Having read the basics of surveys in detail, choose someone you know (other than yourself) and create a logo for that person according to the two steps below. The person may be a family member, a friend, a fellow student, a celebrity or anyone you could physically interview and who would be able to participate in your interview.
Look at the Core Interview Questions on page 103 and conduct an interview with your chosen individual. Make sure that you get the data on what the person’s persona is: Who are they? What are their personal goals? How do they define success? Etc.
Now use this person’s name to create a logo for him/her. Remember to keep the previous criteria and guidelines we’ve covered on logos in mind. For the purposes of this assignment, you should create three logo options (of which at least one should be in full colour). There are no restrictions such as type-only, etc. so be creative! It is important, though, to treat this as a professional logo execution, which the “client” may wish to use in his/her own capacity.
Publish the answers/data from your survey as well as a rationale (a document in which you explain and interpret your ideas) for your logos, based on this research. Also hand in the three options of the logos as PDFs and tell me which one is your favourite, as well as which one your client preferred.
- Refer to the Brand Brief Schematic on p.121 and write, in detail, the following about your client from Assignment 1:
- Vision and mission
- Key products or services – list these in detail
- Key competitors – list three
- Competitive advantage
- Key stakeholders
- Value proposition
- Target market
- Gather your findings and analyse the one or two interviews you’ve done. Then type up your findings and create your own brief. Your brief should include any insight you may have gained from these interviews. The purpose of the brief is to create a brand. This step of the assignment is the creation of a brief only – you do not have to develop the brand yet.
Publish your data from Step 1 and your brief in Step 2 in PDF format. Make sure that the document is neat and well presented
A Knack for Names
Consider the tips on Inspiration given in your prescribed book and create a name for an ice cream. The ice cream has a range of different flavours, but the unique aspect it should communicate is the fact that it is the coldest ice cream in existence. Now come up with five name options for this product (you should not spend more than a few minutes on each name) using inspiration from:
- Latin – Gelidus
- Colours – Azure
- Metaphors – Frozen Dreams
- Science – Nitrogenic
- Myths – Boreas
Continue reading “Week 12 – A Knack for Names & the Components of Visual Identity”
Consider the different steps in the work process and answer the following questions in writing:
- Conduct research
Write down different means of conducting research. (What do you think can be done to collect information and get consumers’ perspective on a proposed idea?)
interview with client their employees, market research, clarify vision, strategies, goals and values.
- Clarify the strategy
What do you think should be included in a creative brief? (As a designer, what would you consider vital information in such a brief?)
interpret research: what the brand stands for, name, slogans, goals, strategy, positioning.
- Design the identity
How would you approach the findings from the research and the clarified strategy? (What would your first steps be once you’ve received feedback and a brief?)
brainstorm, develop brand identity, brand architecture.
- Create touchpoints
What do you think is meant by touchpoints? (What, do you think, should be included in the term “touchpoints”? how would you define this term?) Hint: Keep in mind that touchpoints are those things that connect customers to your brand.
finalize brand identity, develop look and feel, initiate trademark protection, apply brand architecture. Each touchpoint (poster, logo, business card, brochure, etc) should be a part of bigger picture, so if you put all of them together they are connected and create the brand.
- Manage the assets
How would you nurture and grow the brand that you’ve created? (You may choose an existing brand or product and describe this according to your chosen item, if that will make it easier for you to explain your ideas.)
develop standards and guidelines. Make sure that the brand up to date and everything is as it should be – followed by standards and guidelines created before. Some things may need to be updated or changed due with time.
Design strategy takes form in life
Watch the movie “” (The official title is “POM wonderful Presents: The Greatest Movie Ever Sold”) and answer the following questions:
- Do you think the movie provides insight or detail into what drives product placement in entertainment?
If so, what have you learnt from that? If not, how would you change aspects of the movie to reflect insight on this?
Yes. Product placement is important both for the movie and for the brands which are placed in it. Movie can gain sponsors in exchange for promoting brands in it. However, both movie and brands have to decide if they want to be associated with a each other and how it reflects on them.
- What have you observed about presentations of visual strategies/brand identity?
Brands have to be careful and make sure that a movie in which they are placed sends a right message about their product.
- Let’s consider this movie as a form of research. In other words, it was done to see what the effect of branded entertainment would be, a case study of sorts. What are your findings? What have you learnt? What has changed your pre-conceived ideas? Do you think there’s relevance in this case study? How could you apply your observations in real life?
The movie shows that brands and commercials are everywhere. They are so big part of the world around us that sometimes we don’t even notice it anymore. They get into our mind on daily basis and try to convince us that we need a product, we want a product or that we are less of a person without a product.
- From the findings above (question 3) imagine that the international coffee brand, Starbucks, is your client. Give one complete strategy for a small activation campaign to advertise Starbucks on aeroplanes. Give one idea of how you would do this, by following the 5 steps of the work process. To guide you, follow the points below and do a write-up of your idea as well as the steps you followed:
Conduct research – you can visit the website http://www.starbucks.com as part of your research. Also think of quick research methods, such as surveys done on family and friends.Clarify the strategy – Once you’ve conducted quick research, do a write-up of your findings and create your own brief.
Design the identity – Here you do not need to go into lengthy design, but create sketches of your ideas and remember to think about the movie for inspiration.
Create touchpoints – As this is a focused campaign, you may have one touchpoint only; describe how you would activate your campaign using this touchpoint. If you need to, you may do sketches that would aid your communication.
Manage the assets – As this is not a prolonged campaign, briefly describe how you would use the possible outcome of your campaign for future use. Also state what your follow-up steps would be to strengthen your message. For example, you’ve done research and decided to give free vouchers along with every boarding pass handed out. How would you collect feedback from consumers or how would you communicate to them at the airport, on the flight, etc. to support your campaign?
1. Wait until it’s almost dark outside. Take your camera and go and sit in a busy tourist area. Choose a building or statue to photograph. Place your camera on a tripod and set the shutter speed to 30 seconds or more. (If you don’t have a tripod, something stable, like a chair, will also work.)
Take a look at your photograph. Do you see a lot of people in it or just the building/statue?
2. Wait until it’s dark. Go and stand on a bridge over a busy street (or look from the window of a high-rise building). Place your camera on a tripod and set your shutter speed to 30 seconds or more. Inspect your photograph. What do you see?
3. Ask a friend to help you with this activity. Choose a dark room in your house and switch off the lights. Place your camera on a tripod and set your shutter speed to 30 seconds or more. Ask your friend to “draw” a picture in the air using a flashlight. Take a look at your photograph. What do you see? This fun activity is called light painting. Try an easy pattern first, but also a more complicated one.
Draw up a list of the most important aspects of a product photograph. Refer to shadows, lighting, quality, ISO and editing in your answer. Mention at least five things.
- ISO – below 100.
- Quality – The photographed object should be sharp.
- Lighting – set white balance to sunny and make sure that there is enough light.
- Shadows – avoid shadow, if so very soft.
- Editing – Shoot in RAW so it is easier to edit it later.
Continue reading “Week 9 -Mastering the Art of Product Photography”