TASK 2

TASK 2
17/9/2020 - 15/10/2020

Joanna Chen Ki-Ying (005543), BAD2019071
Branding, Positioning and Identity ADV200
TASK 2 -  Logo Design & Building Your Brand—Self Branding

17/9/2020 - 24/9/2020 

Task is given

We were told to choose a career and create a brand for ourselves. After some research about designing non-fiction book covers and layouts, it seems like publication design is where my interest lies. 

Understanding publication design

A publication designer (Cann, 2018)
- works with editors and publishers
- freelancing vs creative agency vs in-house publishing company

Summary description, coming up with a name and business card design research

Mindmap of the brand values and potential target audience.

Ideas for brand names and a draft of the brand profile.

Research on companies and individuals doing book cover designs, visual research and an idea of my direction for the name of the brand, YING, and how it will look. The idea was to use books for the 'IN' part. 

 

Logo of other designers in the same field.

24/9/2020 - Consultation feedback
1. Publication design has many sections (print ads, books, corporate branding etc), need to define which section. 
2. The target audience should not be art directors but SME publishers or authors who need free-lancers.
3.Need to explore different names. 
4. It may be difficult to earn a living working as a freelance book cover designer. 
5. Honesty is a cliche value that can also give a negative feeling towards the client.

25/9/2020 - 1/10/2020

Brand profile draft #2

   

Mindmap of the brand to figure out the USP and ideas for names

Visual ideas
1. Bamboo 
    - historic origins of paper in China (also hints at Chinese background)
    - flexible and multi-function
 
2. Epigraph
    - a short quote to describe the theme of the book or chapter
    - an inscription

3. Arc 
    - story
    - possible to use an arc as a feature in the logo 
    - perhaps can think of an idea that uses ARC as initials

Logo sketches 

 

Logo digitalization

 

1/10/2020 - Consultation Feedback

1. Epigraph as the brand name
2. Sketches are rudimentary
3. Need to work the idea of 'design' into the logo because it doesn't come through in the brand name

2/10/2020 - 7/10/2020 

During the consultation, Mr Nair asked some students to search the name of their brands and find out if the domain name was taken. I found out that Epigraph is commonly used and there were existing brands in the graphic design industry named Epigraph Design Studio with the website epigraphdesign.com. 

However, epigraphstudio.com is not taken, hence I have decided on 'Epigraph Studio' as the design name since the domain name was not taken and it also hints at what type of brand or company this is. 

Concept Sketches

Concept #1
Originally I was thinking about a wax-stamp logo, as epigraph means an inscription. However, halfway through I decided on exploring the possibility of including 'studio' into the design.

 

Concept #2
Since the name is abstract, the logo needed to be able to explain what type of business Epigraph does. Hence, using the elements of design to show that Epigraph does design.

 

Concept #3
Using icons such as brushes, pen or pencil to show 'design'. 

 

Digitalisation

I liked the idea of a cube since the cube is an element of design. I also preferred the thicker lines since it fits better with the rounded pencil nib.

I preferred the taller design as it also looks like a building.

Font Choices and Position

 

In the end, I preferred the one that looked more like a cube. Out of the few fonts I tried, my favourite few are on the bottom right side.

 

I liked the thicker logo with circular positioning and the one where the text is below.

8/10/2020 - Consultation feedback

1. Epigraph Studio as the brand name is accepted.
2. Find fonts similar to the one Mr Nair showed (mix of lowercase and uppercase, kerning)
3. Slight changes to the logomark (round edges and make the lines diagonal)

9/10/2020 - 14/10/2020

Thickening the logo and changing fonts

Eventually settling on a font that has rounded edges so it suits the logo. 

Colours

Initially used purple as it was a complementary colour to yellow however it did not suit the brand despite trying many different shades.

The logo seemed too plain so I changed the colour of the pencil tip. It also looks like the iconic yellow pencil.

Final logo and colour scheme

I used orange and yellow as they are both the colour of creativity and positivity. Blue because it complements the two colours and is also the colour of trust and responsibility. It is also a lot darker and seems as if it is black. The beige is a neutral colour that works well with the other colours and the grey is a light colour that can also work as a background.

15/10/20 - Consultation feedback

1. The yellow becomes a little too light when the logo is at 20mm, and the blue appears as black. 

2. Need to add more neutral colours and a highlight colour to the brand colours.

FINAL

BRAND PROFILE

PROGRESSION

LOGO

ANIMATED LOGO