OUGD603 - Brief 2 - Competition Brief - Starpack Awards (Street Art Planning Kit) - Development - Branding Development

Branding Development 

Feed back suggested that perhaps the use of the current typeface for the branding isn't arty enough. The current typeface was chosen because of its elongated stems within letterforms which create the impression of brush strokes. The ligature between the two f's also suggests calligraphic influences giving the design a handmade element. The short ends of the f and g add quirks to the typeface giving these aspects a playful feel. The use of the sans serif typeface with geometric letterforms creates a refined an professional feel to the logotype.

Some new designs for the logotype were trialled:

- The use of 'professional' or 'professional street art' underneath the logotype works as an effective tag line for the brand and highlights the quality of the products and what they are for in a simple and clear way. The use of the small type allows the logo to stand out whilst the the increased kerning gives it a more luxury aesthetic. Using a bold and light typeface for the two words creates contrast within the typography and creates a sense of different thicknesses of line reflecting the different strokes the products create.

- Aller Display was a strong typeface and had an artistic feel to it, with its blocky appearance and rounded edges giving it a block painted aesthetic. The combination of the curved and angular strokes creates a hand drawn effect but in a contemporary and refined way. The R also looks like it could be drawn in one stroke creating the impression of strokes used in street art.

- Outlining some of the typefaces and adding a shape to the stroke allowed the line to vary in thickness creating the impression of the design being drawn lightly on the surface, however it was found that potentially this didn't allow the design to stand out very much.

- In previous feedback it was suggested that the outline around some of the logotypes could be neatened up. Placing the design in a oval did this however it was suggested this looked a little like the lego or mechano logos.

- Le Havre typface was perhaps a little too regular for the a street art brand however was bold and impactful.

- Texture was added to some of the typefaces to create a more handmade and drawn appearance to the design however it was suggested that this perhaps looked less professional.

- Overall it was decided that Aller Display worked the most effectively at representing a street art brand