3 REFLECTIVE JOURNAL POOJA KULKARNI M.A. BRANDING & IDENTITY DESIGN
REFLECTIVE JOURNAL POOJA KULKARNI M.A. BRANDING & IDENTITY DESIGN
Pooja Kulkarni MA Branding and Identity Design Nottingham Trent University, 2014 Student ID: N0527447 pooja.kulkarni2013@my.ntu.ac.uk
This project is undertaken as academic work on the specified course. Reproduction or use of content requires prior permission.
Typeset in: Lato, DIN 1451 Std
CONTENTS TERM THREE
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ABOUT 11 TUTORIALS 23 TESTING 31 PROCESS 37 CONCLUSION 55
Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.
Paul Rand
Introduction The second term proved to be a very fruitful time where I managed to get a lot of work done. It was stressful, I wouldn’t deny, but all the pressure produced good results in the end. The time after the second presentation was very difficult for me. Tackling emotional upheavals and weakness from a brief spell of being unwell, I decided to give myself a break and rest. Though I felt recharged for the third term, the break worked against me, making me fall behind and slowing down my project. The two months that followed were completely packed with work without any space for a breather. I think I have been able to achieve what I set out to and there is also a sense of relief at having completed the project.
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Recognizing the need is the primary condition for design.
Charles Eames
About the project When it was time to think about my master’s project, I thought I had finally got the chance to undertake a project that I normally wouldn’t be able to do. I rationalized to myself saying this is probably one opportunity I have to follow my interest before I enter the professional world and have no choice, so to say. So I went ahead and wrote a tentative project proposal about creating a place brand for my hometown, the city of Aurangabad. I was a bit worried in the beginning to undertake a project of such complexity, but my journey so far has instilled some amount of confidence that I will be able to finish this work at hand.
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Project proposal Aurangabad – How can branding heritage and effective signage engage people with the city? Main topic; describe theme, content or narrative Aurangabad is a city in the state of Maharashtra in the western part of India. Throughout history it has witnessed a confluence of different cultures and with it various forms of art and architecture. What remains now is a legacy of the past. While the city itself has a lot to offer, its proximity from the UNESCO World Heritage Sites of Ajanta and Ellora caves make it a popular tourist destination. Having said that, what really upsets me is the unorganised tourism sector and the lack of an impact. The project is about finding possible solutions through branding the heritage city of Aurangabad. Aim of your project; what will the finished work achieve? What I aim to understand through the project I would
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undertake is the application of branding to locations within the city and also attractions around. I would like to work on creating a unifying and cohesive system that would simplify travel and enrich the experience of the end user. The project would focus on developing a space in terms of signage and making it more engaging for the visitor. Who is it for? Describe the contexts, market or audience Along with focussing on tourists, both international and national, I aim to reach out to the local residents as well. Making the locals an integral part and involving them would lead to a successful brand. The Big Idea – what makes it special or new? Today even as cities and nations contest fiercely to draw attention, the role of effective design has become evident. However, place branding is a fairly new concept in India. I hope that place branding would help elevate Aurangabad
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in people’s perception, that they begin to value the rich heritage and help live upto the promise that would be created by the brand. How will it help you to reach your career aims? I understand that while the project would involve a certain level of complexity, it would provide me with a chance to closely examine existing models and draw inspiration. Through the means of this project, I would be able to closely study culture and people in order to understand what a place can offer. It would also give me a chance to work with a variety of media ranging from print, web, motion graphics to user interface design. Looking at the broad scope of the project and the amount of work involved, I believe it would give me an extensive ground to pursue my interest and enrich my knowledge.
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Describe the specific area of interest or specialism you have in your chosen subject area I’m interested in history and culture and these would be the key aspects of my project. I would aim to make people aware of the cultural treasure that they have inherited and in a way raise awareness about our past. I would like to make the tourist destinations more engaging than before, to increase interactivity with spaces and enthuse a sense of pride towards culture and traditions. In terms of skill, I would like to learn and experiment with screen printing. I am also interested in the use of type and illustration. What relevant knowledge and skills do you have at the moment, and what further knowledge and skills might you want to learn? I can use Illustrator, Indesign and Photoshop with much ease. However, during the course of the project I would also like to dabble in various new media like motion graphics,
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user interface design as well as traditional processes of screen printing. What resources might you need to research and develop your project? Access to a computer with Adobe Creative Suite 6, relevant research material - online and physical, good printing facilities find priority over others.
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Learning Agreement Aurangabad – How can branding heritage and effective signage engage people with the city? The brief: The project is about finding possible solutions through branding the heritage city of Aurangabad (Maharashtra, India). The project would focus on developing a visual system and signage for a culturally important place within the city (either monument/tourist place/public area) and making it more engaging for the visitor. Learning aims: Through this project, I aim to understand thoroughly the theories that govern design and also how research can be implemented within professional practice.
• •
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The advanced use of Adobe Illustrator. The use of Photoshop to a professional standard for
managing images and artwork.
• Closely examine existing models and draw inspiration. • Study history and culture in order to understand a place and the people.
• To try and learn to use a variety of mediums, eg. print, web, UI.
• To study the trends in branding and where this would lead us in the future.
• • • • •
Use of colour and type suitable for outdoor display. Adapting design/artwork for varied scale and media. How to maximize potential through branding. How to make a space more visually engaging. Unifying a culturally complex society through a visual identity.
• Ways in which place branding differs from branding a commodity/service.
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What research will you have to do to achieve your learning aims?
• Case studies about existing place brands. • Read, analyse and evaluate expert opinion in the field of place branding.
• Gather information about the history, culture and evolution of the place itself.
• Contact and possibly arrange interviews with professionals.
• Creating personas, prototyping and testing within focus groups.
• Understanding through observation and critical analysis. Submissions My final submissions would include an identity system explained through a brand book. Other material for submission would include printed promotional material like posters. I also intend to demonstrate how the brand identity
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would be reflected on various mediums like a mobile travel application, collaterals used by the local tourism development body and official communication by the city corporation. In addition, I would also like to develop signage and wayfinding systems focusing on one particular area in the city that can be easily remodeled for other places around the city. Resource Implications I will require access to the printing facilities in school and access to computer labs.
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Good design is a lot like clear thinking made visual
Edward Tufte
Tutorial 1. 19/05 It was the beginning of the third term and after a module briefing in the morning; it had dawned upon me that this last phase is going to be very stressful. Just two months for the realization of the project seemed like a lot of pressure. In our first tutorial that afternoon, we discussed the learning outcomes for this term with our supervisor. Having done that, I think it was clearer to know what is expected of us during this term. Regarding my project, I had to discuss the user feedback that I had gathered in the meanwhile. We also discussed that I should have more design development work and because of the time crunch, I had to show the development work at the next tutorial and make a recommendation for the final identity of the city. Now the task at hand was to revisit the case studies and consolidate what is it that I want to communicate with my audience. I had to rethink the adjectives associated with the city and think of various visual styles. I was advised to keep in mind that application is an important aspect and needs to be given a thought while I decide on the style and colour pallet.
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It was also important to identify what deliverables I want to produce and prioritize them. Signage being the most important had to be tackled first. At the end of two weeks I had to make a recommendation, based on feedback from users and my own analysis, about the identity best suited for Aurangabad. An uphill task for sure!
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Tutorial 2. 02/06 It was the beginning of June already and the clock was ticking really fast. Despite favourable feedback for the second term, I was very worried as my project had not made enough progress until this point. I was still at the development stage without a final identity. At this point I was trying to finalize the logotype after I got feedback that the previous one is a bit difficult to read. So this time I tried to combine the visuals of the first and the calligraphic type treatment of the second.Taking a step ahead from the previous tutorial I revisited my case studies and finalized the proposition for Aurangabad ‘Relive the glory’. Though even after producing various alternatives for the text and symbol I hadn’t reached a solution that stood out. My supervisor suggested that I compartmentalize the proposition in terms of what different things the city has to offer, how can you ‘relive the glory’ in various ways. Until the next time I had to finalize the visual system in accordance with the proposition that I had created for the city.
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Tutorial 3. 16/06 I was at a much better position at this tutorial. I had a completely different concept for my identity and it was accepted by all when I presented it. The proposition for the city remained majorly unchanged with only minor grammatical changes to make it sound even more powerful. So the tagline now is ‘Reliving the Glory’. The tense makes it sound more about the present. I had finer corrections to make in terms of kerning. My supervisor gave a useful tip, to turn the text around upside-down. That way you do not identify letters but treat them as shapes and can better judge the spacing between them. I had to now look at how the identity would be applied across a signage system that I intended to work on. Also, once the identity was finalized, I had to make a brand book detailing the values of my brand and user guidelines. I now had strong visuals and had to make use of scale to create drama in the applications. I had to look at other tourist destinations and the way they used copy to convey their message. I had to tell something about Aurangabad that would make a person want to go there.
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Tutorial 4. 30/06 In the fourth tutorial of this term, first of all we started with going over the learning outcomes for this module. It was followed with advice from our supervisor about the reflective journal, our hand-in and presentation. We then discussed individual projects in the usual way. I had the signage system ready and also discussed my brand book, which I was still working on. I was advised to segment the book according to the different categories I had. A lot of minute details had to be added and even I knew that. Everything was just on the verge of completion yet a lot had to be done. Though overall I could say that I was in a slightly better position now.
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Tutorial 5. 14/07 It was difficult to believe that we had reached the last tutorial for our MA project this year. The agenda was just to discuss all the final concepts, as it was just a week until the final hand-in. Before I sent all files for the final print, I wanted to show my brand book to my supervisor to make sure there was nothing glaringly wrong with it. Also I had compiled my work for this term as presentation boards which I was going to include in my portfolio for hand-in. All of my work got a green signal for print after incorporating a few minor tweaks. Except my posters needed to be worked upon. I was advised to be bold when it comes to brand applications. I was also asked to work on the copy for the posters. Apart from that everything else was fine to be handed-in.
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Design is not just how it looks like & feels like. Design is how it works.
Steve Jobs
Feedback After the presentation for the second module, I had time to conduct user testing before we started with the third and final phase. I relied on the internet to collect feedback from the stakeholders of my brand. I tried to contact a varied group of people that included people from different age ranges, educational/professional background and knowledge about Aurangabad. Some were residents of the city while others had not once visited it. I posted a small presentation outlining the project on my blog and added a link to a questionnaire at the end. All the responses that I collected helped me understand how people perceived. Their opinion helped me take an objective look at my own work, evaluate what worked and what didn’t and then work in the most appropriate direction. The following pages show a few responses that I got from users for each concept that I had proposed.
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‘Visually very effective, the lattice work relates to the Mogul period plus the choice of colours makes a difference!’ ‘the lattice window concept is brilliant. The window frame itself has a little flourish at the top, which looks great’ ‘window looks simple and visually pleasing’ ‘I liked the first one- Concept 1, because - The jali used is one of the prominent visual identity of monuments. The font/ typography used is beautiful. The intricate visuals are attractive.’ ‘Aurangabad symbolizes seeing per say, you see paintings, sculptures and of course the windows themselves are unique. Having lived in Aurangabad for 17 years I believe the tourism of the city needs a boost in terms of its branding and what better way than to intrigue rather than give everything away in the first go. The concept of the window with its appropriate colour scheme brings out the very essence of the city.’
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‘Looks great. Feels great. With the simplicity of the type itself it talks about the elegance of its culture and art and crafts. I feel a little bit work is required for the next word to it (the tag), may be with smaller type size and more kerning/ tracking. Something has to be done for the ‘astonishing’ part to make it all the more beautiful.’ ‘The typography (concept 2) is interesting and the calligraphic style speaks about the character of the place as a heritage city. Also its name makes an impression in my mind and the extended curves invoke a sense of elegance, charm and Aurangabad as a flourishing city..’ ‘The font is really nice, the simplicity appeals to me’
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‘The 3rd concept is very direct and yet subtle in inviting people to appreciate Aurangabad’s cultural heritage.’ ‘Aurangabad is known as “THE CITY OF GATES” with magnificent construction. Unfortunately many are in a dilapidated state, so the concept of projecting the gates in the logo truly captures the heritage of Aurangabad and would definitely help draw necessary attention.’ ‘I think the third one which is the gates gives a more better picture to a person who does not have any idea of the city.’ ‘Because the city also know as city of Gates’
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It’s through mistakes that you actually can grow. You have to get bad in order to get good. Paula Scher
Visual development 1
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RELIVE THE GLORY
AURANGABAD
TRADITIONAL
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DEVELOPING
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Visual development 2 This typographic approach consists of hand-lettered type inspired by the flourishes from ‘devnagari’ calligraphy. The different adjectives attached to the name form the visual system, aided by a distinct pattern. These patterns are derivations from traditional crafts like stone inlaying and carving. At this stage, I also relooked at the adjectives I was using and made another list of words that I thought were suitable to Aurangabad. Also I tried to incorporate different symbols according to the meaning of the word attached.
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DEVELOPING
SERENE
JOYOUS
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TRADITIONAL
FESTIVE
DIVERSE
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Visual development 3 This concept was born out of the thought of using commonly appearing symbols across the wide range of craft and architecture and combining them to give a new dimension to the city. It starts with six basic motifs commonly found in stone inlays, carvings, metal work and handloom weaves. The resulting patterns are a combination of two of these. The identity system is formed of four main categories in terms of what the city has to offer - architecture, festivals, crafts and nature. A combination of the the basic motifs forms the sysmbol that best represents each category.
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The life of a designer is a life of fight: fight against the ugliness.
Massimo Vignelli
Conclusion When I sit down to think about the last year, only then do I realize what a journey it has been! This year has seen a lot of growth, both on the personal and professional fronts. Staying so far away from home has been testing at times but in the end all worth the experience and exposure. Initially, being thrown out of my comfort zone made me question my decision of pursuing a masters course. But now as I stand at the verge of completing my projects, I have no doubts at all, no regrets. The work culture was slightly different than what I was used to, with a heavy emphasis on research. It didn’t take too long to get used to but in the first two terms I was itching to get started with designing. But I’ve learnt the role of in-depth research now. I think it helped me build a strong foundation for my project. I had started out with a vague idea about place branding but being introduced to different kinds of research, my knowledge about the subject has widened. I believe the professional world does not allow such a long timeline for a project as an academic one but I think
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extensive research has become a part of the way I work. I hope to continue with this and make it a habit in the future. At times, I also felt that the distribution of time was very uneven between the terms. While in the first two we almost got four months each for the research phase, the actual project realization got only about two and a half. Slightly more time for execution would have been ideal. Nevertheless, time management skills came handy and I tried to give it my best. In the industry, typically a group of people would handle such a complex project. Combining their expertise, each bringing their best to the table. In an academic scenario, it posed a huge challenge for me when I had to play multiple roles at different phases of the project. I had to be a strategist, copywriter, art director, designer all rolled into one and to be honest, it wasn’t very easy. Then again, that is what the whole process was all about, learning new things and pushing your own limits. There were times when the project
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wasn’t progressing too well, times when I felt lost but I think constructive feedback, looking at work by other professionals and self evaluation pulled me out of that phase and I was back on track. If someone asked me what would I have done differently, in retrospect, I’d say I wish I could’ve studied wayfinding design in more depth. Environment design is an entirely different area of study in itself. I also realized that clarity of thought is of utmost importance and decision-making is critical. Although both of these are not always possible, atleast as a student. I remember groping my way in the beginning, swinging between decisions. Also, as my project is based in India, I could not provide a cost estimate for the project and execution of application as material availability and pricing differ drastically from the UK market. Secondly. Contacting vendors in India was a difficult task.
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Overall I’m quite satisfied with the outcome of the project. I’m also happy with my learning curve throughout this year, I would say it has been in the upward direction. City branding is yet to be explored fully in India and my MA has only been a tiny step in that direction. A tentative step but surely a good beginning. As I take another glance, it becomes evident that not every road has been smooth, there were parts strewn with obstacles and challenges. This journey has been a memorable one and there still is a longer way to go.
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Acknowledgements I cannot possible end without thanking the people who were a part of this MA roller coaster. Several people have helped me along the way knowingly or unknowingly, each teaching me something new. I may not be able to name everyone but a heartfelt thanks to all who are a part of my life at NTU. I am forever grateful to my supervisor, Stuart Hodges, for his guidance, encouragement, for pushing me to go that extra mile and also helping me calm down in times of panic. I would also like to thank our course leader, Peter Lester, for his valuable advice. Had it not been for a talk with him, I might’ve ended up with a different project altogether. I cannot possibly leave out all my friends here for being such wonderful companions at every step. Lastly, my parents and family for having faith in me.
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2014