Concept ISTD Brief: Mutton Quad
Concept
Media
Tone of Voice
Create a concept for a visual identity for a typographically themed restaurant over a variety of different media.
The media I will be using to fulfil this brief will be print based. As well as this, there will be numerous proposals of printed outcomes that are not possible in the time restraints and with that facilities I have available. There will also be a website/App proposal.
The concept I have decided on is to create an identity for ‘ampersandwich’, based on the typographic character the ampersand ‘&’. It will be primarily a sandwich takeaway restaurant, with the option of a small sit-in area. The food standard is high quality and there will be a wide variety of sandwiches, panini’s & toasties.
The tone of voice needs to reflect the chosen audience and their needs at a lunchtime/quick meal time hour. As the audience is young people, I have chosen a relaxing and informal tone of voice.
Audience
The audience that I have decided to base this around is that of young people/professionals who are on the go and looking for a quick lunch that is fresh and of a good quality
Emily Lodge
1
OUGD503 - Studio Brief 3: Design For Print & Web
Branding Design Choices
I decided on the colour of green as it is associated with the likes of fresh and organic. This is exactly what I am going for in the concept for this restaurant. I wanted a contrasting colour, but didn’t want to use black anywhere in the designs so decided on grey as it is a professional colour. Within these two colours I will be using the complete range of tones throughout the designs.
Logos
In term’s of typography, I have chosen quite a variety of different typefaces to use throughout the branding. There are three typographical elements to the branding; the logo, the general written type & the typographic pattern.
Colours C=48 M=0 Y=73 K=0
C=0 M=0 Y=0 K=70
Typefaces Logo
futura medium Ampersand
& - Oriya MN
Emily Lodge
Headings & ‘own’
EDMONDSANS BOLD CAPS Body Text
QUICKSAND BOOK CAPS QUICKSAND BOLD CAPS
2
Typographic Pattern
FRANCHISE REGULAR FUTURA MEDIUM CAPS AVENIR BOOK CAPS QUICKSAND BOOK CAPS
OUGD503 - Studio Brief 3: Design For Print & Web
Final Outcomes
Emily Lodge
3
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Collateral Takeaway Coffee Cup Proposal
Staff T-shirt Proposals
Coffee Cup & Saucer Proposal
Plate Proposal
Emily Lodge
4
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Interior Interior Wall Proposal
Interior Signage Proposals
Emily Lodge
5
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Exterior Exterior Proposal
Exterior Sign Proposal
Window Sign Proposal
OPEN: MON - SUN 7AM - 10PM
Emily Lodge
6
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Advertising
Advertisement proposal 1
Emily Lodge
Advertising proposal 2
Outdoor signage proposal
7
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Website
Emily Lodge
8
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Website
Emily Lodge
9
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Website App
Emily Lodge
10
OUGD503 - Studio Brief 3: Design For Print & Web
Proposal - Website App
Emily Lodge
11
OUGD503 - Studio Brief 3: Design For Print & Web