Redesign the visual identity system of a business in the Keene area.
You are hired by a local business to freshen up their identity. Research your assigned company and create a research report.
Learning Objectives
+Introduce / research, ideation, and concept development to produce a design system and presentation
+Understand / importance of target audience and context when designing
+Apply / visual symbol making knowledge to expand skills in logo ideation/creation
List of Businesses to Redesign
Videos to Watch
Why Companies Are ‘Debranding’
How To Rebrand an Organization—Long Start a third of the way in
Presentation
Visit, Research & Document Business
Gather information and perceptions of the business you choose. Collect examples and take your own photos (or screenshots) of the tone and style that the business communicates itself visually:
- building
- interior
- logos
- signage
- printed documents
- screen documents
- swag
- etc.
Collect Everything
Collect and document meticulously. Your goal is to understand the business and how it conducts it business.
Organize Your Research
Organize (and I do mean organize) all you collect on your computer in a project folder: 03 IDENTITY REDESIGN on dropbox. The class DropBox is only for FINAL files. Keep your SOURCE files of the class share.
Put all research documentation into a folder called RESEARCH (or something like it)
Monday, October 6th
Assignments Due
Start of Class: None
End of Class: None
In Class:
- Business Research Post
Business Research Post
Explore the web presence of the business you choose to do.
- Web site
- Social Media
- Articles About the Business
- Any web references
Example Post: This is a guide to the depth and tone
Contents of the Post
1
Basic Information: business name, Address, URL, phone number
2
Description and Context
Write a description of the business. Does it have a story? When was it established? Who owns it? What product or service do they offer?
3
Your gut feelings
Talk about your feelings towards this business, good? bad? Are you a frequent customer? What is your perceived value of the business? What reputation do you think this business has?
4
Links
Links to specific pages of business site. Pages that have visual interest
5
Photographs
Photographs of building and interior. Signage. Products, etc
6
Printed Materials
Flyers, documents, menus, business card, anything printed you can get
7
List of thirty descriptive words or phrases that describe the business. Don’t overlook the obviously but be very specific too.
9
Gallery of logos, graphics, T-shirts, photos of swag, ads, etc.
Be exhaustive. Find everything.
9
Competitors
List of 3 competitor businesses and their logos in the Monadnock/Peterborough/Brattleboro region
10
Target Audience
Who is this business catering to/appealing most to? What demographic of people would frequent this business? Age/Gender/Occupation/Hobbies/etc.
11
Purpose of redesign
Imagine why might this business be in need of a logo redesign? To better appeal to target audience? Keep up with design trends? Better highlight their mission? What could their goals be? Describe a plausible reason that you would be hire to redesign their branding.
Feel free to speak with staff or the owner about what you are doing. It will open up avenues of investigation and research.
Category: 03 Business Research
Due Wednesday, October 8th
Assignments Due
Start of Class:
- Business research post
End of Class: None
In Class:
- The different types of logos – Lecture
- Thumbnails
01
Create a Project Folder
Create a new folder in your shared Dropbox folder for this project.
Please label 03_Identity Redesign
02
Draw Three Pages of Thumbnails
Look at the following examples to guide the depth and range of your ideation.
Draw at least 3 pages, 8.5×11, plain paper, no color.
You are welcome to sketch with pencil and paper, or on a tablet in black and white.
Draw thumbnails of clean white paper and clean up
Do not do this:
-
- No
-
- No
-
- NOOOOOO
Explore the 7 types of Logos in your Thumbnails
- Try to explore the 5 types of logos in your sketches. Refer back to our in-class presentation in the gallery below.
- Reading: 7 types of Logos
-
- Wordmark
-
- Lettermark
-
- Brandmark
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- Combination Mark
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- Emblem
-
- Types of Brandmarks
03
Print Sheets and Upload your Thumbnails for Review on Screen
- PHOTOGRAPH your thumbnails by using the Adobe Scan app. Please upload scans of your sketches to your 02_Identity Redesign folder and label as follows:
lastname_identity_thumbnails1.pdf - UPLOAD Thumbnails into a new Ideation folder inside your 03 Identity Redesign folder
- PRINT out sheets for wall viewing
Tutorial on Adobe Scan