LOGO MARKS & 3D BUILDING SIGNAGE
STATIONARY
TICKET APP
MAGAZINE AD
WEB AD
POSTER
PRODUCTION NOTES This project consisted of creating a branding scheme based off of a fictional theater located in Southlake, TX called Southlake Stage. My concept behind the state focused on the idea of getting community members involved by asking them to submit a soundtrack of their choice with no limits on genre. The writers employed by the stage are then tasked with creating a story based on a selected soundtrack. These stories are performed live with actors and a full orchestra to perform the soundtrack. Originally, I wanted to focus on making the orchestra more accessible to the public; adding community participation does this, and also makes the experience more personal. The components of the system included a logomark, 3D signage, a ticket app, magazine and web ads, a fictional production poster and business stationary. The basis of my logomark had stemmed from the speed exercise we had done in class in which I began to play with brackets. The initial idea behind the brackets was the idea of personalization, similar to the idea of a boundary indicating the placement of an item, such as “Your Logo Here.� The musical symbol enclosed by the brackets is a stegno, indicating line placement when reading sheet music. I then turned the diagonal mark of the stegno into a pencil to bridge the story-writing and orchestral aspects of the theater. I paired this with an industrial looking typeface to match the fictional warehouse space I was picturing as the theater building. Once I had an initial logomark, I chose to create a secondary mark to allow myself a little more wiggle room when setting up the rest of the elements. This project really made me do some work when it came to Photoshop. While I know the basics of Photoshop, several of the elements, such as the magazine/web ads and the 3D signage mock-up taught me some new tricks. I also got to play around with more photography during this project (which I had stated I wanted to do during project 1) and stage my own photo. I really enjoyed being able to create the photo the exact way I wanted it and will definitely try doing it again in the future. Overall, the elements I struggled with the most were the theater advertisements and the production poster. The theater advertisements proved to be a challenge after I had to rework my photograph and arrangement of text. The production poster was also challenging in terms of copy placement and readability. I was pleased with the way all three of those elements turned out, however, a little bit more tweaking might push them even further. The element that I enjoyed doing most was the ticket app. I felt it was most successful out of all of the elements in terms of purpose and clarity as well as design. Techniques wise, this project was definitely an in-depth study of mock-ups. Seeing as most of the elements presented best in mock-up form, searching for the best, and conceptually appropriate, designs was very time consuming. However, I did find it helpful in terms of learning how to use a mock-up as I usually photograph myself. While you should not go crazy with them, they can be useful. Ultimately I really enjoyed the multi-component aspect of this project and seeing how all of the elements came together. Initially I was not a fan of the subject, however after presenting the elements together, I really like the way the system turned out. I personally would like to work in branding in the future and this was a great exercise in developing a brand.