Category: Branding

Week beginning 7th October – Research and logo development

To begin with I wanted a clear idea of what was out there already. This includes concrete manufactures and interior designs that use concrete as their main product. When searching I found a number of companies that used concrete as a word within their businesses names, such as a dance company and a french radio station. This makes me think that the material has a large impact on contemporary ideations.

Doing very fast speed sketches I managed a few nice ideas such as my own type of concrete in a box as well as using existing type to make a box like shape from the type. I used the cut out idea on the “C” so that it looks like a block/ house is the silhouette. All of which led me onto creating more symbols with the lines built up to make a block building or the thin lined square to make almost a floor plan.

My favourite design is the hexagon layered and cut into the shape of a “C.” I paired this with the typeface – Prohibition – so that it can be easily recognised. The symbol shows the continuous lines and unity of concrete and the thickness changing represents that you can add and add to concrete but overall it is one material.

Week of the 7th October – Initial Research

At first I looked into the styling of how an exhibition goes about their branding. This gave me a clear picture of what is expected. They use engaging colours and is very contemporary with logos printed on everything. Moving forward I will need a versatile logo that can be easily recognised and easily placed on a lot of items.

One thing that I was very unsure about is the way to move forward. This small bit of research allowed me to see the minimalist style that I’ve always wanted to explore. I like the subtile textures and free flowing movement designs. I also looked over some interior companies and found the magazine called Elle Decoration where they provide “stylish and sophisticated contemporary homes” within the UK.

Tuesday 8th of Sept – Group Critique 

This mini tutorial helped in clarifying my ideas being that concrete is same whether it is the largest dam in china to a minimalist plant pot within a house.

One thing to take forward is to go into depth with the name being elegance of concrete and how that links to the exhibition. Thinking in depth concrete is usually thought as a brutalist and regimented material but my thought is bringing it onto a happier free flowing material and change peoples views on it.

However I need to look into who is the creators behind the exhibition. A way I want to go with this is a concrete company wanting to show off their product so combines with a contemporary interior design company. This should help me with my logo ideation and the final things to place in the applications.

Furthermore, I have not decided whether to go corporal with the designs or a happier/ lighter hearted style. But I have decided on a minimalistic style with the use of a concrete texture.

Branding – Uniform

Uniform definition – Remaining the same in all cases and at all times; unchanging in form or character.

Through using the theme chosen word – being uniform – the project is to create a brand for an exhibition. At first I brainstormed in a mind-map with things that are the same such as soldiers leading onto more structural things that have the same meaning or use like a column as they all are straight up and are used to hold things up. This brought me to the idea of an urban city and how overall the sky scarpers all have the same thoughts of being taller than wider. A great example of this is the 60’s when designers had a revolution of using a strong yet cheap material of concrete in the brutalist, minimalism and contemporary styles.

All concrete is the same. Same texture, same colour, same ingredients. These similarities gives it uniformity. However, the way in which designers create difference is through the finish, whether being the moulding of the concrete, adding or taking away materials within the mixture or to polish over the solid material.

Concrete is thought to only be used in brutalist architecture from the 60’s but in recent years it has progressed into stylish household items for that “urban edge.” So my proposal is to create the branding behind an art gallery of physical objects, photography and videos to illustrate the beauty and historical values of this under-appreciated material.

https://www.theguardian.com/cities/gallery/2019/feb/27/mildewed-lump-of-elephant-droppings-brutalist-buildings-under-threat-in-pictures

https://www.independent.co.uk/life-style/design/10-illustrations-which-commemorate-britains-demolished-brutalist-architecture-a8325996.html

10 Modern Concrete Accessories

https://www.architecturaldigest.com/gallery/concrete-buildings-slideshow