BRIEF 2
William Cotterill OUGD301
F & J GROUNDWORKS Brand the business F & J Groundwork’s, producing promotional material that is consistent as a whole, whilst exploiting and amplifying their traits as a company. Create an Identity that can be used across a broad range of deliverable’s for a small and honest business. -A client led investigation of branding, identity and logo with a focus on a home maintenance company. Skill set: Working with a client, Branding and Identity.
DELIVERABLE’S
-Definitive Identity -Business cards -Letterheads
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William Cotterill OUGD301
Business Cards & Identity
The logo and identity F & J Groundworks was derived from a simple but structured concept, so that it could be universally used across the business’s documents, vehicles & website without over complicating branding. The logo, interweaves the main characters, connecting the ampersand, letter F and Letter J. This is to represent the connection & kindred the workers have amongst themselves, as it is a small family business. Using type to create shape, the logo forms a rectangle, this is to suggest stability and solidness, traits essential in the building trade. I printed the business cards on duplexed matt coloured 120gsm card, choosing stock that corresponds with the concept behind my branding. The three colours of stock used represent the three main services the company offers. Charcoal grey to represent metal work, mint green for landscaping and sand yellow for construction. To add a much more delicate quality to the quite sharp logo I used a black spot varnish to lift the print off the business cards,
Gill Sans was my choice of typeface down to legibility and readability from long distances. The logo will be used on banners and vehicles so this was an essential decision in my development .
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William Cotterill OUGD301
LETTERHEADS
Applying the same Identity but with a different approach I produced these letterheads, that can be used to invoice customers/ clients, Keeping consistency within my range I used the same logo reducing the content and turning it into a repeat pattern on the reverse of my stock.
Within my range, the same colour scheme is used to reflect the different services F and J Groundworks offers. I formatted their contact details with 8pt Gill sans and tight wrapping to imitate my rectangular logo., aligning the phone numbers to opposite boundaries breaking up their information into 2 readable sections.
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INDUSTRIAL NOTEPAD PUBLICATION
William Cotterill OUGD301
Alongside the business cards and letterheads, I produced an industrial notepad for workers to use when on-site. Using a contrasting burgundy stock helped to separate the publication from my other deliverables as the notepad is much more personal to the company. Each page consists of three sections, a crosshatched square for initial ideas and sketches, a notes section for jottings and a quotes section to leave with clients. On the reverse sleeve I created a series of diagonal slots, providing a place for business cards to fit in when on the move. To bind the pages I used a single stitch repeat pattern on the sewing machine, the pattern was chosen because I found the triangular grooves allow the pages to turn smoothly.
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