Showing posts with label Brief 01 - SAC Ampleforth (Identity). Show all posts
Showing posts with label Brief 01 - SAC Ampleforth (Identity). Show all posts

OUGD603: Extended Practice Overview

So you're able to see what's what, I've made this post to quick link you to the work, easily.

All briefs attempted with links to post:

*(Projects stricken out have been cancelled for various reasons)

OUGD603: Briefs & Evaluations (Project File)


OUGD603: Extended Practice Submission Boards


OUGD603: Brief 01 - SAC Ampleforth (Identity) // Submission Boards


OUGD603: Brief 01 - SAC Ampleforth (Identity) Collateral Presentation

As part of the branding project, collateral has been produced and mocked up to show the direction of the new visual identity. Here are some shots of all the collateral.
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Full range. 


Inners of brand guidelines.


Business Cards.

OUGD603: SAC Ampleforth (Identity) // Flyer Design

The design of the flyer is meant to be easily adaptable, seasonally. So, if it were winter and they goal was to appeal to body builders, you would introduce a different background image, then add different text. 


The image used above is the same model who appears as the silhouette behind the class icons. Coloured in a duotone fashion, using the brand colours, the light and the dark green, to assure consistency within the visual identity. 


A badge has been mocked up to advertise an incentive for someone to become a member at SAC. An offer of one month free membership. Based on the concept similar to LA Fitness. 


The typography has been created to work with the brand guideline's rules, and fit to the grid system applied to the A5 flyer document. I also spaced the first line of type to cover the models face. Doing so will allow the audience to imagine their own face being there. Which would associate the gym with success, with their goals. 


Finished flyer. 


OUGD603: SAC Ampleforth (Identity) // Stationery Research

Before creating the stationary element of the collateral, which should be fairly straight forward. I decided to look at some other stationary elements which work together as a set, and how they're designed. 


The range above uses patterns throughout, the same pattern at the same scale to tie all the individual elements together, nicely. 


Similarly, you can see the 45˙ angled pattern stripe running across the top left of all collateral to tie the two together. 


OUGD603: Brief 01 - SAC Ampleforth (Identity) // Identity Guidelines

As part of visual identity of SAC Ampleforth, I've created identity guidelines. The guidelines are a set of guidelines which should be followed to create a consistent visual identity across all of the collateral within the brand.




The guidelines cover the colour usage, typography usage and the logo guidelines. The core elements of the brand.

OUGD603: Progress Tutorial

I engaged in a progress tutorial with Simon Jones, earlier today – to see how the term is going, so far. I was looking for some advice and confirmation what I was on track with the briefs I'm undertaking. I was also able to get some feedback on a couple of briefs which are currently being worked on.

Simon seemed happy with my progress and workflow at this stage of the year, having it  “all in hand”.  I feel like I've still got a lot to do, however I've just got to crack on with it, really.

I've not really had much contact time with Simon previously, so I showed him some of the completed briefs, so he was able to get an idea of what I'm about – in terms of design.

I spoke with Simon about the YCN Yorkshire Tea brief, which I'm undertaking as a collaborative brief with Adam Garbutt. A brief which we've made some good progress in, but we're not sure if it's an appropriate direction. We've used photography instead of the traditional watercolour to bring new life to the packaging – in attempted to appeal to a younger audience. Simon commented that perhaps photography might not be the best direction, as the dated water colour has a 'tweedyness' to it. Which reminds you of Yorkshire.

Of course, the photography direction was only one of our ideas so far, we will be taking the 'tweedyness' into account when developing our packaging further.


OUGD603: Brief 1 - SAC Ampleforth // Interior Mock Ups

At this stage, I haven't had chance to take any photos at SAC Ampleforth, so I've been using photos from Virgin Active Health Clubs to propose how the interior of the sports centre might look with the applied brand colours. It was particularly easy to do this with Virgin Active's interiors as they have strong brand application throughout all their health clubs - red everywhere.


Above pictured is one of the studios from Virgin Active in London, where they do ariel yoga - or something like that. They use red material to echo the brand in the class.


To make them green quickly, I used the colour range tool in Adobe Photoshop CC 2014 - I was able to select all the red elements in the photo, which I could then use the selection to manipulate the red and make it green to fit SAC Ampleforth's brand colours. 


I did so using a Hue/Saturation layer mask to manipulate the colour in a none destructive fashion, so I can edit it later on if I so need to. This also allows me to control the Hue and well as the saturation of green to get it as close as possible to the green of SAC. 


Green material, which echoes the brand colours of the freshly branded St. Alban's Sport Centre. I also applied this method to various other images to generate a strong proposal for how the sports centre would look. 






OUGD603: Brief 1 - SAC Ampleforth // Class Icons 01
















The new classes for SAC Ampleforth are reduced versions of the original classes, refined to focus on the health needs through natural movements - and spinning classes. Using imagery intertwined with the logotype for each class, the logos stand out and work individually. Being able to stand alone, but also work in a set. 

OUGD603: Brief 1 - SAC Ampleforth // Identity Guidelines 01












OUGD603: Brief 1 - SAC Ampleforth Identity Guideline Research

Top type
Bottom type

OUGD603: Brief 1 - SAC Ampleforth // Collateral Planning

Based on my primary research, visiting St. Alban's Sport Centre, Virgin Active, and my secondary research looking at other sports centres and health clubs, I've developed an idea of the collateral which would be required and appropriate for the identity of SAC - as a minimum. 


Core Collateral
  • Logo
  • Brand Guidelines and Colour Schemes (which will dictate the rest of the design)
  • Class Logos
  • Advertising and Promotion (in the form of digital flash banners and social tiles)
  • Way-finding (in the form of interior and exterior identity application)
  • Stationery (Business Cards, Letterheads, Application forms, Staff ID, Key Fob)
  • Staff Uniforms
On paper, I can appreciate this doesn't look like a massive amount, however I plant to push the identity application within the sports club to it's full extent. 




OUGD603: Brief 1 - SAC Ampleforth // Logo and Colour Development

Following the logo development and the colour selection, I applied these to the version of the logo which I will probably end up going with, unless I get chance to refine it again. The colour were developed on Coolors which was featured in the colour development post. 

The colours have just been taken from there and applied to the logo.




In the past week, following the talk from Something More, see relevant post here, where they discussed the brand from a wider stand point. I wanted to capture SAC Ampleforth as a more natural movements kind of sports company, using the body for what it was intended to do. I think the greens represent this, greens are natural colours, associated with the outdoors and the environment around us. Which tie in to the proposed brand ethos which I want to convey.  



The two logo colour schemes above will form the basis and the majority of the brand colours - the other colours may come in at a later point, more classes for example.

OUGD603: Brief 1 - SAC Ampleforth // Further Logo Research

I'm conducting extended research into just logotypes, as I'm fairly stuck on the logo design for this project. Doing so should help me move forward, and finally get this out the way so I can progress with the design for this project - or at least help inform any revisions to previous logos.

I tried to look at a range of 'logos' - ranging from logotypes to symbols, as there is a difference. As I'm not such which would be best suited to SAC Ampleforth's branding, as the company isn't really a design company or a corporate business - it's in the fitness industry. 



I looked at the logo for Erija - not as it's really relevant to my project but the designer included the construction of the logotype, how he's used the fibonacci system to fabricate the logo, assuring the consistency in the weight of the logo. 

https://dribbble.com/shots/1782207-Erija-Software-Studio-Ambigram




https://www.behance.net/gallery/16623101/OASIS


https://dribbble.com/shots/1102563-Water-Logo-2?list=users&offset=4







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