Design Development PROJECT: BAZAAR BRANDING FOR: P ORTER’S DEPARTMENT STORES OF CANADA INCLUDES: 3 DESIGN PROP O SAL DIRECTIONS
Proje ct submitte d on March 5, 2019 by Jonathan Collie
KEYWORD S: MODERN, MINIMALISTIC, CREATIVE, DESIGN, INNOVATIVE, EMERGING BRAND TONE : CREATIVE, CLEVER, CLEAR, FUN
The purp o s e of this do cument is to pre s ent the client with thre e prop o s e d de sign dire ctions for the proje ct . All prop o s e d dire ctions are subje ct to change. Elements of each prop o s al can b e mo difie d up on the client’s fe e dback .
Design Proposals
DIRECTION 1: The first prop o s e d dire ction is calm and subtle in nature. It is meant to fe el fashionable and s omewhat traditional - t ying in clo s er to the depar tment store’s existing brand. Subtle quarks such as the wordmark ’s tilte d ‘a’ (s e e wordmark lef t) as well as ex treme t yp o graphic c ontrasts (c ombining narrow and wide tex t) sp eak to the idea that the pro ducts of fere d through the p op -up initiative are creative and dif ferent .
Valu e S e r i f
TYPEFACE - ACUMIN
Aa
Con den s e d
Aa Re g u l a r
DESIGN ELEMENTS
Aa Wi d e
C OLOURS
# D7DFDE
# F2F1ED
# 000000
#FFFFFF
DIRECTION 2: This prop o s e d branding is quite b old and exp erimental in nature. Giving of f a brutalist vib e. This de sign language highlights that Bazaar is of fering pro ducts that are creative and innovative in nature.The exp erimental nature of this dire ction emphasize s the fact that the s e pro ducts are s ourc e d from emerging creators who are willing to push the status quo with their pro duct de signs.
Monu ment E x te n d e d
TYPEFACE - NEUE HAAS GROTESK
Aa Roman
Aa Bo l d
C OLOURS
# FF7D39
# 732 4 F B
# 2DDB7 1
# 000000
DESIGN ELEMENTS
DIRECTION 3:
P O P- U P @ P O RT E R S
D omai n e
The final dire ction prop o s e s a more whimsical and craf te d vib e. The t yp efac e cho s en for the wordmark fe els traditional, making the brand fe el high qualit y, yet the wordmark ’s flourishe s and rounde d letter forms make the brand fe el play ful and creative. Simple primary shap e s are us e d throughout the branding to expre ss the idea that the pro ducts of fere d are simple. The primary t yp efac e is ge ometric, rep eating this pattern. Tex ture is als o us e d to make the brand fe el exp erimental and more p ers onal to customers.
P O P- U P @ P O RT E R S
P O P- U P @ P O RT E R S
TYPEFACE - S OFIA
Aa Re gu lar
DESIGN ELEMENTS
Aa
DESIGNS
Bo l d
C OLOURS
# 032842
# 00 4C 96
# F 78A AF
# F 9B5 0 0