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sm-digitaldesign · 7 years ago

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Visual analysis of a logo or visual identity - Addison Clothing

Addison clothing is a young company that was established in 2017, selling clothes designed for Mums (Addison Clothing Store, 2018). The two logos shown above are a logotype (right), however, it can also be used as a combination mark (left) by adding graphics to the logotype (Intersection Online Inc., 2009).

I really appreciate the minimalist, hand-drawn design with the simple line-art half circle (Humphreys, 2016). It speaks volumes with the less is more appearance. The additional text “clothing for mums” is so meaningful, as the brand sells not only maternity-wear and breast-feeding clothes, but the garments are also suitable if you’re not pregnant/nursing. This statement adds value as it reaffirms that the range is targeted at all mothers/women. The hand-drawn font is unique, quirky and chic and adds personality to the brand, while the circle shape indicates unity as well as bringing balance to the design and emphasising the brand name as the focal point (Design Inspiration, 2009) (Piccio, 2017). Overall the design has a contemporary/modern aesthetic and the monochromatic look has a sense of sophistication (https://www.pinterest.nz/pin/413346072032560947/).

Does this logo exhibit the five characteristics of good logos? (Adrian, 2017). It’s certainly simple and I feel it is versatile, timeless and appropriate (for a fashion label). What I’m not certain of is if it is distinctive. This style of logotype (a unique, hand-drawn font) is very on trend right now but this seems to make the logo less memorable. While it is pleasing to the eye, it is hard to distinguish it from other similar designs, especially just the logotype (as opposed to the combination mark with the additional details/information).

In conclusion, the combination mark is more effective as it is versatile, unique and the visual language (“clothing for mums”) is communicating the concept more effectively (Morones, 2016). Without it, the logotype does not convey enough information and the design is far too common right now.

Bibliography

Addison Clothing Store. (2018). About. Retrieved from https://addisonclothing.co.nz/pages/about

Adrian. (September 19, 2017). 5 Fundamental Characteristics of Good Logo Design. Retrieved from https://spencedigital.ca/2017/09/19/5-fundamental-characteristics-good-logo-design/

Design Inspiration. (January 9, 2009). Logo Trends of 2018: How to Make Your Brand Shine. Retrieved from https://www.wix.com/blog/2018/01/logo-trends-of-2018/?utm_content=buffer485fa&utm_medium=social&utm_source=pinterest.com&utm_campaign=buffer

Humphreys, C. (September 22, 2016). Logo Design Trends to Look Out for in 2017. Retrieved from https://www.entrepreneur.com/article/282773?utm_source=Social&utm_medium=Sharebar&utm_campaign=Sumome_share

Intersection Online Inc. (2005). Types of Logo Design. Retrieved from http://www.logodesignsource.com/types.html

Morones, H. (2016). The 7 types of logos (and how to use them). Retrieved from https://99designs.com/blog/tips/types-of-logos/

Piccio, A. (March 9, 2017). 15 Golden Rules of Visual Hierarchy [INFOGRAPHIC]. Retrieved from http://www.ucreative.com/articles/15-golden-rules-of-visual-hierarchy-infographic/

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sm-digitaldesign · 7 years ago

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Ok, here goes... my first attempt at creating a brand identity. Turns out that getting my head around the software is a lot harder than I initially thought. After what feels like hours of online tutorials, I’m still only at a very basic level of design. Though the whole process has been a steep learning curve, it’s also been fun and exciting to see a brand identity evolve from a blank canvas.

Originally, I envisioned a brand re-style for Tui Brewery that was classier, more modern (on par with the new range of craft beer labels) and used the colours synonymous with NZ’s native bird, the Tui.

This is starting to look more like the vision I originally started with but it’s not as “fine-tuned” as I would like. For example, the gradient I’ve applied to the background circle and “wings” isn’t lining up because the shape is made up of three separate pieces. I’m still looking for a way to “join” the shapes together to make one shape that can be colour-filled as one (hope that makes sense!). If you can provide any insight I would love to hear it.

Also, the typography wasn’t exactly what I was going for. I wanted more of a vintage look but I couldn’t find any other fonts suitable in Typekit so I went with this one. The more I see this one, the more it grows on me because it feels like a slightly more modern version of the current Tui font, but not so different that it’s a radical change and might be harder for customers to accept. Any suggestions/opinions would be welcomed.

Finally, while I’ve been working mostly on the bottle label as this is where the logo is used most frequently (and arguably most importantly), I envisioned the logotype and logomark having similar but slightly different looks, considering they will be used in other ways. I’ve simplified the look by removing the “glow” effect from the lettering so that it can be used over various backgrounds (as shown). I’m not sure if it is as appealing as it needs to be as a stand-alone logotype - again, I feel as though more of a vintage-look font would add some texture and character to the lettering (e.g. as shown below). Perhaps there is some kind of effect I could use on the design I’ve already created seeing as I can’t find the right font I’m looking for. I may try out some spray painting effects to try and get this look instead.

Thanks for reading!

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sm-digitaldesign · 7 years ago

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sm-digitaldesign · 7 years ago

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Surrounded by brands with nowhere to turn

It’s actually insane how many brands we come into contact with day-by-day. I once heard that in your first hour of being awake you can use up to 30 products! I believe it too, especially for a female who spends that first hour in the bathroom. As I sit here now and look around the room I’m in, here are the brands that I have in my house and how/why they have come to be a part of my life…

HP (hewlett and packard) laptop - I purchased this laptop maybe 18 months ago. I remember it was a very well-considered purchase and we lugged our newborn baby all around town to make sure 100% that this was the best deal we could get. I’m so happy we finally chose this brand and model, even though it was a little pricier, it’s never failed me and I use it nearly every day. I just found out the other day that it’s named hewlett and packard after the company founders which made me feel a little more connected to this brand for some weird reason.

Samsung smart phone - after being a devoted apple iPhone user for half a decade, I decided to try Samsung. I didn’t commit wholly to the change and bought a 2nd hand phone from my sister but after using this phone for the last few months, I’m not sure I’ll ever go back. I think you get settled into using a type of operating system with a phone and deem it “too hard basket” to try anything else.

LG television - I’m not too familiar with this brand, I can’t even tell you what LG stands for or where the company originates. My husband ultimately chose this TV, but as with all of our higher priced consumer purchases, a lot of thought and research went into choosing this particular TV at the time. I can’t say I have any particular loyalty to the brand though, unlike my laptop and computer. Maybe because I perceive TVs to be much the same across the board?

Sky TV paid television (remote and Sky box) - When I think about this brand I have a lot of built up resentment. I feel we have been over-charged for the service it provides for years and it is only because of the lack of alternate service providers in our area that we continue to stay with this company. Due to customers leaving their service in droves and the rise in other entertainment service providers, they have just relaunched their basics package as nearly half the price for approx. half the services, making the starting rate more competitive. I feel as though this is a step in the right direction but it still (almost) too little too late. I can’t help but wonder if a timely re-brand in alignment with their new packages could have helped revitalise the brand.

Sony music player - I think I purchased this particular MP3 player because I trusted that Sony was a reliable brand. Now I have my hopes set on a new music player I already have the brands in mind that I want to purchase.

Runna balance bike - I find it weird that my nearly two-year old sons’ bike has a brand splashed all over it. I guess that’s what the world has become, though I think it would look a whole lot better if it didn’t. In fact, having the brand printed on it makes me like it less. In saying that, the only reason we bought this particular bike was because there was a toddler at the market riding one and after looking it up we found it was the only one out there suitable from 12+ months. I guess the branding really worked for them in that sense but if we were to find one exactly the same that was plain I probably would have bought that one instead - guess you can’t win either way! Maybe make the label removable? Or have a smaller, more inconspicuous label?

Unipin pen - my all time favourite pen. Whenever it runs out I take my old pen with me to buy another one, so I make sure it’s exactly the same! Yes, I’m a stationary freak, but I only just realised to what level. Who would’ve thought I had such an affinity for particular brands?! This has actually been an eye opener.

Staedtler pencil sharpener - Don’t even ask me how to pronounce this brand but somehow I know this brand has been around for a long time. It’s even got the word “tradition” printed below the brand name. I don’t recall purchasing this, but I do know this is a brand I’m familiar with.

Stabilo highlighters - Another familiar brand in the world of stationary. I would have purposefully bought these as I prefer the look and feel when I use them.

It seems a lot of the items I buy are based on perceived quality and familiarity. Most have been selected intentionally, however, some chosen on a whim. Obviously I like what I like and have a few firm favourites. Just goes to show, you can’t escape brands, even in the comfort of your own home.

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sm-digitaldesign · 7 years ago

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A few thumbnail sketches of ideas I have for the Tui Beer rebrand. Obvs I’m not the best at sketching but this technique has helped me pull a few ideas together of what I think the logo needs to freshen up its look.

i) New font - ideas include vintage/retro, all upper or all lower case.

ii) Additional text - ideas include Tui Brewery Ltd., Mangatanoka, est. 1889.

iii) Different coloured labels for different styles of beer - e.g. East India Pale Ale in tui colours (blues/greens), blond lager (sunset orange/yellow), dark (black, forest green or brown shades)

iv) Tui brewery and/or tui bird illustrations - the brewery would suit more of a “stamped”, circular, hipster beer label look, whereas the tui bird would relate more to craft beer labels. Possibly use the wing span look or a bird silhouette.

First I would like to attempt a simple colour change keeping the current label. The last rebrand was a decent attempt at modernizing the brand, though the colour remained the same which I find to be very polarizing. They decided to keep the font/colours of the text exactly the same as well as the design of the bird illustrations so they obviously believe these concepts to be working in the design.

From there I would like to move/remove some of the text and see how the rebrand progresses from there. Watch this space for a progress report soon...

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