Product Shots

M&B - Fashion House:

 DECLINE - Record Label:

 ZODIAC - Theatre:

Decline - Stationary

Testing placement of the logo and how the stationary works as a whole.

Decline - Stencil

I wanted to give this identity a hand rendered quality, something that the record label could produce themselves, and a method with which they could brand other merchandise or products. I also wanted to produce something reminiscent of the punk zine culture of the 80's/90's.

I tested the stencil on a variety of cheap stocks, again reflective of the cheap handmade zines of previous years.

Decline - Business Cards

Business card layouts

3 Identities - Clarification of Audience

So after yesterdays crit I found it is necessary to give a bit of clarification as to the audience/tone of voice of each identity that I'm working on - both for myself and anyone trying to understand what I'm doing!
It's just something that I never got round to formally stating so - here we go.

ZODIAC THEATRE.
Tone of voice

• Sophisticated
• Cultured
• Art Nouveau
• Has heritage / historic
• A little gothic / has an air of mystery

Audience

• 30+
• People with an interest in history and heritage
• Cultured
• Intelligent
• Eccentric

DECLINE RECORDS.
Tone of voice

• Aggressive
• Immature
• Hand-rendered
• Viral
• Cheap Production

Audience

• 15 - 30 male dominated
• Punk/skate culture
• Reasonably intelligent
• Teenagers with no jobs and no money

M&B FASHION HOUSE.
Tone of voice

• Slightly alternative
• Ready-to-wear (mid range pricing)
• Made to last 
• Classic items with a twist

Audience

• 18 - 30 females
• Not concerened with changing fashions 
• Has own individual style already
• Confident 
• Opportunist

Decline - Brand Development

Better spray paint brush this time, I think the first one is fine. I tried a lot of variations with masks and things.. I prefer these ones to the ones where the spray paint breaks out from the clipping mask - I like the clean outlines mixed with the messy spray paint fill. Keeps the skate punk theme but gives it a professional quality. I'm also considering this when it's applied to business cards and the like - a clean shape is easier applied than one with an uneven outline.

Decline - Brand Development

Been a while since I've done anything in Photoshop so this was slow progress, but this is the general effect I was after just needs tidying up a little.

Decline - Brand Development

A different take on the standard stencil font - Not sure it fits the skate/punk feel that I'm aiming towards. Going to spay paint it up a bit and see how that looks.

Decline - Brand Development

Got bored of trying to find a decent stencil typeface - so I modified my favourite sans serif at the moment - Avenir. Probably going to go for the 2nd one down.

Decline - Brand Development

Direction 1

 Direction 2

Decline - Brand Development

I want to go for a hand drawn approach here. I think hand drawn type can look a bit weak unless it's had a long time spent on development.. A nice short cut is basing the type on a typeface that already exists, or in my case - just picking up the elements that I particularly like.
Got a few synonyms from Thesaurus.com to help speed this logo design up as well - I want something solid for this identity by the end of the day.

5 Identities

Brief 1 
The first brief of this module is split 5 ways. I want 5 quick turn around branding exercises - both to build my decision making skills and to kick start the year - it's been a bit slow since we got back.

So, I started by deciding on 5 companies - all within the creative industries and all completely made up. I spent last Friday coming up with names and starting points for all 5 - see below.


GAMES DEVELOPER

FASHION HOUSE

THEATRE

FILM PRODUCTION

RECORD LABEL