BEAT BLOOD CANCER@4 months ago
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Having the opportunity again to worth within a group has been a delight. With the relevance of having a live brief, this has given us, as a group, the power to really challenge ourselves.
Our group consisted of only five individuals, including myself, where we would cross the boundaries between both professionalism as well as creativity within a design practice. The duration of the two weeks that this placement has been active certainly does suggest a real talent that my colleagues have offered, given the fact that this must be the reason as to why they decided to participate within a real-life project.
Provided by an organisation named “CROWD”, developers of this group are soon to be introducing a whole new approach towards the talent that can be found within the Arts University Bournemouth. Having their selected identity of the known noun, “CARAVAN”, this term can represent both literal and abstract thoughts, such as an actual caravan, known as a portable holiday-home, or perhaps a group of travellers working within a team.
Based at an established university of art-based degrees, AUB has talent forming almost everyday, some of which is conceptual, abstract or even professional. The “CARAVAN” organisation has the aim to really “unlock all potential” within the work produced by students, kick-starting their careers within the design industry. With this in mind, it was our duty to provide a brand identity for this new company, allowing recognition and encouraging potential students to take an interest into possible opportunities that may arise by working alongside with the developers of “CARAVAN”.
After discussing many ideas, sketching designs and trying to form a logo concept of the brand, we decided to stick to the original company name that existed, ‘CARAVAN’. As this term is so abstract, and usually considered as holidaymakers’ budget accommodation choice, the name was convincing when reading into the word and knowing what else this suggests. Key terms such as; groups, teams, working together, travelling, developing, growing, all fall into the same category when describing the less-literal definition of caravan.
We found that by using the letter ‘C’, the circular formation of the letter can also portray a symbol of growth through movement within the shape. It was rather difficult when attempting to show the idea of growth and further movement when using this symbol, so I experimented further by using the “greater-than” symbol (>) and merged this with the letter ‘C’, creating a horizontal tear drop illustration. After discussing this further with colleagues, friends and of course our tutors, the shape wasn’t fully understood.
To develop the growth idea further, we used the circular form within the letter again, but overlaid the shape to produce a conceptual logo or symbol that would represent the company well. Different thicknesses and colour options for the existing shape were experimented, and we found that by sticking to the given shape, this would always be recognised, yet colour can be changed to represent different disciplined areas of design that may relate to different courses based at the university campus.
We, as a group, believe that the finalised branded design suggests both professionalism as well as creativity that the university does offer. The providers of this live brief are now able to experiment with the approach further, if needed. For the use of movement that is shown within the logo provided, this could be generated into an interactive online/website ‘flash’ where users could select segments of the circular form which may lead to a pathway of a particular design discipline, such as; Graphic Design, Fashion or even Costume perhaps.
Personally, to develop this even more, I would most definitely consider the use of creating texture, through letterpress perhaps as a much more “hand-made” style, which could relate even more towards AUB, as an arts-based university, as the design can convey elements of a corporate identity, which in some cases, is vital for professionalism. To even stick to the idea of keeping the same formation of the logo, but by changing the texture and style overall, these individual styles may represent different courses, but would show a link as the logo is still recognised through its individuality. An approach alike this would only be suitable, I believe, if the organisation develops further and becomes more established as confusion towards consumers may occur if this was to be considered during the early stages of a new company.@6 months ago with 2 notes