Studio Brief 3 - Refining Elements

Bringing together the identity

It was decided that the empty box would be adjusted to have the dashed lines within it. This created a better sense of depth within the block as well as creating contrast between the cubes when lined up together.

From research it was found that the colours associated mostly with Leeds were white, blue and yellow from the Football Club and white , blue, yellow and black from the Leeds Coat of Arms.

From this we decided to use the white, blue, yellow and black as an initial colour scheme. From this basic colour scheme we decided to link this to print by using the CMYK versions of these which would make the colour scheme the same across digital and print. Initially we used CMYK Yellow, white and both CMYK Blue and Cyan, with CMYK Blue as the background colour. Using CMYK as the background aimed to let the coloured blocks stand out, however it was then discussed how black text would not show up on this coloured background very well, also such a dark background did not seem very celebratory. 

CMYK Blue was removed because of its darkness and it was also thought that CMYK Cyan had a greater link to print. To brighten the background yellow was used, however this was a little too alarming. This left only the Cyan Blue to be used as the background as CMYK Black would be too dark also. When the CMYK Cyan was used as the background this was bright and looked celebratory, it was also discussed that this looked like a blueprint.

 After this comment it was decided that a square grid should be used for the background as this would emphasise the impression of a blue print / architectural plan which related well to the idea of physical space. It was also said that the mesh within a screen in screen printing was square like the grid, meaning there was a link to the physical print process as well. The grid was made at 0.25pt size to create a subtle but precise and clean looking background, this also meant that the other elements took center stage.

It was also decided that the isometric grid used to create the cube designs would be used as a way of positioning the elements within a design, however this would never be seen only the square grid would be physically seen.

It was considered that possibly pattern designs could be made out of the cubes for posters etc. These would possibly only use the three colour cubes within the designs with the rest being slightly translucent allowing the main focus to be on the identity cubes.  

 

It was decided that when the logotype was developed more it would sit beneath the three blocks on a plain CMYK Cyan background. By using the block colour behind the logotype and cubes this would hide the gridded background  allowing the design to stand out more, making it more of a focus.