Karen Morris

Danielle Muntyan OUGD603 Extended Practice Brief # 9 Karen Morris - Dual Branding & Identity

1/5

The Brief

To design a dual identity that can be ran across two different business, yet still be associated with the same owner - Karen Morris.

Karen works as both a Driving Instructor and a Photographer.

Brief Type

Live Brief

Client

Karen Morris

Context & Target Audience

Karen Morris is a DSA Approved Driving Instuctor providing professional tuition in the Doncaster area. Karen has been providing tuititon for around 10 years, and is seeking a re-brand to re-fresh the look of her business.

In recent years, Karen has also started taking on freelance photography work, including weddings and functions. As this side-business is taking off rapidly, Karen would also like to brand herself as a Photographer.

With Karen wanting an adaptable logo, or a dual identity, it is key to keep the design simple to appeal to a wide target audience covering both aspects of her business without being confusing and overwhelming.

The target audience will vary from 17 year olds, and upwards learning to drive as well as a wide age range of those seeking event, function or wedding photography.

Considerations

There are many elements which need to be thought through and considered whilst initially developing the dual identity. These were discussed with my client, and are as follows:

- Readability & legibilty in regards to car door magnets.- Simple & classic design elements.- Adaptable to both businesses.- Adaptability to different printed and digital media.- Versatility with scale.- Colour - Karen has a white car, so blue, purple, black and silver are the main colours to keep in mind.- Cost.

Solution

An adaptable logo has been created allowing for an interchanging profession, keeping the identity clean, simple, versatile and legible.

Evaluation

This brief has been very different for me, being quite corporate and safe, however the identity was developed through constant feedback and meetings ensuring the logo was exactly as my client wanted. However this brief allowed me to design for a different audience and be more challenging in regards to development and considerations. My client is really happy with the outcome - the Door Magnets have been printed and are in use, and the remaining elements have been ordered.


Existing Photography Branding

The Photography business is larger than ever, and even more competitive than ever. Ensuring a solid brand is in tact is key to gaining business. Whilst researching existing branding it appears that many immitate a camera lens or a view finder, allowing a visual connection with the viewer - above shows a circle representing a lens in a subtle manner.

Driving School Branded Elements

Driving Schools often have very minimal elements which are needed to complete the brand, however Learn to Drive have added a loyalty card to their identity, with a pay-off of one free lesson.

This is a really good example of marketing a Driving School, enticing younger customers especially, as usually posters and leaflet are not created, and rather self-advertise through the branding on their tuition cars.

Contextual & Aesthetic Research

Existing Driving School Logos

Many of the logos found through research and whilst driving on the road, are very stereotypical of a Driving School featuring L Plates and cheesy associations. This is something my client has stated she would like to avoid.

Car door magnets, or signage on the top of a car with a poster plate are the main source of promotion for any Driving School, constantly circling the city allowing for the general public to recognise the business and identity.

2/5


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Concept

Trying to work aspects of both business into one logo without being overwhelming or hard to understand allowed for around 60 variations, aiming to portray a camera lens and the dynamic movement of a steering wheel or car wheel.

Typography

One typeface has been chosen for the dual branding, Helvetica Neue Regular. This typeface has been chosen for several reasons. Firstly, due to the logo being placed on a car door, the body copy has to be legible and readable. Secondly, the Helvetica type family is known as the most legible when used on any media, at any format and scale. And lastly, the typeface is simple, clean and neutral aesthetically.

Development: Logo and Pattern Design

Logo Design

To avoid stereotypes and obvious branding, the final logo design embodies a circle as the main feature, representing both the shape of a camera lens and a car wheel, whilst remaining neutral.

The typography will distingish the different brands, allowing a dual identity with interchangeable professions.

PHOTOGRAPHYADI

Karens initials KM have been merged together allowing for a simple, yet impactful and recognisable logo which is both legible and readable on different medias and at different scales.

Many considerations were undertaken to ensure the logo portrayed all the elements Karen wanted to use to reflect her businesses.

3/5


Branding and Identity Overview

The branding for the dual identity is simple and young, yet corporate being clean and smart. The crisp logo gives a high quality and trust worthy aesthetic to both businesses, whilst being seen as affordable, approachable and reliable.

The two sets of Deliverables allows for the business to function smoothly from day to day.

Outcome - Branding Overview

Deliverables: Driving Instructor Identity

- Logo- Business Card- Letterhead & Envelope Set- Gift Voucher- Appointment Card- Congratulations Card- Door Magnet

Deliverables: Photographer Identity

- Logo- Business Card- Letterhead & Envelope Set- Gift Voucher- Appointment Card- Thank You Card- Door Magnet

4/5


Door Magnet Photographs

The Door Magnets were professionally printed through GRG Print Management, Leeds.

Outcome: Product Packaging

5/5

Documents

Karen Morris