OUGD505 - Studio Brief 2 - City Patch Project - Tutor Feedback

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It was said that overall the design elements looked strong however it was agreed that there needed to be a refinement of the use of the different elements. It was said that the strongest designs were when everything was stripped back and simple. It was suggested that the branding could be refined further by making the logotype so it uses all the same typeface. It was said that the difference between the two typefaces was ever so slight that there wasn't much justification for the typeface used for 'city'. It was also said that the typesetting of the logotype could be tightened up and perhaps making all of the type the same size rather than fitting it within the constraint of the box. 

In terms of images and making them integrate better within the design it was said that the designs with the lines across the images could be spot varnished (maybe with binder as a DIY version) or embossed as a way of subtly using brand elements in conjunction with the images. However it was said that perhaps trying to force the brand elements on the images was not necessary and they don't need to be treated as a graphic. Using duotone images it was said could be an effective way of using the designated colour scheme, however a darker grey may be needed for this. Also cutting around bits of the image could be interesting to play with. Using a darker grey would also create more contrast within the original logo. Having the thicker cross hairs matches the thickness of the line around the patch in the logo better as well as reflecting the type stroke thickness in the logotype well. The lines on the outside of the patch could be used as a way of framing images like crop marks. It was said that when using the diagonal lines these could be expanded over the image so the ends couldn't be seen as this sometimes looks a little odd. The diagonal lines could also be used in the corner of images so that they sit over or under them rather than across the whole image. It was suggested that perhaps using only the cross hairs and diagonal lines as ornaments with the full logo could refine the design further and that the box with the diagonal lines is not needed. 

To help with progressing forward it was said that designing within the confines of a document will help.