NEW IDENTITY SYSTEM TO SUPPORT THE LOGO + BRAND of Fall 2012

[IDENTITY SYSTEM] + REDESIGN FALL 2012
by: d.m. anderson

It is that time again: identity system redesign time. (Cue the sarcastic yay’s now). To support the logo redesign (check here) project I just had to design a branding system to support it, right?

Concept sketches for a letterhead done via my iPad: my common quick sketching medium anymore. Gotta stay eco friendly, ya’ll.

Actually, designing identity system pose a unique challenge for me. I am constantly battling consistency vs. boring. Keeping within low-cost parameters all the while keeping it “high brow.” To make matters worse, I am designing this for myself. Unlike many designers (according to those I’ve met), I absolutely hate designing for myself. Nothing is perfect. It is all wrong. I cannot say whether or not it represents me in a manner I am pleased with, etc., etc. I can do this for someone else like a pro. Well – I am one. However, for me, I cannot just seem to make anything work . . . Or anything that satisfies me.

Below are two early concepts I developed for an identity system supporting the the new logo design. I am considering both of these pretty early and unrefined. They keep seem to be missing the mark on wowing me. And when it comes to my own identity system, if I am wowed, I believe others certainly will be. More time to be spent at the drawing board, I guess. Take a look at the pieces below and tell me what you think.

Concept One: This iteration represents one of my early ideas pulling direct inspiration from the logo design itself.  It’s about simply displaying the new logo. Bright. Bold. Clean. Simple. Three business cards are here, all featuring the same back. Each design is the same layout, however boldly displays the colors founds in the logo/symbol design.

Concept Two: This iteration takes the design further taking the principles of the logo (raw, unrefined design, natural) and expresses this through the geometric wave in the bottom of the corner. This furthers the geometric expression as well as adds some kinetics to the overall design. The business cards keep with the clipping of the corner, but the back now takes on a new layout with the adaption of a gray background from the logotype, while this design features multiple backs featuring macro shots of the logo/symbol design.

Thoughts? Feedback would greatly be appreciated. More concepts soon to come.

Designed using Adobe Illustrator

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Seaweed + Design = New Way of Thinking of Paper?

KELP (Sea Paper Co.) Logo Concept

For a project I was working on in class, we were to develop an identity for a paper company that brought to the market a new, or alternate, style paper product for use. As usual some ideas were interesting, others not so much – rubber from the soles of used shoes, metal sheets, flower petals and plant leaves, and tree’s grown with a much stronger environmental consciousness in mind. In steps my idea – out of left field. “I know! I will use Kelp to produce my product! Forget used soles, forget getting a tree product from land-based means. Let’s think ENTIRELY left field and get it from, as Captain Nemo proclaims, the true giver of life on earth. THE SEA!”

With this revolation the idea of Kelp (Sea Paper Company) was born. The image above the the final logo concept I distilled from many, many ideas. With this came a color combination just enough to be different, but close enough to common green mindsets that it did not make it uncomfortable. This pallet should evoke the recognition of a brand that is environmentally conscious all the while, their tints should give a sharp and somewhat edgier appearance. The company, Kelp, itself is entirely fictitious and the brand design was made to immediately appear as if Kelp was a company of free-thinking, fun loving, young-at-heart, all the while serious business people coming together to help the environment all the while delivering a product that designers and end-users could thorougly enjoy. Green and fasionable? PLEASE – can you go wrong?

For the identity I mixed two type faces I have to say I have fallen for, and find surprisingly they work well together – Bodoni MT “(Sea Paper Co.)” and the infamous Cooper Black “Kelp”.  The rounded shapes of the type in “Kelp”  work well with the kelp symbol being injected into the type, replacing that of the “l” in the word itself. This move maintains the readibility of the type and the word as a whole, all the while empowering the fun-loving, yet clever spirit of the company itself.

Sample shots of the initial brochure model I developed to follow.