Unitedworld Institute of Design - Rebrand | Graduation Project-2019 by Shuvam Jaiswal

GRADUATION PROJECT VISUAL COMMUNICATION (BACHELOR OF DESIGN)

Vol. 1 of 1

Project Title:

Visual Identity Redesign: Unitedworld Institute of Design Name:

Shuvam Jaiswal (20170301063) Project Mentor:

Honey Panchal

2019

The Graduation Project Evaluation Jury recommends SHUVAM JAISWAL from Visual Communication for the Bachelorâ&#x20AC;&#x2122;s Graduation Degree of Unitedworld Institute of Design, Karnavati University, Gandhinagar, India herewith, for the project titled Visual Identity Redesign: Unitedworld Institute of Design. The project is complete in every aspect in accordance to the guidelines set by the institution.

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Student document publication, meant for private circulation only. All rights reserved. No part of this document will be reproduced or transmitted in any form or by any means including photocopying, xerography, photography and videography recording without written permission from the publisher, Shuvam Jaiswal and Unitedworld Institute of Design. All Illustrations and photographs in this document are Copyright © 2019 by respective people and organizations. Written and designed by Shuvam Jaiswal, under the guidance of Honey Panchal. Printed digitally in Siddhi Printech May, 2019.

UNITEDWORLD INSTITUTE OF DESIGN

ORIGINALITY STATEMENT

I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award of any other degree or diploma of any other educational institution, except where due acknowledgment is made in this degree project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgment. I further declare that the intellectual content of this degree project is the product of my own work, except to the extent that assistance from others in the projectâ&#x20AC;&#x2122;s design and conception or in style, presentation and linguistic expression is acknowledged. This degree project (or part of it) was not and will not be submitted as assessed work in any other academic course.

I hereby grant the Unitedworld Institute of Design the right to archive and to make available my degree project/thesis/dissertation in whole or in part in the Institutesâ&#x20AC;&#x2122;s Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have neither used any substantial portions of copyright material in any document nor have I obtained permission to use copyright material. Student Name in Full: Date:

Student Name in Full: Signature: Date: VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

UNITEDWORLD INSTITUTE OF DESIGN

Visual Identity Redesign

Unitedworld Institute of Design.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

“No one who achieves success does so without acknowledging the help of others. The wise and confident acknowledge this help with gratitude.” Alfred North Whitehead

UNITEDWORLD INSTITUTE OF DESIGN

ACKNOWLEDGEMENT That’s the formal word for the kind of thank you’s I have in mind. I deeply appreciate the assistance, help support and guidance of numerous people.

All my teachers at UID, for always being kind

Mother, Father and Sister for all the love, for

and patient. I would like to thank those people who helped me to understand about Graphic Design, to see the greater picture of it, and transformed my learning into an experience.

giving me the space and freedom to explore and grow. For always being supportive of my decision.

All my friends and batchmates at UID, who

Honey Panchal, my mentor for this project. She was always been kind and patient. She has always there as a perfect listener, giving me inputs and for her genuine observations and feedbacks.

Lolita Dutta, for always being kind and patient. For all the teachings and inputs along every step of the way. For being supportive in whatever we wish to explore.

have contributed in my growth and learning with their stories and experience. My heartfelt thanks to Saachi, Vijita, Hiteshri, Prajakta, Tapasya, Palak, Pankaj, Rohit, Siddharth, Digvijay, Varun, Priyanka, Khushboo, Rohan, Dhara, Charmy, Shelvi, Yash, Jaimini, Tirth and Rishav for making UID seem like a second home.

Debojyoti Das, for all the conversations that we share about trends, life and design and for inspiring me with his work.

UID, for all the education on design and life, and for being this place where I got a chance to discover myself. For being an institute which is truly open-minded and accommodative of everyone’s crazy whims and ideas.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos

UNITEDWORLD INSTITUTE OF DESIGN

PREFACE India is a land of diversity. It is a fact of complete astonishment, of the amount of visual information that we are surrounded with. At the same time it is a chaos, which could be simplified and filtered out.

Paul Rand states, “The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.”

The visual landscape of India is chaotic on one level, but there is also a richness that comes from the narrative behind the design, the limitations in the execution and the mere lack of freedom due to the bossy clients. But Michael Bierut states,

“If you do good work for clients, it will lead to other good work for other good clients. If you do bad work for bad clients, it will lead to other bad work for other bad clients.” I have always imagined a world where people would be empathetic towards a good design. How nice it would be if everything around us was well designed?

Here where design education comes to place, helping you to develop that eye for detail, and develop your sensibilities. There is always a scope for change and betterment. That change has to start somewhere, and the good part is that we the designer are a part of this change.

A more caring and efficient design awareness has begun in the twentyfirst-century society, which has led to an enormous change in the world of design. Thus, when the opportunity came up to redesign the identity of a brand, I was more than excited to take it up. It made me believe that there is visual awareness among the people who want to keep their brand contemporary. This scope for change was incentive enough to explore, experiment and implement those thoughts and put them into action, and see the outcome. This is the essence of what kept me inspired throughout the journey of my graduation project.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Content.

UNITEDWORLD INSTITUTE OF DESIGN

Section 1

INTRODUCTION

Section 3

DESIGN ITERATIONS

About the College About Me and The Guide Why This Project Project Brief & Proposal Project Timeline

Mind Map Concept, Variations & Final Logo Brandmark Typography Primary Typeface for Brand Brand Colours Brand Applications Print Collaterals

Section 2

Section 4

RESEARCH About UID Studying the Brand - Indepth Meetings Questionnaire Survey Outcome Competitive Analysis Case Studies on Rebranding Thought on Existing Identity

BRAND CAMPAIGN Persona Promotional Areas Mind Map Concept Copy and Body Copy Typography Colour Palette Information Hierarchy Copy Unit & Artworks Layout Promotional Collaterals & Areas

Section 5

CONCLUSION Conclusion Reflection References Colophon

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

/ SECTION 1 /

Introduction.

UNITEDWORLD INSTITUTE OF DESIGN

01 Introduction Unitedworld Institute of Design About Me The Guide Why This Project Project Brief & Proposal Project Timeline VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

UNITEDWORLD INSTITUTE OF DESIGN Unitedworld Institute of Design (UID), founded in 2012 as a constituent college of Karnavati University has been build on a strong foundation of teaching, learning, innovation and research excellence in design education. UID aims to create globally sought - after professionals who can exhibit their creativity and trigger novel trends. It offers a diverse range of UG & PG courses through various departments; Visual Communication (Graphic Design), Animation and Motion Graphics. Fashion Design, Lifestyle & Accessory Design, Textile Design, Interior Design, Industrial Design and Automobile and Transportation Design.

UNITEDWORLD INSTITUTE OF DESIGN

Among the top design institutes in India, Unitedworld Institute of Design (UID) is the finest design institute. UID always put students at the centre of all its efforts, strive for excellence by creating unmatched research driven academia, and offer infrastructure that can support the advanced learning techniques. UID has entered into a progression agreement with De Montfort University, Leicester, the UK to facilitate faculty exchanges, thus laying the way to boost sharing of best practices in design education. The collaborations will be fortified between the two institutes of repute through lectures delivered by the academic staff, professors and researchers. Institute believes that it is essential to widen the horizon of learning and take note of creations, researches and studies at a global level.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

ABOUT ME I am Shuvam Jaiswal, a student from Unitedworld Institute of Design, Ahmedabad studying Bachelor of Design in Graphic Design. Advertising has always been a point of interest. It has fascinated me, how brands tell their stories, not only sell their product but also to make it an experience to remember.

UNITEDWORLD INSTITUTE OF DESIGN

The knowledge I gathered in the past years, has helped me while working on this project. Studying at Unitedworld Institute of Design has brought out the best in me by giving an opportunity to learn as well as create a better place in the society.

THE GUIDE For this project, I was guided by Honey Panchal, Faculty of Graphic Design. Always believed in what Massimo Vignelli once said, â&#x20AC;&#x153;If you

can design one thing, you can design everythingâ&#x20AC;?, Honey Panchal is an alumna of

National Institute of Design, Ahmedabad. She completed her Master of Design (M.DES) in Visual Communication specialized in Photography Design. She also has a Master of Fine Arts (MFA) specialized in Photography Design from University of Creative Arts, London. Her education in design started years before she found herself amidst some creatively engaging brains at The Faculty of Fine Arts, MSU Baroda where she finished her Bachelors of Visual Arts (BVA) specialised in Graphic Design.

Honey Panchal has been working as a visual communication designer for over 10 years. She has worked on different kinds of projects and brands. She has taken photo workshops at CEPT University and presently teaching in UID as a visual communication faculty. Her strength in visual communication lies in Branding and Packaging. Her area of interest are Photography, Typography, Advertising, Filmmaking, User Interface design and Book design. Though I never had any classes taken by her at UID, but her often feedbacks, opinions, discussions directly or indirectly have helped me to understand and experience design better.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

“Brand is not a product, that’s for sure; it’s not one item. It’s an idea, it’s a theory, it’s a meaning, it’s how you carry yourself. It’s aspirational, it’s inspirational.” Kevin Plank

UNITEDWORLD INSTITUTE OF DESIGN

WHY THIS PROJECT The end of a studentâ&#x20AC;&#x2122;s academic period at Unitedworld Institute of Design is marked by working successfully on a project, in the field of design on a topic closely allied to the discipline of their study. This is the final academic project for the student. The graduation project is an opportunity for students to demonstrate their expertise as independent practitioners of design. This project orients the students to make a clear decision about which career path they would like to follow after being a graduate. Advertising and Branding have always been a point of interest. It has fascinated me, how brands tell their stories, not only to sell their product but also to make it an experience to remember. In a country like India which has such a diverse culture and where the mode of marketing and communication is constantly changing it is very challenging for a brand to reach everyone out there, with the same voice.

My internship at Scarecrow M & C Saatchi turned out to be extremely insightful. It was my first chance to get exposed to the world of advertising. It has taught me how brands develop their language, and how do they communicate with their audience. It has made me taught and understand hoe branding and advertisement goes parallel. I choose to rebrand Unitedworld Institute of Design as my graduation project. My friends in UID and another institute always complaining about the logo of UID but no one came forward to with a new idea. So I observed that there

is an opportunity to work on rebranding visual identity of UID, where I would be responsible to build a brandâ&#x20AC;&#x2122;s visual language from scratch and promote it through campaigns to the mass. I was instantly excited to choose it as my graduation project.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

PROJECT BRIEF & PROPOSAL The project brief was to redesign and develop the visual identity for the Unitedworld Institute of Design. To provide a new visual language to the brand and also designing print collaterals for communication. The project duration was 4 months, starting from 8th January 2019 to 31st April 2019. The scope of work was wide and open to explorations for the brand identity.

Objective To work on redesigning the brand identity of Unitedworld Institute of Design, Ahmedabad.

Methedology

Phase 2: Redesigning the visual identity To explore and create options for the visual identity along with an extended visual language, brand assets and mock-ups of how the brand can be taken forward.

Phase 3: Brand Extension and Brand Campaign To explore the translation of the visual language into various collaterals, keeping in mind the production process and constraints involved.

Phase 4: Guidelines for the visual identity To develop guidelines for the usage of the visual identity, typography, color palette and other brand assets with relevant examples of applications.

Phase 5: Documentation

The project is divided into following phases:

Phase 1: Research To study the existing trends in the design sector and analyse the competitors and understand the intended target audience and their preferences. To understand the elements that work to create the current image of the institute and recognise the problems with the existing brand identity and look for opportunities.

UNITEDWORLD INSTITUTE OF DESIGN

Expected Outcome • Logo • Stationery • Brand Manual • Promotion

MAY

APR

MAR

FEB

JAN

PROJECT TIMELINE

Phase 1 Research & Study Analysis

Phase 2 Ideation, Exploration & Visual Identity

Phase 3 Brand Extention & Brand Campaign

Phase 4 Brand Campaign, Brand Manual & Documentation

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

/ SECTION 2 /

Research.

UNITEDWORLD INSTITUTE OF DESIGN

02 Initial Research 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8

About UID Studying the Brand - Indepth Meetings Questionnaire Survey Outcome Competitive Analysis Case Studies on Rebranding Thought on Existing Identity VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

UNITEDWORLD INSTITUTE OF DESIGN Uvarsad, Gandhinagar UNITEDWORLD INSTITUTE OF DESIGN

2.1 UNITEDWORLD INSTITUTE OF DESIGN THE BRAND

United Institute of Design (UID) is constituent College of Design of Karnavati University (State private university & compliant to Government of India UGC norms ) was founded on 24th July 2012. UID is a student- centric institution, where we celebrate our cultural diversity as a truly Indian institution and aim to build innovative learning environments that facilitates students with experiential knowledge and international exposure. As the fastest growing design institute, Unitedworld Institute of Design (UID) has witnessed substantial growth in a very short span of time and is today sought after as one of the premier design institutes in India with nearly 1600 students on our rolls, across 7 Bachelor of Design and 6 Masters courses.

UID has been built on strong foundations of teaching, learning, innovation and research excellence in design education. We aim to create globally soughtâ&#x20AC;&#x201C;after professionals who can exhibit their creativity and trigger novel trends. Our design programs are designed with strong professional emphasis, in close partnership with the industry. Every course has been structured to deliver insights into the importance of individual and collective creativity, be it theoretical assessment, design practice, curatorial evaluations or artistic considerations.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.2 STUDYING THE BRAND INDEPTH UID’s new learning model encourages us to create and adapt to an appropriate learning environment. It provides an ecosystem of interactive student engagement that enhances their design thinking capabilities, problem solving, human-centric approach and system thinking ability. Our faculty members are alumni of NID, NIFTs, CEPT, IDC, IITs, BITs, MSU, COA, (to name a few top Indian Design Colleges) as well as Politecnico di Milano; Domus Academy, Istituto Marangoni, UCA, BIAD, Coventry Univ, LCF, NTU – UK, Pratt Institute, New York & many other reputed institutions both national & international.

UID is a valued member of the WDO (earlier ICSID) ADI and Cumulus Association and will soon apply for IFFTI membership. We are located in a fully residential 37 acre campus amidst lush greenery, nestled in a quiet neighborhood of Gandhinagar (capital of Gujarat ). The lush green picturesque landscape instills a sense of oneness with the nature into the young minds of design students. The creatively design campus caters to all basic amenities required for students. The KU campus is always buzzing with some or the other activity throughout the year which make the student life fulfilling and memorable. UID offers a diverse range of Design courses in the area of art & design and structured in 7 Schools offering 4 year UG Bachelor of Design (B.Des) and 2 year PG – Masters (M.Des) courses.

UNITEDWORLD INSTITUTE OF DESIGN

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Rich in experience, richer in ambition

Studio-oriented campus

Studying with industry

The Unitedworld Institute of Design (UID) is proud of its faculty, and for good reason. “The combined experience of teachers at the institute is a whopping 150 years. It could be much more,” says Prof. J A Panchal, Director, who spent nearly four decades at the National Institute of Design (NID), Ahmedabad, before retiring as the head of product design and principal designer. The head of one of the departments at the Unitedworld is the head of the NID alumni association. Another Head of Department is its treasurer. “Almost all our faculty comprise ex-NID students,” Prof. Panchal added. Founded in 2012, the Unitedworld Institute of Design has waded its way onto the list of top design schools in the country. The school offers a four-year Bachelor of Design (B.Des.) programme and a two and half-year Master of Design (M.Des.) programme. In the M.Des. programme, a student spends six months in the industry. The programmes consist of specializations like communication design, industrial design, fashion design, interior design, lifestyle and accessory design and automobile and transportation design.

The institute is part of the new Karnavati University in Gandhinagar, which awards the degrees to the UID students. The institute also shares the campus with the university, which has a law school, dental college, management institute and many other faculties. “We are a studio-oriented institute,” says Director (Academics) Col. Surojit Bose (retd). “The UID is about designing knowledge, skills and processes. This is possible only in a studio situation,” he adds. “Design is dynamic. Rapid changes are happening in the society.” The institute is known for its strong emphasis on basics. The first two semesters are rigorous, with the students learning the fundamentals. The Foundation course is split into two, of six months each. In the first six months, a student learns art, design, culture, and technical aspects of design. In the second six months, the student learns more about a specialized domain, concentrating more on the subject. Workshops, master-classes and field trips strengthen that foundation the students receive in their first year.

There are as many as 1,300 students on the UID campus in various disciplines. The institute has forged a strong relationship with the industry. The UID’s industry connect is called ‘Disha’, literally meaning giving a direction to the students to be industry-ready. “’Disha’ is a career-bridge initiative,” says Col. Bose. Industry representatives visit the campus to help students learn from their experiences. Recently, senior corporate leaders from Tata Technologies and Mitsubishi visited the campus to give a presentation on industrial automation design, a new way to integrate technology and design at a faster pace. A Centre of Excellence in Automation is also coming up at the UID to equip the students with the latest technological developments. The students will also be getting the new thinking in special effects and 3-D. The idea of technology cohabiting with traditional craft is integral to the philosophy of the institute. Traditional craftspeople are always invited to the campus to help the students understand the rich culture of creativity in the country.

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.3 MEETING 1 COL. SUROJIT BOSE

Director Academics & International

Col Surojit Bose is the Director (Academics & International Collaborations) of Unitedworld Institute of Design (UID) driving academics, academic systems & processes as well as UIDâ&#x20AC;&#x2122;s global aspirations. Prior to joining UID, he was COO at Parsons, Mumbai with collaborations with Parsons (The New School, New York & worldwide). Earlier he was Sr. VP (Academic Management) at Pearl Academy.

Unique Selling Point: 1. Inter-Disciplinary Collaborations: The UID residential campus allows students to network beyond the class hours with students of all other departments and different schools of Karnavati University.

2. Creative Space for Work: UID is housed in a 37 acre lush green and serene campus, where creativity and design thinking is nurtured within the lap of greenery. It encourages students to explore their design pathways and channelize their creative instincts in a creatively designed campus.

3. Interactive, Integrative and Participatory Studios, Classrooms and Work Arenas: At UID the design pedagogy is to constantly challenge students on three broad domains: Design Skills, Design Knowledge and Design Process. The interactive and participatory eco system engages students to be exploratory. Both the educator (teacher) and the learner (student) are encouraged to keep abreast with latest trendz and technology. UNITEDWORLD INSTITUTE OF DESIGN

4. Introducing Performing and Narrative Arts: The importance of storytelling, visual narrative, performing and narrative arts within and outside the class has been intrinsic to promote creativity and design culture at UID.

5. Peer & Group Learning: Peer & group learning happens through exchange of ideas, presentations and dialogue. Students are allowed to express and undertake creative initiatives from ideation to conceptualization in the form of exhibitions, performances, competitions. Such events which encourage bonding and peer group interaction. Exposure to design culture outside the classrooms happens through ethnographic interventions, visits to exhibition, museums, and international field trips.

6. Celebrating Unified Diverse Cultures: The language of design - knows no one religion, neither does UID. As the word UNITED suggests, the college is united in an all enveloping embrace of multiple religions & faiths, which are celebrated with equal joy , zeal & grandeur. A Bengali celebrates ‘Ganesh Chaturthi’ and a Punjabi celebrates ‘Durga Puja” with same amount of energy.

Vision

Things focused on for the growth of UID

1. To become a recognised name in the global education sector 2. To be known for our values and academic excellence 3. To set a bench mark through the success of our students

1. Built on strong foundations of teaching, learning, innovation and research excellence in higher education of design. 2. All Programs will be Internationally benchmarked and designed with strong professional emphasis in close partnership with the industry. 3. Every course has been structured to deliver insights into the importance of individual and collective creativity be it theoretical assessment, design practice, curatorial evaluations and artistic considerations. 4. UID strives to ensure that each student can Maximize this insight to be able to challenge them to reach there higher potential as an artist, designer and entrepreneur.

Mission 1. To be a recognized name in global education sector as one of India’s premier design institute. 2. To empower the youth with knowledge and make them technically competent and professionally sound to prepare them for all walk of life. 3. To be known for our values and academic excellence. 4. With deep roots in the creative industries our curriculum is constantly updated to stay ahead of the curve and push for pioneering thoughts, trends and innovation. 5. To be a Research intensive institution with a push for pioneering thoughts, trends and innovation.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.3 MEETING 2 JAYANTI PANCHAL

Dean of UID

UNITEDWORLD INSTITUTE OF DESIGN

Professor Jayanti Panchal joined UID on 8th may 2017. He is a Product Designer with more than 55 years of experience in the field of design teaching and design practice. He has a background in Mechanical Engineering. He started his career as a Lecturer at RC Technical Institute. He joined NID in the year 1963 and retired as the Principal Designer in the year 2000. During his tenure he was awarded scholarship from Ford Foundation in the year 1970 and from Rockfeller Foundation in the year 1985. He got work experience in ULM West Germany and Austria. He was associated with Bureau of Indian Standard( I.S.I.) for Furniture and Machine tools standards formulating committees. He is a consultant and has been a visiting Professor in Design Colleges such as NID, MIT, NIFT, DJAD, Symbiosis etc. He joined as a Dean UID on 8th May 2017.

• NID has a Beautiful logo because it is simple, clean and to the point. • A logo should be communicative. • UID has a very simple logo which shows nothing. Actually, it’s just a font written. • Unitedworld Institute of design means all the departments are together and it should reflect on UID’s logo.

2.3 MEETING 3 LOLITA DUTTA

Head of Department

Lolita Dutta has completed her masters in Visual Communication from NID. She is in UID from last one year. She have been a design professional and academician with over 35 years of experience. Professional work has been in the ambit of exhibition and graphic design. She have also worked with several ministries in the Govt of India, diplomatic missions, and both the private and public sector. She belongs to change, to be a sensitive designer and educator, one has to constantly evolve, and visual communication is her platform for discovery.

• UID a has beautiful campus, good students and Teachers. • A logo should be communicative. NID has a good logo because it is simple, interesting and communicative. • UID logo is not communicative. • It should be less serious and more communicative and there is no consistency in any of their design language.

Visual Communication

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.3 MEETING 4 VINAI KUMAR

Head of Department Industrial Design

UNITEDWORLD INSTITUTE OF DESIGN

Vinai Kumar is a design educator, researcher and practitioner since 1981. He is in UID from last one and a half years. He has professional education in Mechanical Engineering, Industrial Design, Human Factors Engineering, and Human-Computer Interaction. He has been teaching various design subjects with emphasis on human centred design, user experience design, and integrated design and design management through human centred systems thinking. He has taught at highly reputed institutions including NID, School of Planning and Architecture (SPA), NIFT, Footwear Design and Development Institute (FDDI) in India. Currently, Prof. Vinai Kumar is developing and delivering high quality and relevant design education to meet the industry and social needs in India and abroad.

• UID has a green campus and good facilities. • RISD has an interesting logo because it speaks about its institute. • UID has no sense because there are no connect with the bold letters. • UID logo should look like a design institute. logo and have some design element.

2.3 MEETING 5 DR. SANYOGITA CHADHA

Head of Department Fashion Design

A graduate of M.S. University Baroda. She did her PhD from Mumbai University in the field of Men’s Fashion – Anthropometric Measurements of Indian Men and Standardisation of Measurements for the Apparel Industry. In addition have done short courses at London School of Fashion London in Menswear; and XLRI Jamshedpur in finance. Have worked extensively in the industry as well as in academia– Madura Garments; Head of Design Indus League Clothing; Head of Design Raymond Apparel; Director Design Levis Strauss; Chief Designer Future Group. Was School Head Pearl Academy of Fashion. Have travelled extensively in my various roles in the industry; sourcing; working with washing units and fabric mills; product development in addition to designing.

• UID has a beautiful campus and quality of students are very nice. • Faculties are coming here from good institutes and most of them are industry experienced. • There are lots of freedom we get to implement UID as academics. • RISD has a good logo because it speaks about the institute itself. • A logo should tell you what the company is all about. • It should be clean, eye catchy and esthetic. • In the UID logo, the yellow colour does not looks interesting. • We cannot relate UID’s logo to a design institute logo. It is not a logo it just a name written. It should reflect creativity and esthetics.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.3 MEETING 6 HARIESH K. SANKARAN

Head of Department Interior Design

UNITEDWORLD INSTITUTE OF DESIGN

Hariesh K. Sankaran just joined UID 6 months back. He is an architect and designer with experience in the fields of architecture, product design, furniture, urban landscapes and strategic design. He has collaborated with various firms and brands like Louis Vuitton, Dietiker, Swarovski, Sunstar, Mizar, Vietri, Paolo Pecora, Multiplicity lab, DARC, ALAD etc., spanning France, Switzerland, Japan, Italy, USA, UK, Austria and the Indian sub continent working on varied projects ranging from furniture, lighting, packaging, retail, lifestyle accessories, interiors, architecture and urban planning. After completing his undergraduate degree from India, Hariesh pursued his masters’ degree in Industrial Design from Domus Academy, Italy. Furthering his interest in architecture he pursued a masters degree in Architecture, specialising in urban landscapes from the Politecnico di Milano. He is an award winning designer with his works and products exhibited at famous places.

• UID has a wonderful campus and students are great. • NID has a clean logo and it is relatable. • There is some secretiveness in the logo. It talks about itself only. • UID’s logo is plain, simple, bold but it does not symbolize or reflect any ideology. • The new logo should reflect these things.

2.3 MEETING 7 DIVYA MUDGIL SR. CORPORATE COMMUNICATOR

Why a new logo?

Design Language

We wanted UID to standout among the rest of the colleges in the campus. UID was not shining-out with the old logo because the old logo has many design elements.

Designs are made according to the department.

Logo Brief Logo should be plain, broad, visible, clean and bold. Old

Current

Room for re-branding Currently not looking for a rebranding because itâ&#x20AC;&#x2122;s only 3 years to change UID logo and 7 years to established UID. But if rebranding will way above the expectation then it might be pitched.

Brand Placement Target Audience: Youngsters who wanted to do UG & PG Promotion: Social media and other digital platforms, Hoardings (Gujarat), Activities in schools and coaching institute by Disha organisation.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

FILTERING KEYWORDS FROM THE MEETINGS

UNITEDWORLD INSTITUTE OF DESIGN

• Green Campus

• Unified Diverse Culture

• Togetherness with all the design field

• Approachable and Friendly Environment

• Unique Programme Structure

• Grounded in Indian Values

• Industry Experienced Teachers

• Strong Emphasis on Foundation

• Serious about education and learning

• Broad and Balanced College

• Freedom to Explore

• More of a Practical Knowledge

• Focus on Overall Development

• Internationally Benchmarked Programs

• Progressive

• Peer Learning

• Open-Minded Culture

• Good Relation with Industries

• Confident Personality

• Room for Rebranding

2.4 QUESTIONNAIRE 2/3/2019

Questions

DESIGN RESEARCH SURVEY

2/3/2019

DESIGN RESEARCH SURVEY

5. Does your institute's logo matters to you? * Mark only one oval.

Please fill the attached survey for my graduation project on UID Rebranding.

1. Name

* Required

Yes No Maybe

2. Undergraduate/Postgraduate

6. Which national or international design institute logo do you like and why? *

3. Department 4. Academic Year 5. Does your instituteâ&#x20AC;&#x2122;s logo matter to you?

1. Name (Optional)

6. Which national or international design institute logo do you like and why?

2. Mark only one oval.

7. Give 5 adjective you associate with a design college?

7. Give 5 adjective you associate with a design college? *

Undergraduate Postgraduate 3. Department * Mark only one oval.

8. What do you think about the current UID logo? *

Visual communication (Graphic) Animation & Motion Graphic Product Design

8. What do you think about the current UID logo? 9. What does the new UID logo should reflect?

Automobile & Transportation Design Fashion Design Lifestyle and Accessory Design

9. What does the new UID logo should reflect?

Interior Design Other: 4. Mark only one oval. 1st year 2nd year 3rd year 4th year

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.5 SURVEY OUTCOME

UNITEDWORLD INSTITUTE OF DESIGN

Course

Academic Year

Department

Does your instituteâ&#x20AC;&#x2122;s logo matters?

Which national or international design institute logo do you like and why? NID (It has design elements and principles, self explanatory, bold, minimalistic. It is designed in a way that a person from a non design background could also be able to read.)

52.7%

NIFT (It has design elements and principles. People can relates to fashion)

20.6%

RISD (The logo portrays the legacy of this institution. Hand drawn illustrative logo)

13.5%

Others

13.2%

Adjectives which associate with a design college

What does the new UID logo should reflect?

• Creative • Foundation, Basics • Minimalism • Sensitivity • Observative • Empathy • Explore • Trendy • Aesthetic • Communicative

• Creativity • Abstractness and a design element • Should reflect the college’s diversity, creativity and potential • It should be minimilistic • Versatility, strength and growth towards the future • Multicultural, Youthfullness, Freshness • Togetherness with all the designing field • Optimistic, confidence, simplicity , royalty • Trendy • Vibrant and catchy

What do you think about the current UID logo? Positive Review Negative Review

08.1% 91.9%

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

2.6 COMPETITIVE ANALYSIS A competitive analysis is a critical part of your company marketing plan. With this evaluation, you can establish what makes your product or service unique and therefore what attributes you play up in order to attract your target market.

UNITEDWORLD INSTITUTE OF DESIGN

The following 10 colleges are the competitors of UID. The first five are top national and the rest five are top international colleges.

1. National Institute of Design 2. National Institute of Fashion Technology 3. Pearl Academy 4. Srishti Institute of Design 5. Symbiosis Institute of Design 6. Royal College of Art 7. Parsons The New School of Design 8. Rhode Island school of Design 9. Massachusetts Institute of Technology 10. Politechnico Di Milano

NATIONAL INSTITUTE OF DESIGN Mission The mandate for NID is to offer world-class design education and to promote design awareness and application towards raising the quality of life by and through education to create design professionals of excellence to help meet India’s diverse design needs.

International Role

1. The letter “N” stands for word National and 3 sides forming minimal N is also relatable to tricolour of the Indian Flag. 2. The letter “I” stands for word Institute and it’s created via negative space which is very impactful because NID was the only design school at that time. 3. And the last shape is simply reading the letter D. Also, I am seeing a person who is stretching his/ her wings.

1. Faculty Exchange: As NID enters into its Golden Jubilee, there is increased focus on faculty level. One of the key areas which the International agreements would like to concentrate is exchange of faculty members between the partner institutes. 2. Publications: Publications at the National Institute of Design (NID) aims to capture the institute’s unique design philosophy and experiences gained through the practices in design education, research, consultancy and outreach. NID publications focus upon contemporary issues; social concerns; historical development; economic, political and environmental contexts; global connections; and extrapolate the philosophical developments in design.

3. Joint Workshops Collaborative Projects: The Industry Programmes and Projects (IP&P) at NID integrates design knowledge with the varied segments of industry, commerce and service sectors. 4. International Open Electives: Each year during the month of January, NID organises International Open Electives on its campus which are two week workshops are offered to the senior students from across the diverse disciplines from both B.Des./M. Des. programmes offered at NID. 5. Student exchange: Regular student exchange between the students could take place every year for one semester.

Departments Industrial Design Communication Design Textile, Apparel, & Lifestyle Accessory Design IT-Integrated (Experiential Design) Interdisciplinary Design Studies

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NATIONAL INSTITUTE OF FASHION TECHNOLOGY Mission

Departments

To emerge as a centre of excellence and innovation, proactively catalysing growth of fashion business through leadership in professional education with concern for social and human values.

Fashion Design Leather Design Accessory Design Textile Design knitwear Design Fashion Communication

International Role

The logo of NIFT is inspired by weaving. NIFT type is thread and the triangle is needle.

UNITEDWORLD INSTITUTE OF DESIGN

The academic strategy of NIFT embraces a global approach with a local connect that allows the students to participate in International semester exchange / International competitions / seminars / research / exhibitions and other events, while developing valuable insights into Indian culture and ethos. The core activities of the institute have enhanced its international visibility and standing. NIFT has strategic agreements and partnerships with about 34 leading international fashion institutes & organisations that share the same academic direction, integrating NIFT students with the global mainstream of fashion.

PEARL ACADEMY Mission

Departments

To be amongst the leading global institutes in art, design, fashion and related business education through continuous innovation, high quality standards and delightful experience to students, employees and the industries that we serve.

School of Design School of Fashion School of Media

International Role

3 stroke depict to 3 schools that is School of

Design, School of Fashion and School of Media.

Pearl is a select member of the International Foundation of Fashion Technology Institutes (IFFTI), an international association of leading higher education institutions dedicated to promoting excellence in teaching and learning in fashion & fashion related programmes. Pearl Academy offers various workshops, summer course, and student exchange programmes with SFUAD. 45 Pearl students have visited SFUAD for ARTFESTâ&#x20AC;&#x2122;13 Workshops in 2013 on full paid Scholarship. Its mission is to deliver outstanding experiences with the freedom to explore experiment, learn, grow and share ideas with members of one global community.

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SRISHTI INSTITUTE OF DESIGN Mission

Departments

Srishtiâ&#x20AC;&#x2122;s mission is to creatively impact ecosystems and build new ecosystems that produce creative competencies ahead of the curve. Towards this mission, the institution entrusts itself with the role of producing capabilities through its professional, vocational and research programs.

Interior Design Interaction Design Photography Product Design Textile Design Visual Communication Design

International Role

Itâ&#x20AC;&#x2122;s a sun motif which depicts a brighter future or carrier of the students.

UNITEDWORLD INSTITUTE OF DESIGN

As a member of an extensive national and global network of Art and Design Institutes and international forums, Srishti often contributes to the global dialogue in art and design and creates works to share at international forums. Srishti students frequently participate in such endeavours and have a forum to interact with leading figures and peers from the international art and design community.

SYMBIOSIS INSTITUTE OF DESIGN

The aim of the institute is to make impression of symbiosis all over the world

Mission

Departments

• To inculcate the spirit of ‘Vasudhaiva Kutumbakam’ (The world is one family). • To contribute towards knowledge generation and dissemination. • To promote ethical and value-based learning. • To foster the spirit of national development. • To inculcate cross cultural sensitization. • To develop global competencies amongst students. • To nurture creativity and encourage entrepreneurship. • To enhance employability and contribute to human resource development. • To promote health and wellness amongst students, staff & community. • To in still sensitivity amongst the youth towards community and environment.

Fashion Design Industrial Design Fashion Communication Communication Design

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ROYAL COLLEGE OF ART

UNITEDWORLD INSTITUTE OF DESIGN

Mission

International Role

The College aims to achieve standards of excellence by: • Fostering a high level of understanding of the principles and practices of art and design. • Encouraging individual creativity among staff and students. • Recruiting students of proven ability and by providing pre-professional and post-experience study opportunities. • Continuously enhancing appropriate links and collaborations with industries and professional bodies. • Exploring the innovative applications of technologies and processes to the disciplines of art and design. • Encouraging awareness of social and environmental developments insofar as they relate to art and design; and through cooperation and partnership with other institutions, locally, nationally and internationally.

The RCA is a small and highly specialist institution whose reach, profile and international impact far exceed its scale. With more than 65 nationalities represented among its community, the College operates as an international university in a global higher education context. Positioning is key to the College securing its place as the world’s leading university of art and design with enhanced global recognition, influence and impact. Partner institutions include Parsons, Keio and Tsinghua.

Departments School of Architecture School of Arts & Humanities School of Communication School of Design

PARSONS THE NEW SCHOOL OF DESIGN Mission

Departments

Parsons students are designers, artists, and scholars who learn to apply the transformative capacity of design responsibly, creatively, and purposefully. Our diverse community of students and faculty explore multiple sites and scales of engagement, from on-campus research initiatives to partnerships that bring about change in New York and in the world.

Fashion Design Fine Arts Graphic and Digital design Human Centered Healthcare Design Infographics and Data Visualization Interior Design and Architecture Studies Screenwriting

International Role In 1921, Parsons School of Design was the first art and design school in America to found a campus abroad. Today, Parsons offers its students the possibility to expand their horizons by studying abroad at various art and design schools around the world. Parsonsâ&#x20AC;&#x2122; campus is in the heart of multicultural New York City and with approximately 45 percent international students, the international experience at Parsons is also prevalent at the home campus. Parsons has exchange relationships and collaborations with many peer institutions across the globe, particularly in Latin America, Northern and Western Europe, and East Asia.

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RHODE ISLAND SCHOOL OF DESIGN Mission

Departments

The mission of Rhode Island School of Design, through its college and museum, is to educate its students and the public in the creation and appreciation of works of art and design, to discover and transmit knowledge and to make lasting contributions to a global society through critical thinking, scholarship and innovation.

Liberal Arts, Architecture and Design Fine Arts

International Role

RISDâ&#x20AC;&#x2122;s logo is derived from calligraphy stroke because its a fine arts college.

UNITEDWORLD INSTITUTE OF DESIGN

RISD is a highly global School. 30% of the total student population at RISD requires visas to study in the US, and many other students, staff and faculty come to our campus from across the world. We actively engage with forty partner schools through our Global Exchange program, as well as many others through partnered learning activities. In addition, RISD is engaged with international industry through the activities of our faculty, our academic departments, research office, and other strategic and student-led initiatives.

MASSACHUSETTS INSTITUTE OF TECHNOLOGY

Mission

Departments

School of Architecture and Planning.

International Role

Though it is an architectural design institute, the logo is derived from the column of the campus.

An exchange student enrolls at MIT to take classes as a non-degree student. Exchange students are affiliated with a university in which MIT has an established agreement, and both universities exchange students with mutual reciprocity. Exchange agreements are very selective; as such, there are very few of these arrangements.

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

POLITECNICO DI MILANO Mission

Departments

Product design Interior Design Visual Communication Fashion Design Digital and Interaction Design

International Role

The logo that we know today derives from a 1906 medallion which commemorated the didactic jubilee of Giuseppe Colombo, the second Politecnico’s Rector

UNITEDWORLD INSTITUTE OF DESIGN

Relé – is a key office organizing the relationships and links between the academic and research bodies of the Design system at Politecnico and the academic and research partners of the world. The collaborations with partners might consider all levels of the University world as well as the communication and organization of event to promote design as an factor of innovation.

2.7 CASE STUDIES ON REBRANDING Since its was a branding project for a design institute, I looked at various other design institute logos, and maintained a logo journal to keep a track of what is out there. How others have approached, what worked and what didn’t.

I realized that for a brand like UID there was need for something more than just designing a logo, there was a need for a complete visual language and a visual system that binds everything together. I discovered a website named ‘Brand New’, while I was working on my project. What it does is, it covers all aspects of the redesigning activity, right from the history of the company to the details in the current design, reasoning every step of redesigning the opinions. I used to go through these reviews during the time of my project in order to understand how a brand redesigning works.

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About The Northern School of Art is the only educational institution in the north east devoted to art and design. The majority of the staff are practising artists, designers and artisans. Our alumni include Ridley Scott, director of Alien and Blade Runner, car designer Keith Patterson and artist Mackenzie Thorpe. As one of the few specialist art and design institutions in the country, the School has a strong reputation, but one that is known to a narrow group of educators and practitioners in the creative sector.

Observation • The new logo looks like some of the implementations of the old CCAD logo. • The new logo looks similar to the National Art of School in Sydney. • Nothing bad about it but I’m not impressed either.

UNITEDWORLD INSTITUTE OF DESIGN

About CA, ArtCenter (or ArtCenter College of Design for long) is a private, nonprofit college — granted Non-Governmental Organization status by the UN Department of Public Information in 2003 — focusing on art and design. ArtCenter offers eleven undergraduate and seven graduate degrees to approximately 2,000 students with a full-time faculty of 102 and a part-time faculty of 331. This July ArtCenter introduced a “revised and clarified” identity. No design credit given.

Observation • I actually like that it’s not striving to be the King of Concepts. Partly because it’s literally an impossible standard, but mostly because it’s appropriate for what it is. • I liked the orange colour. • Less serious.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

About “ Kendall College of Art and Design (KCAD) is a NASAD-certified college of art and design located in downtown Grand Rapids, Michigan, United States. As a college within Ferris State University, Kendall College of Art and Design prepares students for leadership in the visual arts, design, art history, and art education; provides innovative, collaborative education that fosters intellectual growth and individual creativity; and promotes the ethical and civic responsibilities of artists and designers, locally and globally.”

Observation • Minimalism is not working well. • The integration of the scribble and the “K” is better now than it was in the previous the logo and the typography is a little more interesting than but it still looks a little like patchwork. • Clearly there is still plenty to be seen about this identity.

UNITEDWORLD INSTITUTE OF DESIGN

About University for the Creative Arts (UCA) is a specialist art and design university in the south of England. It’s the result of the merger of Kent Institute of Art & Design and Surrey Institute of Art & Design, University College, both of which were themselves mergers of independent schools and colleges, most of them dating back to the late 1800s. Today, UCA is spread across four campuses in Canterbury, Epsom, Farnham and Rochester, with more than 7,000 students. Earlier this month the university introduced a new identity designed by London-based Spin.

Observation • Logo is not readable. • Logo is look like a library’s logo. • Overall look is fine.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

About OCAD University is Canada’s largest art and design institution, located in Toronto, Ontario. Formerly known as Ontario College of Art and Design, the school changed its name in 2007 to OCAD University when it received degree-granting status. Despite the “C” in the name still standing for “College” the acronym was kept as it had substantial equity and recognition. In 2004, OCAD University moved into its new campus, a radical structure designed by Alsop Architects that looks like a cross between a crossword puzzle and those super tall robots from War of the Worlds, with some color sprinkled for good measure. It may sound like a jab at the building, but the thing is truly jaw-dropping when you are standing below it.

Observation • Clever Design. • I like the concept and the execution seems to work. • Use of basic shape (square)

UNITEDWORLD INSTITUTE OF DESIGN

2.8 THOUGHT ON EXISTING IDENTITY Pros • Font looks good and clean. • Yellow colour depicts knowledge.

Cons • The logo does not reflect UID’s philosophy. • Its too simple and does not look like a design institute logo. • Colour is too flashy and the colour yellow and black does not balance. • Not at par global standard.

Aspiration • Logo should reflect UID’s philosophy or USP. • Minimal and can be reduced to 10pt size. • Logo should be plain, bold, visible, and clean.

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/ SECTION 3 /

Design Iterations.

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03 Design Iterations 3.1 3.2 3.3 3.4 3.5 3.6 3.7

Mind Map Concept, Variations & Final Logo Brandmark Typography Primary Typeface for Brand Brand Colours Brand Applications Print Collaterals VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

3.1 MIND MAP A mind map is a diagram used to visually organize information. A mind map is hierarchical and shows relationships among pieces of the whole.

I started mind mapping for the logo concept and I came up with the three following concept:

1. Empathy 2. Togetherness with all the design field. 3. Basics / Foundation

UNITEDWORLD INSTITUTE OF DESIGN

MINIMALISM

UNIQUE

YOUTH

PROCESS COMMUNICATIVE

VIBRANT

TRENDY

BALANCE LESS-SERIOUS

BASIC/FOUNDATION

CULTURE

EXPLOPRE

OPTIMISM FRESHNESS

DESIGN INSTITUTE BROAD CREATIVE

CONFIDENT

NATURE

EMPATHY FUN/ENJOY

OBSERVATION

SENSITIVE

UNITED/UNITY FREEDOM ROYALTY

DIVERSE COLOURS

BOLD

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3.2 CONCEPT 1 EMPATHY The design is not about creativity. Its all about understand a problem and solve it. So we need a different viewpoint or perspective.

UNITEDWORLD INSTITUTE OF DESIGN

Approach All logos are inspired from one-point, two-point and three-point perspective to show different viewpoint.

MOOD BOARD

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

SKETCHES

UNITEDWORLD INSTITUTE OF DESIGN

Why not All logos look like an architectural companyâ&#x20AC;&#x2122;s logo.

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

3.2 CONCEPT 2 TOGETHERNESS WITH ALL THE DESIGN FIELD. ‘Togetherness with all the design field’ is one of the unique selling points of UID. Dean Jayanti Panchal said in his interview that all the departments are united and formed UID as an institute.

UNITEDWORLD INSTITUTE OF DESIGN

Approach I choose checks symbol (#) to show the word united. This is the simplified form of united. In this four line are together and formed a square in the middle.

MOOD BOARD

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

SKETCHES

UNITEDWORLD INSTITUTE OF DESIGN

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

NOTE: The logo form with green dot is selected for the further logo variations. UNITEDWORLD INSTITUTE OF DESIGN

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

These are the possible variations of the selected form. UNITEDWORLD INSTITUTE OF DESIGN

NOTE: The form with green dot is selected for the final logo from concept 1.

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

3.2 CONCEPT 3 BASICS The other USP of UID is a strong emphasis on basics. UID is very popular for its green campus and foundation program.

Approach The explored logos are derived from leaf and EOD & POD.

Basics of Design: Elements of design and principles of design are the basics of design

Leaf: • Leaves are the basic element of nature. • UID is popular for their green campus. • All designs and forms are derived from the nature.

UNITEDWORLD INSTITUTE OF DESIGN

MOOD BOARD

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

SKETCHES

UNITEDWORLD INSTITUTE OF DESIGN

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Background Though UID is a serious design institute, the idea was to explore UID in positive and negative space to show some seriousness.

Why not The logos are not looking like a design institute’s logo. It looks like a corporate firm’s logo

UNITEDWORLD INSTITUTE OF DESIGN

Background The idea was to create â&#x20AC;&#x2DC;Uâ&#x20AC;&#x2122; lettermark because its the initial letter of the brand and played with design principles and elements.

Why not The logos do not have any recall value and look very common.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Continued explorations. UNITEDWORLD INSTITUTE OF DESIGN

Background The idea was to create a logo from the shadow of letter ‘UID’. It also shows positive and negative space which comes under design principles.

Why not The logos are not readable.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Background The idea was to create a UID logo inspired from the leaf form because leaves are the basic elements of nature, UID is popular for their green campus, All designs and forms are derived from nature.

NOTE: The logo form with green dot is selected for the further logo variations. UNITEDWORLD INSTITUTE OF DESIGN

These are the possible variations of the selected form. VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

UNITEDWORLD INSTITUTE OF DESIGN

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

-3 pt

-2 pt

-1 pt

0 pt

1 pt

2 pt

3 pt

4 pt

These are the weight variations of the selected form. UNITEDWORLD INSTITUTE OF DESIGN

NOTE: The form with green dot is selected for the final logo from concept 2.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

BRANDMARK FINALISING After the rounds of working on paper to conceptualize and visualize and then refining and digitizing on computer, it was the time to analyze and decide which ideas could be taken forward.

SIMPLE SCALABLE MEMORABLE VERSATILE RELEVENT

UNITEDWORLD INSTITUTE OF DESIGN

3.4/5

4.8/5

Then I list down the following characteristics that the UID’s logo should have, that is; • Simple • Scalable • Memorable • versatile • Relevent

I selected the concept B because it has more amount of characteristics than concept A.

FINAL LOGO

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REFINING THE FINAL LOGO

It was the time to refine the logo in a grid and select fonts to pair with the logo. UNITEDWORLD INSTITUTE OF DESIGN

3.3 BRANDMARK TYPOGRAPHY Now we had our brandmark, and it was the time to look for a logotype that would compliment the brandmark. The legibility, flexibility and consistency are an important consideration for a brand identity. The typography of a logo is as important as the visual. Right type decisions, not only compliments and supports the brand but also elevates the brand. since the brandmark was chosen, there was a need to pair them equally typography.

There were a lot of things to consider to start exploring the typeface, such as font family, font category, font availability, combinations of fonts, number of fonts, letter scaling, letter spacing, readability, legibility, fonts weights, available uppercase and lowercase and special character support.

I started out looking at several typefaces and tried to pair them up with the logo which will go completely opposite. Since UID is a brand that primarily targets to youth and at the same time UID promote playful yet serious education, we came to a decision that the typeface will also have some seriousness to balance the brand identity.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

UNITEDWORLD INSTITUTE OF DESIGN

Muara

Bodoni Bd BT

Coltan Gea

Gotham Pro (Customised)

Abelard

Cinzel Regular

Trajan Pro

Geomanist

Helvetica Neue

SecularOne-Regular

OpenSerif-Book

Coltan Gea (Customised)

NOTE: Set of explorations were done pairing the logo with different fonts and out of all, Cinzel regular was selected UNITEDWORLD INSTITUTE OF DESIGN

FINAL LOGOTYPE CINZEL REGULAR

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 .:,;’”(!?)@#$% ^&+-*/_=

After all the explorations we did for logotype, we decided to go with Cinzel font. Cinzel is a typeface inspired in first-century Roman inscriptions and based on classical proportions. It designed by Natanael Gama and commissioned by Google. Natanael decided to start experimenting with fonts and hasn’t stopped since. He is the designer of Exo and Cinzel, two very popular web font families. Even though the play has become work for Natanael, he still enjoys designing fonts. However, Cinzel is not simple revivalism, while it conveys all the ancient history of the Latin alphabet it also merges a contemporary feel onto it.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

RESOLVING THE LOGOTYPE We had really zoomed in and working on fixing the details in the logotype. For the logotype, it was important to check and take care of the letter spacing, so that it should be legible if scaled up or scaled down.

NOTE: Green colour is for the old kerning and red colour is for the new kerning. UNITEDWORLD INSTITUTE OF DESIGN

CUSTOMISE THE FONT

I customise the selected font to make the logotype serious, stable and confident. I also add a little thickness to the logotype, so that it should be legible if scaled up or scaled down.

NOTE: Green colour is the additional area and red colour is the subtractional area. VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

COMBINATION MARK I explored both the combinations of horizontal and vertical alignment and the combination with the green dot is the final one.

101

FINAL BRANDMARK

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BRANDMARK VARIATION

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103

TESTING BRANDMARK IN DIFFERENT SIZES

10 mm

15 mm

20 mm

30 mm

50 mm

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

30 mm

50 mm

70 mm

90 mm UNITEDWORLD INSTITUTE OF DESIGN

105

3.4 PRIMARY TYPEFACE FOR BRAND After exploring the brandmark typography we needed typography that would compliment the cinzel font and pair with the brand identity well. It would also form an integral part of all Brand Applications in print. We started to look at different typefaces that would work best in combination.

Once the logotype was fixed the next objective was to resolve the brand typography which will be used in all the brand collaterals.

There were a lot of things to consider before I started to explore typefaces, as font family, font category, font availability, combinations of fonts, number of fonts, letter scaling, letter spacing, readability, legibility, fonts weights, available uppercase and lowercase.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

LATO // 10PT

GOTHAM PRO // 10PT

OPEN SANS // 10PT

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

PROXIMA NOVA // 10PT

HELVETICA LT STD // 10PT

MINION PRO // 10PT

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

ARIAL // 10PT

FUTURA STD // 10PT

CALIBRI // 10PT

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

UNITEDWORLD INSTITUTE OF DESIGN

107

BERLIN SANS FB // 10PT

UNIVERS LT STD (OTF) // 10PT

ROBOTO // 10PT

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

SEGOE UI // 10PT

D-DIN // 10PT

CLINTON // 10PT

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

MONTSERRAT // 10PT

LUCIDA SANS // 10PT

GEOGROTESQUE // 10PT

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

SHUVAM JAISWAL 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009 VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

FINAL TYPEFACE OPEN SANS

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 .:,;’”(!?)@#$% ^&+-*/_= UNITEDWORLD INSTITUTE OF DESIGN

After all the explorations we did for typography, we decided to go with Open Sans typeface. Open Sans is a humanist sans-serif typeface designed by Steve Matteson and commissioned by Google. Featuring wide apertures on many letters and a large x-height (tall lower-case letters), the typeface is highly legible on screen and at small sizes. It belongs to the humanist genre of sans-serif typefaces, with a true italic. It was released in 2011.

Available Weights • Light • Light Italics • Regular • Regular Italics • Semi-Bold • Semi-Bold Italics • Bold • Bold Italics • Extra Bold • Extra Bold Italics

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3.5 BRAND COLOURS After fixing the Brandmark and the Logotype it was time to select the brand colours. I studied the colour Meaning and Psychology to relate to the characteristics of UID. There are some colour options for the brand identity, that is; Orange, Yellow, Green and Purple. Apart from that coloured option we also had an option for a black and white variant. The final brand colours are orange and black because the redesigned identity is the combination of playful & dynamic logomark and the serif logotype which depict UID is serious about its education and learning.

Orange colour has some playfulness of yellow and attraction of yellow, and black colour shows that serious and disciplined design education.

RGB 242 101 34 CMYK 0 75 100 0 Hexcode # f26522

RGB 0 0 0 CMYK 0 0 0 100 Hexcode #000000

RGB 255 255 255 CMYK 0 0 0 0 Hexcode #ffffff VISUAL IDENTITY REDESIGN

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FINAL BRANDMARK

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3.6 BRAND APPLICATIONS Brand application refers to the physical representation and the continuous and consistent application of the brand identity across different visual media.

Brand application helps to assess the strength and flexibility of the design and explore the creative potential of the identity by simulating a branded world.

Brand application is an integrated and important part of any branding. It needs to be initiated during the design and development phase. The Mock-ups helps us in visualising how the brandmark applied is relevant to a diverse range of applications. They are easily available from different sources and come in handy when you want to test and show how a certain design decision will look on the chosen medium. I have explored several mock-ups while working on the UID identity so as to get an idea of the visual language that could be created for the brand.

The Brand applications were created to see how the brandmark look pairing up with the typefaces selected, and also what layout design decision we can explore.

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OPTION 1

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OPTION 2

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OPTION 3

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OPTION 4

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OPTION 5

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3.7 PRINT COLLATERALS The next step of the project was to work on and finalise the UID collaterals. Since its a serious design school, there would be a simple set of collaterals for their stationery, which was mainly for primary communication and legal purposes.

Designing the stationery gave me a chance to explore layouts and typography. While making the designs many things had to be taken into account starting from size of the collateral, the colours, the typography, the type hierarchy, the chinking of information.

Fixing upon the right content was also crucial to avoid any kind of misinformation. We had to make sure that the designs were not complicated, easily reproducible, followed standards. A classic format seemed to work well with the design of the Brandmark which was bold, iconic and yet simple in its look and feel.

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LETTERHEAD 215.9 mm

215.9 mm

75mm Howrah 700003 March 13, 2019 Prof. Jayanti Panchal Dean of Unitedworld Institute of Design 907/A, Uvarsad, Dist. Gandhinagar - 382422 Respected Sir, I am writing to express my interest in the fourth grade instructional position that is currently available in UID. I learned of the opening through a notice posted on JobZone, IPFW’s job database. I

Open Sans, Regular, 10pt.

I have just completed my Bachelor of Science degree in Elementary Education and have successfully completed Praxis I and Praxis II. During my student teaching experience, I developed and initiated a three-week curriculum sequence on animal species and earth resources. This collaborative unit involved working with three other third grade teachers within my team, In my work with the third grade classes, I stressed critical thinking and the incorporation of mathematical and science units into the course. The student response was very encouraging, as we had a 100% passing rate for this section. In addition, our team met state curricula guidelines and received numerous positive comments from students’ families regarding the class material. Both my cooperating teacher and my supervisor from the teacher preparation program complimented me on my enthusiastic classroom presentations.

279.4 mm

successfully utilized in this teaching position.

Please consider this résumé and the completed application form as an expression of my sincere interest in pursuing any fourth grade vacancies that may arise in your district. environment that is student-centered. I welcome the opportunity to discuss with you in person my I may be reached at (260) 403-1499 or smith@ipfw.edu. Thank you for your consideration.

Sincerely, Manish Sinha

Open Sans, SemiBold, 8pt. Open Sans, SemiBold, 10pt.

Ahmedabad Campus: Karnavati University, 907/A, Uvarsad, Dist. Gandhinagar - 382422. Ph. 079 30535000 605, Samedh Complex, Nr. Associate Petrolpump, C.G Road Navarangpura, Ahmedabad - 380009

karnavatiuniversity.edu.in/uid

Letterhead UNITEDWORLD INSTITUTE OF DESIGN

Continuation Sheet

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ENVELOPE

101.6mm

75mm

Open Sans, SemiBold, 8pt. Open Sans, SemiBold, 10pt.

115.9mm

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VISITING CARD

55mm

50mm Open Sans, Bold, 10pt. Open Sans, SemiBold, 7pt.

95mm

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IDENTITY CARD

10mm Open Sans, Regular, 6pt.

14mm

Open Sans, Bold, 8pt. Open Sans, Regular, 7pt. Open Sans, Bold, 7pt.

Open Sans, Regular, 7pt.

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STATIONERY

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MUGS

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T-SHIRT FRONT

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T-SHIRT BACK

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CAP

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IDENTITY CARD

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PENS

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BUS

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BADGE

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NOTEBOOK

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TOTE BAGS

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WOODEN FRAME

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/ SECTION 4 /

Brand Campaign.

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04 Brand Campaign 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12

Persona Promotional Areas Mind Map Concept Copy & Body Copy Typography Colour Palette Information Hierarchy Copy Unit Artworks Layout Promotional Collaterals & Areas VISUAL IDENTITY REDESIGN

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BRAND CAMPAIGN A brand campaign is a campaign in which you bid on keywords relating to your brand name. Brand awareness is the degree of a brand’s consciousness in the minds of its target customers. That’s why the success of every company begins with people knowing about its existence.

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After had an interview with Divya Mudgil Senior manager, corporate communications at UID, we know that UID is mainly targeting those who wanted to do undergraduate and postgraduate in design. So, first I created different personas and their daily schedule map to get to know what to promote and where to promote.

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EXISTING CAMPAIGN NEWSPAPER ADS

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EXISTING CAMPAIGN HOARDINGS

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4.1 PERSONA & DAILY SCHEDULE MAP Personas are fictional characters, which are created based upon the research in order to represent the different user types that might use brand services, product, or site.

A customer journey map is a visual representation of the customer experience and is a useful tool to look at the brand from the customerâ&#x20AC;&#x2122;s point of view and can be a key part in the promotional design.

Creating personas will help me to understand targeted audiencesâ&#x20AC;&#x2122; needs, experiences, behaviours and goals. It can also help me to recognise that different people have different needs and goals, and it can also help me to identify with the audience I am promoting.

The process of mapping their journey encourages and reminds me to consider the entire customer experience: their feelings, questions and needs while they interact with the campaign.

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PERSONA 1 Name: Nikhil Joshi Age: 17 Location: Delhi Hobbies: Sketching and Painting Occupation: Student School: Delhi Public School Class: 12 Stream: Science

Internet Software Social Network

Motivation

Goals

Incentive Fear Social

• To do undergraduate • Be independent • Live life on his own way

Personality

Problems

Extrovert Thinking Judging

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Technology

Introvert Feeling Perceiving

Confused between engineering and creative field.

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DAILY SCHEDULE

NOTE: The green dots are the opportunities for the brand promotion. VISUAL IDENTITY REDESIGN

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PERSONA 2 Name: Tanya Agarwal Age: 18 Location: Kolkata Occupation: Student School: Mahadevi Birla World Academy Class: 12 PASS Stream: Commerce Coaching: Academy of Fashion and Arts

Internet Software Social Network

Motivation

Goals

Incentive Fear Social

• To do UG in design from best institute • Collection of design magazine • Build her own business and be independent

Personality

Problems

Extrovert Thinking Judging

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Technology

Introvert Feeling Perceiving

Finding best design college in India.

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DAILY SCHEDULE

NOTE: The green dots are the opportunities for the brand promotion. VISUAL IDENTITY REDESIGN

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PERSONA 3 Name: Yashraj Singh Age: 24 Location: Chennai Hobbies: Sketching & basic UI design Occupation: Software Engineering Student College: Vellore Institute of Technology Academic Year: Final year

Technology

Motivation

Goals

Incentive Fear Social

• To do PG in creative field and from best institute • Best Placement • Be independent

Personality

Problems

Extrovert Thinking Judging

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Introvert Feeling Perceiving

Internet Software Social Network

Can he persue design after completing his engineering?

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DAILY SCHEDULE

NOTE: The green dots are the opportunities for the brand promotion. VISUAL IDENTITY REDESIGN

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PERSONA 4 Name: Gautam Patel Age: 46 Location: Ahmedabad Children: 1 son Occupation: Mechanical Engineer Company: TATA Group Annual Income: 25 lakhs Son’s Ambition: Designer

Internet Software Social Network

Motivation

Goals

Incentive Fear Social

• Start his own business • Graduate his son from best institute

Personality

Problems

Extrovert Thinking Judging

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Technology

Introvert Feeling Perceiving

Finding best design college with fresh environment and big campus in India.

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DAILY SCHEDULE

NOTE: The green dots are the opportunities for the brand promotion. VISUAL IDENTITY REDESIGN

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4.2 PROMOTIONAL AREAS The success of the promotion is greatly dependent on the selection of a suitable promotional location. The goal of marketing is to stand out and be noticed. Good marketing keeps drawing your audiencesâ&#x20AC;&#x2122; attention to the products and services.

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After creating personas and their daily schedule, I designed the promotional strategies through which, I let the potential audience know what services UID are selling.

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PROMOTIONAL AREAS

MERCHANDISING (To the students who came for the aptitute test or studio test in a tote bag) - Cap - T-Shirt - Batches - Id Card - Mugs - Tote bags - Pencil/Pen/Eraser - Notebook - Card Pendrive - Keychains

ADVERTISING

DIRECT MARKETING

SPONSORSHIP

DIGITAL ADVERTISING

- Hoarding - Newspaper - Magazine Ad - Brochure - TVC - Posters - Bus Ad

- Activities on schools, colleges and design coaching institute - Direct mail - Email

- Organise an event - Collaborate with other universities

- Social media post - Web Banner - YouTube Advertising - UID website

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4.3 MIND MAP A mind map is a diagram used to visually organize information. A mind map is hierarchical and shows relationships among pieces of the whole.

I started mind mapping for the campaign and I came up with the three following concept:

1. Green Campus. 2. Foundation/Basics 3. Unique

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VERSATILITY PEER LEARNING CONFIDENT EXPERIENCE KNOWLEDGE

EXPOSURE

UNIQUE DIVERSITY

EXPLORE

GREENERY CULTURE

MINIMAL

UID

GREEN CAMPUS

NATURE

GROWING

OBSERVATIVE INNOVATION SENSITIVE

PREMIUM CREATIVE

COMMUNICATIVE

FRESH

FOUNDATION YOUTH

TOGETHERNESS EMPATHY WORKSHOP

FRIENDLY ENVIRONMENT AESTHETIC

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4.4 CONCEPT 1 GREEN CAMPUS After had an interview with all the H.O.Ds and Dean Col. Surojit Bose, I came to know that one of the plus point of UID is its beautiful green campus. Col. Surojit Bose says - “Realizing the enormous positive effects that mother nature has on ones physical, mental and spiritual well-being, Unitedworld School of Design has established its 37-acre campus in a luxuriant and serene area, away from the hustle & bustle of the city at S.G. highway. The lush green picturesque landscape instils a sense of oneness with nature into the young minds of design students. The creative design campus caters to all basic amenities required for students.”

Approach I do not want to promote green campus directly but to promote its benefits which the students get or which enhance the knowledge, creativity, design, or ideas of students. The targeted audience will be parents or guardian (persona 4) because a big campus and green environment are the most important for them and also in majority cases, they will pay the fees. The campaign should be simple and easy to communicate with the parents.

Promotional Area • Hoardings near office areas • Bus Shelter Advertising • newspaper • Web Banners • Poster at design coaching institutes

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Background Great ideas will come when we are close to nature.

Approach I created a combination of grass and bulb. The grass is for nature and bulb depict ideas.

Why not The execution of the idea is not interesting and it goes more towards the social campaign.

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Background Great ideas will come when we are close to nature.

Approach I choose bulb to depict ideas and manipulate with a landscape in it.

Why not The execution of the idea is not interesting and it goes more towards the social campaign.

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Background Great ideas will come when we are close to nature.

Approach I choose head to depict ideas and manipulate with a landscape in it.

Why not The execution of the idea is not interesting and it goes more towards the social campaign.

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4.4 CONCEPT 2 FOUNDATION/BASICS The USP of UID is a strong emphasis on the basics of every department. UID has been built on strong foundations of teaching, learning, innovation and research excellence in design education. Design programs are designed with strong professional emphasis, in close partnership with the industry.

Approach Firstly, I list down the following benefits of strong foundation/basic, • Process work • Concept and visualisation • Knowledge • Discover Things • Add value to the end product The targeted audience will be students who wanted to do UD and PG (persona 2,3 & 4) because they prefer the best institute with the best education for their better tomorrow.

Promotional Area • Hoardings near residencial area or schools • Bus Shelter Advertising • Social media posts • Web Banners • Poster at design coaching institutes / schools • Standee at design coaching institutes / schools

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Background Learn the design from scratch with our well structured foundation programme.

Approach There will be a drawing of a boy which start with a line drawing from head and end with 3D render to foot.

Why not The idea is less communicative.

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Background Learn the design from scratch with our well structured foundation programme.

Approach In this artwork, there will be line-drawing plier on the left side and 3D rendered plier on the right side.

Why not The execution is not looking like a design instituteâ&#x20AC;&#x2122;s campaign.

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Background Learn the design from scratch with our well structured foundation programme.

Approach In this artwork, I tried to show the stages of design from scribble to the final product. This also shows a design process which is taught in foundation.

Why backup We were confused about whether the idea will communicate with the audience or not.

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4.4 CONCEPT 3 UNIQUE UID has a unique programme structure which helps the students to enhance their knowledge, ideas, skills, creativity and design. Its a premium design institute in India which follow a holistic design process involving design research, stakeholder research, concepts and value development, and continuous validation for the feasibility and viability of the design projects in an intra, multi, transdisciplinary and Experiential ecosystem in a learning environment.

Approach Firstly, I list down the following unique qualities of UID, • Multi-Disciplinary • Premium design institute • Unique Programme Structure The targeted audience will be students who wanted to do UD and PG (persona 2,3 & 4) because they prefer the best institute with the best education for their better tomorrow.

Promotional Area • Hoardings near residencial area or schools • Bus Shelter Advertising • Social media posts • Web Banners • Poster at design coaching institutes • Posters at schools • Subway Advertising

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Background Every profession can pursue design in PG. It could be an engineer, a lawyer or a doctor.

Approach I created an artwork which is a combination of a screwdriver which shows an engineer and pencil which depict design.

Why not The execution is not looking like a design instituteâ&#x20AC;&#x2122;s campaign.

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Background Even your AI knows that Uintedworld Institute of Design is the best college in India.

Approach I took inspiration from Search Engine Optimisation. It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. It also shows suggestion. So I created this artwork to promote UID as the best design college in India through SEO.

Why not The idea is strong but the execution is weak as compared to the idea.

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Background Premium Design College in India.

Approach I created a type poster to promote UID as a premium design college in India through talking typography which gives uniqueness to the poster.

Why not The execution looks too old school or very common.

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SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

Background There are lots of footwear designer out there and with the unique programme structure, UID helps you to stand out among them.

Approach These shoes in the artwork show different footwear designers from different institutes and there is one shoe in negative space, standing out among all shows the footwear designer from UID.

Why not The idea is strong but the execution looks very clustered.

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Background UID has a unique programme structure which helps the students to create their own identity.

Approach I choose a fingerprint which shows an unique identity of a person and there will be shoe, dress, car, chair and monitor to show that the students will create their unique identity in their specific discipline.

Why this idea The idea is strong. The execution has an essence of the UIDâ&#x20AC;&#x2122;s redesigned logo which will increase the recall value of the UID.

NOTE: The artwork with the green dot is selected for the final concept. VISUAL IDENTITY REDESIGN

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4.5 COPY AND BODY COPY A copy is a short text which serves to clarify a thought for or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social group, or product. As a variant of a branding slogan, taglines can be used in marketing materials and advertising. The body text or body copy is the text forming the main content of a book, magazine, web page, or any other printed or digital work. I listed down the copy and the body copy.

Copy 1. Design your own identity. 2. Design as unique as your fingerprint. 3. Identity of young designer 4. Create your identity in design. 5. Create your own identity. 6. Make your design as unique as your fingerprint. 7. Make your identity as unique as your fingerprint. 8. Make your impression as unique as your fingerprint.

Body Copy UID has a structured programme which helps the students to showcase their creativity in Fashion Design, Lifestyle & Accessory Design, Visual Communication, Interior Design, Product Design, Automobile Design, and Animation Design.

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4.6 TYPOGRAPHY

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Open Sans Regular

Open Sans Semi Bold

Typography plays an important role in a campaign to provide supporting texts or to communicate important messages. So our campaign was no exception. We needed typefaces that would be highly readable and legible, elegant looking, that would pair up with the theme of the campaign and which will have variations in style.

I used the brand typeface in the campaign that is Open Sans, so the audience can easily recognise UID by its font style only.

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Open Sans Bold VISUAL IDENTITY REDESIGN

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4.7 COLOUR PALETTE

RGB 242 101 34 CMYK 0 75 100 0 Hexcode # f26522

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RGB 0 0 0 CMYK 0 0 0 100 Hexcode #000000

RGB 255 255 255 CMYK 0 0 0 0 Hexcode #ffffff

The usage of colour in advertising is often a very important choice since colour can have a tremendous psychological impact on people. I used the brand colour in the campaign that is orange, white and black, so the audience can easily recognise UID by its colour only.

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4.8 INFORMATION HIERARCHY This campaign does have 4 basic layers of information as in the following order:

1. Brand Combination mark of UID.

2. Artwork or Illustration Illustration which shows the concept.

3. Copy There will be a copy which serves to clarify a thought for or is designed with a form of, dramatic effect.

4. Body Copy There will be a text forming the main content of the concept.

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4.9 COPY UNIT

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4.10 ARTWORK

Automobile Design

Lifestyle & Accessory Design

Fashion Design

Product & Interior Design

Visual Communication & Animation Design

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4.11 LAYOUT The master plan of a printed or published work (such as an advertisement, book, magazine, newspaper, or website) that lays out the arrangement of its different graphic elements (such as body copy, colours, headlines, illustrations, scale). It establishes the overall appearance, relative importance, and relationships between the graphic elements to achieve a smooth flow of information and eye movement for maximum effectiveness or impact.

After setting hierarchy I have to arrange the visual elements according to that only. I did the layout in portrait, square and landscape. So the orientation of the different promotional collaterals will be adapted from these portrait, square and landscape only.

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LAYOUT OPTIONS

PORTRAIT

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SQUARE

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LANDSCAPE

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4.12 PROMOTIONAL COLLATERALS & AREAS

The next step of the project was to work on and finalise the promotional collaterals.

Designing the promotional collaterals gave me a chance to explore layouts and typography. While making the designs many things had to be taken into account starting from size of the collateral, the colours, the typography, the type hierarchy, the chinking of information.

UNITEDWORLD INSTITUTE OF DESIGN

Fixing upon the right content was also crucial to avoid any kind of misinformation. We had to make sure that the designs were not complicated, easily reproducible, followed standards. A dynamic format seemed to work well with the design of the Brandmark which was bold, iconic and yet simple in its look and feel.

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HOARDING

4.5 FEET

790pt 10 FEET

250pt

300pt

20 FEET VISUAL IDENTITY REDESIGN

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POSTER

0.5 FEET

82pt

1.94 FEET 22pt

27pt

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BUS STOP LANDSCAPE

2.3 FEET

392pt

5.5 FEET 127pt

160pt

10 FEET

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BUS STOP LANDSCAPE

2.2 FEET 320pt

4 FEET 107pt 133pt

10 FEET

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BUS STOP PORTRAIT

1.5 FEET

240pt

5.8 FEET 65pt 92pt

3.85 FEET VISUAL IDENTITY REDESIGN

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SUBWAY 1.5 FEET

240pt

5.8 FEET 65pt 92pt

3.85 FEET UNITEDWORLD INSTITUTE OF DESIGN

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STANDEES

0.34 FEET

68pt

19pt

5.24 FEET

22pt

2.62 FEET VISUAL IDENTITY REDESIGN

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SOCIAL MEDIA POST

400px 54pt

1080 PX 18pt 21pt

1080 PX

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WEB BANNER

88px 12pt

5pt

400 PX

5pt

240 PX VISUAL IDENTITY REDESIGN

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POSTER UNITEDWORLD INSTITUTE OF DESIGN

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POSTER VISUAL IDENTITY REDESIGN

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HOARDING

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BUS STOP (LANDSCAPE) UNITEDWORLD INSTITUTE OF DESIGN

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BUS STOP (LANDSCAPE) VISUAL IDENTITY REDESIGN

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BUS STOP (PORTRAIT) VISUAL IDENTITY REDESIGN

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SUBWAY (PORTRAIT) UNITEDWORLD INSTITUTE OF DESIGN

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SUBWAY (LANDSCAPE) VISUAL IDENTITY REDESIGN

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STANDEE VISUAL IDENTITY REDESIGN

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INSTAGRAM POST

WEB BANNER

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/ SECTION 5 /

Conclusion.

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05 Conclusion Conclusion Reflection References Colophon VISUAL IDENTITY REDESIGN

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CONCLUSION I get myself immersed in whatever work I do. As day passed by I become more and more involved working on my project. This one project has certainly initiated many other project ideas of branding and advertising and turned me more towards choosing advertising as a career choice. Working on this timebound project by following the process was a completely different experience.

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The last four months have been adventurous, challenging, uncertain and highly educative and informative at the same time. Lastly, I would sum up my graduation project has helped me grow, articulate and turn the odds into even. This project has helped me to explore another domain of design which includes sensitivity, skill, the attitude of acceptance and knowing new things. I was really satisfied that the efforts I had put in, came up with results that were well received.

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REFLECTION If I have to work on a project that I did not believe in, I am never satisfied. I firmly believe that design has also a cultural role to play other than making things beautiful; which can and should be emphasised at every available opportunity. It could create awareness about your context, it could be something to identify to, it could be a purely functional aid. Design can add value and emotion to peopleâ&#x20AC;&#x2122;s lives. But this was just one project, a start, with new learning and new insights and new experiences.

I am excited about what is waiting for me ahead. I want to explore more projects on branding and advertising, I want to understand more about the creative production process. I want to illustrate, to write and to know more about the wonders of the world that awaits. I want to add meaning and value to every project that I get to work on, and want to do good.

There were so many things that I have learnt at various stages of this project. One of them that I should mention here is courage. I realised that being a designer, one needs to have courage. Courage, to take project decisions, courage to take ownership of the work.

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

REFERENCES WEBSITES (ARTICLES)

WEBSITES (VISUALS)

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LinkedIn. 2019. Facts Tell, But Stories Sell: The Power of Narrative-Driven Marketing | LinkedIn Sales Solutions. [ONLINE] Available at: https://business.linkedin.com/ sales-solutions/blog/sales-and-marketingcollaboration/2016/09/facts-tell--but-stories-sell-the-power-of-narrative-driven-mark. [Accessed 15 May 2019]. Econsultancy. 2019. Modern Marketing Model (M3) Mapping Tool – Econsultancy. [ONLINE] Available at: https://econsultancy.com/reports/ modern-marketing-model-m3-mapping-tool/. [Accessed 15 May 2019].

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MOCKUPS Shutterstock.com. 2019. People Group Circle Vector Icon Concept Stock Vector (Royalty Free) 249311266 - Shutterstock . [ONLINE] Available at: https://www.shutterstock.com/imagevector/people-group-circle-vector-icon-concept249311266?src=RkNIVVkW3WyZVcoJ0Bg73A-1-35. [Accessed 15 May 2019].

ClipartMax.com. 2019. Free Clip Art Shapes & Clip Art Shapes Clip Art Images - Shape In Graphic Design - Free Transparent PNG Clipart Images Download. [ONLINE] Available at: https://www. clipartmax.com/middle/m2i8H7Z5i8G6G6H7_freeclip-art-shapes-clip-art-shapes-clip-art-imagesshape-in/. [Accessed 15 May 2019].

Graphic Google - Tasty Graphic Designs Collection. 2019. Free Elegant Brand Mug Mockup PSD - Graphic Google - Tasty Graphic Designs CollectionGraphic Google – Tasty Graphic Designs Collection. [ONLINE] Available at: https:// graphicgoogle.com/free-elegant-brand-mugmockup-psd/. [Accessed 15 May 2019].

Blackline Studio. 2019. Blackline Studio. [ONLINE] Available at: http://www.blacklinestudio. net/1q5sh0ts7lxo3xzvcq0bqxy0rccagj. [Accessed 15 May 2019].

Call of the Vedas. 2019. Work life balance – Call of the Vedas. [ONLINE] Available at: https:// callofthevedas.wordpress.com/2016/10/17/work-lifebalance/. [Accessed 15 May 2019].

T-Shirt MockUp PSD #2 | GraphicBurger. 2019. T-Shirt MockUp PSD #2 | GraphicBurger. [ONLINE] Available at: https://graphicburger.com/t-shirtmockup-psd-2/. [Accessed 15 May 2019].

Polka dots,dots,spots,black,white - free photo from needpix.com. 2019. Polka dots,dots,spots,black,white - free photo from needpix.com. [ONLINE] Available at: https://www.needpix.com/ photo/1347774/polkadots-dots-spots-blackwhite-wallpaper-pattern-background-illustration. [Accessed 15 May 2019].

Creativetacos. 2019. Free Cap Mockup PSD Creativetacos. [ONLINE] Available at: https:// creativetacos.com/free-cap-mockup-psd/. [Accessed 15 May 2019]. Creativetacos. 2019. Free ID Card Mockup PSD Template - Creativetacos. [ONLINE] Available at: https://creativetacos.com/free-id-card-mockup-psdtemplate/. [Accessed 15 May 2019].

VISUAL IDENTITY REDESIGN

SHUVAM JAISWAL GRAPHIC DESIGN B.DES GRADUATION PROJECT 2019

MOCKUPS Creativetacos. 2019. Free Senator Pen Mockup Point - Creativetacos. [ONLINE] Available at: https:// creativetacos.com/free-senator-pen-mockup-point/. [Accessed 15 May 2019]. Psd Button Badge Pin Mock-Up | Psd Mock Up Templates | Pixeden. 2019. Psd Button Badge Pin Mock-Up | Psd Mock Up Templates | Pixeden. [ONLINE] Available at: https://www.pixeden.com/ psd-mock-up-templates/psd-button-badge-pinmock-up. [Accessed 15 May 2019]. Psd Notebook Mockup Set Vol 2 | Psd Mock Up Templates | Pixeden. 2019. Psd Notebook Mockup Set Vol 2 | Psd Mock Up Templates | Pixeden. [ONLINE] Available at: https://www.pixeden.com/ psd-mock-up-templates/psd-notebook-mockup-setvol-2. [Accessed 15 May 2019]. Canvas Tote Bag MockUp | GraphicBurger. 2019. Canvas Tote Bag MockUp | GraphicBurger. [ONLINE] Available at: https://graphicburger.com/ canvas-tote-bag-mockup/. [Accessed 15 May 2019]. UNITEDWORLD INSTITUTE OF DESIGN

DOCUMENTATION Wood Photo Frame Mockup | GraphicBurger. 2019. Wood Photo Frame Mockup | GraphicBurger. [ONLINE] Available at: https:// graphicburger.com/wood-photo-frame-mockup/. [Accessed 15 May 2019].

Issuu. 2019. VISUAL IDENTITY REDESIGN : LONDON BRIDGE (Graduation Project) by Debojyoti Das - Issuu. [ONLINE] Available at: https://issuu.com/ ddas131093/docs/london_bridge_documentation. [Accessed 15 May 2019].

Psd Screen Web Showcase | Psd Web Elements | Pixeden. 2019. Psd Screen Web Showcase | Psd Web Elements | Pixeden. [ONLINE] Available at: https://www.pixeden.com/psd-webelements/psd-screen-web-showcase. [Accessed 15 May 2019].

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COLOPHON This document has been written and designed by Shuvam Jaiswal. It has been printed at Siddhi Printech This document has been set in: Proxima Nova Designed by Mark Simomson. Released by the Mark Simonson Studio. Gotham Pro Designed by Tobias Frere-Jones. Released by the Hoefler & Co. Type Foundry. All artwork and written content is originally created by the auther, unless specified otherwise.

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