OUGD603: Armadilla- Group Meetup

We had our first group meet up and discussion today. What we aimed to achieve from this meeting was to define each of our strongest ideas so we can go away and develop them further before next Tuesday. The ideas shown below were selected as my strongest and so I will take these designs and adapt them digitally and develop them further before our next meeting.

It was mentioned that my group really liked the abstract shapes. It was difficult for all of us to break away from the iconic shape of the armadilla pod and so we all used it in some way, though they felt these designs used them in a more unique arrangement.

Although they liked, and personally I preferred these three in a row designs it was discussed that there should be a reason behind having three pods lined up next to each other and if we could establish this the concept would be stronger. I mentioned that the company sells three different sized pods and so quickly readapted the design to reflect this. I will digitally develop both but it seems the three different sized pods will be the more appropriate design.

Each of us ended up producing something to this effect, a basic pod design, similar to the current logo but arranged in a much better way. I want to adapt this design even though it wasn't highlighted as one of the strongest ideas, it just seems like too obvious of an idea to not even see where it could go.

OUGD603: Armadilla- Initial Ideas

For the first part of this brief the main element that is needed is to produce a logo. So individually each of us went away to come up with some ideas and initial logo designs. My first set of ideas were based around the pods themselves. With the design being a very iconic and easily identifiable shape it was easy to adapt it to a variety of different designs. 

For the first set of designs I experimented with type, making the arch and circles a key component of the type's shape. This is a far more subtle way to feed the shapes into the design but one that still makes them obvious.

Many more of my designs focused on playing around with the images, I used the circle and arch in abstract ways and in more literal ones. 

Another route I explored was the animal which inspired the shapes of the pods- the armadillo. I tried shaping text into a more curved dome feel reflecting the animal's body shape. 

Whilst looking through pictures of armadillos I found these Alexander McQueen armadillo boots. I absolutely love the look and shape of them so I tried using that sheer drop shape in a couple more sketches and ideas.

Not only was I inspired by the front of the pod but also the shape from the side, I made a couple extra sketches with shaped type and a dramatic curve reflecting the look of the pods.

OUGD603: Armadilla- Brief

Armadilla is a company who produce armadilla pods- luxury pods that can be used for many purposes from glamping and festivals to garden offices, spare rooms, studios and workshops. They are all handmade in Scotland and use environmentally sound materials to produce an eco pod. 

For this collaborative brief rebrand this company. Come up with a new logo with the potential to expand the brand snd place it into context. Context can include stationary, website, uniforms or even a product catalogue.

Consider target audience and the market in which the brand will exist.

How to incorporate the unique selling points of Armadilla into the final design.

The use and look of the brand in both digital and printed contexts.

OUGD603: Charity Promotion- Cards For Causes presents Ruff Edges- Ideas and Sketches

For the new and different charity promotion brief I decided to come up with an overarching name for the company selling cards and prints for charity. The name I settled on is 'cards for causes' meaning that I can use Ruff Edges as a named collection of cards and prints with the potential of adding new collections that work with different charities later on after university when I fully expand the business. 

For the cards for causes logo I was inspired by various 'quirky' companies who make more unique and design focused cards, gift wrap and prints. I really love the handwriting based logos, they give the companies a better sense of individuality and personality. This in turn makes the products feel hand crafted and hand drawn which lends itself to unique prints and speciality cards. 

I experimented with different types of my own handwriting trying to find an appropriate style. I wanted to logo to be personal to me and so I didn't deviate too much from my natural handwriting. 

For the Ruff Edges design I was inspired by a dog themed wallpaper I produced last year and the dog featured elmwood logo, and attempted to make a coat of arms based logo.

Because the new logo will feature on the back of the cards and prints this means it can be more ornate and detailed than typical logos. I was keen to make it beautiful and something that would look really appealing and eye catching on the back of the card.

OUGD603: Charity Promotion- Brief Readaptation

A lot of time has passed between when I last worked on the Ruff Edges brief to now and it came as quite an abrupt realisation that there is no way in hell that I can host, prepare and run an exhibition plus all the promotion, production and hassle that comes along with it. So I've had to have a drastic rethink with how I proceed with this brief using all the research and progress I've already put into it and come up with a deliverable and final result. 

I've decided to cut out the idea of a submission based exhibition and blend this brief with a potential company I want to start after I've finished university where I design and produce greetings cards and prints, only now I will produce designs whose profits go to charity to tie into the briefs charity promotion criteria. 

My new deliverables include a logo, both for the whole business and a re-adaptation of the ruff edges logo, a website and card designs with profits going to Dog's Trust. 

OUGD603: Smart Grid Consultancy- Digital Development

Looking back over my initial sketches the strongest ideas are also the simplest and so I feel that the most appropriate style of logo is a text based one. When we consider the market and the existing brands it seems that type based logos offer a more professional feel and this is perhaps why the initial logo didn't work- it was far too busy and largely picture based. The versatility of a type based logo is also a bonus, it can be used and will fit into many different deliverable forms. 

Having a text based logo means that a lot of weight rests on the typeface selection and so applying the logo requirements I had outlined earlier I pawed through different fonts looking for ones which worked best, my final favourites boiled down to five choices.

Exo

Verdana

Anivers

Steiner

The reason I settled on these fonts in particular is because they all have aspects in their design that I can relate to my logo concept. I stayed focused on geometric san serifs as they have the most clean and futuristic look, implying technological advancement. I wanted the type to almost look like a piece of machinery or a part of the modern ecological tech used by SGC to improve a business, placing the logo directly into what the business does. Using italicised versions of these fonts adds another layer to the design including a sense of moving forwards and heading towards the future.

From here I will now begin to apply these fonts to the design and see how well my ideas translate into a digital format.

OUGD603: Smart Grid Consultancy- Logo Requirements, Initial Ideas and Sketches.

After researching SGC and what the company does and stands for it is now time to come up with a list of requirements needed for the logo design. What are the key points that need to be communicated? What does the company need the design to say?

'Green', it needs to be green, the logo must link someway to environmental thinking.

Professional, being a business targeting businesses there can be room for personal and friendly touches but the design as a whole needs to look smart and fit into it's surroundings.

Personal, although I said it needs to be professional it also needs to be personal, SGC will work alongside businesses and needs to communicate that it is approachable and easy to work with.

Support, similar to personal in a few ways, SGC is a company that will support and guide a business through each step, market research, opportunities etc it supports the business to become better.

Technology, the idea of SGC is to push it's clients into a world filled with technology and energy opportunities to help their business become more energy efficient, the technology will be key in driving companies into the future.

These are the main points, however it's worth noting a secondary of potential connotations used in the design.

Simplicity, intelligence, people, network, future, forward movement, wholeness, change. 

OUGD603: Smart Gird Consultancy- Research- Competiton analysis

To understand the context and the competition that the SGC brand will be up against I have looked into and analysed logos from different companies whose products and services overlap with SGC.

Ofgem

There's a connotation of simplicity with this design. A no nonsense, straight forward text logo gives the impression of directness and lack of fuss when dealing with this company. In the bottom example the tag line 'for energy consumers' stands out in bold stating that they are there for the customers and placing the energy consumers first. With the top example we see variation between italicised and bold letters. Italics always give design a human touch, mimicking the natural slant of handwriting but also in this logo it connotes speed, leaning forward as if moving. This communicates the idea of efficiency and quick service when dealing with ofgem as a company. The bold characters represent strength, strength of brand, of performance and of the company and the work they do. The lower case used in this design makes it personal and friendly, appearing to be approachable and once again supporting the human touch key to this design.

Kiwi Power

Kiwi Power plays on environmental benefits for it's design. Kiwi's are linked to feelings of naturalness, freshness and a strong connection to the environment. The sharp green used in this design not only connotes a 'green' approach to energy management but it also creates a bold and powerful look. It has a 'pow' factor, with the eye drawn instantly to the word 'power',  because of this we immediately know that this company is linked to energy and also that they are strong and bold in their approach; they will use all the power and push they have to make your business greener. The kiwi image to the left of the design not only looks like a fruit but also resembles the petals of a flower and the rays of the sun, all of these connotations adds to the strength of connection with this brand and environmental benefit. There is a touch of friendliness used in the lower case i's in kiwi as well as the lower case 'demand management' they are keen to communicate strength and boldness but are also attempting to make a connection with people and make the idea of using demand management a simple, easy and personal thing.

Electricity North West

The font choice used in electricity northwest's design is a very square and futuristic looking type. Although it contains some human touches being all lower case it mainly reflects the idea of technology being their main driving force as opposed to people. Green is used throughout this logo to connect the brand to the environment and environmental, 'green' thinking. There are some beautiful subtleties to this logo the first being the look of the font, not only do the characters resembles leaf shapes they also resemble pilot lights creating a strong connection between energy and the natural world. The second detail is the little arrow pointing northwest, it is in the most simple form an icon that depicts the entire brand. It is green, it is leaf shaped as well as pilot light shaped and it is pointing north west. Although seemingly simple this little green arrow communicates power, environment and the direction the company is named after. 

OUGD603: Smart Grid Consultancy- Research

I was approached a couple of days ago and asked to do a new logo design for the company Smart Grid Consultancy. I know I don't have to post this seeing as I'm not being marked or anything but I've found over the two years as a graphic design student that keeping a blog and record of my research and development through projects really helps the design process. So here we go.

Their existing logo is very pictorial and not appropriate for the market they wish to exist within. It also greatly contrasts the look and feel of their webpage making the overall brand awkward. Although there are links to the energy sector and to electricity the way they have been used reminds me of a sports team as opposed to an energy based business.

To begin my redesign the first step is research. 

So what does SGC do? Who are their target audience? What is needed to be communicated through their logo and brand design?

From the Website:

Smart Grid has become one of the new 'buzz words' in business over recent years. What does it really mean and how might this potentially affect you or your business? SGC can help explain the changing market and identify where opportunities exist to save on ever increasing energy cost or even take advantage of opportunities to generate new incremental revenue streams.Through our expertise and market knowledge we can also assist you through the often complex 'change process' necessary to effectively and seamlessly take advantage of a whole range of new opportunities. 

From Twitter:

The UK's leading experts in Demand Side Management, Demand Response and Smart Grids.

So I have no idea what Demand Side Management, Demand Response and Smart Grids are, so I'll find that out too. 

Demand Side Management: (according to wikipedia)

Energy demand management, also known as demand side management (DSM), is the modification of consumer demand for energy through various methods such as financial incentives [1] and behavioural change through education. Usually, the goal of demand side management is to encourage the consumer to use less energy during peak hours, or to move the time of energy use to off-peak times such as nighttime and weekends.[2] Peak demand management does not necessarily decrease total energy consumption, but could be expected to reduce the need for investments in networks and/or power plants for meeting peak demands. An example is the use of energy storage units to store energy during off-peak hours and discharge them during peak hours.[3] A newer application for DSM is to aid grid operators in balancing intermittent generation from wind and solar units, particularly when the timing and magnitude of energy demand does not coincide with the renewable generation.[4]

Demand Response: (also according the wikipedia, thanks wikipedia)

According to the Federal Energy Regulatory Commission, demand response (DR) is defined as:[1] “Changes in electric usage by end-use customers from their normal consumption patterns in response to changes in the price of electricity over time, or to incentive payments designed to induce lower electricity use at times of high wholesale market prices or when system reliability is jeopardised.” DR includes all intentional modifications to consumption patterns of electricity of induce customers that are intended to alter the timing, level of instantaneous demand, or the total electricity consumption.[2] It is expected that demand response programs will be designed to decrease electricity consumption or shift it from on-peak to off-peak periods depending on consumers’ preferences and lifestyles.[3]Demand response activities are defined as “actions voluntarily taken by a consumer to adjust the amount or timing of his energy consumption”. Actions are generally in response to an economic signal (e.g. energy price, or government and/or utility incentive). Demand response is a reduction in demand designed to reduce peak demand or avoid system emergencies. Hence, demand response can be a more cost-effective alternative than adding generation capabilities to meet the peak and or occasional demand spikes. The underlying objective of DR is to actively engage customers in modifying their consumption in response to pricing signals. The goal is to reflect supply expectations through consumer price signals or controls and enable dynamic changes in consumption relative to price.[4]

Smart Grids: (Wiki, Wiki)

A smart grid is a modernized electrical grid that uses analog[1] or digital information and communications technology to gather and act on information - such as information about the behaviours of suppliers and consumers - in an automated fashion to improve the efficiency, reliability, economics, and sustainability of the production and distribution of electricity.[2] Electronic power conditioning and control of the production and distribution of electricity are important aspects of the smart grid.

Smart grid policy is organized in Europe as Smart Grid European Technology Platform.[3] Policy in the United States is described in 42 U.S.C. ch. 152, subch. IX § 17381.

Roll-out of smart grid technology also implies a fundamental re-engineering of the electricity services industry, although typical usage of the term is focused on the technical infrastructure.[4]

As a whole SGC offer four different services. 

Market Research; a service that informs various companies of the different ways we currently produce energy as well as the factors that in the levels of change within the UK energy sector. They can assist a business in finding the right forms of energy generation, of finding ways to asses and understand their levels of consumption and keep companies up to date with the latest developments within the energy market specific to them.

Opportunities; suggesting and supplying a series of solutions, potentially using 3rd party companies, for specific energy problems and needs as identified by the market research. These opportunities look further than the two typical solutions to energy and cost reduction; reducing consumption and reducing the unit cost of energy.


Supplier selection; identifying the appropriate supplier based off of the various opportunities tailored to each business and specific skills each supplier made have relevant to the opportunities, including infrastructure upgrades.


Project delivery; the final implementation of the presented plan. Including site management, time structures, the process and various responsibilities. 

OUGD603: Smart Grid Consultancy- Brief

Smart Grid Consultancy assist companies in becoming more energy efficient. The brief is to rebrand the company and produce a logo and apply it to all suitable items.

Logo can be applied to stationary, company vehicles, uniforms or any other suitable items.

Consider target audience and the market in which the brand will exist, who is SGC appealing to, who are they targeting. Consider company values and translate them into the brand. Consider the look of the brand in both digital and printed formats.

OUGD603: Presidential Campaign- Final Designs

OUGD603: Presidential Campaign- T-shirts

A part of our presidential campaign packs included three blank white t-shirts, with fabric binder and pigment being free for students in the college it seemed silly not to use them as another touch point to spread my campaign's message.

I decided to use the 'vote for Roz' poster as the base for my shirts. The format worked well and took up a good amount of the space available on the tee, this helped grab attention and also meant I could make the message as large as possible. The biggest hiccough was trying to get the right colours and mixing pigments. I took printed swatches to help me when I was mixing though I can't say that mixing colours is my greatest strength. The orange came out well and looked almost identical to the original colour. The pink and the blue however, came out not so well. The pink was passable but I got nervous adding anymore white and red to the mixture as I had ruined several pots of colour previously by going over board with the pigments. Fabric pigments are a lot bolder than mixing paint for paper screen printing and so it was very easy to over estimate and mess the colour up completely. However the final result was a pink similar to the original colour and served it's purpose. 

I never ended up using the blue, there was a severe shortage of white pigment when I was mixing colours and so the result was too dark and no where near bold enough. Instead of wasting a t-shirt with a completely mismatched colour I chose to two of the shirts in the orange I mixed successfully.

This was the first time I had screen printed onto fabric and so I was very thankful to have a friendly printed textiles student nearby who didn't seem to mind when I asked her question after question. 

The final shirts surprisingly came out really well. I'm happy to have learnt a new skill and extended my screen printing abilities. I intend to wear these throughout campaign week and up until voting day to act as a mobile advertisement. It would be really lovely if I could get a few others to wear them too, but we'll see how that goes.