Studio Brief 3: Brand Identity Evaluation

Overall the brand identity we've created as a group is very successfully due to the high level of consistency throughout due to the use of blue and the line across all material produced. The identity takes inspiration from the work within the exhibition through the name 'Raum' which is german for space, as the events featured within the prints are centred around open spaces within Leeds. Inspiration has also been taken from the focus on traditional print within the exhibition with screen printing being used for the production of the posters, flyers and catalogue cover and letterpress being used for the invites. In relation to the use of colour IKB and white where originally used in order to allow the branding to stand out but also no to distract from the work within the exhibition. The development of colour matching the blue within the printing processes and the use of orange further allows the branding to stand out without looking too corporate which was an issue highlighted during feedback when IKB and white were used. Furthermore the use of orange allows the branding to stand out further within an urban environment within Leeds as the flyers and posters will be located across Leeds in places such as Village and Colours May Vary. Although the final outcomes are consistent and produced to a high standard it has been difficult to organise people to create consistent work due to the multiple styles within the group. The use of setting rules/limitations such as the use of Caslon 540 Std and Univers light in addition to the use of colour aided in the ability to create a consistent identity. However the identity became lost across some of the social media due to the use of pictograms within some gifs. This was amended through the incorporation of simplified gifs featuring the line and including gridded images featuring different prints from the exhibition within the social media and physical branding, allowing for a more eye-catching and interesting brand identity to be created. Overall I feel working in a group has been successful as the combination of skills has aided in the presentation of our branding through Liams' mock ups (see figure 1) allowing for our presentations/pitch to appear more professional. In relation to creating and presenting the presentations I felt this gave me to opportunity develop my speaking and presenting skills and become more confident within this area. In addition to my involvement within the branding, the logo works successful through the use of splitting the name to aid in pronunciation. Furthermore the catalogue spread provided some difficulties due to the limitation I set to contain the information to areas within the timeline (see figure 2). However this aided in creating a constant layout across the whole book in an effective way to organise a large amount of information. The cover created by Lizzie ties in with the use of the timeline inside due to the contrast created between the blue and white (see figure 3 and 4) with the inside cover featuring the gridded images To conclude the brand identity produce for Raum is successful due to the consistency throughout which has been achieved through the use of the line taken from the logo as well as colour.

Figure 1

Figure 2

Figure 3

Figure 4