and an explanation about what employer and just for that reason he got the man sacked. he did that trust is irreplaceable therefore it should not be Date of conversation: Thursday 25th September 2014. Mr Charter wasn’t even aware about this; if he wasn’t broken. I mean, this is what Mr Charter should have done, Time: 4:20pm trying out the security cameras that day. Fair enough the like you said it was a sensitive case, The two men could Title of newspaper: Daily Express

CONVERSATION IDEA After reading and concluding on the article I decided that the topic talked about in the discussion would be a good topic to focus on for this project. This is because, I think this subject has got a lot of interesting elements that are worth exploring and creating visual outcomes around. For this project, I have decided to focus on how thinking positive can make it easy for people to be able to act positive and interact with others. I want to show that if people see things in a positive way it will show in their action and their conversation with others and in order to do this I will use proverbs about conversation / positive thinking and create illustrations around it to visually how important it is to stay calm during situations. Throughout this idea I will use the colour theory to represent emotions within the illustrations in order to make the content interesting. I had few thoughts before going forward with this idea but I think if I take this idea further, the development around this would be very exciting, consistent and simple. I decided to go ahead with this idea after I had the discussion with my class fellows about the decision Mr charter tuck about the man, the estate agent from the newspaper article. This is because Mr charter made his decision in anger, but if he stayed calm during the situation and tried to be positive, the whole case would have been completely different and more legible because his emotions got in the way of allowing him to think positive.

MARTHA VON MAYDELL

â&#x20AC;&#x153;Martha Von Maydell is a paper cut illustrator, who specialises in advertising and illustration.â&#x20AC;? http://www.illustratoren.de/de/illustrator/Martha-von-Maydell/3503

GAIL ARMSTRONG

â&#x20AC;&#x153;Gail Armstrong has been creating paper sculptures for over 20 years. She finds inspiration in contemporary art and, not surprisingly, the huge Paper chase outlet on Tottenham Court Road in London. hough finally rendered in pieces of paper that have been carefully cut and glued together, each image Gail creates begins as a series of drawings. As she explores the composition and various concepts, she focuses on creating something that has both style and substance to it. The result is usually a photograph of her artwork, which viewers love to see more than once, poring over the textures, colours and patterns in the final construction. Paper may seem flat to most of us, but Gail sees in it the potential to create new worlds with their own look and feel using a gamut of stocks, textures and colours.â&#x20AC;? http://www.illustrationweb.com/artists/GailArmstrong/view

CHRISSY LAU

“Chrissy’s pen and ink skills are even more impressive. She’s been a freelance illustrator since 2002 and has developed a bold-yet-intricate style that’s perfect for fashion, beauty and lifestyle work. Her compositions are quite fluid but she usually starts with a focal point and from there it’s an organic process as she adds line upon line building up the image and its textures. Dashes of colour are added in Photoshop. Chrissy’s work is full of detailed patterns and intricate line work, and often includes a lot of hair. The black and white line work is brought to life with a dash of red or gold. Her Chinese heritage inspires her, but there’s also a twist of surrealism, and quirkiness. Some colour – usually red or gold - rounds off the image.” http://www.illustrationweb.com/artists/ChrissyLau/view

RAPHAEL VICENZI

“Hi, my name is Raphaël, I am an illustrator and I live in Brussels, Belgium. This is just what I do. I hope that you’ll enjoy what you see. I am represented by Colagene. I have been featured in Taschen 100 illustrators, Taschen Portraits, Illustration now 3, The Beautiful, The New age of feminine drawing, Advanced photoshop, Digital arts and many other publications, books and on the web.” http://www.mydeadpony.com

COLOUR THEORY “Colour theory is a body of art that is used in visual arts towards practical guidance to colour mixing and the visual effects of creating different colour combinations. There many different definitions and categories within the colour theory. The colour bases are defined and visualised on the colour wheel, primary colour, secondary colour and tertiary colour. The tradition of colour theory officially began in the 18th century, initially within a partisan controversy around Isaac Newtons theory of colour (opticks, 1704) and the nature of primary colours. Although considering the beginning of this tradition, the colour theory principle actually first appeared in the writings of Lenone Battista Alberti and the notebooks of Leonardo da Vinci.” “After the colour theory was presented to the art world, from there on it developed as an independent artistic tradition used by many artists for so many decades.” http://en.wikipedia.org/wiki/Color_theory I will use this colour theory through out my designs as my main element because I will be able to convey my message effectively by using this. The colour theory will give me the guidance to bringing emotion to my work and visually express the presented information. By looking at the colour wheel, I know that my main colour focus will be on the colour red, purple, orange, yellow, blue and green which will convey their own specific message within my designs. Even though these colours are a mixture of cool, passive colours against worm, active colours, they will still fit in properly with the content.

COLLAGE TYPEFACE DEVELOPMENT

These are some of my collage development using similar typography techniques as Raphael Vicenzi. I cut out letters from magazines and collaged different letters to spell out the quotes that I decided to use for my design. I have used these 2 quotes because they fit in perfectly with the concept that I am focussing on and will also allow me to move on to the next stage of my idea which is to create interesting illustrations that visually express the quotes. I changed wording of one my chosen quote so that it is a little more appropriate for the concept. I decided to use this technique because I really like the way the letters compliment the portraits as the colourful cut out letters make Vicenziâ&#x20AC;&#x2122;s drawing stand out. It is simple yet interesting which is what I want to achieve in my final design.

ILLUSTRATION DEVELOPMENT

“

Nothing Compares to a Beautiful Conversation with a Beautiful Mind.

”

After developing the collage typography, I moved on to experimenting with the illustration that will visually expresses the quotes. I started with the quote “Nothing compares to a beautiful conversation with a beautiful mind.” For this quote I decided to use Martha Von Maydell’s camera collage piece as inspiration because of the way this piece visually tells a story and I really like how the photos are flowing out of the camera to show what it has captured. In the similar way my illustration for this quote will show what goes on in a positive mind and how that positivity is captured in a conversation. I decided to create a portrait with long flowing hair so that it has two side of the situation. The left side of the portrait will have positive words written around it to show what goes on in the mind and then how those words are used through action. The hair flow represents the words flowing out of the head which are used verbally through the action. Each icon represent an element of positivity that are most important in a good conversation.

“

Communication is the Master key to Unlocking the Door of Happiness.

”

I then moved onto the second quote “Communication is the master key to unlocking the door of happiness”. For this quote I have used a side portrait as I will place the collaged quote in a way that the quote is spoken by the portraits like a speech with only a lock icon used to represent the word ‘unlocking’. This will be then created into a concertina book/ time line form so that each stage is seen clearly and that it is presented in a interesting way.

ICONS AND QUOTES The Power of Positive Thinking

Let your Words Bloom in the Best way Possible

Practice what you Preach Conversation can solve many Problems

Free your Mind and have the Courage to Follow it

Love

Blossom

Happiness

Knowledge

Key

Peace

Communication

Attitude

Freedom

The icons that I have used for the hair each represent an element of positive thinking. I then used the same icon layout and colour scheme to create small quote cards, each quote is linked with an icon so that it makes it easy to understand the meaning of these icons. All the quotes are positive and inform how important they are towards positive thinking. These will be then used on my final illustration alongside the icons and I will also make them so that they can be read easily as they will be scaled small on my last illustration. These quotes are very motivating as it will inspire people to be more positive.

Here I collected different positive quotes from the internet which I found relevant to the icons.

Here I have looked at few creative concertina bookâ&#x20AC;&#x2122;s to help me with presenting my first idea. I wanted to put together a creative concertina in which I could use papered colour with my illustrations and I found some of these books very interesting.

OUTCOME 1

POLLY LINDSAY “I am a Design graduate from the wonderful Falmouth University and have been exploring and combining graphics with hand crafted design, illustration, and typography. Most recently I have become fascinated with paper craft, there’s something magical in transforming a flat piece of paper into something tangible. I like to use design as a way to inject a bit of fun into peoples lives!.” http://www.pollylindsay.com

OUTCOME 2 After completing the concertina book, I went onto creating the icons. I decided to present my icons in a card form with the description of the icons written underneath it so that they are more recognisable for what they represent. The icons are not easily understood in the concertina book as they do not have the description written on it therefore this will make it easier to see them a bit better. I wanted to make these cards a little more fascinating and interesting, and not just 2D print outs.

I looked at Polly Lindsayâ&#x20AC;&#x2122;s designs and I was really inspired by her paper craft work, I especially liked the tea time card as the layout of it is very simple yet intricate and it is presented as an icon with the description displayed with it. I had taken this idea further and interoperated it to fit my card idea and I am very pleased with the final outcome. The cards now have some depth and a lot of exploration in them even though the graphic is very simple. By making these cards using the layering technique has transformed the flat surface of the icons into something more physical and real.

OUTCOME 2 I then used the same technique as the previous cards and created a new set of cards that have hand written positive quotes written on them. Each off these cards are a descriptions of the icons which have also been presented in the concertina book. I decided to do these as the quotes where not readable in the concertina book as they are too small, so these cards are presented in the right size to be read and understand. These are also used with the icons to show how each icon can be achieved in everyday life.

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Queenies Que COFFEE C HUDDERSFIELD RE BRAND

Queenies

Que

HUDDERSFIELD INDEPENDENT COMPANIES As a group, We went around Huddersfield town taking pictures of independent shops that we found that we could use for our project to re brand. We decided on re-branding a coffee shop because we came across few independent coffee shops which we could compare and re create a new brand out of. Out of the 4 coffee shops, we went with Queenies as we felt that Queenies coffee shopâ&#x20AC;&#x2122;s branding is not as professional compared to the others and we could improve its branding and make its identity stand out to the audience. Once we decided on re-branding Queenies, we went back to the shop and asked if we could take pictures of inside the shop as our company research. We also tuck pictures of Huddersfield town centre as we went along, this was also for our research so that we got a better understanding of the environment around the shop in order to make the branding more appropriate for its audience. Using the pictures and images that we collected were then put together on a A2 sheet of paper as mood boards. We created 6 mood boards, Huddersfield mood board, coffee branding, company coffee shop, target audience and Queenies Reviews. We got the our target audience, coffee branding and the review images from the internet. Creating these mood boards made it easier for me and the group to understand our target audience, our company and the environment so that my branding for Queenies is successful.

Huddersfield Mood Board

Queenies Coffee Shop Mood Board

Target Audience Mood Board

Coffee Branding Mood Board

Queenies Reviewâ&#x20AC;&#x2122;s Mood Board

QUEENIES COFFEE SHOP REVIEW

After creating the mood boards, I got a better understanding of Queenies coffee shop and branding. The coffee shop reviews that I found on Huddersfield Kirkless website was very helpful because it showed both positive and negative reviews about the service Queenies previous customers got and how they felt. This helped me and my group a lot as we could see what needed improving in the shop and what is already good about it so that we could take the negative comments and make them positive in our branding.

COFFEE SHOP CONCEPT

Here I have brainstormed different concepts that I could use as advertising other than branding. I came up with these concepts by reading the Queenies Reviews. I felt that the environment inside the coffee shop was quite relaxing when I went to take pictures but the interior design was not interesting as there were no graphic imagery or boards on the wall and the use of colour was very dull. The only positive side was that people found it a very good place for socialising and meeting up with family and friends so I thought that the could more interactive elements within the shop to make the customers stay in the shop more memorable. Similarly I have brainstormed many other ideas like this that could make the shop appealing to my target audience and Queenies customer. I will not be able to physically design or create these ideas but as research it was a good idea to think about the coffee shop itself and not only the branding. I have visually shown some of my concepts by creating different mood bards on some of the ideas.

Queenies coffee shop concept Mind map

Visual Imagery ideas

VISUAL IMAGERY FOR BRANDING

One of my ideas from the mind map is visual imagery which I might consider doing because it will fit in really well with my branding work and it will also be very helpful for the customers when making their order. Some of the ideas that I came up with for visual imagery is to make specials board understandable for the customers using graphic icons so that customers understand the information easily. Paintings or canvases of coffee combined with fair trade logo to show that the coffee Queenies use is fair trade and a small coffee guide to educate and inform the customers what each coffee has in it as some customers do not understand the difference between the coffeeâ&#x20AC;&#x2122;s. I want to create this because, if I was a customer at Queenies, I would find these very helpful.

Interior Design

Typography Design

Visual Display

Colour Scheme

Creative Menu

Pattern Branding

LOGO DESIGN DEVELOPMENT

Here, I have sketched out some logo ideas that I think will go really well with the new branding for Queenies. Queenies original logo consists of a cup with cream on top which I donâ&#x20AC;&#x2122;t find as interesting as the graphic and the colour is not as attractive as it could be. Due to this not many people take notice of the shop, so I focused on making my logo interesting and bold so that it stands out. For my logo I decided to briefly experiment with different typography with the logos to see how the two elements work together. I then moved on to creating the logo on illustrator before picking out a final design. Once I had my final logo design, I started to experiment with different colour schemes using the colours from my colour scheme mood board. I wanted to try out different possible colours and see how they looked before I decided on the final colours.

LOGO DEVELOPMENT 1

Chosen Logo Design Experimenting with cup shapes and colour schemes

TYPOGRAPHY EXPERIMENTATION Here I have looked at typography in more depth by designing ‘Queenies coffee shop’ in a better scale. In my typography sketches I only created 3 different styles because I wanted to see if the typefaces worked together so that I can do more of it on illustrator.

Queenies Queenies COFFEE C O F F E E Queenies COFFEE QUEENIES Queenies Coffee COFFEE

Queenies COFFEE

COFFEE

COFFEE QUEENIES Coffee

Queenies s e i Queenies n e COFFEE ue

COMPANY CARD DESIGN Q

Queenies COFFEE

I looked at different colour combinations before picking a final colour scheme. I really like the red velvet colour with brown and beige because it gives that worm feeling which fits in perfectly with Queenies coffee shop. The use of brown and red visually represents coffee which works well together. I chose to use black so that it can be applied to the things that are on offer or the specials menu so that it stands out from the rest of the branding. I created a simple pattern that I will use as an identity for Queenies and all of their materials. I decided to use this pattern because it gives a hand crafted and vintage feeling which I think is appropriate as Queenies coffees are hand crafted and my concept is retro/vintage for the coffee shop. The colours also fit in with the pattern effectively and really brings out the colours and it will make the branding very bold and interesting.

Queenies COFFEE

Juice Orange, Apple or Blackcurrant or Blackcurrant

Once I started putting the logo and the pattern together to brand the objects, the logo did not fit in well with the design. When I finished creating my Queenies business card, the log in the middle was getting in the way of the patterns. They were two different elements that clashed against each other and did not flow. Therefore, I decided to make the pattern the identity of the coffee shop, so I re created and design different logos that will be more appropriate to the design concept. I did some quick sketches by using my original pattern and combining it with typography to make a new identity but I still feel that these logo designs donâ&#x20AC;&#x2122;t represent a coffee shop it self.

QQUUEEEENN ES ES

QQUUEEEENNIIEESS QUEEN ES

QUEEN ES

IES QUEENIES LOGO DEVELOPMENT 2 PATTERN AS BRANDING

Queenies Queenies Queenies s Queenies e s Queenies Queenies i n COFFEE COFFEE e COFFEE e COFFEE COFFEE Qu Queenies Queenies s e Queenies i Queenies n Queenies Queenies COFFEE e e Queenies u COFFEE COFFEE Queenies Q COFFEE Queenies Q s COFFEE COFFEE e i COFFEE n COFFEE e e Queenies Queenies u Q LOGO DEVELOPMENT 3 Queenies Queenies Queenies BRAND PATTERN WITH TYPOGRAPHY Queenies COFFEE Queenies COFFEE Queenies COFFEE COFFEE COFFEE Q COFFEE COFFEE COFFEE Queenies Q s e i n COFFEE e Queenies e Queenies u Q COFFEE COFFEE Queenies Queenies Final Logo

Cup

I created more logos as I was not satisfied with my previous 2 logo designs. Here I have combined simple icons with my typography style to create a simple logo which mainly focuses on typography. I used simple icons such as the crown, cup and a single pattern from my brand pattern so that this logo fits in with the design concept. I have experimented with fill icons and lined to see which looked interesting. I also used the brand colours for the typography so that it fitted in with the brand guideline. I have chosen the second design as my final logo.

Crown

Brand Pattern

BUSINESS CARDS

LOYALTY CARDS

Queenies COFFEE

Queenies COFFEE LOYALTY CARD

BUY 8 COFFEEâ&#x20AC;&#x2122;S WITH US AND GET YOUR 9TH COFFEE FOR FREE

FREE

I decided to keep my business and loyalty card front side simple and created the back of the cards a little more complexed. The front only has the logo to make it easy for the customers to identify the shop. I used the brand pattern at the back of the business card as it is also the shop identity.

Queenies COFFEE COFFEE GUIDE

KNOW WHATS IN YOUR COFFEE.

ESPRESSO

MACCHIATO

AMERICANO

LATTE

CAPPUCCINO

MOCHACCIO

ESPRESSO

MILK FOAM

WATER

STEAMED MILK

WHIPPED CREAM

CHOCOLATE SYRUP

Here I have used my brand pattern and colours to brand the items used in a coffee shop. I have branded and created designs for take out cups, take out packaging, business card, loyalty card, stickers to seal wrapping paper, specials board, black board and mini coffee guide. I made sure that the pattern consistency runs through all the of branding so that they fitted in together. I experimented with the presentation of the menu, specials menu and the black board before finalising it. I first decided to make patterned wrapping paper but I felt that it would be too much so I went with the brown paper as it works well with the brand design and makes my stickers stand out on it. Some of the objects are simple and some are complexed like the patterns but they complement each other and each individual object stands out.

Queenies COFFEE MENU

Queenies COFFEE QUEENIES SPECIAL MENU BREAKFAST OFFER

YORKSHIRE TEA

Toasted tea cakes/ toast and with any coffee or Yorkshire Tea.

LUNCH OFFER

Any sandwich, toasted melt, panini or homemade soup of the day with any coffee or Yorkshire Tea

S EET TREAT

YORKSHIRE TEA

Slice of cake with any coffee or Yorkshire Tea.

Brand Guidelines Research Mind Board

Mind Map of my Brand Guidelines

Queenies COFFEE MENU

BRAND GUIDELINE RESEARCH Before making my brand guideline document, I researched different brand guidelines and listed the elements I need to include in my document. I then mind mapped the points that I found useful to use in my own brand guidelines or Queenies Coffee Shop.

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Queenies Que COFFEE C BRAND GUIDELINES

Queenies

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CONTENTS PAGE 1

About Queenies

10 Table Menu

Brand Colours

11 Specials Board and Black Board

Font and Typography

12 Mini Coffee Guide

Brand Pattern

13 Contact

Logo

Logo Errors

Loyalty and Business Cards

Take out cups

Menu Board

QUEENIE’S COFFEE SHOP

Queenie’s is a brand new and special coffee shop located in the heart of Huddersfield town centre. Queenie’s is a new venture for the Lawrence Batley Theatre, they service a whole wide selection of coffees and teas, including cappuccino, lattes, Yorkshire tea, and great range from teapigs. The menu also features a selection of sandwiches, toasted melts, homemade soups and cakes. It’s welcoming atmosphere and their team make it perfect for the customers to sit in and enjoy a tastiest treats from a local award winning bakers, Proper Maid Cakes. The customers feel very relaxed by the atmosphere and satisfactory from the service provided by the staff.

BRAND COLOUR SCHEME

C: 91% M: 79% Y: 62% K: 97%

C: 24% M: 100% Y: 81% K: 22%

R: 0 G: 0 B: 0

R: 137 G: 30 B: 43

# 000000

# 891E2B

C: 42% M: 85% Y: 91% K: 65%

C: 2% M: 9% Y: 14% K: 0%

R: 72 G: 37 B: 22

R: 245 G: 234 B: 221

# 482516

# F5CEADD

FONT AND TYPOGRAPHY The chosen font for Queenies brand is ‘Din Condensed Bold’ which should be used for all title and text. Title and subtitle should be in upper case letters in their own size and main text in sentence case in its own size.

Upper Case Title

DIN CONDENSED BOLD

36pt

Upper Case Subtitle

DIN CONDENSED BOLD

24pt

Sentence Case Body Text

DIN CONDENSED BOLD

20pt

BRAND PATTERN This is the brand pattern for Queenies which should be used on all of the items such as take out packaging, menu and specials/advertising materials. There are 3 different colour combinations for this pattern, cream, red and black which should be used accordingly. The cream pattern combo is the main brand pattern of the company used on company cards, loyalty cards, menu, small coffee guide and medium take out coffee cup. Red velvet colour combo should be used for large take out coffee cup and the black pattern combo should be used as a boarder for any specials/ blackboard and advertising materials so that they stand out from other objects. These should be used as full pattern, stickers and boarders.

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LOGO This logo is the main element of Queenies brand. This logo is an identity for Queenies, which has been designed specifically to fit in with the concept of the shop and with the brand pattern. This logo can be placed on a clear background if it is used on the shop window but it must always appear on a beige coloured background. The logo should always have a clear zone around it.

Queenies ies Queenies ies Queenies COFFEE COFFEE Queenies s e i n COFFEE e Queenies e Queenies Queenies s e u i Q COFFEE COFFEE Queenies COFFEE X

COFFEE

Queenies

QueC

Que 5

LOGO ERRORS Always use the digital version of the logo and do not try to recreate the logo. These are some errors that need be avoided when using the logo as editing the logo can change the branding and identity of the shop. Do not use the logo on any colours other than the colour indicated and always make sure it is seen clearly by having some space around it. Avoid cramping the logo with text or the brand pattern.

Queenies s e i n e e Qu

s e i n e e u Q s e i n e e u Queenies ss Queenies Q E s Q E F F O C e s i Queenies e FFEE O C n i COFFEE COFFEE e e n Queenies COFFEEQ Queenies u e e Qsu ies Queenies n e e u Q s e i s n e e u Q Q E Queenies E F F O C Queenies Q Queenies Queenies s Queenies s e e E E COFFEE F F i O C i COFFEE COFFEE C COFFEE OFFEE COFFEE en enCOFFEE Do not remove the pattern from the crown

e u Q

Always keep the logo straight and avoid rotating the logo

e u Q

Do not change the colours of the logo

Do not alter the text within the logo

Do not use the brand pattern as a background

Do not use coloured background other than the beige colour

s e i n e Queenies Queenies e u Q 6

BUSINESS & LOYALTY CARD The logo should be placed on the front side of business and loyalty cards with the beige coloured background. Placing of the logo should always be in the centre of the cards with plenty of space around it. Other text such as ‘loyalty card’ can be placed underneath the logo. The front view of the cards should be kept simple and no other text/pattern or colour should be added. The pattern on the back of the business cards should not be changed.

Queenies COFFEE

Queenies COFFEE LOYALTY CARD

BUY 8 COFFEE’S WITH US AND GET YOUR 9TH COFFEE FOR FREE

FREE 7

TAKE OUT CUPS Each take out cup should have a different design. The black design combo should be used on the big cup, red colour combo on the medium cup and a single brand pattern on the small cup. The take out bag should have the same sing brand pattern as a sticker on top of the bag. The sticker should always be used after an order to seal the bag to represent Queenies.

MENU This is the order the menu should be shown and presented to the customers. It should be displayed behind the counter as menu boards and as small menu on tables. START THE DAY RIGHT

TOSTED MELTS

BREAKFAST FROM 8.30am - 11am Tosted doorstop with butter and jam (White or brown bread)

£0.80

Tosted tea cake with butter and jam

£1.50

Porridge with banana chips, blueberries or golden syrup

£2.00

Bacon doorstep (Made with extra thick bacon)

HOT BEVERAGES

TREAT YOUR TASTE BUDS

£3.20

Available in toasted sandwich on white or brown bread Available in Panini Ham, cheese and mustard Ham, cheese and tomatos Cheese, tomatos and pesto Cheese and beans

£3.00 £3.50

HAND CRAFTED ESPRESSO BASED FAIR TRADE COFFEE Espresso

£1.50

Macchiato

£1.50

Americano

£1.70

Latte

£1.90

Cappuccino

£1.90

Mochaccio

£2.00

Backed beans or scrambled egg on toasted doorstep

£2.50

Water

£1.20

Bacon brie and cranderry

ADD FLAVOUED SHOT FOR JUST 30p gingerbeer, vanilla, caramel or hazelnut

Juice Orange, Apple or Blackcurrant

£1.00

Banana and nutella

Hot Chocolate

Double cheese and double onions

Yorkshire Tea

Tuna, red onion, coriander and cheese

Death by Hot Chocolate (Hot choclate topped with crushed Maltesers, whipped cream, chocolate flake and mini marshmellows)

£2.95

Pot

SIMPLE BUT SCRUMPTIOUS Available in white or malted brown bread

TEA PIGS FINE TEAS Mug

SANDWICHES

£1.50 £2.00

Super Fruit

A hero to beat your hunger! The LBT’S BLT (Made with extra thick bacon, lettuce and tomato with paprika mayonaise)

Ham, cheese and pickle

All served with salad garnish

£2.95

Ham and egg mayonnaise

Green Tea

Coronation chicken (Lightly curried mayonnaise with mango chutney)

£2.00

Chamomile

Chicken pea. hummus, chilli amd coriander

£2.00

Peppermint

HOME MADE SOUP

All £3.00

Tuna mayo, red onion and coriamder

Double cheese and double onion (chedder, red leister, spring and red onion

Darjeeling Earl Grey Tea

THE SUPER SANDWICH

CHIRLDREN’S MENU

SOMETHING FOR LITTLE KINGS & GUEENS Mini Sandwiches with a juice

£3.00

Choose from ham, cheese, jam or tunawith carrot and cucumber sticks on the side

SOFT DRINKS

ALWAYS HOT AND HEARTY SEE SPECIALS BOARD OR ASK FOR TODAY’S DELICIOUS FLAVOUR

FENTIMANS RANGE

£2.00

Dandelion& Burdock

Served with wedge of door stop

£3.00

Add a mug of soup to your tostie or sandwich for

£1.25

CAKES AND SWEET TREATS

INDULGENT DELIGHTS FROM PROPERMAID CAKES FOR HUDDERSFIELD. Wedge of round cake

£2.80

Slice of loaf cake

£2.30

Tray bake

£1.50

Ginger Beer Victorian Lemonade

CANS

£1.00

Coca Cola Fanta

BOTTLE GREEN RANGE Elderflower Pomegrate& Elderflower

£2.00

MENU The table menu should be displayed this way. The brand pattern should be used for the outer and inner cover and the main menu inside should have a front cover with the logo on, which should be placed and attached to the patterned cover.

SPECIALS MENU & BLACK BOARD The Special menu and black board should always have the black colour combo pattern around it as a frame so that it represents Queenies and to make the content and information stand out. The black board should have ‘Queenies coffee shop’ written in different typography.

Queenies COFFEE QUEENIES SPECIAL MENU BREAKFAST OFFER

YORKSHIRE TEA

Toasted tea cakes/ toast and with any coffee or Yorkshire Tea.

LUNCH OFFER

Any sandwich, toasted melt, panini or homemade soup of the day with any coffee or Yorkshire Tea

S EET TREAT

YORKSHIRE TEA

Slice of cake with any coffee or Yorkshire Tea.

MINI COFFEE GUIDE The mini coffee guide should be placed next to the counter so that it is visible for the customers. It should also be placed in middle of the tables for the customers to look at whilst they decide on their order. The front cover of this card should only have a logo on it so no other text should be added to other than ‘coffee guide’

Queenies COFFEE COFFEE GUIDE

KNOW WHATS IN YOUR COFFEE.

ESPRESSO

MACCHIATO

AMERICANO

LATTE

CAPPUCCINO

MOCHACCIO

ESPRESSO

MILK FOAM

WATER

STEAMED MILK

WHIPPED CREAM

CHOCOLATE SYRUP

CONTACT

For any enquires about this guide, please contact on U1364076@unimail.hud.ac.uk Thank you

Research Document ______ Iqra Bibi

MOO Brief ______ Visually celebrate MOO’s belief that

‘Design Works Wonders’

MOO Background ______ MOO is an online print and design company to help all businesses, big and small to look their best. They believe that design works wonders and is very important in a business. This is why they do their best to make it simple for their customers to create beautiful and great crafted business stationery and promotional materials for their businesses. They are on a mission to help people build a brilliantly designed professional world that they will be proud of and have some fun along the way. Itâ&#x20AC;&#x2122;s not just print that they love: MOO is aiming hight by providing a digital and physical range of beautifully designed products that work well together, giving their customers a complimentary and consistent offering for all their needs.

Target______ Audience My target audience are passionate bunch of people, from all sizes of businesses and all industries, ranging from fashion to creative. One thing unites them all is the appreciation for great design and quality work that they can achieve. MOO wants to connect with their customers through the world of design and giving them the opportunity and potential help for them succeed, but also encourage them to be creative and playful at the same time.

Idea 1 ______ These are some of the ideas I came up with for this project. I read through the full brief and sketched out some ideas that I thought would visually show that ‘Design Works Wonders’. I started off with the idea of ‘work’. I thought of ‘work’ as being ‘time’ so in my designs I wanted to express and visualise that through time, MOO is able to ‘work wonders’. in my designs I used the shape of the MOO logo and designed 3 types of elements to show time around this shape.

Maud Vantours ______ “Maud Vantours was born in 1985 in France. Designer and artist, she lives and works in Paris. A graduate from the Parisian school Duperré, Maud follows a Design training with a specialisation in textiles and materials research.” “Colour, material and patterns have an important place in her work, like paper, which became her favourite material. She sculpts it in 3D layer after layer, by superimposing paper and colours to create inspired patterns in volume.” “Maud’s work transcending a simple material and transforming it into a work of art. Her design creations are original graphics of multi-coloured and dreamlike landscapes.” http://maudvantours.com/en/about/bio-contact/

Idea 2 ______ This is my second idea that I came up with after looking at the moo company and some influence from Maud Vantour’s work. I decided to create a set of intricate cut out pattern designs which I would then put on top of each other to create a card. I came up with this idea by keeping the MOO’s ethos ’Design Works Wonders’ in mind. With this design, I wanted to create that ‘wonder’ feeling by making the audience wonder what they are looking at and make them explore and look beyond the design. This idea was thought around the concept of creating 2-3 different patterns overlapping each other that would have a hidden Moo logo with in the design. I wanted the patterns to have the moo logo in the middle, so that when constructed together the moo logo shape will be shown but still be hidden within the patterns.

These are the final design of my 2nd idea. I collaged the layers of each pattern on top of each other to give it a more depth. The colour card that I have used on these collage are according to MOOâ&#x20AC;&#x2122;s colour palette. I decided to use MOOâ&#x20AC;&#x2122;s because I really liked their primary colour range and also the colours them selves represent MOO therefore it makes the produced work more professional.

This is the link to the collage animation http://youtu.be/JDjPK3siK84

Pawell Nolbert ______ “Pawell Nolbert is known for his work as HelloColor. HelloColor is the venture of Pawell Nolbert- a multidisciplinary artist and designer crossing the boundaries of various talent.” Experience and Experiment. “I envision, develop and visualise avant-garde ideas for various clients internationally.” “During the past decade I gained experience creating visual work for brands like Google, Verizon, Adobe, Nike, Sony, Nvidia, Polaroid, Grammy’s, Mercedes-Benz, Dodge, Red Bull, Jagermeister, Disney and many more big and small clients, agencies or studios.” “My work has been featured in a number of print and digital publications, such as Taschen “Illustration Now 3” book, Springer “Digital Da Vinci” book, Computer Arts Magazine, Advanced Photoshop Magazine, IdN Magazine, or Adweek Talent 100 (2012).” http://www.nolbert.com/about/

Paint ______ Experiment I found Powell’s paint work very influential and interesting because he has used variety of techniques using the same media on same surfaces. I decided to look at his work because I wanted to include texture or pattern within my work so that it fitted in with the MOO designs but not using the exact same pattern as theirs. I wanted to give a whole new look to MOO’s texture designs but still keeping the MOO feeling. Therefore I looked at some of MOO’s advertisement to get an idea of what kind of media they use to advertise their cards and take that media further into my idea. I came across one of their previous advert where they used paint to promote their card designs. I quite liked the texture that the spilt paints made and it represented what MOO is all about in a very simple way. So I decided to go ahead with the idea of using paint and researched upon artists who worked with paint. I came across many artists within this category but Pawell’s work was the only one that caught my attention as I found his work very unique. I used Pawell’s designs as inspiration and created my own paint design textures. I created this on paper by splattering a mixture of different colours on paper and I then put plastic on top of it and pressed down on it, so that the paints mixed in with each other. For others I used the same technique but I decided to create some paint strokes on them to give a different texture.

Ani ______ Tzenkova

“Bulgarian born, Los Angeles raised – Ani is the Mini Boss of TrendLand. Having worked as fashion designer, stylist, art director and producer, she fuses all her budding experience into TrendLand’s creative platform and tries to stay on top of Frenchies grammar as much as possible.” http://trendland.com/author/kozel/

Paint Experiment 2 ______ After experimenting with the paint, I felt that the textures were too much and I wanted some simplicity in the design. Ani Tzenkovaâ&#x20AC;&#x2122;s calender designs that I found on Google images had a lot of similarities to the MOO pattern designs. I decided to use her work for my further development and again I experimented with the paint to get the texture Ani has in her designs. I really like the originality in her paint brush strokes, they almost seem so effortless but at the same time they create a very motivating feeling. I also like the use of black and white colours as they create tension to her work. She has been very free with her designs and has also limited her colour palette. I experimented again with paint and created a piece by splatting paint on paper and changed the colour to black and white on Photoshop. I used two of the paint textured designs from Pawell Nolbertâ&#x20AC;&#x2122;s experimentation and changed the colour to black and white to give a different form to Pawellâ&#x20AC;&#x2122;s work.

Fideli______ Sundqvist “With a name almost as long as her list of clients, Agnes Cecilia Fideli Siri Charlotte Sundqvist is a Swedish illustrator and graphic designer who then turned into paper artist extraordinaire. From Stockholm to Seoul her “paperwork” is anything but boring many people would agree and support this just ask French fashion house Louis Vuitton. Here’s the story about underwater swimming elephants, how mathematics helped create an onion and why the most powerful source of inspiration can be a lighthouse.” http://fidelisundqvist.com/ABOUT-CONTACT

Idea 3 ______ After experimenting with paint and texture, I decided to move on and start to develop towards my final product. I found more artists online which were also very motivating. After looking at Fideli Sunqvist’s work in more depth, I started to develop from this because her work is very different to the previous artists I have looked at. By going ahead with this design, I wanted to create a different side to my idea. By observing this artists work, I could see that she creates scene’s about different places using paper craft technique. I then sketched out a scene on how I would represent the world of art. I created a scene where all of the art materials are assembled on a table, similar to how a designer works when creating art. I then used colour card paper to collage the scene I sketched out. Fideli’s paper at is more 3 dimensional but for experimentation, I decided keep it 2D to see if this idea will work or not. After experimenting with this idea, I decided to use this technique in my final piece. I may not use the concept of creating a table scene but I will consider taking the paper crafted equipment and combine it with my paint work. Although I have already tired to put the paint textures on to the crafted equipment but i am not well satisfied with it, so i will use them individually for my final piece.

Animation _____ Idea After creating the scene. I wanted to then show them in a interesting format other than just posters or cards. So I decided to make a animation. The concept around this idea is to show the audience, the fun, messy, playful work process that takes place behind the scene of MOO. By looking at so many of MOO card promotion videos on you tube, they all expressed the wonderful, quality designs on the moo cards. So I thought it would be a really good idea to show the audience the other side of MOO cards. Instead of showing the final polished card design, it will be interesting to see how they are made. Within the animation I will also include the paint texture work that I have been experimented to give a colourful feeling to the animation. These are some of the ideas that I came up with from the top of my head, I might take some of the ideas forward but it was just the matter of putting my ideas down on paper.

Story Board ______ This is a story board for the animation that I have decided to make. Instead of drawing out each scene, I tuck photos of how I want the animation to go. I tuck out some of my art supplies and placed them on a table one by one the way I want the materials to construct on the table when I make the animation. By creating a photo story board, the result of doing this helped me out a lot when I explained to others about how my animation will be designed. The advantage of using this format was that it did not take up a lot of my time and I got more work done. I have a very clear idea of how I will start the scene and how it will be needed , but I am still not so sure about how the middle scene will be shown. My next step is to put my painted work together and figure out how I can show the process of them designed being made as an animation. This is part of my experimentation in which I will try to make an animation, but if I am not able to make it, I will go ahead with my paper crafted scene idea.

I made this story board into a animation to visually show what i am aiming to make. You can view the animation by going the link below https://youtu.be/8iBV5l7Gf14

Animation ______ Idea I had a go at making my animation idea but the final outcome was not very successful as the content of the animation where not interesting enough. The message â&#x20AC;&#x2DC;Design works wondersâ&#x20AC;&#x2122; is not visually shown properly so I have decided to leave the animation idea and come up with another idea for my final piece. You can view the animation that I have attempted to make by going on the link below.

https://youtu.be/UMqisz76u9o

Final Idea ______ I really enjoyed making the art equipment using coloured paper, therefore I will continue using this technique in my final design. In some areas, the objects need refining so I will recreate them in order for them to fit in with the final design. I will also use the cards that I created using collage. I am fully satisfied with these 3 cards so they do not need refining or recreating. In between these two objects, I will create a box in which it will create the illusion of creating MOO cards after the equipment has been dropped into the box. I decided to call this â&#x20AC;&#x2DC;box of wonderâ&#x20AC;&#x2122; as it will make people wonder how the cards are created just by putting art equipment inside it. I will place the equipment as through they are going inside the box but they may seem like they are floating in air. For this idea, I will mainly focus on using one technique which is paper illustration, crafting and collage. Although the final image will look very simple, but the process of making each object will be difficult as they have to be accurate and precise. I will also make sure that the colours are also within MOO colour range and capture the playfulness of MOO. I also decided to create MOO combined with the art equipment. I will craft this in a way that it seems like MOO has been written using paint and pencil. I felt that this would look very good if it was animated which may take up more time.

Design Works Wonders

Visit www.moo.com for more information Visit www.moo.com for more information

Design Works Wonders

Visit www.moo.com for more information Visit www.moo.com for more information

Design Works Wonders Design Works Wonders Visit www.moo.com for more info Visit www.moo.com for more information

Design Works Wonders Visit www.moo.com for more information

Design Design Works Works Wonders Wonders Visit Visit www.moo.com www.moo.com forfor more more information information

BRIEF _

ABOUT TLC

“We are The Level Collective – an independent ethical clothing label about DESIGN, ADVENTURE, CHANGE. We work with designers and ethical makers from across the world to create; Ethical Apparel – Designed For Adventure. We are based in Sheffield, UK and have followers and customers worldwide.” https://www.thelevelcollective.com/who_we_are/

TLC BACKGROUND DESIGN

CHANGE

Our range of ethical apparel derives its original styling through working with a variety of creative designers and ethical makers. The designs for our graphic T-shirts and Jumpers are created by some of the finest emerging illustrators / graphic designers / Typographers. We hand-screenprint the designs onto our uber soft ethically-made Bamboo and Organic cotton garments using waterbased eco inks right here in Sheffield, UK. Our extra chunky Beanie Hats are ethically handmade in Romania and then hand-finished in Sheffield with our hand-screenprinted cotton drill tags.

We like to do things differently. We don’t see why clothing has to be exploitative, wasteful and benefit only a small minority, so we do our best to make it fair – or ‘LEVEL’ if you like – for everyone involved:

Our Designers – We love to support independent design and our designers are paid a generous commission for every garment sold featuring their design – its part of our ‘collective’ ethos.

Our Makers – All of our clothing is made ethically and sustainably – our T-Shirts are Bamboo / Organic cotton blend, our Jumpers are 100% organic cotton and the working conditions, pay, working hours, employee rights of the makers have been formally approved by FairWear Foundation. Our Beanie Hats are custom handmade in Romania by a social enterprise that works to create opportunities for families to help themselves out of poverty. Men and women are trained, and employed to create our Beanies – providing the steady income and the support needed to move towards independence and to step out of poverty.

Our Customers – We create original ethical apparel to the highest quality using authentic skilled processes. Our designs start with pencil sketches, which are then painstakingly refined through to final designs ready to be hand screen printed by skilled printers. In short: we do things properly – but this process isn’t fast and isn’t cheap. But the end result is apparel and a brand that we are truly proud of. That said, we do try to keep prices as fair as possible for our customers.

ADVENTURE We are all about living and loving life to the full – being out there exploring and experiencing new places whether onfoot, wheel or board – on water, forest or mountain.

BRIEF This is an opportunity to create a design that could become part of apparel. This brief aims to give you clear direction , without hindering creativity. TLC want us to use our own style and skills to create a design that their customers will love which is also in-keeping with their brand identity.

CHOSEN THEMES After reading the brief and the specifications, I have chosen some of the given themes/ideas and did further research and development around them. I decided to mainly focus on typography and positive quotes.

IDEA DEVELOPMENT I have decided to focus on one quote â&#x20AC;&#x153;Embrace the Journeyâ&#x20AC;? and develop the design around it. These are some quick design ideas that I sketched out. I then went onto looking at these designs in more detail and also played around with the texture and the layout of it.

FINAL DESIGN