Alter Life

Graphic Design 1028

Yashpreet FC SY

Submitted By:

CONTENTS

II. D

e g a y o V I. Punk n g i s e D f o e n i r t oc

sign e D f ts o eory n e m e a ) E l s t a l t ’s T h v e m e n t b) Ge uhaus Mo c) Ba

to S n i a r B III.

s e r u t a rm m

cept n o C al a ) F i ny w o r d s b) Ke nd Name c ) B r ap e f a c e d ) Ty o d B o a r d e) Mo

IV. B

int r p m I rand ngle

ria T d n a a) Br n portrait b) Pe mpetitors c) Co

b i u q S d V. Bran

o a ) L o g e o f Vo i c e b ) To nd s c) Gri dia rids g f e o M n d) icatio l p p A e) ork w t r A f) ement

g d e l w o VI. Ackn rney ends ou VII. The j

Punk Voyage

oard

(Introduction)

db

Moo our ney of ss r u o j ce the rough r design pro h t u o ou es y ok tak module and is book. o b s i h f th ign ic Des evolution o h p a r G he ed in t involv D E.O.

T

heory

lt’s T

Gesta

epts Conc and ords Keyw Brand

name ce

a Typef

it

ortra

p Pen

rs

etito

p Com

Logo s

Grid

ith ory. W nd e h t s bra talt’ d Ges he head, a d n a i a d n t te sig Me of De rimming in at we star s t n e h b t lem ow vity . with E and creati ur.It was n r Life n a e t g l e r o A f b a f t e I l with s roup o sics c ed up rtwork l d a , n the ba olved in a g d a l e na us and v to be e promotio ideas e was e c r a u f o ype n th ssing k upo ning. f the t r o o discu e w c e w itio tan impor ot only did brand pos ed. e h t t t n .N ou elop ar We le cluded, etc cussed ab ia was dev is d in also d ication me to be t u b y n g u e mm strat the co , y l l a Fin 1

Doctrine of Design (Basics of Design) orie

ave s we h

ta

lt mea Gesta entified id parts ually have istics r d indivi t characte lt en Gesta hole") ( differ e l o wh dw to the “organise s nt mean veme o M s uhau rt, design d a B ) n c school of ature founde g i s e A c s rchite in 1919. It s of Dsign a t n d e n a y m by e n erma racterized a) Eleements of d ocks G n i l l ha The e building b ork of le is c conomic, y t s e w nd ye are th create a hings verel sign a terials. e e s d t o t c i ma etr used se are the nting, geom espect for i e a h p T r pa art. by its ake u gn etc. m t a i th es ng, d drawi

:

ction

trodu

des: sign It inclu ents of De m a) Ele alt’s Theory st b) Ge aus Theory h c) Bau

ef in

D

ry Theo s ’ t l sta s when n b) Ge

A bri

he ts of t s i s n o gn c f desi plications. o e n i octr r ap d thei n a t h ug

been

2

Elements of Design point ath of a

he p

Line - t

Space

-

vable percei

Point

Plane

area

e

Spac

of ation v i t c A -

d width

t an - heigh

tive

re Textu

ace - surf

y

qualit

- rela e u l a V

ss

arkne

nd d light a

ht ay lig w e h by t in ither e, or e c a n f r e f a su . r - se Colo reflects of ght sources d li colore 3

Gestalts Theory . te form e l p m co entity’s nerating n t a f o e g espec pe r m a r h h t o i s f w r the rly eo s s e n c l t s e ff e c t i s s , p a r t i c u l a e a d o f j u s t e a t s ns nst The ge lity of our se of figures i urves. c n i capab l recognitio le lines and a to visu tion of simp c a colle

E

.� , ology parts h c e y h s t f np ions i sum o t a e g i h t t es n lly of inv . er tha e t a m actua e o y r s c i t g g r u o l is we ot mo he o hole he vie whole is n It is t nd episte t w o e t h s a “T r ear ied logic cieve s t app of a unif e a r h e w v een assi arts. ature atche ap is s en ts p dm What ere and th nalysing i ponge (as cturesan terns to u t not th stood by a ct like a s filters str knwon pa y a r l unde does not ut actual ainst the g b Brain rmation) rmation a o o tof inf oming inf f it. ologis c o h n i c e y s s n all np a se ustria 890.

A make y b in 1 ven en gi Ehrenfels e b s It ha ian Von t Chris

4

k ts loo e c e j b n O arity: similar to o ften O Simil er. anoth ered d consi p or a u o r a g n. e patt r

ity milar ject i s n he ab l y : Wc c u r s , a n p h a s i s e d l a m o Ano e em r to can b dissimila t. if it is s. l poin other es a foca t Crea

lled ompe one c s i n:Eyemove fromother o i t a n to inu t to a Cont objec t. objec

Gestalts Theory (Principles) s ject i r b o e : Th omplete o e r u is inc Clos pace the s mpletely o not c sed. o encl

re nts a ed e m le s ity: Eplaced cloand m i x Pro ther toge ived as e perc up. a gro

gro Back

und:

d s re anifferentiateroundings.kground) u g i F sur bac ye d ( s e The ts from it , ground ) objec e (object Figur

5

Bauhaus Movement

dern of mo ersial t n e vm ov us mo ck to contr a h u a a b as fB rtist dates hich w gins o he ori rchitecture nd crafts w y Belgian a 2b da sa art an hool of art imar in 190 in c unded o f n n e w s s h e d i n We e . e y be tes. by itns d li d e z estab Van de Vel l had alread ect of dispu ri g h j d bot racteetric desi e a n Henry r art schoo lso the sub i h b c . e com yle isic, geomterials.”

Anoth hich was a t tect, ril11,1919 nd i s h c r s a a w m hau n Ap n” a nom ring 1860 onee auhaus o onstructio i “Bau rely eco spect for p a fc sB ns, seve by its re rophi e staatlice ”house o G r e t ing n Wal ls into th and mean ilding”. was a g y o r l l o e a h d r u c b te s foun urin ol of aus li at its artment d h t Bauh s for “scho t c dep e fa nd th hitecture stand a , e am arc f its n not have nce. o , e t i in art t Insp ect, it did its exista n e f opm archit st years o devel ography. n o r i ce typ zis the f nfluen sign and m Na i o n r f a e e as ssur phic d aus h o pre t e Bauh ecture, gra u d 1933 n i archit d e clos s was u a h .

Bau ment move

T

6

BrainStorm matures (Ideation)

or

rand f

t 1:

Concnekpinspired acc

lution

d Evo

A pu boys. young

Bran

ies b essor

s

er sci

n Desig

or the sors f

first t

pt 3: Conce et. mark ime in

stitute

sub d as a

use ept 2: Conc tive Shells a Decor ourri. tp for po

s.

ion ccas pt 4: o e c s n u Co rio or va f s g Rin

7

Pros

Final Concept

and Con

: s.

Consts only maleific.

Targe lture spec u Sub c audience. e Nich cepted in lies. i c Not a rvative fam conse

.

lue d Va

nd ne bra o r e d Pros: products un e Divers mpetition.

Co Less able.

A ff o r d ling.

Appea

Bran

pt once the c s of

ys or bo f d n a � ies br)/teenage. r o s s t e p rs c Conce ed ac(13-19 yea r i p s p k in “Pune age grou in th

y Funk dy Tren y Quirk mental ri Expe c lli Meta ue Uniq K PUN 8

ers greas sic Mu Rock ttoos Ta Wild s 1970’ Rock Glam Boys Biker pike ed, S Shav ew Cuts Cr ful Youth d pekys oo S : w t E n s e M Ringz ativz ne W ude D NA N A Vi v i e n s s i v e a t t i t R B Altern ful Aggre youth ief maker misch error gent n i t : t n S o Holy rand ley C rn India ORD m W o r Y b e B KE Fire plug East hodes R a r d Spark r Zhan l approach e Blink Riddance Coo oot boys d o R Go fe ead er Link Skinh ntal t l A Fu ime exper jackets Punk y Punk er Flash ibrants Leath Mclaren lm The V Malco rk make up y Da Quirk e l s airsty H d e gell inted o P , Sharp

Keywords and Brand Name

9

Typeface yp Our T of a

int. r P . e efac Aria Hero.

l. Aria

l

Bold.

above e h t s lude ce inc a f e ilies. p Our ty ed type fam l with the on wel e menti ts go n o f Uniqu e g h n t i e fb Both age o m i d n bra nal . additio cial rendy T n e d h n a sw pe re time eeded for s ms. a e h T ra en d prog e ces ar typefa n, events an sen for thes o io t h ith promo s that are c onsistent w e c c Typefa ns should be dditional a io t rom d. Any excep n a r roval f B p ’s p e a if r prio AlterL needs e c a f . type rtment a p e d our

Birth

W X Y. V U T PQRS O O x y z.

N w H M v L u IB RT K t GHIJ pqrs F o E n D m ABC hijkl g f e d . abc XYZ 6789 5 W 4 V 3 U 012 RST

Aa Aa

O F A HER

PQ NO z.

M L wxy K v J I u H st pqr EFG o D n C lm AB hijk g f de 9 abc 678 5 4 XYZ 3 W 2 V 1 0 U RST Q P xyz MNO w L v K u J t GHI qrs F p E o D mn ABC ijkl h g def abc 9 678 5 4 3 012

L ARIA

OLD B L ARIA

Aa

10

MoodBoard

11

Brand Imprint Brand Imprint (Brand Positioning)

g inds itionin d in the m it. s o p ce eve and or Br rand is pla they perci t n i r ld eb Imp rand to how th how wou d as an deals onsumers of a c

B

w follo e h t y stud o t d ha We gle

ing:

rian T d ait ran a) B n Portr rs e o b) P mpetit o c) C

12

Brand Triangle Alter Life LOOK & FEEL Funky, punk

TARGETED MESSAGE Youthful, stand out

CORE MESSAGE PUNK and Trendy

WHO ARE WE We are a new punk inspired accessories brand targeting the pre-existing gamut of youth.

13

Pen Portrait

guy. ge going e ll o c g tal d outgoin of his experimen n a y d n e , tr ion use shionable beat fash nds beca oe, is a fa amongst his frie omes from an up ew looks ec ut n s out . Since h terest in trying o g He stand n li ty s ep in shion and in fa une, he has a de h flamboyance. nd fP sses a them wit e e s s r college o n ie d r e r s a e c n h lf and f being ue fashio which o iq r e n o u f m on himse is a h e om g eg is n d by ranging fr his coll living upto h ted to hangin are guide s e h ts c it r s u e w r o s s a te o s start ping in ain for m even nt look is dev range of y o g e e fr a r e a id d s e f s g w im l if t in His shop a ie a d t ic ge par nky th hops from His typ ises himself in is post colle ol and fu h night o it c w to and he s r s H p o d u . ed bran access d in-fashion sually ends establish known brand. u an s un trendy friends which ordingly. gain ha a h relatively c ic c h h rite ic w out wit dresses up a ck mus k of his favou y o R e h n r h whic mode the loo n of Greenda ning to nce. Getting e t s li t he ge fa ts lie in his appeara ns. He is a hu punk look tha d s e r e t on pee cer the His in fluence his prime con hich reflects ith his bike. S ike, in e g u ah ab d)w e of ve w ar is on nk - Rock ban ain in total lo . When riding t s k c o R g u ag mous P again. He is his bike - ridin gloves. ( the fa d d h time an ous wit oots an who carries are synonym er jackets, b person h l t y il k a r n h le t u f nd and ears setter. , hip a tedly w d y o n d v e n e r e t d r t a he d is ern, a mod nce an a is y o e b o m J tively, and fla Cumula h confidence wit oozes

J

14

Competitors

nd ters a oduct, s o p s , e oks in pr Archi gs, bo panys ma 80. Cards n o s ld m 19 such he co y it so ed in nitiall patches. T e introduc n festivals sual ne u r er dia Lane in Pu ge g leathe g cards, w r major In rt from the ions. e n n o a l K in hu s s a fo in g a p t g n s c a d e c n y o e e , i e r o k c u o h g u y re Th H ng r g d Rak ersar inspi d introd ries. in ho sories fo s i s h l l were , Diwali an and anniv r accesso raclets, T n a li y o b all st e acces ices. things a e r m p s as Ho ar, birthda a section f lockets, nspired e s th he bl e e sale sona out new buy. The a nk i a u y e l p l r new y hey added oys includ a y t to a y e usu t rn b b and to tr for them hey hav in y ly wo Later ories for l t s a e r i u t r e s u s va gst ace as ated acces nd things youn e first pl ors y loc t l i t e e e s a i h p t th dw om studs ters. et an omes good c k c r s e g a b n you are n in m stalls nt positio na a. domi e are ne g e l l co s o are o ide o k i r d a p v o Sotuo S t u d i gaon udios pro The o e t r t o a k t t T Ta t s. os in of Tatto such kind red ated e c s o e l f h pi udios petitors.T roducts o ories ins t s k. o p atto cess s loo c y r com le other a o o j b k a m sa ker pun nd bi of the scope to ay some a s e l of sty ispl a lot dio d unk funky u t s tattoo music, p ck by ro

I

T

T

15

Brand Squib (Brand Identity)

et. le ass b a u l va a very s i o ur Log with care. le it es: Hand pefac Cowboys. y t o w ft ng e up o and Bleedi d a m int It is ero our pr ations, of a H l l h a t r r i B blic d fo ds e use printed pu rs, postcar b o t ng all ogo is poste This l als includi rd, flyers, a er collat sing, billbo ing. ti g adver duct pack o r and p

o. g o L Our O

16

Grids o. e log h t m fro ived r e d been e v a h grids g n i ollow The f

17

T he pr

Collaterals

omo tiona were osen ia ch l med

ost a) P

ers:

spr Wide

ead

an

ord d A ff

s ation e c o l ’ ed h th spott to reac n e t ‘te way ble a ordable a l i a s : Av s y a n d a ff . d r a d c ea ost crow g n b) P u yo

able.

18

13.5cm

Final Grid

24cm 19

Application of Grid

( Wr o

D

t t rota o no

e the

grid.

( Wr o

ng)

D

o t dist o no

rt the

grid.

( Wr o

ng)

(Corr

(Cor

ng)

ect)

at ither nd e d i r exte the g lace ttom and r bo top o es. n the li

P

rect)

20

Application of Grid (Cor ( Wr o

D

ng)

rid. the g t u c o not

(Cor

( Wr o

rect)

rect)

ng) ( Wr o

D

ng)

rid. the g p i l f o not 21

Tone of Voice face.

In the

oc In F

us.

Bold

Cool

s.”

Stra

aa w k a oB N , t a i Ba h d e “Se ight

ct.

ard.

Dire

forw

S

. t loud u o t hou

22

Artworks

es s nec i s t n me se ele e h t f .

Use o ollaterals c in our

sary

23

Acknowledgement O.D,

vi,H. g a h b i a n

i V Mrs. n for organiz us , k n a th de ig like to tute of Des though ma k d l u o w thin hich Insti ule w rced us to iosis d b o m y m S g but fo restin an int our minds ding. n h scratc about Bra h t indep

I

se ecau ho b s a w ,w odule andake m s i th ep iM ehind . Sonal s work st b s s u s M cce de he su ed faculty e and ma t , o s l icat odul r ded entire m u o f o e ed th rita, a S plann . h t wi ep work ted each o by st t d s gla ly suppor e in a w I ad on st, e l e a j . We n o t c i s i o n s m h t t o e dd sra ut n ast b nd Han lso value a ta R i t a m o p i n i o n b u n o t h e r. a s other e of one c n abse

A

L

24

ing. brand

The Journey Ends...

e ot lik n ng. d i id earni l t a d h n t na ot ete fu l t and p h m g o u c a st was . g wa n i dule rid.� h o t imed g t y m r . y e s . e l i t v n h t e Th ti fec step, ve pu bout e per r y a a e b h i o w p g ts ts Ste e ff o r w to nmen t t e r. e o g e ing i h b h t s s t n h u it d lov ee o w e b t the a r d e e a r e v i f u ha I st stais o fig red, t u could s g i i y f I feel w a o ce ree d h I kn ut on g h B rt. t u o e h t m ut pa o k y o a l the “It to

N

du g mo n i t s e tr

le

ost in m e h t core. was e s h i t h t to true, red in u i p To b e y ivit creat h t i w

25

The End.

09765609010

Y ashpreet ykr1991@gmail.com