The branding project set by Equinox design agency was to rebrand Unloved Heritage. The reward for this was £500 and a work experience placement, this created a huge incentive. Although, with it being a short project and alongside the other work with subject, myself and Megan decided to collaborate together. We thought that not only will this take the work loads off so we would be able to complete it before the deadline, we also work well together.
The client wants an umbrella logo which creates a visual representation of unloved heritage and the partners involved. Therefore, we started by researching into Unloved Heritage and the partners to form a greater understanding of the brand. Some key aspects of the brand which stood out to us was the welsh heritage, the involvement in archeology, history and photography. Therefore this gave us a starting point of ideas which we could include in the visual identity. We also began gathering all of the partners visual identities together, a prominent theme which we noticed was the celtic style. This is something which we thought could be explored further because of the correlation.
From research and initial ideas we put together a mind map to jot down quick ideas that came to mind. By doing this it showed links between idea’s which we shared. The Celtic style of the partners visual identities could suggest the welsh heritage through wales being a Celtic country. We wanted to communicate the way that unloved heritage works with with subjects like history and archeology. Thinking about all of these aspects we came up with the idea using a dragon as a symbolic visual representation of the brand. This suggests the welsh heritage, history and archeology and a dragon is also a motif in Celtic mythology. Therefore, we thought that this may be a good way to communicate the brand values and identity.
In the briefing Equinox discussed a few ideas and visuals that the client liked. One of them that stuck out to us was the branding of Tiny Rebel. Therefore, we used this as a starting point to help our visuals. We thought that as Unloved Heritage work with a younger target audience, by creating a ‘mascot’ might be something which they may engage well with.
Together we began to individually sketch ideas to see if we could start to form an visuals. Once we had formed a range of sketches we took a step back and began to reflect on the drawings. When comparing sketches, I thought that Megans were drawn better as they were more delicate and sophisticated. Although, we felt that because of the target audience and the fact that we wanted more of a Tiny Rebel influence, that mine may suit the brand better. This is because they were slightly more loose and messy.
I took the hand rendered sketch to the computer and began to digitalise it whilst receiving feedback from Megan so we were both happy with the style. I used a wacom pad to trace it on illustrator to create a more professional outcome. And then I changed the brush to a hand rendered brush effect. This is influences by a looser and more humanist design influences by the Tiny Rebel mascot. The partners could use the logo but alter it to fit their colour scheme. By doing this it would fit with the Unloved Heritage visual style but still individualise their own identity.
We both then began to contextualise the visual identity. We chose the colour red as it suggests the welsh heritage, but it also has the possibility to change to each of the partners colours. The shape of the logo could also act as a way finding system throughout the brand identity as the shape helps to lead the eye. We decided to focus mainly on the marque and stay away from type because both of us weren’t that confident with the welsh translation. And the requirements wanted every bit of text to be translated and abide the welsh brand guideline. This is a different way of designing as I usually prefer to focus more on the type and stay away from illustration as I feel that’s where my strengths and weaknesses lie. Although, I am happy with the outcome and our collaboration throughout the short project.