OUGD503 - Studio Brief 1/Individual Practice
Initial Ideas: Logo - Paper Sketches
Deconstructing the brief detailed how the brands visual aesthetic was not affective in appealing to its audience, the creative challenge stated the brand needed to be 're-vitalised' into an 'icon brand'. The most effective way to begin this brand transformation would be with a new brand identity that would fully engage consumers and create a stronger link with the brands ethos. This exploration of a new brand identity was best approached first by documenting a range of rough initial concepts on paper, this allows the designer to articulate a vast range of different design directions very quickly that can then be evaluated and developed in more detail with the use of typefaces later on. This range of initial paper sketches is successful in documenting a range of potential design directions that could be taken in response to the brief, this ranges from logotype to combination marks. The next stage with this logo development will be to identify the most effective sketches and start to develop them digitally to gain a better understanding of what a refined logo could look like, from this the different concepts can then be evaluated and developed further into sophisticated logo designs that will creatively re-launch the Grand Cafe brand.
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