At this point I knew we needed to have a finished concept for what our actual identity could look like. This would help us move forward each other aspect that needed designing for the exhibition. Firstly I need to make an appropriate response to the colour scheme comments. As it needs to be something that still reflects luxury whilst being lighter/brighter to attract people and feel more expressive, I started looking into the colours we already had. The crimson/brown colour needed replacing to erase this idea of a luxury chocolate brand so I started thinking. I found a purple-y / pink colour which matches the gold and cream whilst still feeling luxurious, it added more character to the design now aswell so I took this back to the group on facebook..
They agreed the colour still offered a professional feel whilst bringing more character to the design, making it more appropriate for the exhibition and people who are going to it.
The next step I could see was necessary was to approach creating a specific logotype the exhibition could be recognised by and then a symbol that could go with this. So I could start finalising aspects of my flyer design and then it can be applied to everyone else's media..At the moment, everything is in Garamond (as you can see above) we talked as a group about what styled typeface we think we wanted to develop onto for this whole identity. We had already stated it was to be a serif font but me and Calum were keen on exploring a more traditional calligraphy styled font which I have never really used within design work before. I quickly mocked up an example of how it could look with a scripted typeface I already had on my laptop for reference..
This was not the exact typeface for us but I was aiming to show them potential of a font in this style. We all could identify that the other type could not be left in Garamond and it couldn't be in the scripted typeface aswell due to readability and also style. I suggested that by pairing the curvy font with a structured sans-serif one like Helvetica, it provides the link to all of our more modern practise (which will be especially reflecting in the work within the exhibition) whilst still achieving the more traditional side to it all aswell. Not to mention, this makes all smaller print way more legible for viewers when printed at A5 size, due to its rounded consistent form.
Whilst I had everyone together I wanted to quickly mock up some examples of where I might go with the logotype, to ensure everyone was happy with where I wanted to take it. I looked into how I could use the typeface we used to create the symbol (almost inspired from an old official wax stamp)...
They liked this but wanted to see more experimentation with the typeface first so we could ensure we had the right face for our concept.
I gathered a long list of various typefaces I could use to give the group as many options as I could. The first load were all very scripted/hand-written examples. Both old traditional and fancy styled.
A couple of these typefaces came out as favourites. These were Birds of Paradise - I feel reflects a baseball team, Stackyard - which is a decent scripted font and then the uniqueness of the bottom one got some votes but it did not s provide a strong enough identity for us.
I took a step back and proposed some different options for us aswell. Which were not scripted like the others but still proposed a more classic, traditional feel..
Through a series of elimination on the group chat, we narrowed the choices down to our 5 favourite options..
I started mocking up the options into the symbol to see how it would work and also tried how it would appear on the flyer layout..
Off the back of the scripted examples we made a group decision that this was not the right approach to take with the exhibition as we are an elite Banking Club of modern styles creatives, but for this project we are inspired by the traditional. The scripted type was more difficult to read upon a quick look and its loose stroke form did not make an effective logotype. We decided to redirect our attention on the bottom two type examples as they offered a more simplistic but expressive option for the identity, reflecting a more structured typeface rather than a hand-crafted one - more official for banking.
With the two types I experimented with the different borders around the type and then the layout of how they would actually fit alongside eachother inside that border..
I really liked the concept of the 'B'anking and 'C'lub interlocking through eachother but it looked peculiar with the T just alongside it, with no decent ways of linking it in. I thought long and hard about how I could involve it and came up with the idea of aligning all the letterforms together to create the initials ontop of eachother, almost as one. Everyone was very fond on the response I got from doing this so I mocked it up with all the different border options with the two different type options inside.
This built a new concept which I developed, as it is displayed as TBC it may trigger thoughts of 'to be confirmed' to the viewers and it is the future of our currency which they are coming to confirm! By getting involved with the feedback competition, etc.
For the borders, the circle was least favourite. I showed how I experimented with the rectangular box around it and then how this developed into trialling indented corners, which displays a more official plaque kind of shape.
I mocked these up onto the flyer to help the group choose a favourite, at this stage I had also added more relevant info to the flyer about the event..
It was the last option which we decided on due to the use of the more considered plaque-like border and the serif typeface 'Optimus Princeps', which reflects a more certified and structured form than the almost art deco styled 'Red Velvet' typeface.
Paired with the Helvetica light it enhances the titles well whilst still allowing easy readability for the smaller print. We were all very pleased with the visual identity and how its been applied onto the new version of the flyer. I know needed to experiment with the back of it!!
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