OUGD505 - Studio Brief 2 - City Patch Project - Refining the Final Brand Elements

Refining the Final Brand Elements from Feedback

From feedback it was suggested that refining the logotype down to one typeface would perhaps be more appropriate because of the similarities between them anyway. With this in mind the whole design was set to Basic Sans Bold. It was said that if the design could be made to all the same point size to create a stepped design if making it all fit to the square design didn't work.

Making both 'City' and 'Patch' the same point size and 'Project' slightly smaller meant the two bottom words fit the square however 'City' would have to be made much larger to fit to the same length. Having the two top words the same point size places emphasis on these creating a hierarchy within the design. 

Making all the words the same point size creates consistency within the logotype making all the words of equal importance. However the use of green for 'City' and 'Patch' groups these words as a phrase and suggests the city is going to be turned green, whilst the use of grey in 'Project' reflects the contrast between green and urban spaces within cities.

Using the darker grey within the branding creates the most contrast between the grey and green making both stand out. 

The height created within the logotype through the stacking of the words means that the logo can be placed next to the logotype to form a block. Making the square section of the logo fit with the height of the logotype means that makes the design look in proportion with the logotype, whereas when the tops of the stitches lined up with the logotype this made the logo look unbalanced.

Final Brand Elements 

The colour scheme within the design aims to reflect the urban and green spaces within a city. Using tints of the darker colours means that they can be combined to complement each other and create contrast within designs. The diagonal lines that represent a green space will be used as a brand ornament as a way of integrating the branding into designs in a subtler way than using the full logo all the time. Basic Sans Bold which has been used for the logotype, will also be used for both headers and titles within any printed material. The use of Basic Sans Regular is much lighter and will be used for body text to contrast against the bolder typeface used elsewhere, whilst also being more legible at smaller point sizes because of its weight making it suitable for lengths of text.