Project 2: In Progress...

Below are some images of potential logos for my furniture store brand, Sheyp-lee. Focusing on the forms and shapes within the furniture, I thought the name Sheyp-lee was a good name for my store. Thinking about both the name and my concept, I decided I wanted a more graphic logo instead of a typographic one. As of right now, I am currently leaning towards the triangle logo and all of the variations I have created. I'm not 100% set on one quite yet, but I think they could all work with my concept. 

For my letterhead, I was trying to figure out the best ways in which I could incorporate my logo. Some of my ideas were very rough (and in fact ugly), but  I think I'm starting to get somewhere. Since I have a direction with my letterhead and logo, I've decided to start thinking about my mailer and poster. I already have some ideas and hopefully they will work out. So far, this is essentially what I have as a cover for the mailer. I really want to expand on these ideas and make them better and more refined. Hopefully I can do that!

This was one of the first designs I came up with for my letterhead. Since I've expanded on this format to include actual photographs. I've also tried to link my letterhead to my business cards and envelopes. 

(Front)

(Front)

(Back)

Next, I started to think about how I wanted to my mailer and poster to look like. I think this is the direction I'm headed in. Again, it definitely needs some refinement, but it's an idea and a start. 

Project 2: Sketches & Ideas

I've been rigorously sketching, trying to get a grasp on what direction I'm headed before I even begin creating the branding materials for this project on the computer. So far, the only computer work I've done has been picking out colors and typefaces. All of these elements are definitely subject to change! I' m definitely not ready to marry an idea yet, however, I definitely know I want to focus on the details of the forms and the forms within the forms as a way of showcases the elements within the furniture that make it unique. 

Colors:

Color wise, I think I want to head in a direction that is both contemporary, but also is a reference to older furniture design. 

Typeface:

Franklin Gothic Roman

Sketches/Ideas:

I'm really unsure about my logo at this stage. I think I really need feedback from some people. I just want to make sure the logo really fits my concept in terms of focusing on the details and forms/shapes of the furniture.

Project 2: Reading Response

Logos permeate our lives, whether we realize it or not. I think that statement is both accurate and somewhat terrifying. Corporate design has such an influence over culture and society–it’s what we wear, what we choose to eat, drink, etc. It works to meet our everyday needs, but most importantly, it drives us to want and consume. It has become ingrained into to who we are as people and a culture. Because logo design is recognized by everyone (not just designers), it has become something bigger than just simply a design element.

That being said, the nature of a logo design is extremely touche. People become attached to these symbols of consumption and when a logo is changed (even for the better), the world erupts in a frenzy, which only proves that people have become tied to corporate logos. The fact of the matter, however, is that logo design is always changing. In fact, logo design has changed significantly over the last 50 years. Logos now are perhaps less literal and more abstract. However, now today more than ever a logo must work in a variety of different ways. Today’s technology and the pervasiveness of branding has forced designers to think of design in several different mediums to get the message about their brand out into the world. This becomes a challenge. To make a logo work in one place and to work in another is a difficult balancing act, while also trying to stay true to the brand itself.  

As such, a logo is not the only necessary component that must work for a brand. There are several other elements that must be carried along in order to create a successfully working brand. When these elements come together, they form a visual language in which the brand thrives on. This visual language in some aspects, never changes with time. The reading went into detail about several different brand identities, including Coco-Cola, which has remained true to it’s original brand. Utilizing the same Spencerian hand lettering and colors, the brand has maybe only slightly changed as a reaction to the changing culture and time, but has otherwise maintained it’s original identity. Therefore, good branding, in a sense, can be timeless.

Branding can also be anything. From a soft drink to a church, everything in our consumer driven culture has a brand because everything has a message and wants to clearly state that message with a visual language.

Project 2: Thoughts & Inspirations

For this project, I first began looking into identity systems, just so I could see how other designers interpreted and translated one common idea and integrating it into various forms and media. I think that's why I find it so fascinating. There is are so many approaches and ways of interpreting something and making it meaningful for each medium. Each medium is distinct, but yet cohesive in terms of the brand.

I went to my favorite web site for design inspiration–Branding Served. Here are a few links to some brands I discovered through my research and found very effective.


PS Art Space

Ten Over Six

Alex Poulsen Architects

AROS

Macbeth PR


I think looking into how these designers approached these brands and how they translated similar ideas for different mediums will be very useful when it is time for me to finally jump into the designing aspect of this project. Unfortunately, I'm still just researching...but I already have some ideas.

Source: http://www.swanklighting.com/files/blog/eames4.jpg

After looking into some images of the furniture that FSX sells and the furniture's history, I've found myself enraptured not only by the forms of the furniture itself, but it's small and minor details. For example, the strangely beautiful triangular shapes that appear in the legs of several Eames' designs. Also, the grain of the wood in their lounge chairs are also quite mesmerizing and luxurious. Thinking about these unique aspects, I think I would like to expose them, showing the form within the form itself. In other words, I think I want to showcase the details.

Something else I thought about exploring was the modernist idea of "form follows function." I think this could be an interesting concept because in the end, it comes down to why we buy furniture–it has a functional purpose! I think it could definitely be a good way to market furniture. This concept, however, will definitely require more thinking, but I think I'm up for the challenge.

Project 1: Poster Description

The driving force behind this poster was the idea of carbon neutrality. Carbon neutrality is defined as the reduction of carbon or greenhouse gas emissions in in order to compensate for or offset an emission made elsewhere. Many European cities have decided to implement this idea of carbon neutrality in order to create a more environmentally friendly city. By using alternative resources and technologies, the carbon neutral initiative not only keeps cities clean but also stimulates the economy. These technologies also help cities save money because from an economic standpoint solar power and wind power are essentially free and those are both ways in which cities can reduce their carbon output.

CO2 emissions are a major cause of air pollution within cities. This poster tackles the issue of city smog by showing how a carbon offset, such as wind energy, can reduce smog within cities, making for a much more pleasant living environment for city dwellers.

The purpose of this poster was to bring about ideas and ways in which city dwellers can contribute to their environment in a positive way. Thinking about the ways in which we can make cities cleaner and more environmentally friendly, ideas of recycling, repurposing, reducing and reusing came to mind. By combining these ideas, smart cities can stay cleaner for its citizens, creating nicer living conditions for their inhabitants.

This poster focuses on two ideas: recycling and reducing. Combining text and imagery, the poster clearly states, “Recycling.” However, the poster tackles more than just recycling. The image of the bike resonates with the idea of reducing gasoline use. Thus, it shows how creating a more environmentally friendly city requires more than just recycling or biking–it requires citizens to do both simultaneously in order keep the environment clean for its inhabitants.

Project 1: Progress

I feel like I finally have a grip on this project. I have something fairly solid made up on the computer, but now I'm stuck as to what idea specifically I want to commit to. One poster idea tackles the idea of air pollution from CO2 emissions, while the other sparks ideas of reuse, reduce, repurpose, and recycle. Each poster has their strengths and weaknesses, but pushing past the weaknesses to create and effective and meaningful design has proven to be rather difficult. 

Poster Idea 1

The focus of this poster is air pollution and by using wind power as a means of energy is a good way to prevent further air pollution in cities and push a carbon neutral initiative, which many European cities are attempting to implement. It also tackles issues from an economic standpoint–wind is free! 

Poster Idea 2

While I find this poster to be quite strong, I'm afraid it will not translate in the European world. I also am not sure of whether the ideas of reuse, repurpose, recycle, etc. are even relevant in Europe, making it very difficult for me to even consider submitting this poster to the Posterheroes contest. 

Project 1: Narrowed Focus

After countless sketches, internet searches, and discussions with fellow classmates, I have finally found an idea to work with for the Posterheroes project! After researching various topics and issues within the four categories (economy, living, mobility, and people), I decided to tackle the idea of carbon neutrality. Carbon neutrality aims to cancel out or reduce carbon emissions by replacing harmful energy resources with something "clean" in order to protect our planet and ozone layer. These clean resources are considerably more cost-effective than traditional energy resources, which could save cities money.

Idea 1

Thinking about carbon neutrality, I developed a typographic logo of sorts. It includes the CO2 symbol with an equal sign in the center of the O, which is the symbol for neutrality. Knowing I wanted to incorporate this logo, I decided to think about alternative energy resources, including wind power, which is what I ultimately chose to focus on. Thinking about CO2 emissions and what that does to the air, I decided to cut out a "clean," sky-blue windmill in the midst of a smoggy sky, indicating that by using alternative resources, our skies will be less foggy, grey and more clear and blue.

Playing off the designs below, I continued to push these designs further and further, refining them as I went along, choosing new typefaces and incorporating my own photograph to get the smog effect I desired. 

Idea 2

Because I am not easily satisfied, I decided to work with another idea and concept in regards to carbon neutrality. I wanted to create a recipe of sorts to live life carbon neutral. I will admit, I am struggling with this concept a little more, just because I feel that in order for it be effective, it must be extremely witty! So over the weekend, this will require a lot of thinking and sketching yet, but for now this is what I have. 

Project 1: The Beginning

Posterheroes is a project specially designed for those in the creative field to further conceptualize and promote the idea of “Smart Cities.” The idea of Smart Cities stems from issues regarding energy, healthy living, and pollution, as well as many other problems in which Smart Cities attempt to tackle. There are several major categories that help make up a Smart City. These categories include economy, living, mobility, and people, with each having unique indicators. To the left is a concept map of the indicators for one of these essential categories.

For our first project, we are to creating poster to be submitted to the Posterheroes competition, which is based on the indications of a smart city, and thus promoting a specific indicator or idea. The four major categories for a Smart City are rather broad and the ideas that stem from these categories are also quite broad, so concepts and ideas must be narrowed down further in order to create a compelling poster. In order to grasp this concept of Smart Cities, I did further research to get more specific ideas about its goals and ideals. Furthermore, the competition is based in Europe, which means further research must be done in order to understand the European population in order to gain a firmer understanding of the issues for these cities.

For this particular project, the target audience is a hip, urban-dwelling, youthful demographic, as well as European. To gain a better understanding as to who our audience is, I looked a European design and began doing some research on European cities.

Ultimately, the message for this poster project is call for action. It’s about getting the city dwellers to think critically about their impact on their city as well as their well-being. It’s a very social driven project, calling for change and suggesting ideas on how to live a happier and healthier life within an urban setting.

Design Requirements:
Size
50 X 70 cm at 150 dpi

File Size
Max of 5 MB JPG or PDF

Format Orientation
Vertical layout


Timeline For This Project:

1/29/13
After researching topics and areas of interest, generate 12 thumbnails for each category or topic–economy, living, mobility, and people.

1/31/13
Continue generating ideas and sketches. Do further research if necessary and expand on areas of interest as a way of narrowing down a focus.

2/5/13
Finalize an idea or concept and begin even further researching this topic or issue. Continue doing more sketches in regards to this concept. Create a more refined sketch and if possible, begin computer work.

2/7/13
Begin computer work and start thinking critically in terms of design rather than concept (this will have been done already by now).

2/12/13
Begin preparing posters for a large critique with the class. Poster must be "print" and critique ready, so that there is actually something meaningful there to look at and critique. Think critically about the overall concept and whether its message is resonating through the design.

2/14/13
Using feedback from the large group critique, make any neccessary changes to the poster(s). Submit the poster to the Posterheroes site by Sunday night.


In order to to start thinking about the issues and these Smart City concepts, I began creating concept maps. My ideas stemmed from these maps with each one being based on an issue or category.

 This idea stemmed from the category of smart city living. In my opinion, water waste is a major issue no matter where you live and overpopulated cities in particular must be very conscious about their water use and consumption.

To show the impact of wasteful water use, I drew a water faucet connected to a dried up body of water with dying or dead fish inside. The text reads, "Until the Last Drop" indicating that we will use up our resources if we are not careful about our water consumption.

The next sketch about water consumption is a shower head with water hearts falling from it with the text reading, "Save water; shower together."

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 The next concept I decided to tackle was the idea of Carbon Neutral.Countries such as Denmark have decided to eliminate CO2 emissions entirely in oder to help protect the ozone layer as well as our planet. For both of these sketches, I did a play off of the equality sign as well as molecular make up of carbon.

 

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The next concept I decided to focus on was mobility. My interest was definitely about biking or choosing public transport over driving. I played with the idea of wheels and peddling in regards to advancement. I also looked into public transportation and its benefits (including making a friend ;) ). After doing some research, I found out that in Amsterdam, people share cars through this company called WeShare as a means of transportation. In a sense, it is very similar to our idea of carpooling. So I decided to tackle this idea with the slogan Sharing is Caring with a Volkswagon love bug depicted on the poster.

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Next, I focused on energy and energy consumption, especially in regards to wind power. I had the idea of a flower-like windmill growing from the top of a building and its roots exposed onto the building, indicating that wind power should be the root of the city so to speak. A lot of energy is needed to power a city, so clean energy is the best solution.