Visuals
Project Overview
For this project, students will implement motion as a means of communicating and extending the essential qualities of a re-designed identity mark of an existing brand.
Process
Preparation + Research: In your learning groups, choose a category, identify an entity within that category, and analyze its brand identity: what is the feeling that is conveyed (connotations; a list)? What is the original intent of the references (Amazon "a-z" Fedex "arrow"). This can be a combination of observing the brand language across different touchpoints and media and researching directly the brand and sub-brand guidelines which may be available on the organization’s website.
Phase I (Present Findings): Prepare your group findings as an 11x17 PDF presentation: include clearly what the service or product is, who the intended audience/market is, a short history of the brand, visual examples of the service or product in use, any developmental info on the branding if available—the intent of brand name, architecture, and other relevant information.
Phase II (Ideation): Ideate concepts for the logo animation that explore one of the following art direction ideas:
Expected (motion expresses the current visual connotations)
Unexpected (counterpoint: motion introduces a different complementary connotation to the current visual connotation)
Phase III (Iteration): Refine and create storyboards and animatic of key moments for 2 expected motions or 2 unexpected motion concepts for the identity mark.
Reflection
I first started my process my researching the brand my group chose: Vans. I learned about what Vans as a company stood for (free living, outdoors, skaters). This was very effective because I needed to know about Vans, and they used it for a logo before I started rebranding their current logo. If I were to do this project over again, I would have given myself some goals for the rebranding to help guide my designs. The one thing that was out of the way of my process was simply rebranding my logo. Like I said before, I wish I would have started with some goals for the rebranding, I think that would help me speed up the rebranding process. Learning moments weren’t too crazy for this project, they’re mostly the same as a previous project: just learning to push through the frustrations. The project outcome defiantly brought me the most satisfaction. Although it was very frustrating to have to keep going back and changing my logo, I am very happy with the way that it turned out.
