Corporate Identity

Interpretation of Brief

We had a session with Malcolm Turner and looked at the final major project brief. I believe that there has been a high demand for home delivered food and that restaurants and food outlets are partnering up with delivery companies that work off delivery websites such as hungry house, just eat and deliveroo. These are some of the most popular websites nationally and have become more and more popular as any type of restaurant can register on the website and dont have to worry about staff, time and money for delivering their own food. Instead they register and have one of these companies to deliver for them with a small charge. These sites cover most popular food areas and types including, Indian, Chinese, Mexican, Turkish, Lebanese etc.

In bristol there has been a demand for these kind of sites that deliver food to your door. There is a new company that is setting up and we have been asked to create its brand identity. Firstly as a group we must discuss how to research into these kind of companies and then bring design plans forward to make a pitch for this work. We must use brainstorms, discussion and debate to recommend a suitable trade name for this company. After coming up with a suitable name we will be expected to work individually to create a logo and brand appearance for the client. 

The outcomes that we are expected to produce for this client is a basic stationary suite that includes an A4 letterhead, compliment slip (100mm x 99mm) and a business card (85mm x 55mm), Staff uniforms that the delivery staff will be wearing, a website home page and vehicle liveries for example small vans, mopeds, bicycles etc. A long with these basic requirements we will be expected to use group discussion to come up with any other outcomes for the client including operational items and marketing. 

We will break up this work into stages, firstly we will decide shared responsibility for the group design team. We will then use group discussion for feedback on company names and brainstorming for applications. The third stage we will carry out in depth personal research into competing businesses including local and national operators for this service. After this we will confirm the company name and use further group discussion to brainstorm other marketing and operational items. The final stage of work we will work individually to incorporate the agreed proposals from the group discussion. We will prepare designs on layout pads for the company logo and its full range of application. Outcomes will be completed on the computer using suitable software applications.

Brain Storming names for the Service.

Here we have started to brain storm ideas for a company name. We initially came up with words associated with fast, food, home and delivery. The names we came up with were, Snap Box, Lets Eat, Big Feast and Click & Eat. We then decided through group discussion that we need to come up with a name that was more different and unique as these initial names were too similar to existing services like Just Eat. We came up with the name 'Foodle' which we decided was a good snappy name that communicated that it is a food service and that it operates online because of the association with the search engine Google. From debating the potential names and discussing why we chose them we decided on the name Foodle. I will now do some independent research into existing services for inspiration and ideas.

After brainstorming ideas for the name of the company we decided that we needed a short and catchy name that wasn't necessarily an actual word. We decided that 'Foodle' would be a effective name for the business as it communicates the food aspect and it sounds like google (the world famous internet search engine). This is the most effective name that we decided as a group and have decided to follow through with this name. We also had a client based meeting with our tutor to explain why we chose the name and why it is effective.

Research into existing companies

Hungryhouse is a online company that delivers food from restaurants and food outlets to your door. On the website you chose the type of food that you want to eat then you type in your post code and decide from a list of food outlets and restaurants that can deliver for you. Each restaurant has a rating out of 5 stars next to it so you can see which ones have the best service/food.  They have a large range of foods and have suggestions at the side of the page from recent orders so that you can pick one of those if you are in a rush. Their is an option to pay by card or cash for your food. The website has various pictures of food and drop down menus for food. Colours are mostly oranges and reds.

Just Fast Food is a fast food delivery service that operates in London and delivers for well known companies such as McDonalds, Burger King, KFC etc. I think the logo is quite basic although it does communicate the services identity. The colours are once again reds and yellows. I think when we are designing for our company we will have to consider colour psychology as reds, yellows and oranges represent warmth, love, care, friendly, efficient. These are feelings that we need bring through in our designs and represent in the brand or service.

Just Eat is similar to Hungryhouse as it is a online company that delivers nationally. They also have a wide range of food and each restaurant has a rating out of 6 stars so that customers know which is best. Colours for the logo and website is reds and oranges which is consistant through all of the websites i have found so far. Reds communicate warmth, love and care which are messages that i will try and communicate in my designs. This

Initial sketches and designs

These are some of my initial sketches for the businesses logo. I was inspired by some illustrations that I found on my Pinterest account (https://uk.pinterest.com/jonotaylor56/final-major-project/) of clouds. I thought this would be appropriate for the company logo as a cloud can communicate the internet aspect of the businesses identity. I also added a bite mark out of the cloud to communicate the food aspect of the identity.

Here i have started to sketch out the sort of shape that i want for my cloud design. I want it to look friendly and inviting so that it communicates the companies identity.

Here are some of my initial digital logos. I have played around with negative space and the cloud imagery that i initially wanted to go with for my logo. I think that none of these logos really communicate the companies identity enough for me to carry on experimenting with them. I am going to do some more sketching and see if i can come up with anything more effective.

These are some of my further sketches. I have tried sketching a banner on some of the logos. I think this could work effectively with my logo and I will research into this more.

Here i have started to research into 1950s american diner logo designs. The idea for this research  came from one of my initial sketches of a banner style design for my logo (shown in the drawings above). After some discussion with my group and tutors i decided to follow through with this idea as I thought it would be the most effective that communicates the businesses identity. From the examples below you can see I have researched into some 1950s diner style designs. I thought this is an effective idea because of the diner style imagery and typography which suggests it is a food business. And also the wing shapes on either side of the logos suggests delivery or travel (for the delivery part of the identity.

Below is one of my favourite designs that i have found as it is simple yet it effectively communicates the diner style design I am looking for. I think the lines on either side of the logo could be interpreted as wings therefore communicating travel or delivery. I think this could work effectively with the identity for the business as it communicates food and delivery.

Here i have started to try and recreate a similar design to the example above. I have used simple red rectangle boxes for the back drop of the logo trying to communicate wings. I could also see this as being an effective banner for the logo as it will be superimposed onto the side of delivery vans, motorcycles and mopeds. It will also work as a suitable banner for a website page and delivery workers uniforms.

Here i have traced a shape similar to that of the example above. This communicates the food aspect of the corporate identity and the diner style imagery for my logo. I need to make this shape neater maybe by just tracing one line and increasing its point size.

Here i have tried to make the lines more wing shaped to communicate the delivery aspect of the businesses identity. I think this works more effectively as opposed to the straight lines that i created above. I was inspired to do this by the diner style logos i found during research. 

Here i have started to put the shapes together to form my logo. Some of the lines need neatening up and the box needs to have a more solid outline so i will develop this further. For the moment I want to make a rough copy of my logo to experiment with typography.

This is one typeface that i have found which i think suites the 1950s diner style. I want a script font but have not yet found the right weight in one that communicates the american diner style.

This is my finished logo in more orange than red that i started with. I have made the box neater by using one line and increasing its point size. I have made the wings straighter and more equally spaced using ruler guides in illustrator to get the perfect measurements between each shape.

Stationary 

Here i have started making my stationary on InDesign. I have started with a letterhead for the business. I have used central orientation as i think this suite my logo best.

Here is the bottom header for my letterhead. I have included the name of the executive producer for the company as this is what most letterheads include at the bottom. I will also include a registered in England number which every business and company need to have and include on letterheads.

Here is my finished letterhead design for foodle. I have made everything align central for my letterhead as I think this works most effectively with my logo as the wings make it more symmetrical. Under the logo is the company address, telephone, email and website. These are important to include on a letterhead so people know how to contact the business.

These are business card designs that i have created using Indesign and Illustrator. I have made two variations just with the colors inverted. I think these work effectively with the rest of my stationary and colors chosen for my business identity. 

This is my compliment slip which completes my stationary suite. This is very similar to my letterhead as it includes the same information apart from the bottom of the slip which simply says 'With Compliments' I have taken the simple wing graphics from my logo and put them upside down on each side of this. I think that my stationary has been successful in looking consistent and communicating the businesses identity.

Website and App

Here i have mocked up a website homepage for the business. 'Just Eat' and 'Hungry House' influenced this design more than anything else. I looked at their home pages and tried to recreate a similar looking theme but with my logo, graphics and typography.

Here i have created a mock application for smartphones. I have used the same graphics that i used for my website. These are both very important for a business like this as they run online. Delivery services need a professional looking website and app so that it is easily accessible from wherever you are. I think the application for a smartphone looks a lot more professional and simple than the website. I think I will mount a printed image of the app instead of the website as i think this looks a lot better and is more effective.

Vehicle and Uniforms

Here i have tried to trace a photograph of a scooter to superimpose my logo onto. As this is quite a complex photo of the scooter I'm not sure i will be able to effectively trace this image so will try it and see what it looks like.

Here is the traced line drawing of the scooter. It hasn't worked effectively and doesn't look professional enough to use for one of my final outcomes. I am going to try and trace simpler images or photos and see if it works better.

Here i have traced the lower image and made it a little simpler than my trace of the scooter. I think this could work effectively with my logo and will use this for one of my vehicle outcomes. 

This is the traced van with logo complete on the side of it. I think this looks professional and will use this as an example of my work for mounting and hand it in as a final outcome. I will need to trace some more vehicles for my outcomes so will try and find more simple images to trace using Illustrator.

Here i have traced images of t-shirts on Illustrator and superimposed my logo on top of them. This is part of my uniform that i have created and I need to make more jackets and caps etc.

This is my cap design that i made by tracing an image of a cap on illustrator. I first live traced the image and then added in bits that were missing. I used photoshop to superimpose my logo onto the cap. I used the free transform tool in edit to make the logo look realistic and professionally placed on the cap. Using the skew and scale tool i could make it look like the logo is actually on the cap. I think that i managed to do this successfully and i am pleased with the outcome.

Here I have superimposed my work onto a pizza bicycle. The image was black, white and red although I changed the color of the red box to the orange that is in my logo. I think this works effectively although the photo doesn't have a very high resolution. This could be a problem when printing and mounting the outcomes. I will try and trace an image of this or find another photograph.

Logos

Implicit & Explicit Logos

We started off our session by talking about the difference between implicit and explicit logos. Implicit means that the logo is not immediately recognised as what it is symbolising or communicating. This means the logo could be over complicated, too basic or just communicates a broader range of things. An Explicit logo is one that is immediately recognised as what it is communicating or symbolising. 

The burger king logo is explicit because the shapes and type clearly makes up a burger which suggests it is a food or catering business that sells burgers. Although the typography makes the logo more explicit whereas the examples below have no type.

Gert Arntz 

I have researched into Gert Arntz who was a German modernist artist and huge influence in the art of explicit logo making in the graphic design industry. His drawings were considered as of "great importance to the world of visual communication" (http://www.gerdarntz.org) which i think is very true because of the simplicity and preciseness of his work. In his online archive of his work it says that he designed around 4000 signs which symbolised data from industry, demographics, politics and economy for the visual language isotype. Gert Arntz was tasked with designing pictograms and visual signs for the isotype (International System Of Typographic picture education).

From my research i can appreciate Gerts work for explicit logos. His Simplicizing of objects, actions, people, places etc is hugely influential as a graphic designer because of how he simplifies an image so it can be recognised internationally and mostly are still used today. This is a key skill to learn in visual language and communication specially when creating a company or businesses visual identity because you want to be able to communicate the intended message, theme or emotion in the most simplistic way so it can be recognised easily and effectively.

This is a exercise sheet that we were given at the beginning of one of our sessions that included 6 examples of implicit logos. We were asked to discuss what we thought the implicit logos were representing and what sort of themes they suggested to us.

Here i have recreated one of the above implicit logos so that it is more explicit. In our discussion we thought that the logo above (one down on the right) communicated a bird and leaf which suggests that the logo is for a nature reserve or preservation society. I have traced an image of a bird and illustrated a leaf. I have also added colour which is a huge factor in emphasising mood, meaning and context in a logo. I have chosen the colour green which is colour psychology would communicate themes of nature, health and life. This is why i thought it would be appropriate to chose this colour.

I think even without the colour the logo is more explicit and better communicates the themes in which we got from group discussion. 

This is the playstation logo that has developed over time. You can see that it most if not all the logos try and incorporate both initial letters in the imagery of the logo. The blue, red and yellow are to represent the primary colours which i think communicates the screen that the games will be played on. The typography stays the same through out the process.

Studio Logo Project

In our session we talked about where logos came from and why. We thought back to heraldry hundreds of years ago which is where you can see crests symbolizing families or sides in a war. This is where you can see a visual sign or symbol to communicate a name or message in some of its earliest context. You could even trace logos back to cave drawings where simplistic drawings were used to visually symbolise things like animals and people.

Our project is to create a logo for a given name and description. We had to chose from Horus (watch and clock designers/manufacturers), Midnight Express (a late night food outlet), Amazon Experience (exotic travel organisation) or Adlink (billboard advertising agents). I chose Midnight Express and began to research into the key words in the name and description. I thought the key areas to research were food logos, train logos (from the word express) and night icons or symbols.

These are some of my initial sketches without a lot of research. I found from feedback that these sketches are too illustrative for a logo. I thought that i needed to simplify my designs so that they can be transferable as logos.

These examples are all very illustrative also which wouldn't work very effectively as a logo. Although the bottom left sketch i think i will develop on the computer as i think this could work as a logo. I have used negative space in the letter 'M' and 'E' to place a knife, fork and spoon.

I decided to look at a book called, 'Symbol' by Angus Hyland and Steven Bateman. I first looked at food logos which were all very simplistic and seemed to use negative and positive space a lot. I like the top left example which is for a business called 'My Cuisine Canary Wharf' as the negative space between the knife and fork is a tall building which communicates that the business is in Canary wharf where there are high rise buildings.

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I then looked at train logos and realized a lot of arrows are used which is also something that could communicate the 'Express' part to my logo. The arrows imply that there is a motion or speed which i think could work well with my logo for Midnight Express. By researching more i have been inspired to make my logos less illustrative by using positive and negative space and simplistic imagery, icons, symbols.

I started illustrating some of my initial designs on the computer looking at the initial letter in the word Midnight as a starting point. 

This is the letter M that i have created using a knife, fork and spoon. I have noticed that the utensils have created serifs in the letter which i think works effectively.

By using the fork in the top left corner on a black background it could represent a moon which communicates the word 'Night' and description of the business which is, 'late night food outlet'. I think this is an effective use of negative space and works well as a logo for this business.

I think this example works effectively as a logo for Midnight Express. I created the imagery in the logo from a fork and a spoon over top of each other. I think this imagery could also be interpreted as a burger which communicates the food aspect in the logo. It could also be interpreted as movement as it looks streamline. This communicates the express part of the companies name. I think this example communicates the business name and description effectively although it doesn't immediately suggest that it is a food outlet.

I have also considered colour although most of my designs are in black and white. I thought i would experiment with what colour works best with this design. I thought the black works most effectively as it reinforces the the fork as representing the moon. I also thought the deep blue colour would communicate the midnight part of the business title effectively. I think the red makes the logo look like it is for a daytime food or coffee place and doesn't communicate the name or description. From this comparison i have found that the black is the best to communicate the businesses identity.  From a closer look and feedback i have also realized that the prongs on the fork are too short and need to be a bit longer a long with the type that i think needs to be bolder so can be seen from far away

This is my final logo design for 'Midnight Express'. I decided to use a heavy version of the font Rockwell as it is still legible from a distance. I have extended the