ERIN MILLER PHOTOGRAPHY Creative Brief
Designer Joel Felix (209) 423-4903 info@joelfelix.com www.joelfelix.com
Client Erin Miller Erin Miller Photography (916) 505-6339 email@erinmiller.net www.erinmiller.net
ERIN MILLER PHOTOGRAPHY 03
Problem Statement
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Identity Aspirations
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Parameters
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Inspiration Analysis
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Logo Evaluation
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Plan of Approach
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The Concepts
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Approved Concept
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Color Options
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Visual Mockups
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Refinements
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Logo Shape Options
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Refined Color Palette
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Final Product
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Identity Guidelines
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Expanded Color Palette
PROBLEM STATEMENT
“ SIMPLE, FUN, INTERESTING, TRENDY, TIMELESS NOT STUFFY, NOT FORMAL, NOT TO MUCH FLUFF…” Erin Miller Photography is a one-woman show with offerings in wedding, portraits, family & baby photography. With a desire to grow her business and now with a fair amount of equity in the company name Erin Miller Photography, Erin would like to refresh the identity of her agency. We will start with a complete redesign of the logo and moving into establishing touch-points like website, business system, and new-identity campaign. It is our goal during this process to develop an identity that reinforces the personality of Erin while also communicating to her core audience. By establishing Erin Miller Photography as a “brand” (for lack of a better word) over time, we will allow it to compete with other larger well known named photographers. Together with Erin’s inspiration and guidance we seek to develop an identity that speaks to her target audience and engages them on a personal level allowing EMP to play an integral role in their wedding planning.
* Identity Aspirations developed by Sylvia Harris, information design strategist.
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IDENTITY ASPIRATIONS * What a new identity can do Express the kind of group you are. Reassure the public that you are who you say you are. Connect your group to images and ideas. Serve as the thread for equity building over time. Provide consistency over communication channels.
What a new identity cannot do Make people act. Change people’s minds. Make new friends. Embody every message for everybody. Respond to current events.
PARAMETERS/APPLICATION
THE PARTICULARS Apart from conveying the core values of your company, a good identity must work across multiple forms of communications. A strong logo will be able to stand up in black and white as well as in color. It also must be able to be able to translate well across both print and web applications and withstand reduction. A logo has many variables that need to be included in order for it to be successful. Things such as color, typography, negativespace and shape all play a part in how the logo is interpereted, and the overall message it sends. While a “Timeless� logo is difficult (maybe even impossible) to acheive, what we can do is to make sure that the logo and overall identity is adaptable to its surroundings and trends of the time. Things such as packaging, business systems, specialty printing methods and social media will be kept in mind to make sure that it is both beautiful and flexible.
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LOGO VARIABLES 01
Color Palette
02
Whitespace
03
Attention to Typography
04
Adaptability
05
Shape & Form
06
Social
INSPIRATION ANALYSIS
INSPIRATION ANALYSIS We often look at a logo or an artwork that catches our eye and appreciate its beauty, but seldom do we slow down and analyze what it is about that font, or that logo, or that artwork that really grabs our attention. This quick analysis will help us to figure out what you are drawn to. From the collection of images gathered, we are give an insight into what style you wishes to evoke in the overall design of the logo. This may be preference of style (which can be very subjective) but if we make sure that this style is aimed at your target audience then we have a better opportunity of making sure that the logo both reflects you as a photographer and attracts the desired clientele. After sorting the logos based on similarities we’re left with a list of elements that our eyes are drawn to.
01
Circlular forms
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Bright Color Palettes
02
Simple Illustration
07
Enclosed shapes
03
Vintage Textures
08
“icon” style marks
04
Sans Serif Fonts
09
DIY applications (i.e. stamps)
05
Some script font integration
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INSPIRATION ANALYSIS
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INSPIRATION ANALYSIS
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LOGO EVALUATION
emp letterforms all lowercase
San-Serif Font
Rotated “e” letter
Geometric Typeface
0 1 Modern
0 1 No alternate versions (stacked)
02 Simple
02 Letter “e” confusing
03 Delicate light weight
03 “emp” read as a word
04
04 Too Simple
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EVALUATION Upon evaluating the current Erin Miller Photography logo I found several positive design elements that I’d like to include in our concept development. I’ve also found some things that I think we can improve upon. After reading your answers to the questionnaire and meeting with you to get your input, I feel that the current logo is not up to your expectations and doesn’t fully meet the desired image of who you are as both an individual & photographer. The logo is definitely simple and modern and I do appreciate the very geometric sans-serif font. The light weight of the type and lowercase letter forms are inviting and friendly. It’s simplicity gives it flexibility in application but also it seems very shallow in concept. The rotated “e” is confusing and really doesn’t seem to say anything about photography, nor does it help in communicating your name. It might have benefited from slightly modifying the cross-bar of the “e” rather than rotating it 90°. Simplicity in a logo— as a “concept” —is hard to accomplish, but I’m not entirely sure that it’s the right voice for Erin Miller Photography. After meeting you and seeing the type of images you produce I feel something more “personal” “warm” and “inviting” needs to be conveyed. When I see a modern sans-serif font used for a photographer’s logo my mind goes to fashion or sports photography, something void of personality. I think your images are more personal, especially based on your current clientele.
PLAN OF APPROACH
PLAN OF APPROACH As stated before there were several positives from the current logo that I’d like to try and push further and expand upon. I will try approaches that keep in mind the list of keywords listed to the right. Based on your input both verbally and visually with the gathered images I think a more friendly but professional logo is the way to go. I plan on using simple illustration that give a modern-retro feel paired with some sans & script fonts. Another plan of approach in the logo, is to expand upon interaction between the letterforms E & M. With these tactics in mind, lets move forward with concept development.
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ILLUSTRATION CIRCULAR FORM MODERN-VINTAGE BRIGHT COLOR ICON STYLE DIY APPLICATIONS SANS SERIF SCRIPT FONT SAVVY PROFESSIONAL FRIENDLY
THE CONCEPTS
THE CONCEPTS In the following pages you’ll see four examples/concepts, that I felt were strong enough to pursue and different enough to provide you with options on how to solve this design problem. The color has not been fully worked out yet but and can be changed in the next phase of edits. I concentrated on developing a simple mark that would hold up well in both print and web applications. I also kept in mind future “DIY” applications such as stamp printing and how the logo will look when using specialty printing methods. I also concentrated on the abstraction of the “E & M” letterforms and how they interact with one another. Please review the following concepts and take note of any of the logos that resonate with you.
Key words 01
Circlular forms
06
Bright Color Palettes
02
Simple Illustration
07
Enclosed shapes
03
Vintage Textures
08
“icon” style marks
04
Sans Serif Fonts
09
DIY applications (i.e. stamps)
05
Some script font integration
Please keep in mind the keywords above when evaluating the proceeding logo concepts.
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CONCEPT // 01
CONCEPT // 02
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CONCEPT // 03
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CONCEPT // 04
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APPROVED CONCEPTS
APPROVED CONCEPT
APPROVED CONCEPT
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The logos on the left (options 2 & 4) have been approved to move forward (with option 2 being the favorite). We will explore color options in the following pages and attempt to create generic visuals of how your identity can be applied. You also mentioned that you loved the “ribbon” in option 3, so I’d like to incorporate that into a variation of option 2 (as I think it would match the style best of that option). I’ll also create generic visuals for you to see how the logo can be applied to a system.
Refined Focus (01) Try adding ribbon from option 3 (02) Explore Color options (03) Create visuals for identity system
Your Thoughts 1 - I absolutely love the creativity of this one. However I don’t see this one as a possibility. 2 - This one is my favorite overall. Retro feel, clean and clear. 3 - The banner is my favorite part of this. I like the idea of a camera, but I’m not fond of this one. 4 - I like the idea of this one. The “em” in lower case is how I initial things...
FIND THE RIGHT COLORS
A
VINTAGE CIRCUS
B
VINTAGE TEE
C
VINTAGE REGAL
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COLOR OPTION A
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COLOR OPTION B
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COLOR OPTION C
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Custom Stamps
Watermark
Stamped Business Card
Imaged Letterhead
REFINEMENTS 45
Approved Concept
46
Refinements
47
Find the Right Mark
51
Color
APPROVED CONCEPT
Incorporate ribbon from option 3 of
Make the sharp edges more smooth
initial concept round.
and/or rounded.
REFINEMENT
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REFINEMENTS The logo on the left has been approved by both you (the client) and I (the designer), to be further refined. The next phase of revisions will focus on requested refinements in the “bottlecap� edges and overall color palette selection.
Refined Focus 01
Bottle-cap Refinement
02
Explore Color Variations
FIND THE RIGHT MARK
Original
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A
B
New Options
C
D
FIND THE RIGHT MARK
A
C
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B
D
COLOR
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COLOR
WEDDINGS
BABIES
* These color combinations are simply suggestions.
PORTRAITS
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BLACK 4C
PMS 200
PMS 143
PMS 563
PMS 399
COLOR PALETTE Color can be used to differentiate your services offered and photography specialties. Shown left are examples of how color can help identify each category. This can be carried on throughout packaging and website. You’ll see the “brown” acts as the unifying factor while the banner changes according to each service. This allows for flexibility while maintaining a cohesive identity. These colors were matched using the Pantone System to the fabric swatch you lent me from our last meeting. It keeps in line with the “vintage” feel that you like. Since this palette offers a good range of color I would simply create tints of each color to develop a secondary palette that will give you an even broader palette to use in your system. In regards to printing, these pantone matching system colors will be able to match quite easily with offset printers and silkscreeners. It may be tricky trying to match perfectly with existing stamp colors. Here is a link to stamp pads that I’ve used in the past with a wide range of colors for the stamping option. The brand is called Color Box. Also check out pricing for custom stamps at Rubber Stamp Champ. I’ve done several stamps with them and have never been dissapointed. http://www.paper-source.com/cgi-bin/paper/kits/colorbox-stamp-pads.html http://www.rubberstampchamp.com/
FINAL PRODUCT
Primary Logo 2-color & 1-color options
SPECIAL VARIATIONS
Special Variaions / Alternate 2-color Logo options
Primary & Secondary Logos 1-color alternates
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IDENTITY GUIDELINES
PRIMARY LOGO
Blue Indicates Clear Space The blue area must be kept free from other elements. Grey padding indicates Safe Zone equal to half of X. Magentat indicates alignment
*The minimum required clear space is defined by the measurement ‘X’ equal to the height of the divider line and the bottom of the letter “E” in Erin.
COLOR PALETTE
BLACK 4C
PMS 200
PMS 143
PMS 563
PMS 399
*These colors shown here may not accuratley reflect the pantone standard matching system. For best result please refer to a PMS swatch book.
IDENTITY GUIDELINES
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ALTERNATE LOGO VERSIONS
Blue Indicates Clear Space The blue area must be kept free from other elements. Grey padding indicates Safe Zone.
*The minimum required clear space is defined by the measurement ‘X’ equal to the height from the baseline of “Miller” to the baseline of “Erin.”
TYPOGRAPHY
Nuetraface Condensed Titling
Metroscript
DESIGN ELEMENTS
EXPANDED COLOR PALETTE
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The expanded color palette is intended to add diversity to the brand while maintaining a consistent look and feel. These colors can be used to accent or differentiate information. Easily access color model breakdowns with the list below.
Primary Colors
PMS 200
RGB
CMYK
HEX
PMS
211-18-69
0-100-63-12
D31245
200C
64-50-20
55-62-92-62
403214
Blk4c
117-199-185
52-0-32-1
75c7b9
563C
250-176-64
0-35-89-0
Fbb040
143C
165-154-0
0-0-100-43
A59A00
399C
RGB
CMYK
231-143-140
0-50-32-6
50% - 200C
244-205-200
0-20-13-2
20% - 200C
140-126-104
43-43-58-11
50% - Blk4C
217-214-204
11-12-18-12
20% - Blk4C
253-215-159
0-17-43-0
50% - 143C
254-239-217
0-7-17-0
20% - 143C
186-227-220
26-0-16-0
50% - 563C
227-244-241
10-0-6-0
20% - 563C
BLACK 4C Support Colors
PMS 563
PMS 143
PMS 399
PMS
DIGITAL FILES
Included Files 01
Logos (B/W & Color)
02
Secondary Logos
03
ASE. Color Files
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