Pantone

OUGD503: PANTONE

From researching into the branding of specific areas, from Countries to suburbs it is clear to see that the colour schemes are often quite similar.

Using bright, warm colours does give the feel of warmth and comfort, it makes the place seem inviting and summery. However when all branding starts to become similar then how can one stand out against the other. Using native animals is quite a popular theme that I have noticed, I like the idea of using the wildlife to influence the branding but it could be done in less obvious ways. The typefaces

RESEARCH

used are all clear and highly readable, they have all been considered including the colours of the letters against the backgrounds. It is important that the audience can easily see what is being represented and what information they need to take from this.

Some of the branding has a tag line or slogan beneath their name, I don’t feel like this is necessary as it can make it seem a bit cliché and predictable.

Incredible India was a campaign executed by Weiden and Kennedy, the use of the exclamation mark runs through as the main theme of the campaign. It is about showing the true diversity of India and what it has to offer, it also shows what it is like to be of Indian nationality, showing off the true beauty of the country. The use of photography shows the audience visually what they are trying to say, it is attention grabbing and almost a ‘what you see is what you get’ style to showcase the surroundings and what is on offer.

JESSICA JOHNSON

SEK studio created a branding for Finland, appropriately named ‘Visit Finland.’ I immediately saw this and thought of the Northern Lights, the image almost reflects a motion and the colours backup the idea that it is based on this natural attraction. The colours work really well but only when the publication is black and white, because the colours are so strong they compete with any other colours causing a strong contrast. This could be a limitation that restricts the branding but to covert this to black or white would work.

OUGD503: PANTONE

RATIONALE

JESSICA JOHNSON

Purpose: The purpose is to brand my ‘hometown’ to give it an identity that is recognisable by not only the people who live there but my others elsewhere. This gives the place a personality that is then able to be put on all documents and event information.

Audience: The audience is people that live in my hometown, they will be represented by this branding and so it needs to be suitable for everyone. The audience is also more widespread, it is other towns, cities, regions, countries, they will see this branding as the face of our hometown to it needs to be fairly neutral so it is suitable for all occasions.

Message: The message needs to show a strong community, it needs to show unity and positivity. To communicate the morals, ethics and what we as a collective believe in.

Tone of voice: Keeping the tone of voice positive and representational of harmony and a strong community is key. It needs to show what we have to offer as a town and how history has evolved us to the collective of people we are now.

Format: The branding will be applied to business cards, events and other publications that represent the community.

Materials: Depending on the content this will influence what materials will be needed, it could range from letterheads to magazines.

Budget: A budget wouldn’t really be necessary at this point, I am setting myself a limit of £15 for any printing I do but on a larger scale to create publications for the ‘hometown’ and visitors plus and business cards and other branding documents this could all be dependant on what is required.

Must Do’s/Must Dont’s/Time Frame

Placement/Distribution: A magazine about the hometown could be placed in tourist information centres, around specific key locations, delivered or handed out. Flyers could advertise the area and so could be put up in many public places such as shopping centres and train or bus stations.

Must do remember that this has to represent everyone Must consider how the branding can be used across a range of media.

Must not forget that the designs need to be consistent Time Frame: 31st March

OUGD503: PANTONE

Logo and Typeface My logo design is very simple and has a unique concept behind it, the three points of the triangle are a mapped out shape of the three key green areas in Yorkshire. The right hand side of the triangle shows a small indent to represent the three points of coastal heritage. The division of two down the middle of the design represents the two national parks. Futura was used to create a bold and upfront title, this will show the strong dominance and unity of our region.

DESIGN CHOICES

Augmentation and colour scheme: As from my initial photographs taken, it was obvious that the colour green was very dominant within Yorkshire, there was a lot of greenery and woodland and this was important for me to get across being the first colour. The second colour was taken from the colour of the egg laid by a Blue Tit, this was more neutral and complemented the green well. The two versions of the logo are the two augmented designs, they fit in well visually with the rest of the campaign and have a small piece of informative text.

Publication and Flyers: A photographic background is the key theme running through the publication, it demonstrates literally what is on offer through a visually pleasing image. Each will differ from buildings, animal attraction and outdoor places, the text will be bold and large to stand out.

JESSICA JOHNSON

The App and business cards: Following on from the rest of the designs the app will be self explanatory and easy to navigate, the pages will be clear and there will be no small print or small details/buttons.

The business cards are a way for the people of Yorkshire to adapt the brand in a way that is useful to them. Adding the logo onto a business cards makes them seem part of the community and shows their clients where they are from.

OUGD503: PANTONE

FINAL DESIGN

As a series this campaign works well together, the logo is strong and the concept behind it is relevant to the publications that I have created. Not only does it show to other what is on offer in Yorkshire but the branding also enables the people of the region to adapt the logo for their own personal use. The app ensures that this campaign is up to date and modern, to have a digital form of entertainment means that this applies to more of a wider audience and engages younger people.

JESSICA JOHNSON