Initial idea generation, concept for visual identity, brand collateral, promotion pack and development/production
Deriving from the overreaching theme that my personal name choice of blank pigment took I carried through these aspects into a considered plan to produce a visual identity/logo, brand collateral and promotion pack that resonates with the Blank Pigment name and its purposes and how they communicate me, my creative practice and where its heading.
Concept
The concept is already there really, all I need to do is carry on from the concept used in the name as the name is an important start point and is what people remember the most so the ideas need to derive from this. So idea generation will work from the name choice and what it represents relating to my personal practice.
Initial ideas for Logo, Format and Business Card
Work off idea of Blank showing a progression carrying on from level 4, theres still areas to be explored and filled in when it comes to solving creative problems.
Work off an idea of progression within the design process, something starts off as a mass of ideas and is refined down to something more well communicated and specific to an intended audience, the 4 lines that this mess refines down too would represent the purpose and representation the blank pigment name carries (Tactile/Crafts, Multi Discipline, Conceptual, Sustainability)
Concept
The concept is already there really, all I need to do is carry on from the concept used in the name as the name is an important start point and is what people remember the most so the ideas need to derive from this. So idea generation will work from the name choice and what it represents relating to my personal practice.
Blank Pigment, js quite a quirky name that itself is quite contemporary and the words sum up my creative discipline in a conceptual way, instantly resonating with my conceptual approach.
Blank has connotations of clean, neutral and versatile aesthetics along with honesty while also suggesting that a brand identity needs to start out with a clean slate before this blank space can be filled in with thorough problem analyze and research to inform a sustainable resolution.
Pigment instantly has creative connotations while also been a naturally occurring element in nature while been a synthetic material that has multiple uses, this emulates my multiple discipline approach and consideration of traditional and modern process's while also hinting a crafty hands on approach
Meaning/Message/Focus of my services - Technology, Adaptable, Conceptual approach, Problem solver, Research driven, Multi Disciplinary, Modern & Traditional process's.
Connotations - Precision, Sustainability, Durability, Progression, Versatility.
Purpose of the studio - To offer conceptual branding outcomes that explore multi discipline approaches that are ever developing and changing so they fit to multiple clients requirements and the work produced stays current and up to date. Sustainability!
Target Market - New business's, Small business's, Cultural organizations, Niche and specialist organizations.
Tone of voice - Bold, Visual, Suggestive, Friendly and Honest.
Connotations - Precision, Sustainability, Durability, Progression, Versatility.
Purpose of the studio - To offer conceptual branding outcomes that explore multi discipline approaches that are ever developing and changing so they fit to multiple clients requirements and the work produced stays current and up to date. Sustainability!
Target Market - New business's, Small business's, Cultural organizations, Niche and specialist organizations.
Tone of voice - Bold, Visual, Suggestive, Friendly and Honest.
Initial ideas for Logo, Format and Business Card
Work off idea of Blank showing a progression carrying on from level 4, theres still areas to be explored and filled in when it comes to solving creative problems.
Work off an idea of progression within the design process, something starts off as a mass of ideas and is refined down to something more well communicated and specific to an intended audience, the 4 lines that this mess refines down too would represent the purpose and representation the blank pigment name carries (Tactile/Crafts, Multi Discipline, Conceptual, Sustainability)
Show progression through Blank Pigment been broken up and positioned with spaces to fill, the idea of using square shapes represents a digital version of a pigment, ie a pixel a hint towards a sustainable ideology.
Play around with opacity within print and digital ideas to show nothings been hidden, representing honesty of the brand and services.
The brand mark needs to work as a logotype as well as a image based logo with an addition of neutral typography to show versatility.
Play around with multiple variations, an adjustable logo system to show versatility, structure and progression of skills, it also emulates construction giving off hints of building a brand. My main creative focus point.
Carry these variations and shape systems in abstract image based forms across the brand collateral to show consistency and adaptability.
Advancing from the idea of using lines, narrow down to 3 lines to represent the E within Blank Pigment, each line will represent conceptual thinking, multi discipline approaches and brand identities. Applying a concept to a simple mark that can be used on a range of collateral.
Play around with tones, light tones represent blank, darker tones represent filled pigments.
Taking forward level 4 colour theory knowledge I want to use blue within the visual outcomes, this is the color that is reflected and viewed by color pigments in the most direct manor due to shorter wavelengths, this emulates direct communication with the client.
Moving onto the content format I knew the physical outcomes needed to carry on the ideas of the visual identity and concept behind the Blank Pigment name.
An idea for the how the promotion pack is constructed is for all the content to be loose, this means it can be added too and adjusted, elements like the portfolio and CV can be updated as my skill sets and creative practice progress, this emulates progression even further and also the advancement on level 4s design outcome based on an A - B snap shot/journey.
One idea for the portfolio is to lay them out like brand guidelines to show the attention to detail I take when refining a resolution.
Create a notebook structure for the promotion material, this shows my thorough consideration to initial idea generation and research when thinking of concepts and how to solve a problem.
Tear off elements add that feel of craft, interactivity and tactility I explore in my work.
The format and visuals needs to be square or rectangular to work from the initial ideas of the logo mark and how it represents pixels and pigments to visualise analogue and digital considerations and a sustainable approach.
Grey tones is a neutral color, suggesting it been a blank vessel for carrying content emulating versatility and well communicated ideas.
Play around with pixelation effects to represent digital pigments/pixels.
All the content needs to lock in with each other to emulate my consideration to effective layout and use of grids.
Consider the pack as a mailer for sending out to potential clients and studios, this personal connection through traditional post services represents my personal approach and connection with the client when thinking of ideas and concepts.
I believe creating a simple animation of my logo been constructed will explore a lot of previous mentioned ideas based on building a brand, progression, structure and versatility. This movement can then be carried out across still media through print collateral to show consistency across the range and equal consideration to digital and print outcomes for that obvious sustainable approach.
These initial ideas will now be developed on and influenced by my past research into studios/designers and there practice and more specific research on brand identities.
Digital development - Logo system
Working from my initial ideas, sketches and concept deriving from the Blank Pigment name initial logomarks where made exploring the visual negative space within the counters and how the interact with stems of B & P in uppercase and lowercase sans serif fonts. This produced a nice contrast and a nice visual for the B & P initials but it didn't really fit the concept and represent the name.
It also looks slightly like footprints, gives off more of a feeling of outdoor exploration.
The square frame emulated the idea of pigments and blank space a little more so this was developed into a logo mark that uses contrasting filled and non filled squares to represent Blank & Pigment, the squares represented the bowls of b & p in lowercase with exploration of the stems been made with the company name to represent each initial.
Working off the idea of emulating construction through the logo to represent building a brand I created my own logotype to work from, this was then broken up into square, rectangular and contrasting curved bowls all in an aesthetic that
It has a certain motion too it even in these still frame visuals, it represent pixels and pigments to represent the pigment part of the name and the blank gaps work in a contrasting way. It also has precision too it, emulating my attention to detail while been bold and high impact hopefully creating a memorable logo mark.
I mentioned the logo needed to be versatile, so playing around with various positioning of initial marks of the logo with alterations too the studio names tracking which contextualises the initials, the more positive tracking works with the concept idea of the name Blank Pigment while the B P on a horizontal alignment works best, the characters feel locked in emulating my appreciation to structure within layout and design.
Some further testing was made for the logo type, the grey tones and black hues were used to show honesty and emulate blank & pigment. The frame didn't work though it looked like it had slight depth too it, I wanted it to be flat so its application to collateral would be versatile much like the logo system itself.
It works in terms of legibility right down to a small size so this is good for multiple application of the logo.
Business card, Collateral and Promotion pack development
Working off the initial sketches I began to create a business card, this to me was the most important piece of collateral I made. The first layouts used a simple column grid system to present clearly communicated content in a structured way this content shows my basic approaches and contact details, this is all thats required on a business card and I feel is one of the most important aspects of the brand identity after the name it needs to be both memorable, well communicated and something people want to keep.
Based on the idea of making something to keep I thought I would take a more aesthetic approach too it adding some motion and tactility to the layout through the pigment shapes deriving from the deconstructed logo, this carrying over of imagery from the logo ties all the content together and keeps things consistent.
The grey tones and black where used as hierarchal touch points to focus on key creative disciples that I can offer within my design services while also carrying on the feeling of honesty and the emulation of Blank & Pigments.
To see if the logo was as versatile as I though within its positioning I went back to the diagonal arrangement, this lost structure though but it did bring me onto altering the sub headers and contact details of the letter head into a column alignment making better use of the blank space.
This letterhead would be part of the mailer sent out to prospective clients or studios for placement opportunities, maintaining my friendly yet professional tone of voice with a slight ego boost for studios to gain there attention with the addition of my skills that could benefit them.
A CV will expand on this alongside a portfolio which will be a more concise and narrowed/focused presentation of my services and work from the PDF portfolio I created for Analogue.
The still deconstruction made a great GIF that represents the idea of building a brand and with the support of a pixelation effect gives off a nice digital vibe to to show my consideration to digital media.
A modular grid system seemed fitting to use to keep that structured layout even when multiple placement of image and type content has been carried out, it also subtly represents the square shapes used in the visual identity.
Carried the movement and construction idea of the logo and the structured arrangement of the pigments for the covers of the interchangeable promotion pack. These will be tested on blue and transparent stocks to emulate the idea of direct communication and honest tone of voice.
Production & Format
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