Background

Around 20% of the University of Reading halls are now labelled as quieter lifestyle. The scheme aims to group together students who identify with living a quieter lifestyle so that students can have a more comfortable halls experience.

The brief

The brief for this project was to create a singular brand logo to be displayed on signage outside halls residences that fall under the quieter lifestyle category. We also created guidelines for the logo to ensure the client felt comfortable in using the logo on future applications that we may not be involved in as designers.

PURPOSE AND FUNCTION: The logo will be used on signage placed on lampposts outside the corresponding quieter lifestyle halls to inform people that they have entered a quieter lifestyle area and should behave accordingly and be respectful of the residents. The audience will mainly be students living in these halls or other students walking by, for that reason it was crucial that we made the logo relatable to students. The logo needs to be legible and has to accurately represent the goals of the quieter lifestyle halls without being patronising. 

REQUIREMENTS: The client was eager for the logo to be designed from a student perspective so they left the brief quite open for us to explore different design ideas which we would present to them so they could choose an appropriate logo.

Research

Due to the fast paced nature of this job there was not sufficient time to do the full scale of research we would have liked to do including user personas and audience research however we did manage to carry out what we felt was a sufficient amount of research in order to enhance our performance on the job as best we could.

When researching similar schemes within student accommodation we only found one example named ‘Quieter halls’ which is created by mystudenthalls. The scheme accredits certain buildings with the quieter halls status if it fits under certain criteria. It was interesting to look at the approach used for a logo with the same function as the one we were designing. We felt it did a good job in conveying a quiet atmosphere but we felt it was missing a human touch that would relate to students.

 

Quieter Halls logo by my student halls

Because there isn’t many examples of logos used for this particular reason, we wanted to carry out further research into existing symbols and signs used to signify that people should be quiet. We found that the ‘shushing’ symbol is represented a lot in these kinds of signs and although it is clearly legible it also has patronising connotations. As students we felt this symbology would remind our generation of being at school and being told off so steered clear of this in our designs. 

Research into ‘be quiet’ symbols and logos

Our final step of the research process was to create a moodboard of imagery that related to the themes of quiet and stillness. We also considered themes that would tie into these that students would relate to.

The board includes themes of:

• sleeping 
• Peaceful nature
• Having a warm drink 
• Reading 
• Listening to music with headphones  

 

Mood board

 

Ideation 

Some of our initial sketches

Between the two of us we began to create initial sketches inspired by the research we had undertaken. After meeting with the client we narrowed down these sketches to two logo designs which we could develop further.  The client didn’t have any other feedback than this at this stage so we went onto develop these in illustrator

Design development 

Developed ideas favoured by client 

Along with developing the designs which the client favoured we also developed some of the other sketches into vectors in illustrator to keep the options open at this stage. They were still happy with the designs initially chosen and their only feedback was asking to see the face logo in the same blue colour so that they could see which colour it would be most effective in.

Developed combination logo 

After feedback from our supervisor we were advised that the face used for one of the logo designs wasn’t developed enough. We were advised that the illustration was too basic and was giving off more of a childlike impression than would be intended. I decided to develop this so that the face looked more mature, I also put the face facing at an angle which makes the whole logo much less flat. This feedback was really useful because it reminded me of who we were aiming the design at and I felt that it became much more personal and human at this stage. We also received valuable feedback after a real jobs meeting from peers who had previously lived in quieter lifestyle who said that the design was well suited.

Upon further feedback from our supervisor we were advised to explore the logo further still by trying out different stroke styles. It felt counter-intuitive to go back and explore different styles at this stage as the client was happy with the design but after doing so it allowed me to understand simple ways in which logos can be improved.

Exploring different stroke styles

We realised that the brush like strokes added a nice effect to the logo, making it appear less harsh and helping it to reflect better the theme of peacefulness. We decided it would also be interesting to have different versions of the logo using colour to indicate diversity of the person. As a pair we thought that it would make sense to have variety amongst the logos as they would be displayed quite repetitively on signs and doors in close proximity. We also came up with different layouts as the client was unaware of what format they would be placing the logo on.

Developed logo variations with colour 

Final deliverable

Although as a team we were very pleased with the outcome of the developed logos, as well as these being approved by the supervisor, the client decided that they preferred the original design. This was quite challenging because as designers we preferred the more developed versions but we had to provide what the client wanted. The client also ended up only using the logo we provided and not the type to go along with it.  

Final logo sent to the client 

Final logo application 

Overall

Overall this was a really fulfilling project. Although it was fast paced, we learnt a lot of valuable skills a long the way. Having not worked on logo designs before we both learnt how important it is to come up with a wide array of designs and to think outside of the box as well as really focusing on who the logo is for. This project has allowed us to build our confidence in logo design and I believe we have picked up skills that would help us not only in future logo design work but also in any branding work as a whole.

Overview

This real job entailed designing three film posters for the independent film Fresh Out. The client is part of an independent distribution team at the National Film and Television School that is working on a marketing plan for Fresh Out which highlights three different genres and showcases various themes.

Brief

The client has explained that their goal for marketing the film is to explore various strategies and promote different genres. The film tells the story of Caz, who got out of jail and  wants to begin a fresh start. However, his best friend, Luke, drags him on a tragic adventure that forces him to commit a crime and witness murder. The plot of the film revolves around a countdown of one hour and a half that reaches the end in the final scene. Tension, action and thrill drive the story, but other themes also play a vital role. Thus, the client wanted a poster that captured these main elements to communicate different genres.

Initially, the genres were; action, thriller and comedy, however upon learning the plot of the film and considering the sample of images supplied I have pitched for the third genre to be adventure instead of comedy. The client agreed that this would be more suitable and representative of the film as a whole and would not seem too distinct from the other two. For me, this has highlighted the importance of reflecting and suggesting alternative solutions. I researched different genres and looked into films that epitomize them to identify the appropriate genre and to present a well structured argument and a solution.

Deliverables

At the beginning, the client has asked for three film posters at one-sheet size and for one of the poster designs to be developed into a quad sized poster. However, after reflection upon the use of the posters and the fact that it will be displayed digitally, we agreed to create a mock-up as well since the posters will not be printed.

Primary deliverables

• One-sheet size (27 in x 40 in) poster highlighting action genre
• One-sheet size (27 in x 40 in) poster highlighting thriller genre
• One-sheet size (27 in x 40 in) poster highlighting adventure genre
• Quad size (30 in x 40 in) poster highlighting action genre

Secondary deliverables

• Mock-up of posters
• Branding of the film title

Research

Audience

The target audience is primarily limited to students and staff at NFT School. The client’s plan was to display the poster concepts as part of a pitch for marketing strategies. They will also share these designs with the director of the film who was enthusiastic to see their idea advertised. Nevertheless, it was important to create the posters to actual size to test typesize, image quality and impact. Additionally, I have taken into consideration the possibility for the director, cast and other people working on the film to want to print the posters in the future.

 

Genre and colour

An essential aspect that informs a film’s genre is colour. Since the images supplied were all similar and I had no control over them, I have worked to emphasize the genre through colour and texture. Before presenting the mood boards for each genre, I felt it was important to explain to the client the connection between colour and genres in film posters which led to an explanation of colour psychology or colour association. I achieved that through presenting sets of posters for each genre and immediately the similarity in colour came through. Establishing this connection between colour and genre impacted the client’s understanding of the mood board as they explained their understanding before I had a chance to speak.

As this is not my first real job, I learned that it is important to consider the client’s investment in the project and that could be initially determined by the amount of time they allocate for the meeting. This client was very interested to learn about film posters and the rationale behind the design. Hence, I took the opportunity to show my understanding and explain concepts which later contributed to the client’s satisfaction with the final design. It also made them feel involved in the design process.

Concept

Through the questions asked during the initial meeting about expectations, vision and inspirational examples, I was able to  understand the client’s needs and overall style preference. The client has also expressed their interest in posters for films like The Italian Job, Bad Boys for Life, Baby Driver, and Death Proof. This made creating the sketches a much easier task, thus the important aspect at this stage was presenting concepts. The sketches showcase a range of concepts that each highlight one genre but still address the different themes in the film. Part of brainstorming these concepts was acknowledging that I had limited resources to work with as the client has provided the imagery. Hence, I have worked to present designs which would be possible to create. My supervisor has also encouraged me to communicate to the client how and which images I would be using to rationalise my decisions.

The main elements of the film were utilised to communicate different genres. The two main characters, the car and  time; represented with the clock, have been scaled for emphasis, arranged and included in different combinations to either highlight the action, thriller or adventure aspect of the film.

Design Development

Image sourcing

The main challenge in this real job has been utilising the supplied stills. The collection of images were taken during filming. It included shots from scenes where the actors were in their characters, others where they were getting ready for the scenes or joking around and only a few  with them posing for the shot. Nevertheless, my approach was to view and rate the images before developing the sketches.

I discussed with the client the potential of using royalty-free stock images from sites such as Pexels and Pixabay. It was also important to search for useful images on these sites before committing to a design. Despite the great number of images available, I had to ensure that it represented the setting of the film; season, colours, nature, etc, and most importantly the correct model of car. I established an organization system that allowed me to save files (stock images from online and images provided by the client) for each idea so that I could easily find it when we decide on a concept. The organisation was very beneficial and helped save time, and thus I plan to employ this system in my future projects especially ones that require sourcing and referencing from multiple platforms.

As the client and I envisioned the poster with the characters in specific poses, facial expressions and positions, I had to combine many of the images of the character to obtain the desired expression and position. For instance, the image of ‘Caz’ in the car is a combination of two images, as I wanted the shoulder and body to be against the chair while his head faces the audience. This real job had many limitations in resources and thus taught me how to utilise images effectively and come up with innovative solutions.

Photoshop and editing

Creating the posters though required basic Photoshop skills like assembling several images, editing, balancing colours and adding effects, yet I had to learn and improve many of my skills in order to create a professional-looking poster. One of the core skills I had to learn was managing ‘smart objects’ and ‘masks’. These two features were used excessively in the creation of all three posters as they included many large image in one single file. Additionally, due to the size of the poster, I had to pay extra attention to details especially when masking objects; ensuring the edges are clean and look realistic. This project helped me improve my Photoshop skills and learn many techniques useful for creating images on a larger scale. I also learned the importance of determining light sources and utilised my knowledge of shadow and light to create the posters. Tutorials online were very useful and often suggested different ways to create the same effect. Trying multiple ways and making a judgment on the most effective one contributed to creating these poster designs.

 

Typography

It was important for the client that the title, especially for the thriller genre poster, appears as a brand as they have plans to create merchandise. I worked to develop a title treatment that would be visually appealing on its own and layered on top of the image. This was an interesting challenge that forced me to examine the title treatment in different situations while ensuring it suits the concept and design of the poster.

“The fact that you used a font like the one printed on prison uniforms was brilliant!”

– The client, Afnan Linjawi

 

Mock-ups

 

 

Reflection

This real job was completed in one month, and the client was on sick leave for 5 days. The short turnaround time meant that I had to commit to ideas and begin designing immediately. Thus, I believe the final designs could be improved. Nevertheless, problem-solving was the core of this project and I learned many skills. My Photoshop skills have significantly improved, and I hope to showcase them in future projects. Moreover, the communication with the client made me more aware of the importance of sharing my own ideas and suggesting alternatives.

The final outcomes have shown positive feedback, however, further improvement in typeface treatment, such as the addition of effects onto the title, and a personalised typeface for the tagline, could have resulted in a more impactful film poster. Additionally, details which communicated a second level of meaning such as the time instead of a car plate number and the clock in the background could have been implemented more often. However, I believe I was able to achieve the main goal of creating three film posters highlighting different genres for the same film and from a limited set of images.

“It was a pleasure working with you. Thank you for being very attentive and cooperative. I was impressed with the various concepts you came up with for a poster of a film you haven’t watched and how you made use of the stills we provided to produce a theatrical poster fit for a theatrical release.”

– The client, Afnan Linjawi

 

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