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Another change made was to use one typeface throughout the brand, this was done in order to keep consistency throughout collateral by only using different font weights.

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The one major aspect that I changed in the brand guidelines was how the brand element is used. In my iteration I went with a solid pattern system instead of stroke version of the brand elements. This would utilise the colour palette and create a more solid and bold look.

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Continuing on the special/edition feel I decided to make the cover a sleek black to create a strong contrast between this book and the rest.

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Draft 3 Paula Scher

Once the layout was tweaked finalised I went ahead an added colour. I wanted to add more of a special/edition feel to the book so I chose to use colours relating to the prominent colours in the designers work. This led me to use red with Paula Scher. In the next post I will continue onto Stefan Sagmeister which will better reflect the use of colour in the overall design in relation to subject.

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Draft 3 Stefan Sagmeister

Similar to Paula’s chapter, I chose to use yellow to reflect one of Stefan’s prominent works — ‘The Happy Show’.

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Second Draft

Feedback

Potential to tighten leading.

Use HSB codes to match blacks but change Brightness to create contrast.

Watch text frames edges.

Right now it is in black and white for the purpose of finalising layout.

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Cover Options

These are basic cover options based off the brand guidelines. I decided to go with the horizontal versions as it gives the type enough breathing room and makes the reader feel a bit more comfortable.

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First Draft

This draft was made following along Katie’s class so it is due to change.

I wanted to make sure there was an obvious design system in place, as well as hero imagery on some pages to get a good balance between words and photography. 

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A bit random but I found some words/quotes that relate to these design heroes. This was a good way to capture in a few words what these designers were about on a basic level.

David Carson - Break the rules

Saul Bass - Design the iconic

Stefan Sagmeister - Blend inspiring qualities

Paula Scher - Treat type as a visual image

Michael Bierut - Make content complex accesible

Massimo Vignelli - Convey Ideas

Milton Glaser - Bridge the gap between seeing and understanding

Paul Rand - Merge copy with design

Alan Fletcher - Be expressive with typography

Hermann Zapf - Change the game

Lester Beall - Be a problem solver

Jacqueline Casey - Pair strong meaning with your designs

Armin Hofman - Blend minimalism with context and meaning

Alvin Lustig - Suggest, dont tell

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Presentation Heading Checklist

Using google doc, we laid out all the headings/slides we had to cover and write about in our presentation. We numbered each heading. The headings marked red are the ones that still needed to be filled in. We all added what we could, blue words are the paragraphs that were either recently added or edited.

Google docs is a good platform to share copy as we can see realtime when someone is adding, editing or deleting copy.

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In Class Activity: 5min Logo Ideation.

Just some tips to creating a brand concepts especially if you’re pressed for time:

Brand Name

Area/Location

Building/Store Front

What they sell

Brand Personality/Essence

How do they mostly communicate (Online, In Person)

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In Class Activity: Logo Ideation.

Using surroundings and simple shapes and forms to create brand elements.

I took inspiration from the location of the company, as they are named after the location they are based in. The visual elements I created were heavily based off the structures surrounding that area.

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Design Heroes

Today we got into our groups and we started by setting up our sharing and communicating platforms.

Google Document

Google Drive Folder System

We also discussed visual inspiration and design heroes.

A design hero that came up was Saul Bass, Katie suggested looking at Noma Bar who is a modern and contemporary take on Saul Bass’s work. 

What stood out to us about his work, it was minimal and was able to communicate what a book/movie is about in one image or graphic. He used a minimal colour palette to create a bold contrast which we felt would stand out on the shelves. In addition to this, he had a really good eye for positive and negative space which was cool when communicating a relationship.