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
Timekeeper s3372661 s3372672 s3360598
RMIT University Vietnam – Sai Gon South Campus Semester 2/2013 Content Design Project – COSC2286 Assessment 2 Client Based Logo Design and Visual Identity Lecturer: Mr. Don Gordon Team: Timekeeper Members: Nguyen Mai Anh – s3360598 Bui Xuan Quyen - s3372672 Le Thi Nguyet Minh - s3372661
Creative Process & Summary documents
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Summary Documents
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Statement of design problem
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Ideation
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Refinement process
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Mood-board
References
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69 3
Summary Documents
Client Theme-Values
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Research Summary
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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 potrays 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 : Eniromental-friendliness, Effective Cooporation, Perfection, Internationality and Innovative development.These values are presented through out S&FA’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.
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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, colourshceme, typography and the visual key (after researching for different visual keys our team has decided to chose the BIRD’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 colourscheme, 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)
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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 inclues : LOGO, Business Card, Letterhead, Envelope, Visual Identiy Signature and animated LOGO. This identity kit ‘s aim is to help S&FA being regconized 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 representator 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 , sketchings 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.
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Source: http://www.freeimageslive.co.uk/
STATEMENT OF THE DESIGN PROBLEM The Colour choice : ORANGE. About the colorscheme for the identity kit, our group had explored different colour choices (as can be seen in our sketches and mood-boards) and finnaly decided on Tangerine Orange (Pantone: 17-1463) as the theme color- in combination with grey, balck 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 characterictics- which is similar to S&FA’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
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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 trustworthyniess, 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 specificallly 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
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 advoid 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 regconized, yet, the design is still able to potray S&FA ‘s personalities and values.
MISO Schmoelling & Froese Architects MINION PRO Schmoelling & Froese Architects
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Ideation
Brainstorming Minmaps
Sketches First logos
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BRAINSTORMINGS
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BRAINSTORMINGS
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MINDMAPS
MINDMAPS
ELEMENTS TABLE
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ELEMENTS TABLE
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SKETCHES
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DIGITAL SKETCHES
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Those have been showed are the very first sketches for the logo of S&FA based on our team’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 .
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NEW SKETCHES
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Chosen LOGO - Visual Key: Bird’s Nest - Colour : Orange
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Refinement Process
LOGO Deconstruction
Colours exploration
Fonts exploration
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LOGO DECONSTRUCTION
LOGO DECONSTRUCTION 5
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COLOURS EXPLORATION
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Schmoelling & Froese Architects
Schmoelling & Froese Architects
CHOSEN COLOUR
FASHION + HOME
17-1463 TCX or 17-1463 TPX
(Cotton, paper, nylon product...)
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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
K:0
B: 61
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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
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.
Miso Schmoelling & Froese Architects
Footlight MT light
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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.
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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 Pro¬ess.
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CHOSEN FONTS FOOTLIGHT MT LIGHT Schmoelling & Froese Architects
MISO Schmoelling & Froese Architects MINION PRO Schmoelling & Froese Architects
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REFINEMENT PROCESS
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REFINEMENT PROCESS
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OFFICIAL LOGO LOGO from Sketch to Official : . .
Change colour 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 )
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Mood-Boards
Logos
Colours
Concepts
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References
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REFERENCES
REFERENCES
Cato M 2010, ‘Go Logo! A handbook to the art of global branding’, Rockport Publishers, 100 Cummings Center, Beverly, Massachusetts, United States
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>
Dreamtation 2013, nest interpretation, search page, viewed 10th August 2013 < http://www.dreamtation.com/docs/5385.htm>
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>
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>
Ubuntu design 2013, Our Brand, colour palette, viewed 11th August 2013 < http://design.ubuntu.com/brand/colour-palette>
Gemily gems 2013, orange color meaning, viewed 11th August 2013 <http://crystal-cure.com/orange.html>
Ubuntu design 2013, Our Brand, Ubuntu Logo, viewed 11th August 2013 < http://design.ubuntu.com/brand/ubuntu-logo>
Green C 2004, ‘Design it yourself Graphic workshop’, Rockport Publishers, Inc., 33 Commercial Street, Gloucester, Massachusetts, United States.
Wiedemann J2009, ‘Logo design’, volume 2, Taschen GmbH, Hohenzollernring 53, D-50672 Koln
Sanat 2012, philosophy of color, viewed 11th August 2013 < http://www.sanat.orexca.com/eng/3-4-05/philosophy_of_color.shtml>
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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/>
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RMIT University Vietnam – Sai Gon South Campus Semester 2/2013 Content Design Project – COSC2286 Assessment 2 Client Based Logo Design and Visual Identity Lecturer: Mr. Don Gordon Team: Timekeeper Members: Nguyen Mai Anh – s3360598 Bui Xuan Quyen - s3372672 Le Thi Nguyet Minh - s3372661
Creative Process
end of book.
& Summary documents