Upon receiving feedback on our initial logo ideas many found that the use of pink and blue (see figure 1) was too closely related to LCA as a brand itself and didn't create an individual identity enough. In addition brightening the colours from the mosaic contradicted the reason behind taking the colour form the mosaic. Furthermore this close association with LCA was also found to be the case in relation to the use of the shape of the LCA logo within the wayfinding. Consequently as a group we've decided to not incorporate the use of shapes within the designs and to just keep the simple line from the logo as a consistent theme throughout the branding alongside the use of the logo. The main problem with this crit is that we failed to fully explain our design decisions within our rationale which lead to some confusion regarding the name Raum which is the German translation for space. We chose this as the first printing press was designed by Johannes Gutenberg from Germany. In addition some said the line within the logo had no relevance however it is used to split up the word based on the pronunciation in order to make it more easily understood.
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| Figure 1 |
Consequently after discussing this feedback as a group we decided to look at other reasons for the use of colour within our designs and decided the main factor influencing our decision was the need to use bright colours to allow the branding to stand out in public settings. Therefore deciding to use International Klien Blue and white across all branding to allow the branding to stand out and create a consistent brand identity (see figure 3 and 4). In addition it was suggested that we could experiment with using a sans serif typeface which we plan to do however we feel the use of a serif typeface relates to the traditional nature of the print exhibition.
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| Figure 3 |
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| Figure 4 |
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