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: Penguin Award- Further Ideas and Research

I went back and looked through my initial sketches picking out the three that I liked the most and producing some more detailed doodles of them. After this stage and due to other deadline I left the project alone for a while, determined to return to it once things had slowed down. Looking back on my favourites concepts I realised that the meaning behind each piece focused way too much onto specific parts of the book and made the design rather exclusive of new readers.

Out of all my designs the 'pube garden' was the most inclusive idea but there was very little else other than body hair to hold it up as a solid concept. So to contrast the crudeness of using pubes in my design I looked into art styles that are feminine and delicate. 

Caitlin Moran comments about a love of old fashioned dress, citing 1950's style as her type of dress 'Not only does it embody the kind of purring, spanky, joyous 1950s soft-porn postcards I have based most of my wardrobe/sexuality on, but I also look dead thin in it too' pg. 94. So I looked into highly feminine styles of art around at the time, so I researched into the highly detailed style of art nouveau. 

I also looked into highly ornate books for suggestions on how to add a classy and detailed touch to my rather blunt concept. Both art nouveau and the book covers contain a lot of detail, filigree patterns and ornate design meaning both styles would work together well within a design. 

I re sketched a revised version of the pube idea using both the researched styles as inspiration. The books offered ways in which I could lay out the front cover, and both the covers and the nouveau styles gave me inspiration of how to add elaborate detail into the design.

As a whole the new design is a contrasting piece with a sense of humour and a political point. The cover is perceived, much like women, as a beautiful decorative thing, however once the design is studied with any great detail you get a streak of crudeness and an out right depiction of 'an old-skool, born to rule, hot, right, grown woman’s muff.' pg 36. It's a funny secret when most people view the design of 'how to be a woman' as a beautiful, elegant object and you alone are giggling in the corner because it's covered in thick and wonderful pubic hairs. In a way I think it represents my opinion of women, bold, beautiful, majestic and fluffy with a good sense of humour.