OUGD503 - Studio Brief 1 - Sustainability Logo (3 Days) - Initial ideas

Initial Ideas and Sketches 

Thoughts could be represented through swirling lines with a leaf in the centre to suggest that considering the environment is at the core of thinking. Having a curved swirl creates the impression of an organic thought. Having a looser and more tangled line could suggest a mess of thought.

The idea of creativity being rooted in sustainability could be visualised by placing a light bulb in the ground to suggest it is growing from the soil up. Having a seed within the bulb creates the impression that sustainability is within an idea. 

Using a thought bubble with a scene of a seed growing could suggest someone is thinking about the environment. 

A pencil could be planted within the soil and have leaves to suggest that it is growing representing the idea that sustainability is growing from creativity. Experiments with multiple roots and branches could look clumsy so keeping it simple and just 'planting' the pencil would be more effective.

Sustainability talks about saving natural resources. It was considered that all these natural resources come from the environment which is separated into Earth, water and air. Visualising these through colours within a circle could reflect the balance between them all within the Earth.

Replacing the point in an exclamation mark or question mark would suggest that people need to be aware of sustainability and take time to think about what they are doing, as well as question what impact their actions are having.

Combining the light bulb with a seed creates the impression that sustainability is growing out of an idea. The shape of the plant could form a question mark suggesting that people should be questioning how they are using things. Creating a exclamation mark out of a water droplet and leaf brings attention to the use of natural resources. Making both the leaf and water droplet a tear drop shape and facing one down and on up creates the most effective exclamation mark. Candle light bulbs could replace leaves on a plant to suggest ideas grow from the environment.

Changing the shape of a conventional light bulb into a candle shape look more like a leaf shape, which allows the bulb to become both a bulb and leaf creating the impression of idea and the environment becoming one.  To reflect the idea of creativity supporting the environment and 'holding the planet up' it was considered that the Earth could rest on the end of a pencil. This creates the impression of fragility but support.

To reflect the idea of maintaining natural resources the concept of something filling up and losing material was explored. It was considered that water droplets could fill a circle to create an exclamation mark, however this did not show how things were being taken away. From this it was considered that larger droplets could be going in whilst smaller ones came out creating the impression that more goes in then comes out. However this idea seemed to focus too much on the water aspect rather than the environment as a whole.  Adapting the light bulb idea further, it was thought that the light bulb could be made of a thought bubble with the plant inside, to suggest an idea and a thought within one symbol. Alternatively placing the Earth within the light bulb would suggest that ideas have the planet in mind.  Modifying the classic recycling symbol so that the arrows are made up of leaves would promote the idea of reuse with a focus on why it is necessary. 

Developing Initial Ideas

From the initial designs these were refined to the designs that were the strongest conceptually and had a strong tie to visuals used within sustainability to allow viewers to understand clearly the link between the logo and the topic. 

The designs were fleshed out further and adapted to try and better combine elements.

The growing pencil in the ground idea was explored further by adjusting what was growing form it. Some of the designs explored tree tops for the pencil, of which some were too simplified making it hard to distinguish as a tree. The addition of branches within other shapes made the designs look more like large leaves rather than whole trees. The seeds growing from the light bulbs were thought to be too complicated for a logo and not as original as some of the other ideas. Adapting a circular bulb to look like the Earth made it less clear that the design was actually a bulb, whilst converting a standard bulb look odd. 

It was considered that rather than using a light bulb with a seed in the middle to reflect sustainability within ideas a thought bubble could be used in a similar way however would represent the people are thinking about the environment / sustainability. The design was made to look more organic by drawing the design in a one fluid movement. The thought bubble, was also tested with the Earth in the centre, which worked well because of the continuation of the circular form. Simplifying the pencil so that a seed grows out of the top of it creates a distinction between the two elements rather than over complicating the design. 

Adding leaves and branches to the pencil design became over complicated, instead it was more effective with a few leaves. Having a pencil drawing the seed it was considered could be a good link back to creativity within the university. 

The leaf light bulb was adapted further to emphasise the 'veins' within the leaf. Replacing leaves with light bulbs became too complicated. In order to make the leaves from the candle light bulbs, filaments had to be added and screw bases had to be added to make it clear that they were light bulbs rather than just leaves. However it was considered that these small details would be lost in the design when viewed at smaller sizes. The thought bubble light bulb was better when the shape was simplified, the more curves that are added the ore it looks like a cauliflower floret. It was considered that the seed could be planted in a pot. The question mark shape within the seed could be further emphasised with the original seed in the pot creating the point within the question mark. 

Adding roots to the light bulb makes the design look complicated. Placing the pencil so its dipped in the light bulb reflects how the idea fuels the creativity from which sustainability grows. Placing the pencil downwards into the ground makes the pencil look more rooted than if its the other way round. The idea with the pencil supporting the Earth works well with a small pencil as this creates contrast in scale creating more impact . Having the shavings at the bottom suggests that the pencil has been used, to create work and therefore supporting the Earth. Placing the Earth in the centre of the thought bubble in the same way as the seed, suggests similarly that people are thinking about the environment.

Outlined Designs

Outlining the designs meant that it was easier to see what the designs would look like with different line weights and filled areas.

From the designs 6 were picked, to carry forward. The two thought bubble ideas were used as this simple idea combined both the concept of a thought with sustainability creating a sense of thinking about sustainability. The design with the pencil holding up the Earth links sustainability with the idea of creativity and suggests that creativity can benefit the Earth which it was considered would be a good way of linking the university and what it does with the logo. Adding a line beneath the pencil allows the design to be rooted on the ground making it look more stable. The design with the pencil and seed reflects the link between creativity and sustainability. The seed is growing from creativity, whilst design can also be read as the pencil drawing the seed. The Earth within the lightbulb was considered to be a recognisable concept (seeds / images of the environment are often placed within light bulbs to suggest sustainability) however adapted to use imagery of the Earth. Placing it on a pedistool suggests that it is important and the glass around it suggests it should be protected.

Filling areas of the designs allowed better visualisation of how block colour could be used within the designs and different line weights.