cover page
Contents Introduction.......................................................................... 5 Competitors.......................................................................... 6 Original Logotype................................................................. 8 Key Words............................................................................ 9 Moodboard........................................................................... 10 Style of Marks ....................................................................... 12 Final Logotype...................................................................... 14 Logotype Rules .................................................................... 16 Integrity ................................................................................ 17 Corporate Colour Palette ..................................................... 18 Corporate Typeface ............................................................. 19 Toolbox ................................................................................ 20 Stationery ............................................................................. 22 Application ........................................................................... 24 Label Swape ......................................................................... 26 Reference ............................................................................. 28
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Introduction
This book provides information obtained through the redesign development process of my client, regarding the brief it will tell the story of my journey through the design process of a Branding and Identity exercise. The exercise has been divided into three different sections, which is Label Swap, The language of Type, and Corporate ID. After an overall research I have chosen Sophia Kueh Flower Gallery as my client. The reason to do this redesign is the old one is out of date, and it is lack of information communication. I have renamed and redesigned it with the consideration of the brand identity. I want the new brand to be more innovate and joyful.
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Competitors
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Original Logotype
Mission statement Florist - sophia kueh all occasions flowers, gift baskets, hampers, plants delivered in australia or overseas. Wedding and funeral flowers florist. Sophia kueh flowers gifts - all occasions comfort food for the senses celebrations of lives at funerals an endowment at weddings with colors, fragrances, creative flower arrangements enjoyable creative expression of the best from mother earth a gift of love, joy and kindness always a pleasure to create and deliver beautiful flowers, gifts baskets and plants all occasions same day flowers delivered.
The reason to do this redesign is the old logotype is out of date. It shows unclear information, and not innovate at all. I want the new brand to be innovate and joyful.
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Key Words
● Atmosphere: Arrange all the staff for the right occasion, design things with while consideration of the atmosphere. ● Love: Doesn’t matter it is a wedding, or funeral. It represent your love. ● Feeling: Your feeling about the one your loved, and the feeling of the attendees ● Expression: Love, sadness, joyful. Any type of feeling could be a expression, we would like to send the message for you with our flower arrangement ● Thoughtful: Being thoughtful, think about any little details before do the job ● Colorful: Favorite color represent your personality, want more character to your important occasion ● Art: Natural is art. Consider the arrangement of your big event as a brilliant art work ● Fresh: Only delivery the most fresh flowers
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Moodboard
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Style of Marks
Positive & Negative
Abstraction
Liner
Pictogram
Solid
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Pictogram
Positive & Negative
Liner
Positive & Negative
Liner
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Final Logotype
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Black & White
Reversed
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Logotype Rules
Clear Space
20 mm
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Integrity
Do not change the colour
Do not change the position
Do not reverse
Do not change the position
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Corporate Colour Palette
C:34 M:92 Y:74 K:43
C:0 M:76 Y:25 K:0
C:31 M:81 Y:56 K:16
C:0 M:0 Y:0 K:0
C:0 M:0 Y:0 K:100
R:113 G:33 B:42
R:254 G:100 B:134
R:115 G:71 B:84
R:254 G:254 B:254
R:0 G:0 B:0
PANTONE 490 C
PANTONE 806 C
PANTONE 7434 C
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Corporate Typeface
Candara - Regular abcdefghi jklmnopqrst uvw xyz abcdefghijklmnopqrstuvwxyz 123467890
Candara - Bold abcdefghij klmnopqrstu vwxyz abcdefghijklmnopqrstuvwxyz 123467890
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Toolbox
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Embossing
Embossing
Foil Stamping
Debossing
Paper
Paper
Paper
Ribbon
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Stationery
Mother's Day Flower Delivery to Templestowe, Lower Plenty, Templestowe Lower, Doncaster, East Doncaster, Bulleen, Yallambie, Montmorency, Warrandyte, Melbourne. Templestowe Florist - Sophia Kueh Flower Gallery|Mother's Day flowers delivered. Send Mother's Day roses, flowers, chocolates gift baskets and hampers. Funeral Flowers Delivery - Send funeral flower wreaths, funeral flower crosses, funeral flower hearts, funeral flower arrangements, funeral tribute flowers, funeral coffin sheaths, funeral flower sprays, memorial flowers to funeral homes, churches, and crematoriums. Wedding Flowers Florist - Wedding Flowers, Wedding Bouquets, Bridal Bouquets, Bridesmaids Bouquets, Wedding Teardrop Bouquets, Wedding Flower Arrangements, Wrist Corsages, Wedding Reception Flowers, Wedding Table Centrepieces, Pew Ends Flowers, Wedding Ceremony Flower Arrangements.
Date: Sale #: Account#: Purchaser: PO# Total Owing:
Sophia Kueh Flowers 16 Andromeda Way Templestowe Lower Victoria 3107 Australia Telephone +61 402 240 235 Email sophia@sophiakueh.com.au
Local Delivery for Jenny Scott Delivery/Pick-Up Details:
Invoice
10/06/2010 1006 100004 Frank Smith $65.87
1006.001
15/06/2010
Quantity
Price
1
$44.85
1
$10.00
3
$6.00
Sale Total
$60.85
Jenny Scott 5 William Street Moorabbin VIC 3189
Item Rose/ Vase/ Two Doze Two dozen beautiful roses in a glass vase.
Delivery to Moorabbin, Vic, Australia Charge for delivery to Moorabbin, Vic, Australia
Latex Balloon Plain latex balloon.
Amount Paid:
Sophia Kueh Flowers 16 Andromeda Way Templestowe Lower Victoria 3107 Australia Telephone +61 402 240 235 Email sophia@sophiakueh.com.au
Sophia Kueh
sophiakueh.com.au
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16 Andromeda Way Templestowe Lower Victoria 3107 Telephone +61 402 240 235 Email sophia@sophiakueh.com.au
16 Andromeda Way, Templestowe Lower Victoria 3107 Australia
sophia@sophiakueh.com.au
Hi Jenny, Mother's Day Flower Delivery to Templestowe, Lower Plenty, Templestowe Lower, Doncaster, East Doncaster, Bulleen, Yallambie, Montmorency, Warrandyte, Melbourne. Templestowe Florist - Sophia Kueh Flower Gallery|Mother's Day owers delivered. Send Mother's Day roses, owers, chocolates gift baskets and hampers. Sincerely, Sophia Kueh
16 Andromeda Way Templestowe Lower Victoria 3107 Telephone: +61 402 240 235 Email: sophia@sophiakueh.com.au Web: sophiakueh.com.au
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Application
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Label Swape
Original, Ice Break Real coffee & Kiwi Shoe Polish. Ice Break Real Coffee has its kind of brown coffee color all over the bottle to present the coffee favor. The cap is black. The graphic has kind of broken feeling, with little broken pieces inside of the word. It is makes you feels like this is real ice cold. The package of Kiwi Shoe Polish has red, yellow beige, black and white on the package. It is quite vintage and old school. Simply present the product.
Through my trail observation into other iced coffee, iced chocolate, or fruit milk. I found out that they both looked very similar. Same style of bottle, and the color shows the flavor of the drink. The graphic is simple and very modernly, it can break through the word.
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By swapping the two labels, each product has changed its look remarkably. In this case, Ice Break Real Coffee and Kiwi Shoe Polish, the graphic has worked in such a different way that has removed most of the character. Kiwi Shoe Polish has totally becomes a drink. The break through graphic gives you a shock. “Kiwi” really stands out of the page, but “shoe polish” becomes really hard to notice. Ice Break Real Coffee has turned it to a little round box. Even though the color of the package still gives you the feeling of coffee, but the old school type of graphic cannot identify the “ice cold” character at all.
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Reference
http://3.imimg.com/data3/ML/YW/MY-4592682663/85-30500x500.jpg http://pics.jiancai.com/imgextra/img02/30923142/i2/ T27SyCXjhXXXXXXXXX_!!30923142.jpg http://i02.c.aliimg.com/img/ibank/2012/155/343/560343551_205784 8657.310x310.jpg http://i.istockimg.com/file_thumbview_approve/368191/2/stockphoto-368191-hand-made-paper-seamless.jpg http://cdn.designinstruct.com/files/93-guide_printing_techniques/ toi_debossing1.jpg http://santryprinting.ie/images/foil_printing.jpg http://image.cn.made-in-china.com/2f0j01UMjEKshaAVqn/%E5%8D% 95%E9%9D%A2%E6%B6%A4%E7%BA%B6%E4%B8%9D%E5%B8%A6%EF%B C%88SF01%EF%BC%89.jpg http://dpegb9ebondhq.cloudfront.net/product_ photos/589276/3600_00_hr_original.jpg http://www.textures.me/var/albums/Paper/tissue-paper. jpg?m=1335906658 http://sadiakomal.com/wp-content/uploads/2011/05/Shopping-Bagin-photoshop.jpg http://3.bp.blogspot.com/-VDNjIo_UOSg/TXY7wsOgaKI/ AAAAAAAAAcw/dE3dyX_wz2k/s1600/white_van.gif http://www.techybuzzz.com/wp-content/uploads/2013/03/appleimac.jpg http://inspirations.prestonbailey.com/files/2010/11/03_Burgundy_ Ball_MoodBoard_Large.jpg http://t3.gstatic.com/images?q=tbn:ANd9GcT9Qs3IYfRfIBnsYSU4 NBHyvhHkQRbUmGobdcYyQmo6v-VnhsFe https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTt4kGnt dmTgng5eVqcyshjzuqd6x26FL9w4QlP2H8PRhLN80LXDA https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcRxtCq1y BLBUUf9bWQBhyrosyXUbBg32GO9f6Kf_Vd2RjuXda-P http://t1.gstatic.com/images?q=tbn:ANd9GcTw52tTbcrP40H8Nil2x oW-ZavbLnW7Bsjat7CiMQQtLibl9-RNhw http://2.bp.blogspot.com/-WuasmTMjMA4/TY0SS4TzIMI/ AAAAAAAAFB4/6alyfOzWsqM/s1600/flowers-wallpapers-loveblooms-roses-bunch-of-flowers.jpg http://newevolutiondesigns.com/images/freebies/flowerswallpaper-13.jpg http://images.fanpop.com/images/image_uploads/FlowerWallpaper-flowers-249398_1693_1413.jpg http://images5.fanpop.com/image/photos/31000000/Rosesflowers-31067210-1440-900.jpg http://t3.gstatic.com/images?q=tbn:ANd9GcQy2JoD04HRYmpRK 3N_N3cECXSbfvAE1658ZnOfnvDcpi9LFX-9aQ
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