OUGD503 - SB01 - Canoe Club Logo - Brief & Research

OUGD503

SB01 

Leeds University Union Canoe Club Logo Brief

The Brief

I was approached by Leeds University Unions Canoe and Kayak Club to create a logo that would be used across social media, the university union website and club merchandise. 

The old logo:

Specifications:

The logo needed to be colourful

Had to be appropriate for both Facebook and Instagram profile pictures (Instagram uses a circular image where as Facebook uses a square.) 

Include the letters LUUCC

Be appropriate for embroidery 

Approval Process:

throughout the development of the logo I will have frequent meetings with Jack (club rep). Final decisions will be made democratically by the team.

Research 

Information on the club:

Participate in white water Kayaking

Plays Canoe polo

All levels

Sea Kayaking

weekly socials 

Compete at BUCS in white water/slalom/Canoe Polo

Train indoors twice a week and have a river trip every Sunday. 

Existing Canoeing logos

to give an understanding of whats already out there

British Canoeing Logo (National Governing Body)

Holme Pierrepoint Logo

Sudbury Canoe Club

Photography

OUGD503 - SB01 - Penguin Brief - Final Outcome

OUGD503

SB01

Penguin Brief - Final Outcome

Iterations:

illustrations 

Sketch

with highlights and shadow

This was a short term brief so I didn't spend a huge amount of time perfecting the design. Once I decided this was the design that I would be taking forward I concentrated on the back cover, making sure it was consistent with the existing design.

Mock Up

Developed Cover

The back cover shows the orbital path of planets

The typeface used is Krungthep

The colour scheme is inspired by existing illustrations of space

This is the design I have submitted to Penguin

OUGD503 - SB01 - Penguin Brief

OUGD503 

Penguin Student Design Awards 2018

Adult non-fiction Cover

Stephen Hawking - A Brief History of Time

The Brief

In A Brief History of Time, Stephen Hawking attempts to explain a range of subjects in cosmology, including the Big Bang, black holes and light cones, to the non-specialist reader. The book became a bestseller and sold more than 10 million copies.  It was also on the London Sunday Times bestseller list for more than five years and was translated into more than 35 languages.

We are looking for a cover design that breaks boundaries in the way that the book did when it was published 30 years ago, in 1988. It should not look like a textbook you read at school! This is a revolutionary science book with popular appeal. If you can get your hands on a copy of the book in order to get a sense of the narrative and concepts this will only help to inspire your design. The cover should feel timeless, confident and appeal to a whole new generation of readers.

We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market. While all elements of the jacket need to work together as a cohesive whole, remember that the front cover must be effective on its own and be eye-catching within a crowded bookshop setting. It also needs to be able to work onscreen for digital retailers such as Amazon.

The winning design will need to:

• have an imaginative concept and original interpretation of the brief
• be competently executed with strong use of typography
• appeal to a contemporary readership
• show a good understanding of the marketplace
• have a point of difference from the many other book covers it is competing against

Key Points:

- Break boundaries

- Not a text book

- Timeless

- Well exicuted

- Imaginative

- eye catching

I chose this brief because I have studies physics at A-level so already have an understanding and interest in the subject matter. This will be a good short term brief. 

OUGD504 - Interrogative Process

OUGD504

Interrogate Process

Analyse the Brief
I do analyse the brief, however it may be beneficial to ask questions and document what I take away from this analysis.

Think about the context of brief?
I always think about placement/audience/culture/social impact

Outline the problem
figure out what the brief wants, the possible outcomes, how could I push it further.

Was the research thorough and meaningful?
I always conduct research. Not all of it is relevant to the brief but might be needed to understand the subject as a whole. 

Arrive at some ideas through research.
Alongside research create mind maps / lists of any ideas. As many as possible. The best ones can be developed.

Generate more than one conceptual idea
aim for 3

Generate multiple visual / creative solutions

Several possible solutions
different solutions - very different in design

Iterative process
always improvements to be made
experiment with typeface / layout / colours

Propose a number of possible solutions as prototypes

Develop prototypes further

test and experiment your production process

Ensure you have enough time to make your final outcome as good as it can be.

OUGD503 - SB01 - Penguin Brief - Prototypes and Feedback

OUGD503

SB01

Penguin Mock Ups

I have mocked up my top 4 designs.

 1.

This cover design is based around Hawking's argument that two space dimensions would no be enough to support complicated creatures like animals. He explains how a two dimensional creature would not be able to eat as they would not be able to digest it completely, because if there was a passage right through its body, it would divide the creature into two separate halves.
2.

 Space painting by Lewis Andrews

3.

Title made to look like a division equation with logarithms as the 'e' in time and a differential instead of an 'f' in of. After speaking to a friend who studies Medical Engineering it would work better if it said Y(t) = rather than x(y)=. The Hand written text makes it look more authentic and all previous winner of the non-fiction design have used some sort of hand drawn element. The complimenting typeface is Kohinoor Bangla.

4.

This cover is inspired by Chapter 4: Elementary Particle and Forces of Nature. In this chapter Hawking explains the that atoms are not fundamental particles, but are in fact made up of smaller constituents. He tells us that atoms can be broken down into protons and neutrons and smaller counterparts such as electrons and Quarks. There are 7 kinds of quarks: up, down, strange, charmed, bottom and top. A proton is made up of two up quarks and one down quark. A neutron is made up of two down and one up quarks. The illustration on the cover shows a oxygen atom which contains 8 neutron, 8 protons and 8 electron (shown on the outer ring). Inside each neutron/proton is there respective quarks. 


Feedback

Design 1.
Really different to all the previous covers. Really pushes the expectations of a non fiction book but on the other hand it could be interpreted as a non fiction book. Would appeal to younger readers. Its experimental and new.

Design 2.
Very obvious response. Its good that it is a collaboration but I have already seen a very similar response from other students in the studio.

Design 3.
Math formula clearly reads as the title. Easy to understand and see the reference. Simplistic. Might not stand out on the shelf. Very different from the previous covers, which is good. Might work better if it was written on an actual chalk board with smudges etc.

Design 4.
Subatomic break down of a particle. Concept might be too complicated for those who have no prior knowledge, although once they have read the book they will be able to understand the cover. 

Evaluation of feedback
The feedback was helpful. Although I like all 4 designs I think design 1 pushes the boundaries the most, this is something the judges are looking for. This cover tells a story and shows an interpretation of one of the more memorable explanations in the book.

OUGD503 - SB01 - Penguin Brief - Initial Ideas and Design Developments

OUGD503

SB01

Penguin - A Brief History of Time
Initial Ideas and Design Developments

Initial Ideas

Illustration - 2D Dog
Interactive - could come with an app that animates the cover
Black Holes - on the front shows the title being sucked into the event horizon. The back shows a dot.
Title looks like an equation
Plotting of the stars, scribbles handwriting in pencil
Illustration in the style of the mural outside of the LHC at CERN
Scientific Diagrams - Diffraction (Pink Floyd)
Black hole - perception - Grids - Space-time fabric
Neon - Bright - Aimed at a younger audience
Use of geometric shapes to show quarks/brake down of atoms constituents
Use photos from trip to CERN (European Laboratory for Particle Physics; Geneva, Switzerland) as reference / Inspiration 

Designs Developments:

Experimenting with ideas to see which concept can be pushed the furthest  

Neon Pink cover. Draws attention. Attracts a younger audience. Grid illustration shows Space-time fabric (Special Relativity) Second Design is too busy. First design looks like a school textbook.

Neon Green. Futura. Also uses Special Relativity to show the effects of a black hole. Text looks like its being pulled into the Event Horizon.

Title made to look like a division equation with logerithims as the 'e' in time and a differential instead of an 'f' in of. After speaking to a friend who studies Medical Engineering it would work better if it said Y(t) = rather than x(y)=. The Hand written text makes it look more authentic. The complimenting typeface is Kohinoor Bangla.

This cover design is based around Hawking's argument that two space dimensions would no be enough to support complicated creatures like animals. He explains how a two dimentional creaturewould not be able to eat as they would not be able to digest it completely, because if there was a passage right through its body, it would divide the creature into two seperate halves.

The image in the book is not really appropriate for the front cover. I made it more abstract and used a limited colour palette inspired by illustrations of space.

I chose to make the background flat using vectors to reinforce the idea of two dimentions

This cover is inspired by Chapter 5: Elementary Particle and Forces of Nature. In this chapter Hawking explains the that atoms are not fundimental particals, but are infact made up of smaller constituents. He tells us that atoms can be broken down into protons and neutrons and smaller counterparts such as electrons and Quarks. There are 7 kinds of quarks: up, down, strange, charmed, bottom and top. A proton is made up of two up quarks and one down quark. A neutron is made up of two down and one up quarks. The illustartion on the cover shows a oxygen atom which contains 8 neutron, 8 protons and 8 electron (shown on the outer ring). Inside each neutron/proton is there respective quarks. 

This cover is a painting by Lewis Andrews (fine art, LUA). It shows Section SI1. This is paired with the typeface Bodoni to create a classy, refined overall look.

OUGD503 - SB01 - Idea Generation

OUGD503

SB01

Idea Generation


Digital McKinsey (D&AD)

Ideas:

Use of Bitcoin
Make it more accessible - through an app
Aim it at countries where there is excessive hyperinflation
Cambodia / Zimbabawe
Aimed at a specific user and their community
Uses familiar imagery to explain bitcoin/blockchains
Mobile and online payment service
Empower and improve livelihoods
Consider culture when considering typeface and colour
Intuitive - UX design


A Brief History of Time - Stephen Hawking (Penguin)

Ideas:

Book is aimed at readers with no prior knowledge, non specialist. Can't be childish but cant ailienate the reader.
Illustration - 2D Dog
Interactive - could come with an app that animates the cover
Black Holes - on the front shows the title being sucked into the event horizon. The back shows a dot.
Title looks like an equation
Plotting of the stars, scribbles handwriting in pencil
Illustration in the style of the mural outside of the LHC at CERN
Scientific Diagrams - Diffraction (Pink Floyd)
Black hole - perception - Grids - Space-time fabric
Neon - Bright - Aimed at a younger audience
Use of geometric shapes to show quarks/brake down of atoms constituents
Use photos from trip to CERN (European Laboratory for Particle Physics; Geneva, Switzerland) as reference / Inspiration 

Galileo Illustration

LHC

Mural

Cloud Chamber

DropBox Paper (D&AD)

Motivate
Inspire, Educate
Bring about change
Graphic design response
Surfers Against Sewage
WWF
Cancer Research
Publication Which degrades when it hits water
Booklet  of graphic illustrations which tells a story of how climate change / sewage / polution is affecting the ocean
use colours and images. no text. Accessable to everyone.
Publication which degrades when it hits water
Craig Oldham

OUGD503 - Understanding and Answering the Brief

OUGD503

Understanding and Answering the Brief

Do your research

The Idea

Personal Touch

Ask for feedback


Submission Boards
- Professional Photos - Ask for Help
-  Focus on Final Resolution
- Keep it visual
- Explain concept, research, range
- End with more photos

OUGD503 - SB01 - Penguin Brief - Understanding and Analysing the Brief

OUGD503 

Penguin Brief

Penguin Student Awards 2018 
(Closing date - 6th March 2018) 
As part of the short response brief 503
Adult non-fiction cover award - A Brief History of Time by Stephen Hawking

Book is aimed at readers with no prior knowledge, non specialist. Can't be childish but cant ailienate the reader. It explains a range of subjects in cosmology, including the Big Bang, black holes and light cones, to the non-specialist reader. The book became a bestseller and sold more than 10 million copies.

The book was first published in 1988, 30 years ago. The new design needs to break boundaries, it needs to have popular appeal and it cant resemble a school text book. 

I have chosen to design this cover because I studied Physics at A-level so have an existing understanding of the topics in the book. This meant that I could begin the idea generation and the design process while reading the book to understand the tone of voice. It also meant that I could use this as a short turn around brief.


Research

Topics covered in the book
Laws of gravitation
Laws of motion
Special relativity
red shift and the doppler effect 
The big bang
frequency and interference
subatomic particles (quarks) 
Radioactivity 
Black holes
thermodynamics
String theory

All of these topics have assosiated visual elements that could be used in the book cover


Past covers

the past covers are old fashioned and make the book seem very heavy. the book, however, is quite easy to follow and understand and the tone of voice is light. He tells stories to make the theories easier to understand and the topics are slightly simplified, he doesn't go into the mathematics. 

The cover I design will make the book more accessible as it is aimed at an audience with no prior knowledge of physics. I will use some of the topics covered in the book as inspiration for the design.