Alone Together: campaign research

Campaign Research 

Women2Drive

Up until 2018, Saudi Arabia was the only country in the world where women were forbidden to drive motor vehicles. The women to Drive movement is a campaign by Saudi women, for the right to drive motor vehicles public roads. Many women drove in Riyadh in 1990 and were arrested and their passports confiscated. In 2007, Wajeha al-Huwaider and other women petitioned Kind Abdullah for women's right to drive, and a film of al-Huwaider driving on International Women's Day 2008 gained international media attention. In 2011, some women, including al-Huwaider and Manal al Sherif, organised a driving campaign, and around seventy cases of women driving were documented from 17 June to late June. On 26th September 2017, King Salman issued an order to allow women to drive in Saudi Arabia. The ban was officially lifted on 24th June 2018, while many of the women's rights activists remained under arrest, As of 23 August 2018, twelve remained in detention. 

The logo for the campaign uses the concept of traffic signs. The use of using an objective way of communication is to create awareness and recognition for the campaign. The idea of how we communicate way finding symbols everyday shows the idea of awareness. This includes the meaning of the issue of women not being able to drive, being unrecognised and unheard of. The designers uses the role of way finding and objectification semiology to spread awareness of an issue which is unheard of. This relates to Ferdinand de Sassure (1857-1913) theory about semiology; the role of a visual sign being the signifier and it's meaning which is signified. This theory relates to the design of the logo, where the logo uses the role of meaning to communicate a message. 

The use of the type being a San Serif creates a modern feel towards the logo to reflect the idea of the 'new future'. The use of the number two being used conveys the idea of equality by the '2' being an equal number. The use of the idea of a two relates to the idea of gender; female and male. The typeface is in a condensed format, this conveys the idea of how women are marginalised in the Middle-East. 

Sisters Uncut 

Sisters Uncut is a British feminist direct action group that is opposed to cuts to UK government services It was founded in November 2014. The group identify as intersectional feminists including all women: transgender, intersex women, non binary, gender and gender variant people. East End Sisters Uncut are a feminist group of women and non-binary people taking direct action to fight cuts to domestic violence services across East London. 

This symbol is the Venus symbol which means women.  The design has incorporated a no entry symbol which was incorporated in the design. This is to address the meaning for preventing domestic violence, and to show how domestic violence is wrong and should not be allowed. The use of the scissors comes from the purpose of the campaign for fighting cuts. 

The graphic design has played on the objective role and created a meaning by combining meanings together. This relates to Barthes (1915-1980) theory of mythology, how meaning can be unto interpretation, what may mean something today could mean something else tomorrow. Overall, the designer has played on the idea of meaning to create a new objective function. 

The role of colour plays an impact with the design. The colour purple and green acts as a brand identity. The symbolic meaning of the colours green and purple were used for the women's suffrage movement. 

Set Her Free Campaign

Set Her free is a campaign fighting against the detention of refugee women in the U.K. The reason for the campaign is due to more than 1500 women who have come to the UK to seek asylum are locked up in detention every year. It is also very traumatic for women who are detained, many have already survived rape and torture. 

The colour scheme of green, purple, and white relates to the meaning of these colours being used for the women's suffrage movement. The use of the graphic design layout of three columns works effectively with the type. The concept of 'set her free' is strong however, the typeface could be developed further. This could be through finding typefaces which relate to the context of the issue. To develop this design further more experimentation with type could be applied. 

Make Her Story 

 Fashion brand Missguided created a #MakeHerStory campaign for International women's day 2018, in collaboration with non-profit organisation GirlsOutLoud. The campaign features female influencers such as Jade Laurice, Portia Ferrari, Julia Ofelia, Olivia Natalie and Nina Jay. The collection features two tees with 'Make Her Story' and 'Woman' slogans, along with tees and hoodies. Girls out Loud is a charity which help inspire confidence and self-esteem within girls through coaching and mentoring. 

This will help develop my practice further by creating a campaign through the role in fashion. I could possibly create clothing which supports a campaign, to help spread awareness and recognition. The typeface is in san-serif, a generic font for campaigning. to develop my practice further the campaign could explore different typefaces to break the conventional design in campaigns. In my opinion, the role of the fashion works effectively. However, the use of type and colour could be developed further as these elements lack meaning and purpose compared to the other examples above. 

Embattle: Development

For this brief, I wanted to show the development in my practice. In first year, I was not confident in my digital skills. However, through out the course I have developed my digital skills. In this brief I will show how I have developed thumbnail sketches onto Illustrator. I will then show the developed logo mocked up into context.

In first year (403) we all got given a word, and from that word we had to develop the word into a logo for a company. The word was Embattle. I have researched into context, exploring elements f war and looking at street wear brands which use similar concepts for inspiration.

Initial Ideas produced in first year.

The use of the stencil effect has worked effectively. However the army pattern has made the design look too complicated. I will mock up prototypes onto Illustrator using a monochrome effect. This relates to the contextual research into the Ivy Park logo. 

Development 

Using Illustrator to design the logo as I have developed my Illustrator skills. 

The design of the logo is less complicated, to ensure the design is not busy. The element of the stars works effectively by creating an American cultured feel towards the brand. During the critique it was stated that breaking the word creates the logo to have more character. the logo emphasises the word 'battle' to convey the context and purpose of the logo design. The idea of breaking type shows the idea of diversity. The monochrome colour palette works effectively as it creates an urban aesthetic but also highlights the design aspect of the logo more. 

Exploring different colour ways inspired by military colours. 

The colour palette was influenced by military colours. However, feedback stated this overcomplicates the design and takes away the urban characteristics of the brand. 

Prototypes 

Applying the logo into context 

For this brief originally, I struggled with applying my designs into context. As I am not as competent using Photoshop compared to Illustrator, I used mock-up (secondary resources) to present my work. Overall, this went well as I have never presented my work like this before. To develop this further, I will create my own primary images and create my own mock-ups to develop my practice further. 

Creating my own mock ups 

Firstly, this is a design for a clothes label. The layout was inspired by the Ivy Park's label. I will develop this further by printing this label and creating my own mock-up pictures. 

Designing posters and flyers to hep advertise to new store. I have also incorporated photography to show what the brand will sell, applying more of a context towards the band. 

Final Logo

The use of the juxtaposed black and white has helped refine the designs from the initial ideas. I have developed digital skills by using Illustrator. The visual elements of stars creates a cultures American feel towards the brand. The layout relates to Ivy Park branding from contextual research. The use of the caps-lock creates an intimidating approach which conveys a masculine target market. The use of simplifying the designs of specific letterforms, 'A' and 'TT' joining up. This helps the design look refine and not overbearing. To develop the design further the 'A' could have a break influenced by stencil type. As this is the only letterform without a break. This brief has helped my practice develop by revisiting work and showing how I have developed as a designer. The development stages has improved by showing the design in context and using Illustrator to develop initial ideas and thumbnail sketches.

The target market will be aimed at 16-25-year olds. The ethnic background will be based on urban fashion design. The clothing will be high-end designer brand perhaps sold in Selfridges. Therefore, the streetwear clothing will be sold in exclusive places in London, Birmingham and Manchester. This will be an exclusive brand such as Supreme, Boy London, and Obey. The individual will be into collectables of designer clothing but will also have a thirst for urban street-wear clothing. This target market has changed from the original brief in level 4. As the design has changed due to contextual research, basing the logo on the IVY PARK brand, this therefore as created a unisex target market. The project has taken a different direction; this is to relate to my practice and my message of supporting the people of colour community and diversity.

Contextual Research

Ivy Park is an activewear clothing line co-founded by American recording artist Beyoncé and London based fashion retailer Topshop, introduced in 2016.The font used for the logotype of the clothing Brand is Aktiv Grotesk Black. Aktiv Grotesk is a contemporary grotesque sans-serif typeface released by Dalton Maag in 2010 (Dalton Maag, 2019). The san-serif typeface works effectively as it conveys a sense of strength, power, and assertion. 

The scale variation addresses the idea of diversity and hierarchy. Furthermore, the Monochrome scheme works effectively, as it is simple for a complex design. This design approach has created an urban aesthetic towards the brand. Also, the layout is centred which works effectively and acts as a focal point, it draws the audience's attention in. To improve this design further perhaps the gap between the two words could be spaced out more or joined together as the gap is very thin and in my opinion becomes too compacted. Overall, the branding is strong, conveying power and strength. The characteristics of strength establishes a sense of confidence which relates to the context of sports and fitness, as the brand sells activewear. Consequently, the colour scheme is successful as it is simple for a complex design but also helps address the message of diversity and black culture. 

This research will help develop my practice further by initiating a contemporary brand which explores the theme of diversity. The typeface being in capitals will help initiate a sense of confidence towards the brand, this will be considered when designing.The branding will address black culture through an urban aesthetic, this relates to the Ivy Park logo. I will further this research by exploring other graphic designers who have explored diversity.

Branding for an emerging artist: Development

Black and White Prototypes

The monochrome prototypes has helped developed my practice further through refining designs. The first technique explored is outline type. This was influenced by the Jorja Smith logo design. The use of the technique creates a more slim aesthetic which relates to a fashion aesthetic. The filled effect wasn't as successful as t looks similar to the existing brand logo. Overall, it was stated that the outline type worked effectively with the aesthetics of the type design.  

The layouts were tested by expanding the size of the name 'Monet'. This was influenced by the Jorja Smith logo design layout. his was developed further by applying fill and including a 3-D effect. However, this sample was not as successful as it lost the overall typeface look of diversity. The feedback stated the design looked more powerful in a 2-D layout.  

Applying Colour 

The first experimentation was not as successful as the layout looked too long. The words, "The Baddest" was broken up and used different typefaces to fit into context. However, this made the layout look to busy and did not work well with the overall composition layout. Feedback stated to use a three column grid instead of a four column grid.

Taking the feedback on board, I developed a three column grid with a continuous typeface through out. This created a simplified approach which made the logo look more readable. 

The layout in this experiment explored a two column grid onto a coloured background. During feedback it was stated the monochrome background was more effective as it creates a more mature aesthetic towards the logo. It was also stated the three column grid was more visually pleasing. The feedback stated the colour scheme need to be more relevant.

Picking relevant colour ways 

Taking the feedback on board, I researched into Amelia Monet's Instagram and looked at the similar colours used. The colours were pink and lilac. The use of the baby pink was explored on a monochrome background, to see the impact of a brand identity using colour. 

Testing different coloured backgrounds, to show if this impacted the design. The monochrome background created a more mature look towards the brand, and created a more Urban feel towards the logo aesthetics. The use of the magenta background, was not as successful as it made the logo look like it was targeted at a younger target market of 6-12 year old girls. The colours misleads the brand identity and does not fit the target market of 16-25 year olds.

I developed the designs further by juxtaposing the roles of the background and outline; I tested a darker outline juxtaposed onto a lighter background. The colours were inspired from the NAYVA brand, a brand who have worked with Amelia Monet. 

Testing different layouts with this colour scheme. It was stated that a darker outline created a more mature look, which fitted the target market of 16-25 year olds. To develop this design further, I could create a patterned background to make the logo look more visually exciting. 

Testing gradient backgrounds inspired by the Barbados background from where Amelia Monet is originally from. 

Different gradient backgrounds were tested. Feedback stated that the lighter background made the logo stand out more. The designs were developed further by applying two column grid and the three column grid designs over the top. The colours complimented well, however the lighter gradient fill allowed the logo to stand out more.

Testing different shapes to apply the type logo design in. The circle came from the instagram diagram, of how the logo will appear on an instagram page. However, due to the design using columns, perhaps a square will fit the design more as a square uses lines which will correspond better with the grid format.  

Colour Palette:

The pictures include the exact CMYK and RGB coding for the selected colours. 

For the colour palette, I selected three main primary colours. The primary colours are: Magenta, Baby pink and Lilac. The Secondary tones are cream and Black as these are more monotone colours, they have a neutral aesthetic towards them. The use of using Lilacs and Pinks as the main colours were influenced by the NAYVA logo. 

Selecting the most successful experimentations to create 3 prototypes. 

Prototype one:

For the first prototype the use of the colour scheme was the most effective. The use of using both primary colours works more effective for the final prototype design. The idea of including contrasting typefaces includes the concept of diversity. The use of the outline type technique contrasts the filled effect helps emphasise the concept of diversity. The logo had to be appropriate for a commercial culture, including a logo for popular music and fashion and beauty. Therefore, the design had to be appropriate for both cultures. The logo relates to Friske (1998) theory on trends; what may be in popular today, may not be popular tomorrow. Friske (1998) states the reason of this idea is due to a youthful audience being introduced to a set of aesthetics already. Therefore, the design had to relate to contextual research into existing brands similar to Amelia Monet. One of the common techniques was outline type, therefore this technique is seen as being in trend. The use of the colour scheme being influenced from NAYVA will relate to the theory of these colours already being introduced to a youth culture, therefore will be perceived as being on trend. Therefore the elements of outline type and the chosen scheme plays on this idea of trends in popular culture. 

Prototype two:

During the critique, it was stated the two column grid was more successful, as it would be more appropriate for a stage purpose. However, the idea of using one colour way created a brand identity and showed the design more compared to the other two prototypes. The graphic design layout of the three column grid relates to Barthes (1915-1980) theory on role models. The type of the name being in caps lock conveys this idea of an icon and someone important. The line technique used relates to the theory of geometric symbols by Philosopher Plato (c427-447 BCE). The role of Geometric logos has the purpose to be more recognisable and memorable, (Pilosopher Plato, c427-447 BCE).  Dress (1996) discusses how a logo is designed as a trademark belonging to a brand, the design has purpose for recognition. The use of the colour scheme being used as a brand identity to gain recognition will support Kress (1996) theory.  Kress (1996) states how a logo includes cultural meaning, this relates to the logo belonging to popular and commercialised culture, the concept of using one colour acts as a component to create recognition for an identity. The use of the words "the baddest" interprets something rebellious and breaking the rules. The importance of a slogan acts as a unique component to help recognise the brand more and to create more familiarity. This relates to Danesi (2006) theory of unique aesthetics.  

Prototype three: 

This sample was the least successful. The use of the three colour way may not make the brand identity be as memorable. The use of the colour Magenta may be seen as generic as many fashion brands tend to stick to this colour way. Therefore, the brand may be lost in commercial and popular culture. The design has too many elements too it, including the gradient background which may be seen as overbearing. The intentions and goals was to create something different and innovative. Something which fitted my style and practice. However, the issue with some of my designs his I overcomplicate the design, which can make the design look overbearing. The goal was to create a personal meaning towards the artist, however this meaning may be hidden or misinterpreted. This reflects Barthes (1968) theory on semiology being applied to mythology. The process of how myths are being perceived as a factual system, when in hindsight the meanings are up for interpretation. This raises the issue of what people recognise and what they communicate from a set piece. The piece however could have a hidden meaning that people may assume there is no meaning. The idea of creating meaning of what people know. Therefore, prototype three may be hard to communicate and misinterpreted. 

Final Outcome 

The final logo design included a wider kerning from the original type setting. This was to create similarities of the design being slim and spacious. To create a more open feel towards the logo, and to ensure the logo was readable. The slim aesthetic was inspired by other clothing companies for women such as Topshop. 

The words, “The baddest” used the font Flood STD this font was inspired by the Cortado typeface from the collected contextual research into type. The typeface has been used for campaigns which support diversity, such as “The Rage” campaign, where they support women of colour. 

Cortado script was designed by Jesse Ragan and Ben Kiel. The typeface was originally designed for Aldo shows 2013 campaign "Give Me Aldo" and is used for to all of Aldo's in-store design and e-commerce. Primary elements of the type were painted by Cecilia Carlstedt. In 2014, Ragan and Kiel updated the typeface and made it available for general licensing at cortadoscript.com. Since May 2017, the typeface is available from XYZ Type, with the name shortened to Cortado. 

The main typeface used is Balboa Plus Fill. The reason of using this typeface is due to its historical purpose of the typeface. The Balboa Typeface was used for the “I AM A MAN!” campaign. The campaign was a declaration of civil rights. Historically, in countries such as the United States and South Africa, the term “boy” was used as a racist insult towards men of colour and slaves, indicating their social status is less than a man. In 1787, Josiah Wedgwood designed a medallion for the British anti-slavery campaign. The campaign became a popular fashion statement promoting justice, humanity and freedom. The typeface was used to help create a voice to stop racial discrimination. This was the reason why I used this typeface in my practice as it supports diversity and the theme of ethnicity. I feel I have developed my practice further, by finding typeface which have meaning and support diversity by their historical purpose. 

During the critique it was stated that using one colour way was more successful in creating a brand identity. The idea relates to the Beyonce album in 2013, where the designer created branding using a pink stylised font. Beyonce is a singer who supports diversity and the black community in popular culture.  The branding somehow always consists of a monochrome effect. This has created an urban aesthetic which I feel I have developed my practice further, by supporting ethnicity and using the role of monochrome to simplify my designs and highlight the message. 

Overall, this experience has helped me develop my practice, as it allowed me to not be afraid to simplify my designs. Feedback from the tell a lie brief and Embattle stated to use monochrome tones to help refine my designs further. This experience has allowed me to experiment with a wide range of type, however using certain characteristics which are appropriate for the final outcome. For future projects, I will explore different types to help develop my designs further. Also researching into popular culture, helped me identify trends in current contextual research, such as existing music artists. This allowed me to identify the role with graphic design for trends and the fashion industry.