OUGD403 - Module Evaluation

Module Evaluation

For Studio Brief 01 I gained an insight into kerning and the personality of type by researching existing brands. I found that kerning has a direct relationship to the prestige of the brand. In studio brief 02 I have gained knowledge into the terminology and anatomy of type. I researched existing designers with styles similar to that of what I wanted to produce, this gave me greater knowledge on the style and what was successful.

In response to studio brief 01 I created a logotype that is easily and quickly interoperated and understood. I think I have achieved this, it is clear the company has something to do with housing just by the logo and the context and surroundings in which the logo is placed clearly shows the company is an estate agency. In studio Brief 02 I identified that Helvetica is a neutral typeface with no character. I have responded to this by creating a typeface that is loud and attention grabbing but still retains some characteristics of Helvetica. For both briefs I explored a range of ideas and approaches before choosing the most appropriate concept to develop further.

For both briefs I started to produce and develop ideas in my sketchbook. This gave me more freedom as I was not constricted by software. I explored ideas through primary and secondary research. I think studio brief 01 lacked a strong backing of research, this is something I was aware of when beginning the second brief and something which I improved on. After producing a range of good ideas I took the most successful from both briefs into Illustrator. skills learnt in illustrator allow me to scale vectors and typographic elements. I also experimented with colour in illustrator and used Photoshop to create patterns. I have considered what paper I will present my designs on. I have produced my type specimens on gloss to add to the eye catching effect of the typeface. I also printed my 5 logotypes on gloss paper, however on reflection I think they are more suited to a thicker matte paper to match the professional and high market personality of the demographic.

In conclusion, I think I have developed my technical competence and cognitive skills throughout the briefs. I now understand the importance of research and how it can heighten the relevance of work. I have improved my Illustrator and Photoshop skills; however, I fell I have a long way to go before I am confident in these programmes. In future projects I would like to develop my final outcomes further and produce material that can be placed in the public domain rather than using mock ups.

OUGD403 - Studio Brief 02 Evaluation

Evaluation

Studio Brief 02

Typeface Design

The brief was to communicate a given adjective through a typeface. The type face created has to work together in endless combinations in a harmonious, consistent sequence. I think I have achieved this with `Helvetica LOUD’.

Learning from Studio Brief 01 I have a much broader range of research to support my final outcome. I was heavily influenced by colour schemes and bold styles of existing designers. This lead me to research colour theory which helped me create my own colour scheme for the typeface.

I took a much more practical approach to this brief by creating letters out of paper first in order to understand how they needed to look when replicated digitally. I think this helped create a more genuine design and created letters that were correctly proportioned.

The typeface is specifically designed for use as a title font. This limits its use which could make it more difficult to market. The letterforms work well as a collective, however, some would be difficult to interoperate individually, especially the E and A. I think this abstract nature adds to the personality of the type. The most exciting part of the typeface is that the colours, textures and patterns are interchangeable and the large surface area means the designs can have a real impact. This means the typeface is changeable and it can progress and evolve with trends. This makes the typeface dynamic and more versatile.

When designing this typeface, I did experience some difficulties. This was mainly due to my inexperience in Illustrator and Photoshop. I found it very difficult to create 3D structures that look resilient and bold but also had continuity with other letterforms. The patterns also where difficult to create. Another issue I encountered when using professional printing techniques like the ones used to print my specimens is that the colours that are printed are very slightly different to the colours seen on my computer screen. This is something I had to address and correct before printing my final outcome

The feedback I received on this brief was helpful and constructive. My rationale was considered clear and concise. It shows the intentions behind the typeface and explains my ideas and thought process. I created a magazine cover to show the type in context. This showed a clear understanding and relevance to the context in which it has been place. It was also suggested that the typeface would work well on a film poster and with vintage clothes shops. The two toned outcome works better overall but the patterned letters work well for display purposes and decorative type.

In conclusion, I think I have successfully fulfilled the brief of designing a typeface that works well together and can be arranged in any combination. It is bold, energetic and bright and definitely represents the word loud. However, there is still room for development and the type itself is limited to only being a title font. If taken further I would have liked to place large versions of the letters in public spaces, in order to communicate an idea or as form of promotion or advertising. This is an idea I could apply to future projects.

OUGD403 - Studio Brief 01 Evaluation

Evaluation

Studio Brief 01

Logotype

When creating a logotype for an estate agent I wanted to communicate several different themes, also it was important that my logotype appealed to the specific demographic of young professionals. Therefore, my logotype had to be clean, trustworthy and appeal to young people without seeming condescending or juvenile.

The 5 logotypes I created all used Futura as this font as it is described as efficient and easily read from a distance which makes it well suited to be used on a shop front. On reflection I feel I could have done more research into existing estate agencies before beginning the design process, especially ones in Leeds that are aimed at young professionals. Doing this would have given me stronger foundation to begin my design and also have given me the confidence of knowing what is already successful in the existing market.

My final 5 designs were all reasonably similar. This may have been due to the specific demographic or due to the lack of primary research. I think they seem similar because the same kerning is used throughout 4 of the 5 designs and only one logotype uses lowercase letters. On the other hand, design decision has justified the use of the loser kerning as it makes the company appear premium and the uppercase types give a sense of professionalism.

I took the strongest logotype and placed it in context. The logotype performs much better in context than just on paper. When designing a logotype that will be used on a shop front it is important to consider what the building itself looks like. My final logotype works much better on a white façade building on a high street rather than or glass fronted shop in a mall. I think this is a reflection on the personality of the logotype. It was also important that I considered the white space when in context and the sizing of the logotype in order for the type to be visible and legible but also look clean and concise.

In crits I received mainly positive feedback.

‘Professional and gives a strong indication what the company is.’

‘The modern typeface represents city living'

‘Clean and legible'

Other comments I received where that the logo looked clean and fit for purpose. It looks young and is appropriate for the demographic. It clearly shows a service not a product.

When presenting my final logotype, I was concerned that the house which replaced the A in the logo was gimmicky or childish, things that I was intentionally trying to avoid. The feedback I received found that the house was an obvious choice. I understand this, however. I do think that the word ‘Disanchor’ is not something that is directly related to estate agencies and the house counter balances this. I also found that it the line that came from the outline of the house and surrounds the text represents consistency and the flow of the line represents a clean journey from start to finish.

In conclusion I think I have created 5 logotypes which could be used as an estate agencies logo, I think my final logotype is the strongest of the 5 and is well suited to my demographic and fit for purpose.