Studio Practice: OUGD603 - Brief 01 - Freshers Idea Generation & Logo Development

This brief required creating a set collection of material that is produced each year for the Freshers week and events that take place during. The initial brief just required a logo and an information guide that would be sent to new students, as well style guidelines for the Union. However, I was happy to take more control in the project and took on extra material including banners, stickers and T-shirts.

Initially the Union and I sat down to look at previous years Freshers material. The overall style of the design of each year was very stereotypically 'arty' and felt quite dainty, not something that is taken seriously. Freshers week is supposed to be exciting and relevant as well as inviting and approachable for the new students. The Union had just gone through a rebrand as well, with a much more updated logo and an identity that took itself more seriously.

Although the design was quite outdated, there were features of the packs sent to students that were successful and could be reused. For example the 2015's Freshers pack was folded in on itself and was torn open, making sending in the post effective. Stickers and the events poster is also an element that works well and was to be included in this years. Tote bags are enormously popular during the Freshers period and so it was important that the Union's tote would stand out against the sea of other totes the new students would no doubt collect.

I was keen to explore a popular trend in design for this material as it is only relevant for a short period of time so there is no necessity to make the design timeless. A collection of design was drawn together as an inspiration board.

The concept behind the design was simply formed, to take the literal meaning of fresh, and incorporate this into the design. Initial logos were created that kept this in mind, using bold typefaces as they appear overall approachable. Using a variety of techniques with pattern to represent the Art University, and taking colours from fresh fruit, a number of ideas were generated.

A lot of the feedback commented on the overall style currently creating a football aesthetic. Because of the use of the number 17, it was making it feel as though it was a sporting event. However the use of bold sans serif was positively received and many felt it was appropriate. Many felt that the use of orange was the most bold and enticing of the colours experimented with. The more pastel of colours weren't considered vibrant enough compared to the use of orange with yellow.

With this in mind, a logo concept of creating an orange wedge was created, directly relating to the 'fresh' theme and suited to the use of bright orange and yellow. Still using the bold sans serif and the orange colour, and removing the number 17, this design was preferred and so was developed into a final logo. The final typeface choice was Gotham Black because of its round, modern and approachable nature.