FAT_2
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MARIA ORTIZ BYRNE
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PERSONAL BRANDING
FAT_2: INTRODUCTION ! ! !
For my SAT 2 Project, I decided to work on my personal branding. In my last project, I worked with “interactivity” as keyword and one of my working fields which is Costume History. ! The main challenge of this project is to find a language that represents all the fields in which I work. !
To start my tryouts, I asked different people who have seen my art work and some of my clients to make a list of words that could describe it. Some of the keywords that came from this were:!
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Colourful! Kitsch! Soft! Movement! Irregular! Crowded! Happy!
The fields are:! Costume History teacher! http://historiadeltraje.wordpress.com/!
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Graphic Design and Community Management for different brands! https://www.facebook.com/galponmilagros?ref=hl! https://www.facebook.com/pages/Paris-by-Flor-Monis/ 344748056605?ref=hl! https://www.facebook.com/Lacoquette.bsas?ref=hl!
Also, one of my coworkers suggested that I looked into Arts and Crafts since I have always been keen on handicraft and attaching importance to craft. My illustrations and the embroidery art are handicrafts and I do tend to work with unique pieces that can not be reproduced. There’s also another connection and it is that one of my favourite Costume History periods is the 19th century and I feel represented by its imagery.
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Illustration! http://www.mariaortizbyrne.com.ar/!
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Embroidered Art Work! http://mariaortizbyrne.tumblr.com/!
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After gathering some information about my work, my next decision is how I would use my name. My real name is María Ortiz but I usually present myself as María Ortiz Byrne. As an artist, I’m called Labyrne and lots of people call me Maria Labyrne.!
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So I could use any of these names and their abbreviations:! María Ortiz! Maria Ortiz Byrne! “Labyrne”! “María Labyrne”
FAT_2: VISUAL RESEARCH 1.
My first visual research came with the idea of Arts and Crafts. I looked for typography and illustration from the William Morris era because it could help both show my illustrated work and create a logo from it.
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In this case, I tried to get graphic examples that could be more recent. I found interesting the combination of the old typography and the plain colour, which renovates it.  
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In a further research I looked into letterpress with some vintage inspiration and logo application.
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This research led to the search of some ornamented letters. I looked for the letter m and different ways to draw it with an antique mark.
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Some illustrations by Marc Johns that caught my attention because the trace is similar to mine.
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Another example of illustration in this case used as background.
I also looked into different types of graphic illustrations to understand how to use my own illustrations in my logo. My aim is to have a name logo and illustration to show my fields of work.
8. 9. Different illustrations used as reference for certain subjects. The image on the left shows info graphics for a food company that are interchangeable with the company logo. ! The one on the right shows graphics related to different activities we perform during Summer.
Some illustrations made with watercolour. I like the scale used in the drawing and the fact that it is used alone and in a grid for the wrapping paper.
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Although I first focused my research on Arts & Crafts typography I I also looked for colourful handwritten types that could represent a fresher look for my logo. All of my work is dominated by the use of colour and I think this should be captured in my own branding.
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These are some of the results I got when I searched for personal branding. I looked into logos and branding that used handwritten typography and still had a serious image. The Holly Mathis logo combines illustration and a very soft typography but at the same time remains adult thanks to the use of colour and the short description of the service provided. Garance Dore (18) is also a great example of expressive, handwritten branding with an adult imprint. I like the way in which she manages to use collage and the thickness used in different fonts in the handwriting. It is a very personal blog with recognizable illustrations.
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As a Fashion and Textile Designer, I thought of working an illustrated background for my branding. This background should show each of my activities through drawings.
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FAT_2: TRYOUTS
Some first ideas with the MO logo.
Drawings related to my work to combine with the logo.
Logo and Illustrations.
The small B and L are used to replace the registered symbol. These are some tryouts using my surname “Byrne” or my nickname.
My first tryouts were led by my research about Arts and Crafts so I combined typography and illustration. The illustrations were inspired by my work so I drew some ideas related to embroidery thread and watercolour boxes.! The font type I worked with is Gotham and I tried some abbreviations of “Maria Ortiz” and “María Ortiz Byrne”.
My first tryout led me to a very serious image and some of the feedback I got was that it didn’t represent my graphic essence which is more dynamic and asymmetric. For my second tryouts, I decided to draw the letter m and see where it took me. The results are more friendly outcomes with a personal signature. I also tried some other handwritten logos with my nickname “Labyrne”.
For the background I designed a textile rapport with my illustrations. The drawings I chose summarise my work, my hobbies and the things I like.  
The logo I obtained out of my drawings was much closer to what I wanted to communicate as a designer. The M I created is more playful and represents my work much better.
In a new attempt, I worked with the designed background but chose to stay with “María Labyrne” as my name. It’s a short version of my nickname and my real name. I decided the M all by itself was not strong enough to show myself that’s why I’m sure I have to use my complete name with an artistic stamp (Labyrne).
I chose a lipstick style typography because I didn’t want any formal stamp on my logo. This typography is just a tryout because I will actually write it with my own handwriting. The four icons that appear right after the logo are my four main activities with an illustration that shows in a graphic way what I do. I will work on these illustrations but think that this is the path that I will be taking with my own branding.
 
Some tryouts with my handwriting.
Some illustrations that I’m working on to create titles and illustrations for my different activities.!
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Drawings for Illustration: Notebooks and Pencils  
Drawings for Embroidery: Needles and Thread
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Drawings for Illustration:! Brushes!
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Typography tryouts for titles!
Drawings for Costume History: Historical Garments!
Drawings for Community Management!
The handwritten logo is the one I chose to work with.It represents my style of drawing and has the expression I want comunicate.
I used the same letter A because I wanted to show more uniformity.
The same happened with the letter R. I used the one I created on “Maria”.
The M and L have the same size and work as the capital letters for my name and “surname”.
I replaced the Spanish accent with an illustrated heart so that the logo could be used in an internationally.
Once I created the logo with my handwriting, I made some tryouts of structure and form.
Aligned to the left with a minimum space between them.
Centered.
Aligned to the left and trimming the word “Maria” to 50%
Using the M alone to see how it worked out with “Labyrne”. !
Distributing the logo in a circle.
Distributing the logo on an ellipse.
Distributing the logo in a circle and playing with different sizes.
Leaning on a 30º angle.!
Using only initials.!
Leaning on a 10º angle.!
Using the M alone to see how it worked out with “Labyrne”. !
Distributing the logo in a circle.
Some tryouts of the different logos, this time including illustrations for the different fields.
With illustrations for Embroidery Art.
With illustrations for Illustration.
With illustrations for Costume History.
Colour tryouts for logo and plain backgrounds.
Going further on my research, I did some tryouts for backgrounds. I used a textile grid (rapport) that can be repeated in any direction. This could be used for letterpress and the website. The rapport dimensions are 15 cm x 15 cm. Below is the explanation for each illustration that appears on the rapport.
I love Christmas and all the people who know me usually give me Christmas ornaments as presents.
A brush for my illustrations
A cup of tea because I make printed ceramics.
A book for my teaching.
The moon and the stars because I love Astrology.
A needle and thread for my embroidery work.
Hearts because they always appear on my illustrations. and ice cream because I think we have the best one in our country and I love it.
A garment because I’m a Fashion Designer.
Cats, I love cats.
Colour tryout 1: A palette that goes from girly to navy and shows a serious and playful image in my logo and backgrounds. Grey is used for contrast.
Colour tryout 2: This is a brighter palette with magenta, yellow and a desaturated green. It tends to be more childish but works quite well when green or yellow are dominant colours.
Colour tryout 3: For my last colour tryout, I chose two colours with the same vibrance (orange - magenta) and used grey to have a lighter option in backgrounds and typography.
These are some of the options I chose from the previous colour pantone tryouts. They could be used for paper branding and website. The logo may change to any of the pantones chosen before but it’s original colour will be Pantone Process Magenta C.
This is a tryout I did using the initials logo. Although it looks expressive I still think the logo should include my full name.
This is the final tryout with the logo in full size with background options.
 
A website tryout using logo and background: This could be the main page where the logo stands out in Magenta Pantone. Below my four main activities appear in illustration and titles. By clicking on each of them a new window will pop up.
 
The page for Illustration will use a more dramatic colour option and should have a magenta colour dominancy. This tone and its analogs appear quite often in my illustration work. Within this tab you can find my illustration work for Notebooks, Fashion lookbooks and Ceramics.
 
On the Costume History tab two links will appear that will take you to my Costume History blog and the Facebook page. This belongs to the subject I teach at the National University in Buenos Aires.! http://historiadeltraje.wordpress.com/! https://www.facebook.com/historiadeltraje?ref_type=bookmark! The colour background is desaturated. !
 
Another tab showing my Community Management clients. Each logo will redirect the user to their Facebook page. !
 
A final tab with my Embroidery Artwork. The embroideries will appear as hanging on a wall. !
FAT_2: REFERENCES.
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1-Morris, William, Big Letters for Chaucer, late 19th century. Source: http://preraphaelitepaintings.blogspot.it/2013/09/william-morris-big-letters-for-chaucer.html! 2-Reynolds, Leo, Photograph of letter M in Manchester, 2010. Source: https://www.flickr.com/photos/lwr/4785456229/in/set-72157594159058020! 3- Meseguer, Laura, The BCNMCR Letters, Source: https://www.behance.net/gallery/The-BCNMCR-Letters/14901967! ! 4- The Painted Arrow, Tag, year unknown. Source: http://thepaintedarrow.com/!
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5- Mark, Neon letter M, 2006. Source: https://www.flickr.com/photos/bigblue/317855467/! 6- Johns, Marc, If I was a Logo, 2011. Source. http://www.marcjohns.com/blog/2011/12/if-i-was-a-logo.html! 7- Yeung, Fiona, Food Waste, year unknown. Source: https://www.behance.net/gallery/Food-Waste/13002487.! 8- Keukenconfessies, Food Company illustration, 2010. Source: http://rawcolor.nl/project/?id=257&type=assignment! 9- Derr, Andrew, Summertime infographic layouts, year unknown. Source: https://www.behance.net/gallery/15511015/summer-time-infographic-layouts! 10- Di Zucchero Castello, Ice cream illustrations for wrapping paper, year unknown. Source: http://www.ilcastellodizucchero.net/! 11. Artist Unknown, Non-Conformist Colors...The 1960 Look by Alexandra de Markoff, 1960. Source: https://www.flickr.com/photos/hollywoodplace/6800604716/in/photostream! 12. Ledesma, Sophie, Merci, year unknown. Source: http://www.sophieledesma.com/galleries/book1 ! 13. Natala Stuetz, Ma And Grandy, Oh happy Day! print, 2014. Source: http://babasouk.ca/products-page/paper-delights/oh-happy-day-print-2/ ! 14.Hester, Grace, Set of 3 color posters, year unknown. Source: http://reasonstobreathe.tumblr.com/post/5456094317! 15. Bureau Oberhaeuser, Brockhaus Encyclopedia Infographics, Source: https://www.behance.net/gallery/2726303/Brockhaus-Encyclopedia-Infographics! 16. May, Mina. Design and Illustration: Logo developments. Source: http://www.minnamayblog.com/2012/12/recent-work.html ! 17. Heavenly, ONG logo for MQ: Transforming Mental Health. Source: http://www.brandemia.org/heavenly-disena-una-identidad-para-luchar-contra-las-enfermedades-mentales ! 18. Dore, Garance, Garance Dore blog, 2014. Source: http://www.garancedore.fr/en/2013/10/10/this-was-paris/! 19. BuroCreative, The Pig Idea: branding development, 2013Source: http://www.brandemia.org/the-pig-idea-es-la-nueva-marca-que-promovera-la-alimentacion-de-los-cerdos-con-desperdicios! 20. Artist Unknown, Pineapples, year unknown. Source: http://simply-boho.tumblr.com/post/75614878538/luaenna-c-r-auf-we-heart-it! 21. Marimekko, Trees, year unknown. Source: http://www.pinterest.com/pin/302656037431350979/! 22. Lara, Esther, Pattern, 2013. Source: http://cargocollective.com/eterlara/Pattern-Design!
23. Sanderson, Spring Trellis, year unknown. Source: http://www.fashionwallpaper.co.uk/sanderson-spring-trellis-wallpaper-212435.html! 24. Frankie Magazine, Issue 50, 2013. Source: http://www.frankie.com.au/past-issues/issue-50! 25. Myers, B. Andrew, Pattern, 2013. Source: http://andrewbmyers.tumblr.com/!
FAT_2: BIBLIOGRAPHY.
Itten Johannes (1961)The Elements of Color, Germany: John Wiley and sons.!
! Clifton, Rita; Simmons, John (2003). Brands and Branding. Great Britain: Profile Books Ltd. ! !