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- Technology outdated, we would like to maybe see a conversion to apple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

                                        

American Airways vs Design Studio

Here I just took a quick look at recent brand identity change for american airways. How can this influence me to change the design studio logo?

Examples of the brand evolution

                  

But why do companies change their logos??

Modernization: 

Tastes change with times. There are companies whose logos have been designed a few decades back and what was fashionable back then may not be now. Sleek, shiny and minimalistic is the trend of today. 

Take Overs/Change in name:

The logo of the company being taken over might be redesigned to include direct or indirect features of the company which took over it (especially if the company who took over has a more powerful brand image) for obvious reasons.

These are specific reasons which cannot be generalized. But in each case there is some factor, big or small, which might potentially hinder the company's image.

A lot of logos have been redesigned radically in an attempt to instill freshness into them and indirectly into the company. The company's logo is its face in the market and an occasional makeover can give the company an apparent newness though nothing else might actually be different. 

To remove potential hindrances: 
These are specific reasons which cannot be generalized. But in each case there is some factor, big or small, which might potentially hinder the company's image.

Most importantly: Re-branding:
A lot of logos have been redesigned radically in an attempt to instill freshness into them and indirectly into the company. The company's logo is its face in the market and an occasional makeover can give the company an apparent newness though nothing else might actually be different. 

Retrieved from: https://www.quora.com/Why-do-companies-change-their-logos

Mile Stones of Branding. (Creativebloq)

Lippencott, The creative consultancu behind the coca cola ribbon staged a new exhibition at the Design Museum as a part of London Design Festival (Unsure what date) As a part of this exhibition, Lippencott had created a brand timeline which takes a fresh look at the evolution of branding.

Branding through Nature! Nature evolved a simple yet sophisticated language of branding. We quickly learned it, we had to, and still use this language today

Cave Paintings! (32,000 yrs ago) Cave paintings show some of the first examples of how humans transcribed their world into visual representations that have deeper meaning. Despite lacking direct translation, the decorated walls are an important demonstration of how our Homo Sapien ancestors were hard-wired to brand.

Branding literally means to burn. 2,700 BC. Derived from the Old Norse 'brandr', meaning 'to burn', branding started quite literally. Cattle branding was one of the earliest examples of simplification, signifying ownership and, through association over time, connoting taste and quality.

The Itchthys Fish. 1AD. As cave dwelling communities evolved into modern civilizations, so evolved our ability to capture concepts. The ichthys —the sign of the fish — served as a secret symbol that united Christians under a common belief and built a strong focus for their sense of belonging.

Union Jack 1606. Mixing brand identities can yield interesting results, such as when England and Scotland unified under the first version of the Union Jack, an early example of a merger of competing brands. Later, with the inclusion of Ireland in 1801, it became the asymmetric oddity we know today, a potent symbol of an eclectic culture.

Full 20 milestone branding exhibition located here. Awesome blog to reflect on

http://www.creativebloq.com/branding/milestones-history-branding-91516855

Research, A Brief Brand Histroy

A brief history.

The word "brand" derives from the Old Norse "brandr" meaning "to burn" - recalling the practice of producers burning their mark (or brand) onto their products.

The oldest generic brand, in continuous use in India since the Vedic Period (ca. 1100 B.C.E to 500 B.C.E), is the herbal paste, consumed for its purported health benefits and attributed to a revered (or seer) named Chyawan. This product was developed at Dhosi Hill, an extinct volcano in northern India. Roman glassmakers branded their works, with Ennion being the most prominent.

The Italians used brands in the form of Watermarks on paper in the 13th century. Blind stamps, hallmarks and silver-makers' marks are all types of brand.

Above information sourced from;

The Gale Group. (2000). Brand Names � FREE Brand Names information | Encyclopedia.com: Find Brand Names research. Retrieved from http://www.encyclopedia.com/doc/1G2-3406400116.html

Research Ethos Pathos and Logos

Ethos, Pathos, and Logos are modes of persuasion used to convince audiences.  They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words. 

Ethos or the ethical appeal, means to convince an audience of the author’s credibility or character.

An author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.

My example - An example, use of celebrity in commercials, adverts etc. A 'role model' for society. "Oh he wears it, so should we!"

Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions.

Authors use pathos to invoke sympathy from an audience; to make the audience feel what what the author wants them to feel. A common use of pathos would be to draw pity from an audience. Another use of pathos would be to inspire anger from an audience; perhaps in order to prompt action. Pathos is the Greek word for 

My example - the recent carls jnr add on tv 'bourbon burger' the big manly burger initially makes your mouth water. 'I'm now hungry' the hunger emotion is triggered therefore you want the burger!

Logos or the appeal to logic, means to convince an audience by use of logic or reason.
To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject.Logos is the Greek word for “word,” however the true definition goes beyond that, and can be most closely described as “the word or that by which the inward thought is expressed, Lat. oratio; and,  the inward thought itself, Lat. Ratio. (1) The word “logic” is derived from logos.

My example - by truth, this organic product has 100 % bla bla which makes it 100% natural. by use of statistics. People want to indulge in truth and honesty.

I belive for my mode of persuasion would come under the Logos factor. i want people to know that Design Studio is a locally owned, proud and legitimate business for the Hawke Bay community. How can I show this through a range of multi media?