Design|Phase 2
PROJECT VIENNA
Rohit Banka AOP - Branding and Identity Visual Practise 2 MA Visual Communication Birmingham Institute of Art & Design 2009-2010
Sunday, 23 October 2011
Presentation
STRUCTURE •
About 1st phase of DESIGN PROJECT VIENNA
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DPV Phase 2 brief
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Design challenge
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Initial feedback and testing
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Three sets of references
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Concept development
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Concept selection and strategy
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Concept application
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Learning outcomes
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2 DESIGN|PHASE 1
PROJECT VIENNA •
Brief: Reinventing Vienna as a modern design destination
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Proposed strategy: Design organisation on the lines of D&AD
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Naming
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Visual identity
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Basic application
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Phase 2
DESIGN BRIEF •
To establish Kreativ Junction beyond its logo
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To design and strategise a launch for Kreativ Junction
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To generate buzz about it in, around and beyond Vienna
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Initial testing and
FEEDBACK •
Strong Stategy
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Visual Identity was questionable
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Need to include typographic study
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Colour are tough to produce
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LOGO DESIGN
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VISUAL IDENTITY SYSTEMS
Three sets of
REFERENCES
DESIGN ORGANISATIONS
Rethinking on the role of
A LOGO •
A logo is the face of a brand
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A logo doesn’t sell directly, it identifies - Paul Rand
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Should a logo be self explanatory? - Interbrand
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Logo derives its meaning from the quality of that which it symbolises
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Just one distinctive element is enough Source: Logo design love (book), Interbrand brand consultancy (website), Paul Rand (website)
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Design organisation:
D&AD •
What is it all about?
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How does it promotes itself?
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D&AD strategy and design
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Pencil as a symbol of pride
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Engagement (function)
Events and activities (form)
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Final
STRATEGY •
Evolution is not revolution
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Think of engagement
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Stefan Sagmiester: Champion who can carry the course
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Exhibition on retrospection of his work
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THE CHANGING ROLE OF LOGOS IN BRAND EXPRESSION?
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New Museum •
A cutting edge system
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Flexible and adaptable identity
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Living visual
IDENTITY Aol. “Aol. is a 21st century media company, with an ambitious vision for the future and new focus on creativity and expression, this required the new brand identity to be open and generous, to invite conversation and collaboration, and to feel credible, but also aspirational,� Karl Heiselman-Wolff Olins CEO
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Visual identity elements
Model 1
Model 2
Model 3
Logo
Logo
Logo
colour
colour
colour
typeface
typeface
Shape
Visual style
Grids
Name
Colour
graphic motifs
Lines
Touch & Sound
Typography
Other devices
Illustration
Grid/Layout
Typography Environment
Logo
Image style 5th Element
by Matthew Healey What is branding?
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by Tony Spaeth
by Per Mollerup
My own model
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If logos are defined as the identifiers for the organisation, can other visual identifiers replace logos as primary identifiers ?
BRAND VALUES
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TONE OF VOICE BOLD
LOUD
ENERGETIC
ENCOURAGING
CONTEMPORARY
CONFIDENT
AVANT GARDE
IRREVERANT
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Rationale and
STRATEGY •
KJ being a design organisation needs an innovative identity
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The logo has potential to work as a flexible and adaptable system
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Circle: One of the three design shapes
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THE WORDMARK
VERTICAL RULE
SYMBOL
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THE DESCRIPTOR
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Learning
OUTCOMES •
Learnt a full cycle of brand development
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Developing understanding in both the strategic and visual side of brand communication
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Able to question and debate about critical issues in branding
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Started to consider production as part of the process
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Developed a wide network both in India and UK
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Started to challenge conventions in design
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Rohit Banka
Sunday, 23 October 2011