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.