OUGD504: Design Production - Design For Print Workshop

This morning we had a workshop about dissecting logos and branding and finding out the designers intentions and whether they were achieved. We were split into small groups and asked to lay out our five examples on the desk. On first sight it was easy to see that there was a wide range of different brands and logos. It was particularly successful because each member of the group had different logos to dissect.

First we were shown how to breakdown a logo using the Nasa logo.

Having looked at the logo we posed some basic questions..

Why has the logo been produced in black and also in red?

Red represents the danger within Nasa and the black could also be a representation of this. There are also some flashes of blue within other Nasa design which introduces the typical Red White and Blue of America. 

Why are the letterforms rounded?

To symbolise the aerodynamics of space. To make it easy to read from a distance. To symbolise the astronauts connected to the rocket by tubing. 

Nasa re-branded their logo after the Challenger disaster as they felt it was associated with people dying.

Source[YouTube]

After we were taught how to properly dissect a logo we started the task. 

As a preparatory task we were asked to identify 5 logos or branding which we find appealing and in the form of a short presentation, dissect the different elements within it. After we had presented we then had the chance to discuss whether we were correct or not. 

My Findings:

Modern and friendly

Small company which is reflected in the lower case typeface

Illustration symbolises the product the brand is selling

The group added: The brand tries to emphasise the fact that they are a small company and very rarely have any large shops. The brand seems humble. 

Modern and elegant with a wide target audience

Could be seen as targeted at older wine drinkers but also young, the design is quite simple which allows the broad audience. 

 The group added: The product speaks for itself. It is non-exclusive and does not have one set audience though it would lean towards a younger market. The different font on each bottle symbolises the traditional and modern types of wine.

Modern, simple, clear and functional.

Steering away from the corporate identity which comes with some technology brands

Youthful logo which is actually quite old 

Colour range is quite varied though the core design is mainly black/grey and white which opens up the wide target audience and also appeals to all ages

 The group added: Technology have become more available for other people. Less corporate and defying age barriers. The identity is so strong that the old models still look well within the new range. 

A brand that doesn't need to make such a big statement because it is already well established and well known. 

Colour scheme is appropriate to the product (Garden and green)

Colours chosen are universal and apply to all genders and ranges which are sold at next

The group added: Universal colour scheme appeals to everyone. It seems quite middle class, very similar to Waitrose. The new logo seems very hip and modern. 

Logo symbolises nature and the growth and development of the product. The flower head symbolises the science behind the product and brand.

Packaging colours have been chosen to represent the naturalistic and clinical aspect whilst also being very upmarket and inviting for customers.

Splashes of colours help the customer to identify the scent of the product

The group added: It looks fresh and clinical, which is very appealing. The logo suggests that the brand think that the science is very important. 

After I had discussed my logos and branding we went around the group and dissected each others.  

Laura: 

• All Saints

Authentic

Decorative and trendy

Upmarket

There are two logos shown but many different variations available which suggests that they do not want to have one set identity. 

Looks like a warehouse, grunge.

• Jo Malone

Sophisticated and applicable to different products.

The black outline makes people think of London and their status. 

• The Botanist

Victorian

Flowers

Modern

Logo is decorative

Menu has a hand crafted feel

The logo looks like iron work. 

• Elemis

Scientific and clinical

Expensive brand and it comes across in the packaging

It has a quality of water and flowing. 

Element of trust and clarity.

• Chloe

Represents fashion

Very feminine

Gold, silk, rose, pink and browns are subtle colours but elegant. 

The brand is French which usually is high end. 

Sarah:

Sarah had identified some smaller independent brands which are not well known. 

• Yoobi (Sushi restaurant)

New Japanese

Ultra modern

Geometric shapes

Green roll symbolises healthy 

Old meets new

• Snog (frozen yoghurt)

Chatty and playful tone of voice

Fun and young aimed at youths and teenagers

colours used are very soft and inviting.

• Four Seasons (Hotel)

Science and formality.

Not homely or comfy

Business orientated, men predominantly

Has a specific purpose

• Clerkenwell Green (Events company)

Friendly tone of voice

Eco-friendly

Down to earth and honest

• Grow

Promoting eco-friendly design

Very cosmo and studenty

Harrison:

• Pan Am

Blue Globe represents the sky

Defines drive and ambition

• Elephant and castle shopping centre

Negative space used to create two images

Self explanatory

• Deus Custom (Bike seller)

Custom font

Lines similar to a stamp

Industrial

Harrison also had Nasa which we had already covered (above)

• Food guild writers

Fountain pen with a spoon incorporated into it.

Priyesh 

• Puma

Active day and night wear

Power and athletic, shows sports

• Twinings

Older audience which is reflected in the serif typeface

City under the logo makes it seem more established

Heritage in gold and black, the stamp looks royal

• Vaio

Analogue and digital variations within the logo

Audience would understand this reference as they would usually be people who have an interest in technology

• Braun

Ratio of one to one, proportionate no matter what the product

The larger A could be a representation of the shaver.

The larger A also makes the logo stand apart from others. 

•  Kandoo

Playful with a mascot which highlights the target audience

Children and adults can relate to product

The brand is a play on words which appeals to a large market

No gender specification with the colours

Joe

• Hutchins Center for African and African American research

Colour is quite dry which relates to Africa

Sans Serif is very sophisticated which comes with the client - Harvard

• Butcher shop

Emphasise traditional company and local

Red could symbolise the blood or the stamp on the animal

Typewriter font makes it more traditional 

• NBC

Different colours are universal and diverse

Red, white and blue are in the logo which highlights the patriotism that comes from the USA

Overall brnding is also sub-divided into smaller brands eg. NBC sport

• Belle Nimon

Paris - shows how established it is.

Geometric pattern shows it is modern

It has removed itself from the French Cliche.

• National Geographic

Yellow border has stayed the same since the first issue of the magazine
It could be seen as capturing a moment



After we completed this task we were asked to identify one of the logos as the most interesting. We chose the NBC logo as it has many connotations with the different colours and also a lot of history behind the design.