This brand is more open to interpretation towards the consumer, generic broadness has been applied to reach out to a larger target audience. As can be seen by the personas in the demographic section, not all of the customers will work within the business industries. The last design could have been too restricting by only targeting indeviduals withinthis industry.
The design does however, still mostly abide to modernist design principles to convey clarity and legibility. This technologocal context can be seen on the large Ipad interface design. The only concerns which were proposed within feedback sessions, is that the word mark may be difficult to embed within smaller interface designs such as smartwatches.
The typographic layout of the stationary is mostly modernist however, does include aspects of asymetrical repetition, this can be percieved as postmodern;
‘to speak of ‘the return to symmetry and repetition’ as symtomatic of the return to older conventions’ (Rose, 1991 p.156)
The modernist aspects do however overpower this small subtlety, abiding to legible sans serif typefaces, left allignment and legible line length;
‘Anything from 45 to 75 characters is widely regarded as a satisfactory length of line for a single column page’ (Bringhurst, 1996 p.26)’
Colour psycology was again targeted within they portrayal of emotions within my brand identity. Orange is representative of creativity, determination, attraction, success, encouragement, and stimulation.
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