Branding- Final Brand Mark/Logo

After reviewing the last version of the logo for Roots I noticed a few things that I was not exactly happy with that made it seem a bit all over the place. These parts where the aligning of the different elements (Image, Tagline and the angle of the R).FINAL LOGO

Giving the three stems of grass a flat base gives the logo a more put together feel and that the parts are in an order that makes sense. The ‘R’ was at an angle in the previous version for no real reason which made no sense, so changing this has made the letter seem more part the rest of the word. Then I wanted to keep the whole logo constrained with a single rectangular area, to stop it becoming awkward to use in designs. So I moved the tagline of the company up into the empty space by the R and the rest of the word.

The redesign of the logo meant I to rethink the designs for the touch points. I stripped back the design to a cleaner and easier on the eye design. Which I think works much better than the tacky pattern I had added on to everything.


Frist Touch Point Draft Designs.


One of the touch points the client wished to have was a van that his drivers would use and in turn of this would advertise to the public and potential users. I initially thought that having a van looking like it is made completely of wood would make the van stand out on the streets and would catch passers by’s eye (like the Red Bull car). I then worked with this idea and came up with three potential ideas. But I don’t think that it works, yes it looks alright on screen but practically it could only be done with a sticker and they tend to look cheap and tacky when large. So in the final design, I kept it simpler with just the logo and colour on the front.

Working Signs

When the client asked for these I was not too sure why and I think that this shows in the design. I didn’t know what would be needed but tried with changing the angle of the logo and adding text. But I later scrapped this idea as it was obvious that it was not a top priority for the client. But if I was to redo it I’d simply it again and have more of an idea of what it was exactly.

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Bussiness Stationary and Leaflet

I had the wood thing ingrained into my head as I kept up with in throughout the other touchpoints and I really don’t think it works at all and looks over the top and distracts from the information. It is the same with the angled parts of colour.

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S4C Group Live Brief

In the next project was a live brief for the TV channel S4C (Sianel Pedwar Cymru, “Channel Four Wales”). The task we were set was to create a concept for the channel’s branding (including the indent clips between programs and advert breaks and the social media branding) for the 2017 Saint David’s day celebration in March. The idea we were given was that it had to represent twenty first century Wales (being inclusive to the whole of Wales). All the words (spoken and typographic) had to be in welsh.

This project was to be done in a group. My group consisted of me and four others (Jacob, Billy, Stuart and Kristina. I found that working as a group had it’s own challenges (people not turning up or being late to meetings) but overall we worked well together we all had input when we brought ideas to the table whether that was original ideas or/and ideas inspired by each other. I found that this was a positive experience as there was ideas that I could have never have came to by myself and created a positive environment to work in. This was also a drawback, at the same time, we found it hard to narrow our final concept down to an idea that worked and told a simple narrative (which was the angle we were going for). We mostly struggled with how we would actually start the 30 second video clip.

As I am not welsh (but with family from North Wales) I took to Facebook (not wanting to represent it just in stereotypes) to ask anyone who happened to be welsh what Saint David’s day meant to them. Most came back with memories from when they where in primary school (apart from my Taid who just said pub and that was it) of school plays and dressing up in traditional welsh outfits.

I then looked at the existing indents that S4C has used in the past. (Indent Football , Indent Swimmer) I saw that that they tended to have a simple narrative (for example a woman diving into a pool and swimming to the other side), they didn’t seem to have any emotional connection to the audience and she isn’t swimming for a reason.


The basic outline for my idea that I had brought to the group. The concept was the background was slate (which could be inclusive for a lot of Wales have been quarried at sometime for the material) and using chalk to create a hand drawn animation the could be a bird flying and he passes different welsh landmarks such as the Millennium Center (Cardiff), the Menai Bridge (connects Ansley Sea to mainland North Wales), Portmeirion (an Italian Style village where the tv program “The Prisoner” was filmed), a number of castles and others. Then two sets of hands of people holding bunting saying “Dydd Gŵyl Dewi Hapus!” (“happy Saint David’s day” in welsh).

The group quickly rejected this idea as we had created another concept that had more of a relatable scenario to it. The basic jist of what we started with was someone going for a run in gentric Welsh mountains and then have some of the elements of the welsh culture today. After a tutorial with our tutor Ian, is was discussed and then decided we needed to explore ways we could create more of a narrative for the video clip, so from what we discussed  Jacob produced a whole new moodboard.


This laied out that the running character was a father was late for his young daughter’s eisteddfod celebration in her school. We really struggled with how we were going to start the clip off and how the character was going to remember that he had to attend and that he was going to be late. We decieded he would get text of the mother. We Where also going to include animated arrows and bits of text which I really didn’t understand why we needed it as it didn’t add anything to the narrative. We ended up scrapping this for that exact reason. After a discussion we narrowed and defined the storyboard even more and ended up with this  board. 15321683_10209828700746169_2029547026_o.jpg

I had attended the Adobe Premiere Pro workshop on behalf of my group so it was my job to create the animatic for the practice presentation with tutors Ian and Matt. I played around with possible transitions on the program and decieded the majority of them were basically awful (putting it politely) so I decided to do a cross dissolve as it is one of the least in your face transitions.

Then, after the presentation, the feedback advised us to improve the pacing of the clips to make it faster and have more suspense. We then discussed this further and added a shot of his daughter and him looking down at his phone. We also made his journey more of an action sequence of him jumping over things, doing a minor parkour to get there. We then did a digital version of the storyboard.  15204299_1167313796679215_204649464_o

I personally think that the pitch to the actual clients (S4C) when well and we all seemed to be able to get our ideas across effectively enough so that they were able to understand what the ideas where and the origin of the idea. They seem to be positive about the underlying themes of family (which is pretty much a universal theme which would appeal to not just their welsh viewership but 30% from outside Wales). They also liked that this could be set not just in Cardiff but anywhere in Wales, from Wexham to Holyhead To Aber to Swansea. That it was inclusive, this was something we discussed a lot when coming up with the concept. I think that we were able delegate the speaking parts fairly, talking about parts we had practically had involvement in. I think we did the best we could have done on the speaking side considering that it was our first pitch to real life clients and for how nervous we all were before.

I think that overall that this project was a very positive experience. For one I have found that I actually enjoy group projects just as much as I do by myself. One thing I would change next time is that I would like to have had our final idea clearer sooner as all the elements were there and just not in the right places. If this was achieved we would of had time to have created some test shots which would have been positive. Apart from this (and one group member not turning up to the first pitch) I would  happily work with this team again on other projects. I am excited to see what S4C actually thinks of our concept when we hear back from them.

Branding Design Development- Brand Mark/Logo

I brought the idea, of the three triangles (representing grass), into illustrator. I lay out the three triangles at an angle to maybe give it a more natural feel to the mark. I was finding it difficult on where to put the name of the company. Later after my first drafts of the touch points, I had worked out that the main problem that I had encountered have I had the proportions incredibly wrong for what I was going for with it. As the height of the “blades of grass” are too long to how wide they are it looks like they could possibly be overgrown rather than short and tamed (which is one of the services that the company provides).


Branding- Idea Development (Sketches)

15878154_10210128555602353_918152336_o Around the time that I was researching into existing brands I started to sketch out ideas for the logo. I was finding it difficult to come up with ideas that were not the most obvious (and there for overdone). This was backed up in a tutorial with Ian. In this tutorial, we discussed that I look at the textures that are associated with gardens and simplifying them down.

15388545_10209883144507229_1278105058_o  We also discussed that with having just the name for the brand would not be clear to the viewer what services the company provide as “Roots” as a name could mean a number of different services (family tree,  organic fruit and veg, etc…). This could be improved with the use of a tagline, incorporated into the mark in some way, that gears the viewer to see the company behind the mark a bit more. I mind mapped the ideas for the tagline then brought them to my client to see what he thought. Going through the selection, that I had originally come up with, we decided that they were too long or too dull to use as a tagline. Then I came up with “Making Gardens Great Again” (as a sort of a play on Donald Trump’s “make America great again” slogan ). It’s was then clear what the services the company provides.

Keeping these things in mind for the logo I then went on to sketch out some more ideas with a much clearer direction than before. I narrowed it down to simpler ideas that would work better in a logo/touch point setting. The logo (which would be starting point to the rest of the branding) the client liked best was the three triangles that represented grass.


Branding- Creating a Brand

In this project we were to create our own company that another class mates will be designing the branding for. I was given the task of creating the branding for a security company. I found this quite difficult to think of ideas as it’s quite a dry company area and looking at existing companies they are all extremely similar in style and field. So this lead me to do a mind map just to get some of the things that I think of towards security. This also included exciting companies and my initial ideals for the brand.

Mind map on security

I found doing this gave me a few ideas and helped me come to my idea for the business. I found a loop in the market that was a security company that caters directly in trying to combat the problem of sexual harassment in bars and night club.  This is a very common problem as statistics show that nearly 1 in  3 young women and 1 in 10 men experience unwanted sexual attention on a night out. I wanted to create a brand that prevented this. The brand values that the company would want to show are:-

  • Safety
  • Dedicated
  • Compassionate
  • Reliable
  • Equal
  • Responsible

I then had the task of finding a suitable name for the company. I found it difficult to think of one, but I then I tried with the techniques that where discussed in the lecture on naming. I found that this helped as I wasn’t just sat trying to get something from nothing. I started by looking for words that means safe in different languages but I quickly dismissed this idea as I wasn’t getting anything that was I felt was right for the target audience and were quite dull. I was then quite attracted to the idea of being named after a Greek god, I really liked Artemis (goddess of light and protector of the vulnerable) but after some further research I found that there was already a security company, so I decided to go with NYX the goddess of the night.


Target Market

I found coming up with the target market quite easy as the company concept was quite self explanatory.

 Our main clients are the venues that cater to a young adult clientele. We want to make our mark known so that a client’s customer will recognise what we are about and that when they see a club with this logo they can feel safe from any unwanted groping and touching. This will bring business to the venue as their customers will spend money as they will not have the need to move on from feeling uncomfortable as they are reassured by the knowledge that someone is looking out for them.


I found creating the persona quite a challenge as I was not sure how all of the sections would be answerable or relevant. I invented a character from Liverpool called Gary Wills and would be the type of client that would use the services of the company.



I found the moodboard the easiest part of creating the company. I had a clear idea of the style that I wanted the brand to portray. All of the logos for existing companies where quite bland and where all of the same feel. I wanted the look of the branding to be modern and edgy and to be targeted towards more of a nightclub design feel.nxy