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Background
Studio Brief
Deliverables
Something More is a Leeds based graphic design studio that specialises in branding. The studio briefed a project called the The Ministry of Wonderful with the aim to rethink of the brands of today and make them better.
To define, create and build a brand and ethos for a water suppliers. Define, what should it stand for, why should it exist and what makes it different. Create what it looks like and what it does. Finally build, Make things thats relevant, think beyond the expected! Branding Guidelines
Brand IdentityOnline Presence
01 Concept
Flux which means the flowing of an element is a UK based water suppliers that is passionate about events and specialises in providing water for festivals, concerts and fetes. It engages its consumers in the importance of water, by donating 10% of its profits to village water in Africa to help the less fortunate.
Flux provides expands their services into water colouration for special occasions and exclusive online content to allow festival goers find their nearest water points. The aim is to create a contemporary and engaging brand that subsides its excisiting competitors.
Jnae SaundersGraphic DesignLevel 06
Extended Practice OUGD60322.05.15
Existing Logos
Initial research into excisiting water supplying brands execute their logos in a corporate and old fashioned nature. The logos all use a similar format of using arrows circuling around to represent the movement of water, this consistent execution of this design has been used for all three companies and distracts from them standing out in the market.
Contemporary Logos
With the aim of making a water suppliers more contemporary the logo designs below showcase more engaging typographic experimentations that are more visually engaging. Each design takes on a different interpretation of water themed elements from water pipes to water drops in a modern and non cliche way.
Visual Research02
Logo
Sourcing influence from the visual research the development process for the Flux logos consideres the theme of water pipes and the flow of water comming out of them, which correlates with the brand name.
The logos experiment with the disection of the type elements with water proceeding out of the letters to signify this.
Typography
Different type weights where used for legibilily and readability, and where selected to present the nature of a water pipe or hose.
Final
The final resolution simplistically represents water extracting from a pipe through the letter F which represents the faucet of a tap. The rounded typography was selected as it subtly signifies a water pipe.
Design Development03
FLUX FLUX FLUX
Colour
A series of colour experiments where tested for Fluxs appearence the colours were initially influenced by the minieral tones of water. Considering other factors such as the context of the brand being about events and lifestyle colours such as orange, yellow and red where introduced to experiment with phscological representations of excitement, envture and passion.
Typoraphy
With the companies ethos being about how passion they are about their practice, red is a signifyin colour to represent this emotion. The red creates a vibrant outlook on the brands aesthetic imge and allows it to stand out from its exisiting competitors.
Colour04
Logo
The main logo had been created used Arial Round, the F has been manipulated to represent a water forming from a tap. The secondary logo uses just the F which would be used for more small scale items such as stamps.
Tagline
The tagine enhances the brands ethos by highlighting it supplies water to events and is used directly under the logo to allow the logo to take centre stage.
Typography
Apercu Regular has been used for the content of the posters, the simple san serif font is legible and works at any scale for bigger promotional items such as water trucks and online content. The typography also works cohevisley with the rounded logo.
Colour
The harmonious colours transcend throughout the branding down to the photography. The vibrant red breaks away from the generic colours used in water suppliers, with the monochrome touch to keep it sophisticated.
Branding Guidelines05
Office Stationary
Fluxs office stationary consists of business cards, letter head and an invoice. These items will be used when networking of communicating with clients. The designs again follow through with its bold and crisp design to keep consistency and professionalism throughout the brand.
Promotional Material
The promotional material includes transport, staff uniform and a billboard, these use the logo and branded guidelines to maintain a strong and bold presence. The photography uses images form events that Flux has provided for to show the partners and to visualyl engage potential clients.
Brand Identity06
Website
Fluxs online presence is sophisticated and minimal, allowing its customers to see exactly what the company can provide for them in an a user friendly and inviting way. The website details all of the companies services, advice and contact information for potential clients, so auiences can be informed about what they can provide.
Mobile App
The Flux app shows event goers were the water point are, to acess toilets, showers or drinking stations. Simply buy clicking on the event they are attending, the app will transfer the consumer to a interactive map that highlights were these points are indicated buy the flux secondary logo.The app uses a simple grid similar to the website to maintain a clean an consistent image.
Online Presence06