From what we received from the London site, their idea is of removing Walworth market into their site, having incremental houses and also an arch tunnel on top of the market where the restaurants are and the glass tunnel is where you can see the market from a top view. I like this idea because it gives a sense of being united. So I and Juliet came up with a brand call Tunnel Vision because when you’re in the tunnel you see everything from above.
So here are my sketches.
These are the first idea for Tunnel Vision, I connected the two n’s to make it look like a tunnel. For branding, I wanted to create a pop out box in the centre of the tunnel showing a vision of the sites. Inspired by the Ravensbourne logo. They have a box and within the box framing, they place can place different images.
I Started to brand and I created a little animation for the Brand.
I found an image online of what I think the outcome will look like and put it with my animation of the Logo.
After a week, the architecture group decided to change their idea, so I decided to rebrand. Also, my partner has deferred the course meaning I now work with Mark, dropping my Brighton Site and to continue my London site.
So my first step of re-branding, I looked into puzzle pieces as I still wanted to continue my Puzzle theme.
I looked into different puzzle pieces because I wanted to look at its form and shape thinking of a way to link them with the architectures new idea.
The architecture students came up with a new proposal which was having a market on their site that would be more likely to sell food, from market research it’s more likely to be Caribbean, African food as the majority of people that live around the area are of that ethnic background. They are also going to have 4 different houses, two in the high end and the other two in the low end. The two high-end, housing, will be spacious and luxury. Whereas the other two will be different,one will have everything set up already and the other one will be an incremental housing, meaning the resident can decorate, build do anything to their house, giving it an identity. They are also building a community centre, for the homeless, it’s going to be a shelter and a place where the homeless people can search for jobs too. So for the brand I came up with a new name, ‘One Vision,’ this one vision is community-based, the one vision is to bring everyone together, no matter what status, how much money they have.
This is my new logo for my brand. The logo is in the shape of a hexagon because the site will have a hexagon roof, which I think is unique. I also did other experiments with texture as under the roof, each hexagon with having a different pattern. Shown below:
In this page I have experimented the hexagon shape with lines, creating negative spaces. I wanted to link the lines to the pattern inside the site. My favourite two are the ones on the right, I like the simplicity, but then I thought it was still complicated and I still prefer my original solid colour hexagon. So I decided to keep the original one and played with more texture, wood because the roof will be made of wood, therefore I wanted the logo to have some link with the site.
Here are my experimentations, I used a different type of blocks of wood and I tried creating my own wood texture by using gradient. After all these experiments I didn’t like it I felt like it looks too old and vintage. It doesn’t seem engaging, it looks more for a carpenter brand.
I then decided to use solid block colours inspired by elephant and castle elephant statue. I also moved around some elements and duplicated the hexagon shape to create patterns.
While I was playing around with colour and composition, I came up with a new logo. Shown in the black and white sample. Why I decided to pick that as my final logo is because, the two hexagons put together looks like the infinity sign, which is also symbolic to the site, as the site is bringing communities together. And you see a negative puzzle shape connecting the two hexagons together. After playing around with these three primary colours, I didn’t feel like it fitted together so because the London site has three main concepts (Market, housing and community centre), I thought I could sub-brand the three with each other the colours.
And for the main Logo I combined the three colours together. But it just didn’t work out, therefore I got some feedback from Mark, that maybe I can add more hexagon.
I added an extra hexagon and played around with negative spaces making it look more like puzzles. I decided to overlap some for a rainbow colour because doing some research on community logo’s, they were all colourful, rainbow colours. So I want my logo to be bright and give off a happy feeling. I did more experiments for my logo composition and with colours.
After doing experiments with colour and layout, I still felt like the logo was not there yet, there were too many colours, texts were not visible when being overlapped. So decided to play with texture and do a different type of layout. Also from feedback from my tutor and Mark, they said I could play around with the texture, and also the angle of the hexagon. And try out different types of puzzles. and maybe instead of having the interlocking hexagon, I could follow the hexagon pattern from the architecture roof design for the site.
I learnt that rotating an object or bringing it backwards is easier on after effects, So I started experimenting with scale and composition of a object.
After experimenting again, I really didn’t like the logos I created, so I tried t simplify it.
And what’s different with these from the ones before is that I put texture, so it’s more relatable to the site as a hexagon is a cliche and mostly common used for bee brands. So I didn’t want my logo to be seen as like the brand is for bees etc.
I then chose the last designs, as it was simple, it looks like three houses connected.
I then played around with type, and I liked the first one but there was too much texture so I decided to neaten it up which led to my final Logo:
This is my final logo, the three colours are the elephant and castle colours. I decided to use this font because it looks luxury but also casual. As the site are creating luxury homes, I want the brand to have some luxury elements. But overall I enjoyed creating this logo even though it was a long process.
This is my handbook.
‘PRODUCT IS WHAT YOU SAY, BRAND IS HOW YOU SAY IT’