Spatial design water colours.

Below are free hand images of what I would like the reception area to look like. I had followed to specifications regarding what needed to be included with in the design. The final rationale will explain as to why I chose this stylistic approach

Belows link have many inspirational images of reception areas that i had reflected on whilst designing my own

http://officesnapshots.com/2012/08/21/55-inspirational-office-receptions-lobbies-and-entryways/

Interior spatial research / links for inspiration

Kengo Kuma is one of the most significant contemporary Japanese architects. His poetics express the emotional content of materials, connected with their intrinsic characteristics in construction and with the teachings of Japanese tradition. Study of place is an essential key to integrating a project with its surroundings so that it will not disturb the balance but be a natural product  of it built by human hands, as illustrated by Yusuhara Wooden Bridge Museum in Tarougawa, the Asakusa Culture Tourist Information Center in Tokyo or the Great (Bamboo) Wall House near Beijing. His installations are also well-known, such as “Cidori” at Castello Sforzesco in Milan in 2007, in which Kuma expresses a graphic module in two or three dimensions with great emotional impact. The relationship between graphics and architecture is one of the key themes he has investigated in the course of his career, producing significant results such as the Lotus House or Prostho Museum Research Center in Kasugai-shi. Born in Yokohama in 1954, Kuma studied at Tokyo University, graduating in1979. In 1987 he opened Spatial Design Studio, and in 1990 Kengo Kuma & Associates, based in Tokyo. In 2008 he also opened an office in Paris. Kuma currently teaches at the Graduate School of Architecture of Tokyo University, while in the past he has taught at Keio University and been a visiting professor at the University of Illinois and Columbia University. His work has been internationally acknowledged and received prestigious awards such as the Spirit of Nature Wood Architecture Award (Finland), the Grand Prize for JCD Design Award 1995 Cultural / Public Institutions for Kiro-san Observatory in Ehime, and the Minister of Education, Culture, Sports, Science and Technology's Art Encouragement Prize for Yusuhara Wooden Bridge Museum.
Solo exhibitions of his work include the travelling exhibition “Kengo Kuma, The Architecture Between Tradition and Innovation” in 2005, and more recently, “Studies in Organic” in Tokyo in 2009.

Information retrieved from http://www.floornature.com/architects/biography/kengo-kuma-103/

http://kkaa.co.jp/works/architecture/

Logo design development

After quick consultation with my client we had agreed that the below image are the ones that are working, I had put these together to show another perspective and also juxtiposing with an elipse to give an emblem effect.

I also had put these logos together as I had some spare time and had a further play around. by closing up on the original logo within the elipse gives a futuristic and modern feel which I think is working. It was suggested that maybe go 3d or use of toned colour like american airways to give more of a modern feel

Logo Design concepts

From starting with pencil sketches (See work book) I quickly came up with these basic concepts. The main idea from client interview was the combination of the d and the s. But still in a simplistic character. I am wanting to stick with the trend today, sharp, sleek and minimal. Why? Simply because of the macro trend. some things to think about are;

- Meet the specs

- Minimalistic

- Futuristic / modern

- Simplistic

- Dont over do it

- If in doubt, leave it out!

- get the tone right

- Define whats working and whats not (See work book)

Mcdonals logo evolution! Quick Research on trends in their era

Brothers Richard and Maurice McDonald opened the first McDonald's in 1940 in San Bernardino, California, serving barbecue alongside its burgers - fries weren't even on the menu.

By 1948 the pair had perfected the art of fast food with a process they named the 'Speedee Service System'. Barbecue was dropped from the menu to improve service time, and the brothers designed this winking chef character, Speedee, to help communicate the message.

In 1952 the McDonald brothers asked architect Stanley Meston to design their first franchised outlet. According to architect Alan Hess, the initial idea for the golden arches came from a stylised sketch of two half-circle arches, drawn by Richard. The brothers brought in a sign-maker, George Dexter, to design two giant yellow arches that were added to both sides of the building.

Viewed from a certain angle, the arches formed the letter 'M'. However, it wasn't until Ray Kroc bought the business in 1961 that the distinctive architecture was incorporated into a new corporate logo.

Fred Turner, then president of McDonald's Corporation, sketched out a first attempt before head of constructions and engineering Jim Schindler hit upon an 'M' with a slanting line running through the interlocked arches to represent the roof of the store, higher at the front and lower at the back. An icon was born.

The franchise's success continued, aided by the expansion of the interstate highway system and America's burgeoning car culture. By the '70s, the Golden Arches had become an instantly recognisable icon and would remain the company's logo for decades to come.

The logo has had several iterations in since then. Between 1975 and 2006 they were framed by a solid red rectangle; a glass version was used on the windows of some newer restaurants from 1976, and from 1992-2009 the arches were given a brighter highlight and raised to stand on a red trapezoid featuring the brand name. A standalone shadowed version also came into circulation between 1993 and 2010.

The most successful advertising campaign in McDonald's history was created in 2003  'I'm Lovin' It' launched in Munich on 2 September 2003 ('Ich liebe es'), with the English-language phase introduced to the UK, Australia and USA soon after. Today the official logo exists in a few shapes and sizes, but all feature the stripped back yellow arches accompanied by the official motto.

Today's Mcdonalds logo consists of the simplistic and minimal M that originated 1952. Each point in time the logo has changed to the macro trend that was trending in that era. Thus again I emphasise on trying to make the brand of design studio fit this sleek sharp era along with aesthetic and not copying any other brand too much

INFORMATION RETRIEVED FROM 

http://www.creativebloq.com/logo-design/mcdonalds-logo-short-11135325

Designing the Logo. Research, Things to think about

Brand Analysis:

Primary audience, Anyone who are wanting signage, design work, advertising across a range of multi media, local business', commercial, schools, functions, events, sports. 

Competitor analysis:

Design studios market position is quite high in the market although they are a small business. This being everything from A-Z can be done in house, unlike other firms where you would get the design work done, then have to go to a printing company, then an installation company which can be a hassle and take a long time. -  This also being their main point of difference within the market.

Current Brand Audit:

Brand promise, being completely local - thus being the rhetoric device of ethos. trust and credibility. 

SWOT Analysis

Strengths:

Local, true and honest work, pleasing results, giving back to the community through events and charity and sponsorship, all in house from A-Z. Everything under one roof. Authentic business. 

Weakness:

Small team, sometimes deadlines arent met because of this. sometimes too busy and have to turn down work - bigger team

Opportunities:

To grow larger - meet deadlines efficiently, more national and possible international work

Threats:

Franchise or cheap companies that undercut, or just any other design or sign firms.  

Site Analysis

A quick idea on what parts of the buildings are best viewed and where. By being on a major intersection gives the building a huge advantage for advertising whilst having to stop at red lights or wanting to cross the road

Brand Display Ideas (Brief)

Below are a set of drawn over images of a brief Idea of where the display branding could potentially be. I do need to put in to consideration the site analysis from a birds eye view

- Where are the best areas seen by walking by pedestrians?

- Where are the best areas seen by driving pedestrians?

- Georges drive vs Kennedy road

- Entrances and exits

- Birds eye view site analysis

A birds eye view of the site will best help me where I am to place the branding once it has been designed. This is a very important trait in my project as your first initial image reflects on the business . 'first impressions last longest'

Project Concept - Rendered with pro markers water colour

Rendered models of new location to be drawn over for brand context

Below is just a perspective practice drawing / pro market practice

Studio Brief / Project Conecpt - Finding the space / drawing the space

38 Kennedy Road. Proposed building to move design studio in to. It meets the specs by being on a main road, very modern, large space, car parks and brand new! Also Willy has had his eye on this building since it had started. It also has good traffic passing daily and very very visible from the main roads.

below are some perspective drawings I have generated to draw over the top where the branding could be put in to context. I will be coming up with options through out because the actual logo wont be done till a later date.

Refined interview. Main ideas

 1. First of all, who are you?

Willy Ranapiri and Natalie Rogers. We are the founders and owners of Design Studio (EST 2001) located on Te Mata Road, Havelock North. We are a small team of 5 that are innovative in the advertising industry that reflects the high calibre of cliental. From initial design to complete construction and installation with our total in house portfolio. 

2. Who are your clients?

Commercial and private business, examples of these are

-Gemco

-Hillmac electrical

-NZME

-Mccains

-Geneva health care

-Polaris AU

-Hawkes Bay Regioanl Council

These business' are only a fraction of who we deal with. We have had many business' all over Hawkes Bay and NZ who acquire our skill sets over the past 15 years

3. Do you work nationally or internationally?

- Full house projects are only national. Some design and photography are international. We try to stay local to support the community.

4. What is your Philosophy?

- Do it right first time

- Work smart

- Professionalism

- Local

- Ethical working business

- Constant community support

5. What are you happy with?

- Life style, we enjoy being a local business and thoroughly enjoy creating out of the box ideas/projects and fully manufacturing them.

- Locally owned

- Opportunity to create outside-the-square projects

- Unique

6. What are your pain points?

- Coorporate wheels are slow to turn

- Conflicts with large communities 

- Too small

- Not on main road, we would like to be on a main road to generate more business, 38 kennedy road as discussed is a suitable location for us

- Technology outdated, we would like to maybe see a conversion to apple

- Storage - we have very small storage for our products and machines such as vinyls, laminate, printer, plotter etc. we would like to be in a bigger space which is more comfortable

- Modern - we estblished many years ago, we would like to see our space modernised, We have been to the kennedy road offices and do really like the look of the layout.

- Client space, car parks - we need more space for clients to sit and wait while we are busy, at the moment we have nothing, and client off road car parking, we would like to see more car parks for our clients and oursleves

-BRANDING - We need a new modern logo!!!

- Branding through multi media - we need to see our new logo via website, vehicle, brochure, cards - biggest down point

- Payments are hard with corporate companies

7. What are your main requirements regarding the rejuvenation?

- Reflections on the pain points, we would like to see as many as those pain points dealt to.

8. What would you view a success in this transition.

- New modern aesthetic - As we have already seen the Kennedy road offices, We do like the new modern lay out.

- Larger format - we would like to work in a larger format / space as it is too small where we are at the moment.

- New branding through multi media - as said in the pain points

- Enhance productivity

- Managing smoothly

- Pain points dealt with

9. Where do you see yourself in 10 years?

- Grow and continue to help the community

- Potentially turn international. grow larger but still give back

- Keep up with the modern times. 

This Q's and A's I will be able to continuously reflect on as specifications. Regular client interaction is key in my project

American Airlines rebranding (See Workbook)

The Evolution of an Icon. Inspired by americans and their proud past, the new look symbolises their passion for progress by incorporating the colours and symbols associated with America.

SEE WORKBOOK FOR RESEARCH, ANNOTATIONS AND PERSONAL OPINION ON THE RE BRANDING OF AMERICAN AIRLINES

Design Brief (DRAFT)

Design Tools - Things to include

Graphic design standards - (logos, specs, colours, font etc)

Description of brands personality - who what where etc

Tone of project - Rhetoric device - pathos, ethos, logos

Samples of existing media - research - ongoing

Specific CAD programmes

Hard Materials - paper - markers - colour etc

Description of final project / product

Budget

Timeline

Key Task

To rejuvenate the outdated forefront logo of graphic design company Design Studio of Havelock North and refit the company in to a new Modern Space. William Ranapri (Owner of Design Studio) is interested in the rejuvenation of his brand. He is particulary interested in the re designing of his logo to a sleek, minimalistic idea that trends today. He is also interested in seeing his brand new logo used across a range of trans medias such as company vehicles, business cards, brochures etc. William is wanting to move his business to a more modern comfortable building as his current space is also outdated.

Critical Path

To develop a rough schedule / timeline for the project. Discuss the creative brief with clients, in an opening interview. Review and Reflect. Concepts - review - development - review - ongoing research, and again. Selection of final designs - review, revisions. Final presentations - approvals.

Specifications

to be listed from interview

Statement of Intent (DRAFT)

The studio project fits my purpose best as i believe my creative proposal will show a form of professionalism, creativity and originality through a range of intricate free hand and CAD design. My main focus and goal is to complete the third year bachelor programme at EIT to the best of my ability which this studio project has a major reflection on. 

The key subject matter of this project I am proposing is to rejuvenate the outdated forefront logo of local graphic design company, Design Studio (Havelock North). Along with a secondary subject matter of refitting them in to a new modern space. 

I am approcaching this project because the use of art and skill of combining text and illustrations/pictures ables me to create unique designs with personal pleasing results. Therefore re designing the forefront of Design Studio, perfectly fits my subject purpose. i have also decided to include minor spatial design as I would like to move

the company from their stay-at-home business to a more modern, larger format space to reflect on the brand rejuvenation.

The past 3 years of in-depth design study can be considered as a main source of research proven capability to partake in this project . I am able to reflect on these years which now enables me to now uphold professionalism as an independent individual throughout this project. I am going to to this by following my timeline at steady and capable pace, making sure I am on track at all times considering all specifications given in the brief and first initial interview. By exploring the subject not only influenced on the clients thoughts, but in-depth research on national and international contemporary companies throughout and regular meetings with my client(s) throughout.

Appropriate influences and or others who have worked on a case like mine as an example can be American Airways and the brand evolution of their logo. This interested me because over time they have considered the macro trends in each era which has lead them to continuously rejuvenate their logo to suit the given time. 

Materials I need to consider for this project will be the use of CAD programmes such as signlab E6, Photoshop CSS and potentially vector works. I will be presenting the final project on mounted boards and possible models. I have considered cost and put aside a budget for the presentation which I am going to be working smart, not hard, toward. 

RE BRANDING OF KTM DIRT BIKE (related mini project)

A client had asked me to rebrand his plastics on his recently purchased KTM 75. From a quick interview regarding colours, design style and continuous client interaction I was able to fully produce the forefront of his motor bike ready for the up coming season.

Below, stock standard motor bike, plain plastics

After a few hours of design work using Signlab E6, Photoshop, Coral draw and versaworks, I was able to fully design and manufacture the decal kit on high adhesive rapid air vinyl laminated 3 times to produce a thickness that scuff proof being a very rough sport. (See quick video below re design and manufacture)

Fully rebranded sticker kit. Designed and manufactured completely by myself.

Before / After

Client feedback via public on facebook. Great advertising for further projects. 'Couldn't be happier!' 

Quick 15 second video of design and production.