Assessment Item one
D esigner identity
L li ttle DESIGN WAGGA
Danni Little
L li ttle
DESIGN WAGGA
My Process Journal will guide you through the step by step process of creating my identity & logo design. The contents offer an insights into not only the thought process behind creating my logo but also the creation of the logo itself.
Content
Research & Brainstorming
1
sketching and conceptualising
2-7
Reflection & Finishing Touches
8-9
personal logo & business card
10
WW personal SWot analysis
11 - 12
personal brand pyramid
13
personal moodboards
14 - 16
rationale
17
R
Research & Brainstorming
esearching the current market trend, products and services
and other Graphic Designers is a critical stage in the logo design process as this ensures that my logo will differ from other competitors. One of the first steps of my design process is to research my competitors and associated industries. When doing this I need to take note of colours as well as tones, typography, fonts, use of space, the use of negative space. The next stage of my research is deciding what I want to accomplish. Its not only to attract customers but to present myself in a professional, confident, organised way. Another part of my research is looking at current market trends, I have noted that one of the main market trends are the demand for digital design: Increasing the demand for web and mobile application design. Researched reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues.
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Sketching & Conceptualising
O
nce I have worked out a clear strategy, the idea is to then
create some preliminary design concepts based on the strategy developed. I brainstormed and sketched down my ideas and then experimented with them on the computer. I also had mini breaks between these sessions so I could reflect on the designs and have a fresh perspective on the job at hand which is a crucial part of the process with designing a logo. I really wanted to make the “L” in the Little stand out so my logo design is surrounded by my vision of the “L”. Incorportated in the single letter, I came up with things that I love or inspired me in some way. There are several different concepts for brainstorming, the idea is to create as many different options before choosing the most viable one. Some of these concepts are listed below: Storyboarding: Meant to pre-visualize a motion picture, animation, etc by organizing illustration in a sequence. Free Writing: A great way to get your ideas down on paper and later expand on them.
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L
Sketching & Conceptualising ayout Creation: Sketch layouts from collected inspiration, play
around with color schemes and typography until a direction strikes you, and then explore it more. Mind Mapping: A diagram that’s used to represent words, ideas, and tasks linked to your central idea. Encourages a brainstorming approach to planning and organizing tasks.
Here is my “Mind Map” I did for my Logo Design Process.
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Sketching & Conceptualising
I
have found some internet designs and patterns that I liked and
shown below-
Forr the first one I love the simplicity of the design, the black and white and dot of red gave it a classy look. The colour white is the colour at its most complete and pure, the colour of perfection. The colour meaning of white is purity, innocence, wholeness and completion. In colour psychology white is the colour of new beginnings, wiping the slate clean, so to speak. The colour black relates to the hidden, the secretive and the unknown, and as a result it creates an air of mystery. It keeps things bottled up inside, hidden from the world. In colour psychology this colour gives protection from external emotional stress. Red colour is a warm and positive colour associated with our most physical needs and our will to survive. It exudes a strong and powerful masculine energy. Red is energizing. It excites the emotions and motivates us to take action. - Page4 -
I
Sketching & Conceptualising designed these 3 last year in Diploma of Graphic Design.
I thought it would add these Logo’s in just to see the difference in my current logo and these ones. I also liked the idea of the circle to be introduced. Circles commonly represent unity, wholeness, and infinity. Without beginning or end, without sides or corners, the circle is also associated with the number one. In some cases, there is a distinction between that which is contained within the circle and that which lies without.
Protection
Circles are often seen as protective symbols. Standing within a circle shields a person from supernatural dangers or influences outside of the circle. Conversely, a circle can also be containing, keeping that which is inside from been released.
Ouroboros
The ouroboros is a circular symbol created by a creature feeding off it’s own tail, or else two creatures feeding off each other’s tails. In both cases, the shape created in a circle, representing such things completion, uniting of polarities, regeneration, and eternity. - Page5 -
Sketching & Conceptualising
A
fter researching my favourite pictures I then turned my head
towards typography/FONT. Below are a few that I liked-
Names of these FONTS areEmbossed Germanica
Kaiserze Gotisch
Shadowed Germanica
Acorn Initials
FloralCapsNouveau
Goudy Initialen
Anabel Alt Anabel
Arabesque Initialen
BD Renaissance
Multu Ornamental
The font I ended up liking was Ruritania. I particularly like the different size strokes and the curl of them.
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A
Sketching & Conceptualising
s I was experimenting with type I wanted to see what circles
looked like with the type I had chosen. The reason why I went with circles is because they commonly represent unity, wholeness, and infinity. Without beginning or end, without sides or corners, the circle is also associated with the number one. Protection Circles are often seen as protective symbols. Standing within a circle shields a person from supernatural dangers or influences outside of the circle. Conversely, a circle can also be containing, keeping that which is inside from been released.
L LITTLE DESIGN WAGGA
li ttle
DESIGN WAGGA
I decided not to add colour to my logo as I think black and white shows class and power. - Page7 -
Reflection & Finishing Touches
A
s I have discussed previously I had been taking regular breaks
throughout the design process. I put both the logo’s up on my facebook page for feedback and this is the outcome Could I get you guys to give me your opinion of either of these? Thoughts?? Photo: Could I get you guys to give me your opinion of either of these? Thoughts?? Advance Towing, Ella Little, Clayton Robert Charlton Leese and 7 others like this. Sharron Fisher Both amazing but no.2 is my fav Yesterday at 8:47am · Like Jacinta Wheeler They are both awesome but my eye was drawn to the one on the left. Simple but effective Yesterday at 8:48am · Like Ashton Taylor Oooh, I like both! I think the right hand one is more interesting and in proportion, as long as it work at all sizes. The type ties in well with the symbol! Yesterday at 8:51am · Like Ron Salmon I like the one on the right Yesterday at 8:52am · Like · 1 Kerry Dredge I like the one on the right Danni, 1st one a bit busy for me Yesterday at 8:55am · Like Travis Warren The one on the right look better I recon Yesterday at 8:57am · Like Tony Turner Like them both Danni, but the one on the right says CLASS. Yesterday at 9:01am · Like · 1 Jody Hook Right xx Yesterday at 9:02am · Like Candice Trist I like the one on the left, it comes across stronger Yesterday at 9:03am · Like Kristy Chidgey Second one Yesterday at 9:06am · Like Candice Trist Sorry on a second look, the right! Yesterday at 9:07am · Like Belinda Beattie Either are great. Xx Yesterday at 9:07am · Like Bree Cusack Right Yesterday at 9:07am · Like Jamie N Melissa Mcintyre Right Yesterday at 9:10am · Like Lesley Klimpsch Right Yesterday at 9:11am · Like Virginia Williams Right Yesterday at 9:20am · Like Kym Sonneman 2nd one. Yesterday at 9:22am · Like Ronda Henderson Left... Yesterday at 9:32am · Like n the right is way too girly for u lol Yesterday at 10:04am · Like Rachel Crawford Right one Yesterday at 10:06am · Like Rachel Keen Lidden Depends on type of products you putting it on. Yesterday at 10:17am · Like Matt Slippo Jeffries There both fucking awesome ya wombat Yesterday at 9:37am · Like Karen Crawford I agree with Matt Yesterday at 9:55am · Li
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would
Reflection & Finishing Touches
Matt Slippo Jeffries That shes a wombat or there both awesome... Yesterday at 9:57am · Edited · Like Lasandra Ann Hawkins I like them both but the 2nd one got my eye the best Yesterday at 9:57am · Like Craig Pearce Left one. Yesterday at 10:01am · Like Brett Piltz The left one is you the one on the right is way too girly for u lol Yesterday at 10:04am · Like Rachel Crawford Right one Yesterday at 10:06am · Like Rachel Keen Lidden Depends on type of products you putting it on. Yesterday at 10:17am · Like Rachel Keen Lidden Tim says one on right stands out more, whats nev think? Yesterday at 10:18am · Like Chris Baker I like the second one Yesterday at 10:22am · Like Jerelyn Cooper The second one... Although, they’re both awesome. Yesterday at 10:27am · Like Tayla Sonneman Second one Yesterday at 10:50am · Like Andrew Cooper Right one. Yesterday at 11:03am · Like Kerry Luck one on right. Yesterday at 11:04am · Like Rebecca Sim Right, sleek & classy Yesterday at 11:08am · Like Bec Spry Both are awesome but I’m draw to the second one for some reason 😊 Yesterday at 11:26am · Like Briony Clarke right Yesterday at 11:37am · Like Salli Piltz The right Yesterday at 11:43am · Like David Murphy Both awesome!!! It depends on what you’re using them for... The first being bold & strong imo more suited for advertising ie shirts,stickers etc... again imo the second is kind of delicate/ elegant more suited to a letter head... Hope this helps ya a lil bit lol Yesterday at 11:57am · Like · 1 Karen Poole Left but both are great Yesterday at 11:58am · Like Yolanda Keane Second one. Yesterday at 12:35pm · Like Aaron Doven the right one....2nd one....easier to view..stands out more Yesterday at 12:49pm · Like Joanne Sonneman The right one Dan! Yesterday at 2:51pm · Like Adrian Linsell I agree the right hand one show class Yesterday at 4:49pm · Like Emilia Armida Both very fancy! 3 hours ago · Like Yesterday at 12:25pm · Like Annie Campton both are nice but prefer the 2nd Yesterday at 12:35pm · Like Aaron Doven the right one....2nd one....easier to view..stands out m
A
s you can see from the post I recieved an amazing amount of
feedback. Majority of the people chose the left one which is now my own personal logo. - Page9-
Personal Logo & Business Cards
L
little
DESIGN WAGGA
L
L
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Personal
SWOT
INTERNAL
Analysis
STRENGTH
My strengths listed have come from the past 2 years studying my Cert IV and Diploma in Graphic Design. Studying these, its allowed me to generate and develop ideas through different mediums I’ve learnt. I have learnt skills such as the basics in photography, a intermediate level in illustrator, photoshop and indesign, I have been taught the basics of lino printing, solar plate printing and screenprinting I also love to draw I have my own studio and I’m always in their doodling something up. I might not get the best marks, but I have always had an enthusiasm to learn especially with art. Also another one of my strong attributes is my personality, I have a very positive approch in life, don’t get me wrong I do have my bad days the same as everyone else.
WEAKNESS I think one of my biggest weakness in this industry is the history. More so with artists but I History of Graphic Design am researching alot more now I’m at University, Doubting myself its opened my eyes up to new and Not being good enough exciting opportunities and it’s not Public speaking just limiting my mind I’ve just got to Lack of Marketing Experience adjust my way of thinking now. Worry - Over thinking I do take on board constructive criticism Taking things to heart and I think thats where I take things to Procrastination heart. I get overwhelmed but in time I know Family (Time) with practice and patience these will all be behind me. I am willing to learn. With the lack of marketing experience this will evolve and progress over time. I put family in as my weakness and I say this with love and wouldn’t give anything up for the world, I have a son with Autism and ADHD and a daughter with Aspergers I have an older daughter that’s just started high school. My husband and I also own our own Towing company. We live life in the fast lane.
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Personal
SWOT
Analysis
EXTERNAL
OPPORTUNITY The most significate opportunity I’ve had would be my schooling without that I wouldn’t be who I am today, this also has alot to do with my passion for hands on experience. Live projects are going to give me a good insight on how to deal with clients and what their feedback is going to be like. TAFE and University have given me alot more confidence in myself which will then reflect on my work.
THREATS
I feel that maybe, if I let these threats get out of control, it will affect my performance when working. The idea is to recognise these threats or fears and control them in order to produce my best work. There is nothing I can do to eliminate these threats as these are apart of everyday life but I can keep on top of them by expanding my knowledge and keeping up to date with current market trends.
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Personal Brand Pyramid Personality (Emotional Connection)
Value
Feelings (Emotional Rewards)
Feelings (Emotional Rewards) Attributes
Attributes Or existence. This is where the hardwork begins, I need to create my social network profile. I’m determining who I am.
Functional Benefits This is about working out where you should be in terms of voiceing your opinion and feeling confortable about doing so. Some people follow the “safe choice”, and also identifying the tangible benefits your customers will experience by using my products.
Feelings (Emotional Rewards) At this level you will now identify the intangible benefits that consumers will experience. Its about finding and connecting with people that also share your passion.
Value This is where we think about the person whom we are trying to target what do they class themselves as.
Personality (Emotional Connection) This level is about building a solid image of yourself. Showing people your creativity and expertise. Its all about personal fullfilment.
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GPR 322 - Assessment 1 Designer Identity Danni Little
GPR 322 - Assessment 1 Designer Identity Danni Little
GPR 322 - Assessment 1 Designer Identity Danni Little
L li ttle
DESIGN WAGGA
W
Rationale
hen talking about the font/typeface behind my logo I proceeded to researched my fonts as I just wanted one letter to be the focal point of my design and to have artistic decorative detail. I researched numerous related fonts and came across a font called ‘Ruritania’ which I used for my ‘L’. I wanted the feeling of a mythical, romantic kingdom conceived as the settings of a fairy tale. After looking up the dictionary defination of Ruritania it proceeded to say it was an imaginary kingdom in central Europe; often used as a scene for intrigue and romance. Also a place of adventure. I could relate to this font through my personality and often dreamy imagination. The ‘Little’ font was Felix Titling I wanted to keep this simple and I didn’t want it to take away from the emphosis of the ‘L’ I made this a little thicker than the ‘Design Studio’ font ChaletParis1960, I believe I was trying to show scale of importance through weight, slope, width and size. I placed the circle’s around my typefaces because I knew circles commonly represent unity, wholeness, and infinity. Without beginning or end, without sides or corners, the circle is also associated with the number one. In some cases, there is a distinction between that which is contained within the circle and that which lies without. The circle symbol meaning is universal, sacred and divine. It represents the infinite nature of energy, and the inclusivity of the universe. I decided to keep the colour scheme as black and white simply to tie it in with the purity of the fonts. When researching the meaning behind the colours used they were; Black Modernity, power, sophistication, formality, elegance, wealth, mystery, style, evil, death (Western cultures), fear, anonymity, anger, sadness, remorse, mourning, unhappiness, mysterious, sex, seriousness, conventionality, rebellion, unity, sorrow, life, rebirth(ancient Egypt), slimming quality(fashion) January. White - Reverence, purity, snow, peace, innocence, cleanliness, simplicity, security, humility, sterility, winter, coldness, criticism, surrender, cowardice, fearfulness, unimaginative, air, fire, death (Eastern cultures), hope, Aries, Pisces (star signs), bland, sterile, empty and unfriendly(interior), January.