[Process Journal] S&FA Visual Identity by MA Nguyen

Creative Process

& Summary documents

Schmoelling & Froese Architects 693 East Coast Road, Singapore Singapore 459057 T: + 65 6446 4845 F: + 65 6446 4846 W: www.schmoelling_froese.com.sg E: info@ schmoelling_froese.com.sg

Design team: Timekeeper Mai Anh Nguyet Minh Xuan Quyen E: ma.ngyeun@gmail.com T: +84 (0) 1204460913

Client Based Logo Design and Visual Identity Client: Schmoelling & Froese Architects Stakeholder: Mr. Don Gordon Design Team: Timekeeper Nguyen Mai Anh â&#x20AC;&#x201C; Project Manager Bui Xuan Quyen Le Thi Nguyet Minh

Creative Process & Summary documents

Summary Documents

Statement of design problem

Ideation

Refinement process

Mood-board

References

69 3

Summary Documents

Client Theme-Values

Research Summary

SUMMARY OF CLIENT THEME-VALUES Schmoelling & Froese Architects (S&FA) is an architectural firm based in Singapore and were found by two owners who came from different industries and are both award-winning designers. The company portrays itself with 6 specific values that are applied in every working process within the company. The most important value that S&FA focuses on is : Sustainability in construction. Other values that are also stressed on are : Environmental-friendliness, Effective Cooperation, Perfection, Internationality and Innovative development. These values are presented through out S&FAâ&#x20AC;&#x2122;s information and its working style, based on our research about the company we has came to this summary . In addition, during our research, we al so came to understand the company as a person, who is : Trustworthy, Caring, Passionate, Innovative and always growing.

RESEARCH SUMMARY for the statement of the design problem To design the identity kit for S&FA and especially design the LOGO, our team has researched and found inspiration as well as design idea in various sources , which included books and online resources. In summary, our team has researched on : developing a LOGO and identity kit, color scheme, typography and the visual key (after researching for different visual keys our team has decided to chose the BIRDâ&#x20AC;&#x2122;s NEST ). About Developing A LOGO and identity kit : We has found some books which were extremely useful for coming up with idea and working in a logical and effective way to solve the design problem. About color scheme, typography and visual key , we also based on resources found on the Internet. For more information, all of these sources are listed in the References section of this book (see page 69)

STATEMENT OF THE DESIGN PROBLEM The purpose of this project is to solve one design problem - create the identity kit for Schmoelling and Froese Architects (S&FA). Which includes : LOGO, Business Card, Letterhead, Envelope, Visual Identity Signature and animated LOGO. This identity kit ‘s aim is to help S&FA being recognized in the industry as well as among the potential customers of the company. The most important design in the identity kit is the LOGO , which will be the representative for S&FA in public and help S&FA to promote its values and personalities through the design of the LOGO. After much researches, brainstormings , sketching and revising , our team has decided the design of the LOGO as follows : The Visual Key : a Bird’s Nest . The bird’s nest is a natural architect that requires lots of care and hard work of a bird which is the same case when S&FA designing a construction. Using the bird’s nest also hints for the care of the environment that S&FA focuses on. On the other hand, the bird’s nest is the home – the shelter that protects the bird-family. This can be interpreted as S&FA’s genuine care for their customers and the promise to keep their construction comfortable and sustainable for its users.

Source: http://www.freeimageslive.co.uk/

STATEMENT OF THE DESIGN PROBLEM The Colour choice : ORANGE. About the color scheme for the identity kit, our group had explored different color choices (as can be seen in our sketches and mood-boards) and finally decided on Tangerine Orange (Pantone: 17-1463) as the theme color- in combination with grey, black and white. We use orange to reflect the spirit of S&FA as always growing, innovative and passionate. Since Orange stimulates creativity, innovation and shows the ability to adjust to changes (source: http://crystal-cure.com/ orange.html). It also is the color represents people who have deep intuition and passionate characteristics - which is similar to S&FAâ&#x20AC;&#x2122;s personality (source:http://www.sanat. orexca.com/eng/3-4-05/philosophy_of_color. shtml). In addition, orange also brings positive and dynamic atmosphere and sends the message of enjoying life - this is also what S&FA wants to bring to its customers.

Source: http://www.media.tumblr.com/ tumblr_lwuc2nuWUn1ql94go.jpg

STATEMENT OF THE DESIGN PROBLEM TYPOGRAPHY There are 3 fonts in total that our group uses for the identity kit of S&FA . The main font is Footlight MT Light - a serif font, which is classical, as a result, it brings the feel of trustworthiness, seriousness and timeless to the design. Our team has used this font for the type in the logo with some adjustment. The other 2 supporting fonts include one serif font - for body text - Minion Pro and one Sans serif font - for small headlines or short paragraphs- Miso.

The reason we specifically chose these 3 fonts is because they compensate each others and together they can work in harmony, in term of typography. Both the Sans serif font and Serif font can stand out easily when put together. While using serif font for body text make the text easier to read, the sans serif font we chose keeps the modern look in the design. In the typography exploration process , our team had chosen these fonts among many others . We found them work well together in the design point of view.

FOOTLIGHT MT LIGHT Schmoelling & Froese Architects

MISO Schmoelling & Froese Architects MINION PRO Schmoelling & Froese Architects

STATEMENT OF THE DESIGN PROBLEM STYLE About styling the LOGO, we tend to make it simple, clear and communicative so the viewer can understand and memorize the LOGO quickly. Simple and clear design also presents the professional, integrity and trustworthy aspect of S&FA. However, to make the LOGO stand-out, we try to avoid expected/ cliche elements such as : green, leaf, tree, house; to demonstrate eco-friendly and sustainable construction. Instead we explored unique styles in color and image to help S&FA be easily recognized, yet, the design is still able to portray S&FA â&#x20AC;&#x2DC;s personalities and values.

Ideation

Brainstorming Minmaps

Sketches First logos

BRAINSTORMINGS

MIND MAPS

ELEMENTS TABLE

SKETCHES

DIGITAL SKETCHES

Those have been showed are the very first sketches for the logo of S&FA based on our teamâ&#x20AC;&#x2122;s brainstorming . However, we realized some issues within each design that make them not a good choice for the LOGO. Therefore, our team continued to research for concepts and at the same time find better execution for previous concepts .

NEW SKETCHES

Chosen LOGO - Visual Key: Birdâ&#x20AC;&#x2122;s Nest - Color : Orange

Refinement Process

LOGO Deconstruction

Colours exploration

Fonts exploration

LOGO DECONSTRUCTION

LOGO DECONSTRUCTION 5 1

8 5

14 23 1 2 6

6 8

COLORS EXPLORATION

Schmoelling & Froese Architects

CHOSEN COLOR

FASHION + HOME

17-1463 TCX or 17-1463 TPX

(Cotton, paper, nylon product...)

RGB for TPX

R: 226

G: 73

B: 47

RGB for TCX

R: 221

G: 65

B: 36

PLUS Series

7625C (Closest Match)

PLUS Series CMYK

C: 0

PLUS Series RGB

R: 225

GOE System

20-1-5C

Plastics

PQ-17-1463TCX

M: 82 G: 82

Y: 80 B: 61

K:0

FONTS EXPLORATION Rockwell – Tahoma

Schmoelling & Froese Architects Schmoelling & Froese Architects (S&FA) is an architectural firm. Their works cover many design areas which vary from architecture, landscape, planning, and interior to graphic design in an integrated Multi-Disciplined Process.

Footlight MT light – Minion Pro

Miso Schmoelling & Froese Architects

Footlight MT light

–

Schmoelling & Froese Architects (S&FA) is an architectural firm. Their works cover many design areas which vary from architecture, landscape, planning, and interior to graphic design in an integrated Multi-Disciplined Process.

Rockwell – Centaur Schmoelling & Froese Architects Schmoelling & Froese Architects (S&FA) is an architectural firm. Their works cover many design areas which vary from architecture, landscape, planning, and interior to graphic design in an integrated Multi-Disciplined Process.

Corbel– Garamond Schmoelling & Froese Architects Schmoelling & Froese Architects (S&FA) is an architectural firm. Their works cover many design areas which vary from architecture, landscape, planning, and interior to graphic design in an integrated Multi-Disciplined Process.

Footlight MT light - Corbel Schmoelling & Froese Architects Schmoelling & Froese Architects (S&FA) is an architectural firm. Their works cover many design areas which vary from architecture, landscape, planning, and interior to graphic design in an integrated Multi-Disciplined Process.

Footlight MT light – Garamond Schmoelling & Froese Architects Schmoelling & Froese Architects (S&FA) is an architectural firm. Their works cover many design areas which vary from architecture, landscape, planning, and interior to graphic design in an integrated Multi-Disciplined Process.

CHOSEN FONTS FOOTLIGHT MT LIGHT Schmoelling & Froese Architects

MISO Schmoelling & Froese Architects MINION PRO Schmoelling & Froese Architects

REFINEMENT PROCESS

OFFICIAL LOGO

LOGO from Sketch to Official : . .

Change color Change ratio between elements in the LOGO to have better pro potion and symmetric . The letter “F” is also adjusted so the white space in the “F” forms the shape of a leaf - as a hint for S&FA being eco- friendly and care for the environment ( this is not stressed on in the concept but can be an interested element in the logo if the viewer pays enough attention )

Mood-Boards

Logos

Colours

Concepts

References

REFERENCES Cato M 2010, ‘Go Logo! A handbook to the art of global branding’, Rockport Publishers, 100 Cummings Center, Beverly, Massachusetts, United States Dreamtation 2013, nest interpretation, search page, viewed 10th August 2013 < http://www.dreamtation.com/docs/5385.htm> Edmond S 2012, Round house, the creative agency, 5 tips for great letterhead design, viewed 14th August 2013< http://roundhouse.cc/us/5-top-tips-for-great-letterhead-design> Gemily gems 2013, orange color meaning, viewed 11th August 2013 <http://crystal-cure.com/orange.html> Green C 2004, ‘Design it yourself Graphic workshop’, Rockport Publishers, Inc., 33 Commercial Street, Gloucester, Massachusetts, United States. Sanat 2012, philosophy of color, viewed 11th August 2013 < http://www.sanat.orexca.com/eng/3-4-05/philosophy_of_color.shtml>

REFERENCES Smith S 2012, Creative blog, Design a stunning letterhead: 10 expert tips, viewed 14th August 2013< http://www.creativebloq.com/graphic-design/letterheads-tips-11121378> The perfect palette 2013, Burnt Orange, wedding color and Shade of orange + Aqua, viewed 11th August 2013< http://www.theperfectpalette.com/search/label/Burnt%20Orange> Ubuntu design 2013, Our Brand, color palette, viewed 11th August 2013 < http://design.ubuntu.com/brand/colour-palette> Ubuntu design 2013, Our Brand, Ubuntu Logo, viewed 11th August 2013 < http://design.ubuntu.com/brand/ubuntu-logo> Wiedemann J2009, â&#x20AC;&#x2DC;Logo designâ&#x20AC;&#x2122;, volume 2, Taschen GmbH, Hohenzollernring 53, D-50672 Koln

SOURCES FOR FONTS USED IN THIS PROJECT

Maven Pro Light Prine J 2011, Lost type, Maven Pro collection, viewed 10th August 2013 < http://www.losttype. com/font/?name=maven>

Miso Logofont.net, test font, download font, viewed 10th August 2013 < http://www.logofonts.net/>

end of book.

Creative Process & Summary documents