project vienna
DESCRIPTION
Research PresentationTRANSCRIPT
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Design|Phase 2
PROJECT VIENNA
Rohit Banka AOP - Branding and Identity Visual Practise 2 MA Visual Communication Birmingham Institute of Art & Design2009-2010
Sunday, 23 October 2011
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Presentation
STRUCTURE• About 1st phase of DESIGN PROJECT VIENNA
• DPV Phase 2 brief
• Design challenge
• Initial feedback and testing
• Three sets of references
• Concept development
• Concept selection and strategy
• Concept application
• Learning outcomes
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DESIGN|PHASE 1
PROJECT VIENNA• Brief: Reinventing Vienna as a modern design destination
• Proposed strategy: Design organisation on the lines of D&AD
• Naming
• Visual identity
• Basic application
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Phase 2
DESIGN BRIEF
• To establish Kreativ Junction beyond its logo
• To design and strategise a launch for Kreativ Junction
• To generate buzz about it in, around and beyond Vienna
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Initial testing and
FEEDBACK• Strong Stategy
• Visual Identity was questionable
• Need to include typographic study
• Colour are tough to produce
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Three sets of
REFERENCES5
LOGO DESIGNDESIGN
ORGANISATIONSVISUAL IDENTITY
SYSTEMS
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Rethinking on the role of
A LOGO• A logo is the face of a brand
• A logo doesn’t sell directly,
it identi!es - Paul Rand
• Should a logo be self explanatory?
- Interbrand
• Logo derives its meaning from
the quality of that which it symbolises
• Just one distinctive element is enough
Source: Logo design love (book), Interbrand brand consultancy (website), Paul Rand (website)
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Design organisation:
D&AD• What is it all about?
• How does it promotes itself?
• D&AD strategy and design
• Pencil as a symbol of pride
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Engagement(function)
Events and activities
(form)
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Final
STRATEGY
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• Evolution is not revolution
• Think of engagement
• Stefan Sagmiester: Champion who can
carry the course
• Exhibition on retrospection of his work
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Living visual identities
THE CHANGING ROLE OF LOGOS IN BRAND EXPRESSION?
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Reference 1
New Museum• A cutting edge system
• Flexible and adaptable identity
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“Aol. is a 21st century media
company, with an ambitious vision
for the future and new focus on
creativity and expression, this
required the new brand identity to
be open and generous, to invite
conversation and collaboration,
and to feel credible, but also
aspirational,”
Karl Heiselman-Wolff Olins CEO
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Living visual
IDENTITY Aol.
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Visual identity elements
Logo
Colour
Typography
Grid/Layout
Image style
5th Element
Model 1
Logo
colour
typeface
Visual style
graphic motifs
Model 2
Logo
colour
typeface
Grids
Lines
Other devices
Model 3
Logo
colour
Shape
Name
Touch & Sound
Illustration
Typography
Environment
by Matthew HealeyWhat is branding? by Tony Spaeth by Per Mollerup My own model
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If logos are defined as the identifiers for the organisation,can other visual identifiers replace logos as primary identifiers ?
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BRAND VALUES TONE OF VOICEBOLD
ENERGETIC
CONTEMPORARY
AVANT GARDE
LOUD
ENCOURAGING
CONFIDENT
IRREVERANT
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Rationale and
STRATEGY• KJ being a design organisation needs
an innovative identity
• The logo has potential to work as a
"exible and adaptable system
• Circle: One of the three design shapes
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THE WORDMARK VERTICAL RULE THE DESCRIPTOR
SYMBOL
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• Learnt a full cycle of brand development
• Developing understanding in both the strategic and visual
side of brand communication
• Able to question and debate about critical issues
in branding
• Started to consider production as part of the process
• Developed a wide network both in India and UK
• Started to challenge conventions in design
Learning
OUTCOMES 40
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Rohit Banka
Sunday, 23 October 2011