2011/12 – Semester 2 SD3232 Contemporary Chinese Design For Global Markets Jonathan Mak Long 10217223D Project brand: Mido Cafe Team members in Phases 1 & 2: Lau Ka Man Li Ting Ting Pang Ho Jing Kyle Knapp
Jonathan Mak Long 10217223D
Phase 3A Brand Identity Design Concepts
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 3A Brand Identity Design Concepts
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
Emotional
Essence
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Selected Design Concept Logical “Refined randomness” - An intentional mishmash of various elements Fashionable - Keeps in touch with the times
Approachable - Takes it easy but energetic Has character - Local, quirky & playful Bold, more flamboyant
Positioning Heritage ⍉○○○○●○○○○ Fashionable Formal ○○○○⍉○○○●○ Casual Heritage ⍉○○○○●○○○○ Fashionable Formal ○○○○⍉○○○●○ Casual
“We are the quirky little brother of the original cafe. Our heritage is something to be proud of, but we would like to reinterpret it in an exciting, youthful way so that this generation can connect and bond as the older patrons did, and enjoy a revamped, refreshing Mido experience.”
Keywords Respectful parody, Surprises, Twists on traditional elements, Fun, Dynamic, Light-hearted
Target customer Place of birth: Hong Kong Age: 21 years old Occupation: Student at City University of Hong Kong. Part-time salesperson atH&M Personality: Not the most extroverted person, but enjoys spending time with friends. Considers himself to have good taste. Conscious of current trends, but has an interest in history and culture. Interests: - Reading in Pacific Coffee on his own - Hanging out with friends at upstair cafes in Mong Kok during weekends - Playing the ukulele - Bowling - Playing chess - Visiting museums Favorite brands:
“I like going to Mido because it is different. It has a cool vibe, but still has the laid-back atmosphere of the Mong Kong upstair cafes I usually visit. It’s a hip place, but the human touches make my visits there quite relaxing and intimate. It is also quite reasonably priced for the unique experience I get to have”
Phase 3A Brand Identity Design Concepts
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
Selected Design Concept “The Old is Now In”, “In with the Old”, “So Old We’re Cool”...?
The charm stems from the eclecticism, the carefree attitude:
“Anything Goes” 「 乜都得 」
2011/12 – Semester 2
Phase 3A Brand Identity Design Concepts
Design directions Old wordmark update Modern visual elements Chinese & English combined
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 3A Brand Identity Design Concepts
Trial applications
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Jonathan Mak Long 10217223D
Phase 3B Brandmark Design Refinement
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 3B Brandmark Design Refinement
Selected concept I am quite pleased with the vertical version of the previous logos, but they all rely heavily on the dominant use of an expansive brown background, and are difficult to apply across different conditions.
The container
Exploration and fine-tuning.
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
Logos Large 100%
⊗ ⊗ Small 30%
2011/12 – Semester 2
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
Color Palette Colors in the logo
Primary Colors
Secondary Colors
C: 17% M: 1% Y: 70% K: 0%
C: 16% M: 67% Y: 94% K: 3%
C: 25% M: 0% Y: 8% K: 0%
2011/12 – Semester 2
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Typography FZYao Ti
American Typewriter Light & Bold
就多懷要容是想較媽時自統散生 前小子裝發現比到遊的如每看別 後分力是有無第史持有過因難多 行特一的年熱型面刻為法驚一配 升道動道精器作當何能資做大調 光樣配我老清媽美去特保金外且 一物部消土的力嗎式同我義們大 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis lacinia, risus in pulvinar ornare, eros erat feugiat risus, eget egestas arcu tortor eu tellus. Aliquam sit amet risus rutrum tortor volutpat luctus vel in quam. Morbi eget orci ut nisi sodales vulputate sed non orci. Quisque vel
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis lacinia, risus in pulvinar ornare, eros erat feugiat risus, eget egestas arcu tortor eu tellus. Aliquam sit amet risus rutrum tortor volutpat luctus vel in quam. Morbi eget orci ut nisi sodales
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
Brand Identity Signature No fixed placement of the tagline or alignment of the logo within the bounding box, as long as it is not exceeded. 1.5 X X
1.5 X 1.5 X
X
X
X
1.5 X
2011/12 – Semester 2
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Brand Identity Signature Consistent typographic voice Appropriate contrast & overlapping. Should not obscure the name
乜
得
都
乜
都
得
乜
都 得
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Brand Identity Signature
都
乜
得
乜
都
得
都
乜 得
Phase 3B Brandmark design refinement
Other Identity Elements The “Mido Face”
The container & other bits and pieces
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 3B Brandmark design refinement
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Touchpoints (works-in-progress)
I
MIDO
Jonathan Mak Long 10217223D
Phase 4 Final Touchpoint Applications
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
都
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
2D Touchpoints — membership card
乜 得 油麻地廟街63號地下 G/F, 63 Temple Street, Yau Ma Tei 23846402
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
2D Touchpoints — menu
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
3D Touchpoints — neon sign
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
3D Touchpoints — interior
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
3D Touchpoints — interior
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
4D Touchpoints – website
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
4D Touchpoints – website
Project brand: Mido Cafe
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
Phase 4 Final Touchpoint Applications
Jonathan Mak Long 10217223D
Project brand: Mido Cafe
4D Touchpoints — TV spot
http://www.youtube.com/watch?v=UxAHZ_yu_fs
SD3232 Contemporary Chinese Design For Global Markets
2011/12 – Semester 2
都
得乜
Thank you.