OUGD406 Studio Brief 03 - Study Task 01 - Branding & Identity

Study Task- Branding (1 day task)

Module ID:	OUGD406	Module Brief:	Clickable Title
Module Leader:	Simon Harrison	Module Deadline:	##/##/## (##:##)
Brief Deadline:	##/##/## (##:##)	Outcomes Assessed:	##
Studio (Task) Deadline:	##/##/## (##:##)

Task

In your group you must brand Tower WorksLeeds. Consider the following: Graphic design: The visual identity – hard corporate identity or soft, friendly caricature? Tone of voice: Is the language you use (both spoken and written) formal or relaxed? Dialogue: Can your users or customers contribute ideas and get involved in the organisation? Or is it a one-way communication? You will need to assess the ket aspects of your company: The mission statement/USP Values Vision Personality Define the key design ingredient, it could be Colour as in Orange (the mobile phone company), Environment/Architecture (Guiness, the storehouse), Name (lovefilm), Sound (Intel), Typography (BBC, The Times), Shape (The guild of food writers)

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Mandatory Requirements

Research into company. Visual Identity. Presentation .

Deliverables

5 slide presentation pdf  As a preliminary task for the studio brief 3 for this module we set out doing this study task in our given group to help up with some development of our knowledge and experience with re-branding for a location, to get things started and to get us thinking properly before we started the library exhibition branding. In this task we were given the place of which is Tower Works based in the industrial half of Leeds and then told to research the company to find out what they do, so some contextual research about the place and then to use the knowledge we had gained from the last two things to rebrand the company. At the day we would put our branding idea into a presentation and present it to the rest of the class and see who's idea is the best.  The first thing to do was to look in to what Tower Works is and what they do. We found out that Tower works is a collection of creative studios and art spaces of which have been revamped and modernised set in the setting of three old industrial towers in Leeds city centre. The Tower Works had a massive contradictory feel to it due to its old, clunky and industrial aesthetic on the outside and its fresh, clean and contemporary feel to the inside but I think that this is really one of the things that works in favour for the Tower Works. Below is a picture of the original branding for the Tower Works. As a group we really liked the original branding as we thought it had been put together very professionally and the illustrative style of the towers to make links to the creative studios setting was brilliant and finally that the fact that the tall elongated type was perfectly representative of the towers too. So we decided that we would choice to keep some of the elements of the old branding and then use these in our new branding idea. So we then set off with the fact that we had identified the major attributes of the Tower Works itself we now decided that we would look into any ethos' that they may revolve around that we could take inspiration from and we found the statement "The business itself was founded on a bedrock of culture, philanthropy and world-beating innovation" and now that we had gained all the research and inspiration for the branding we set out on the creation of the logo. We decided that the elements that we kept from the logo perfectly represented the new and clean aesthetic to the building but the logo didnt represent the older historic nature of the buildings and so forth we would try to also add the representations of this old feel through a rustic and vintage element to the logo. For research we had a look into some logos that we had found that we would take inspiration from due to the fact that they perfectly incorporate the sense of both a rustic but contemporary feel to them, through our logo we wanted to show the comttemporary aesthic and rustic nature. Then we finally came to the two final logos for the branding, for the main logo we kept the initial clean illustrations as we thought that they perfectly represented the contemporary and for the same reason kept the use of Din condensed as the second font. To give reference to the other old and industrial side of the complex we added a use of a serif font for the main title and then also the incorporated final vintage aesthetic throughout the design by the inclusion of vintage flairs through the added lines and finally incorporated our new tagline to the logo "Culture - Philanthropy - Innovation". To use along side the main logo, we designed a second alternative logo that might have to be used in some situations that don't work with the main logo. To tie this second logo in to the man logo we continued the font from the main logo and hen edited the counters in the letter to the shape of two of the towers to make a link to the building. To give the final finish to the whole branding we had to think about colours but after a discussion we realised that actually to give the aesthetic we were looking for the use of black and white photography coupled with any bright colour through the logo and then some other accents, for the example we used this bright pink colour but a lot more colours could be used. To finish it off we finally added our branding on to a range of collateral to see how it would work in real life, and then mocked up a quick website to give a demonstration on how the branding could work on the web and added our chosen colours to a colour palette.