From looking back at my research blog in level four. I decide to focus the research contextually.
IVY PARK logo
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.
Initial Ideas
The initial Ideas were recorded through thumbnail sketches. I used graph paper to ensure each typeface was more refined and accurate. The designs were influenced from the level four initial idea process. The thumbnail sketches will be developed further on Illustrator by tracing these sketches.
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