OUGD505 - Studio Brief 2 - City Patch Project - Initial Digital Branding Experiementation

Initial Digital Branding Experimentation 

When adding colour and varying line weights to the initial brand sketches different effects were created. 

The use of a cross hatch rather than diagonal lines to reflect a green area looks too busy for a logo. Refining the amount of diagonal lines within the patch area makes the design clearer. Connecting multiple patches together to create a patchwork is too complicated to act as a logo when compared with the other designs. Using a grey fill around the green area creates a sense of the urban environment being around the green space, whilst the darker grey outline defines the city space as a whole. Having a thicker line weight for this helps emphasise this more as an area.

Using the cross hatch for both the grey and green areas within the designs representing spaces where both urban and green meet, looks too busy and complicated, whilst also making the colour less obvious at this line weight. Using fill colour for both areas created too much contrast with the chosen green perhaps not working as well against the grey in this way. The use of the diagonal lines for the green space side reflects the designated space idea within the design. Having less bricks separating the two areas makes the design much clearer however less representative of a brick line. Separating the urban and green spaces down the middle creates a sense of balance within the design suggesting the need for equality of the two areas within the city. The cross sectional imagery of the patch of land, when filled with colour creates a clear sense of the layers of the city, with the soil underneath, concrete on top and greenery growing through the urban environment. 

Using a grid to create the tree design for the green space makes the shape look too pointed and angular. It was considered that the designs that show a green and grey area meeting could just be shown through block colour. The designs combining the shapes that represent different habitats are made clearer through the use of colour, with the tree being green , lake being blue and path grey. The use of brown as soil contrasts too heavily with the other colours making it stand out too heavily against everything else. 

Using the bricks around a green area does not reflect the sense that there are urban and green areas within a city as much as other designs.  Making a tree from a circle then cutting sections out better reflected the the aesthetic of the symbols used in Garden Design for a birds eye view of a tree . Placing crossed lines in the centre of the tree is also seen within these symbols as a way of representing the trunk of the tree. Within these designs this also works as a way of suggesting location. Constructing a tree out of varying line weights creates a more organic shaped tree.

Placing the patch sign within a block square suggests that the green patch is fixed to the cit landscape and is surrounded by the city. Using only the patch symbol but with a grey outline suggests that the urban environment borders the green space and better refines the concept of the patch within the filled square, making it simpler.

Using the lines used to designate parking spaces as reference it was considered that perhaps these could frame a space for green space. Making these green it was considered could imply that green space should be there however this tends to suggest that it doesn't currently exist. Adding boxes and rectangles around the central patch aims to reflect buildings surrounding the green space reflecting the city as a whole. However when this was experimented with it made the design quite busy particularly when the shapes were outlined.