The aim of this project was to explore how moderniost and postmodernist design production and aesthetics have fabricated the base for 21st century design. Throughout the brief, the advancement of print and screen based technology has been a focal point to form my designs around. With the work being conducted for a client and the final resolutions being produced in the real world, how the brand adapts into modern technology was a crucial design decision to consider.
The typeface has derived and taken influence from Bauhaus typefaces, the importance of this was to create a brand identity which will be timeless. As these styles of typefaces have still stayed relevent and fresh even after 60+ years, it seemed fitting to embed a similar aesthetic. These designs however, could be interpreted as a pastiche form of modernist design due to the implamentation of past styles within the brand identity.
Metonymy is utilised within the stationary and memrobelia of the branding, this associates the A and U symbol with a paperclip and therefore establishes a brand relationship with business and professionalism. The connotations of the symbolic paperclip serves as a visual metaphor to associate the brand identity with security and the binding of two or more elements. This is reflective of the purpose which the CABU card will serve to the user, it will bind the finances of a company together in one secure, neat and accessible package.
There are many ways which the brand identity will be seen by the viewer eg, billboards, advertisements, memrobelia however, the main two ways which it will be recieved is via mobile devices and the printed CABU card. Therefore these were the two biggest focuses within the brand identity.
The card design will use hyperbole to draw attention from its audience, its contrasting type sizes in relation to the large logo will create impact towards the viewer making the card stand out above its competators when stacked in the users wallet. These cards are currently in production with a testing release scheduled for 2017 Q3 and a public release a couple of months later.
The interface and screen based design on the other hand is still in production and will run across both phone and tablet applications. The utilisation of smart watch technology was discussed within a peer feedback session and pitched to the business partners via some conceptual designs. These are currently being considered with the possibility of a later release. This emphasises the need for a simple clear and recognisable brand mark which can work at any scale, whether it be printed onto a large billboard or digitally intergrated into small interfaces.
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