Project Vienna

Design|Phase 2

PROJECT VIENNA

Rohit Banka AOP - Branding and Identity Visual Practise 2 MA Visual Communication Birmingham Institute of Art & Design2009-2010

Sunday, 23 October 2011

Presentation

STRUCTURE• About 1st phase of DESIGN PROJECT VIENNA

• DPV Phase 2 brief

• Design challenge

• Initial feedback and testing

• Three sets of references

• Concept development

• Concept selection and strategy

• Concept application

• Learning outcomes

1Sunday, 23 October 2011

DESIGN|PHASE 1

PROJECT VIENNA• Brief: Reinventing Vienna as a modern design destination

• Proposed strategy: Design organisation on the lines of D&AD

• Naming

• Visual identity

• Basic application

2


Phase 2

DESIGN BRIEF

• To establish Kreativ Junction beyond its logo

• To design and strategise a launch for Kreativ Junction

• To generate buzz about it in, around and beyond Vienna

3


4

Initial testing and

FEEDBACK• Strong Stategy

• Visual Identity was questionable

• Need to include typographic study

• Colour are tough to produce


Three sets of

REFERENCES5

LOGO DESIGNDESIGN

ORGANISATIONSVISUAL IDENTITY

SYSTEMS


6

Rethinking on the role of

A LOGO• A logo is the face of a brand

• A logo doesn’t sell directly,

it identi!es - Paul Rand

• Should a logo be self explanatory?

- Interbrand

• Logo derives its meaning from

the quality of that which it symbolises

• Just one distinctive element is enough

Source: Logo design love (book), Interbrand brand consultancy (website), Paul Rand (website)


7

Design organisation:

D&AD• What is it all about?

• How does it promotes itself?

• D&AD strategy and design

• Pencil as a symbol of pride



9

Engagement(function)

Events and activities

(form)


Final

STRATEGY

10

• Evolution is not revolution

• Think of engagement

• Stefan Sagmiester: Champion who can

carry the course

• Exhibition on retrospection of his work


Living visual identities

THE CHANGING ROLE OF LOGOS IN BRAND EXPRESSION?

11


Reference 1

New Museum• A cutting edge system

• Flexible and adaptable identity

12


“Aol. is a 21st century media

company, with an ambitious vision

for the future and new focus on

creativity and expression, this

required the new brand identity to

be open and generous, to invite

conversation and collaboration,

and to feel credible, but also

aspirational,”

Karl Heiselman-Wolff Olins CEO

13

Living visual

IDENTITY Aol.


14


15

Visual identity elements

Logo

Colour

Typography

Grid/Layout

Image style

5th Element

Model 1

Logo

colour

typeface

Visual style

graphic motifs

Model 2

Logo

colour

typeface

Grids

Lines

Other devices

Model 3

Logo

colour

Shape

Name

Touch & Sound

Illustration

Typography

Environment

by Matthew HealeyWhat is branding? by Tony Spaeth by Per Mollerup My own model


If logos are defined as the identifiers for the organisation,can other visual identifiers replace logos as primary identifiers ?

?16Sunday, 23 October 2011

BRAND VALUES TONE OF VOICEBOLD

ENERGETIC

CONTEMPORARY

AVANT GARDE

LOUD

ENCOURAGING

CONFIDENT

IRREVERANT








Rationale and

STRATEGY• KJ being a design organisation needs

an innovative identity

• The logo has potential to work as a

"exible and adaptable system

• Circle: One of the three design shapes


THE WORDMARK VERTICAL RULE THE DESCRIPTOR

SYMBOL
















• Learnt a full cycle of brand development

• Developing understanding in both the strategic and visual

side of brand communication

• Able to question and debate about critical issues

in branding

• Started to consider production as part of the process

• Developed a wide network both in India and UK

• Started to challenge conventions in design

Learning

OUTCOMES 40


Rohit Banka


Project Vienna

Documents

interbrand logo

design brief

visual identifiers

logo doesnt

logo design love book

identity visual practise

design pencil

new brand identity