OUGD504: Module Evaluation

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Design Boards

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Final Printed Stationary

Following completion of my stationary, I managed to photograph it all with a DSLR for my final design boards, for submission. I'm quite happy with how it all turned out.

The soup carrier, which is offered to customers when they purchase two or more soups. Making it easier for them to carry them, without spilling. 

A shot of the stationary with the app and the soup carrier. I'm extremely happy with how the menus look, and on their thick stock, they feel incredibly authentic. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Delivery Van Proposal

As part of my proposals, I wanted to create a small van, which would deliver the food to stores from a depot.  I wanted the van to sport our colour scheme, and have our logo on the front and back. As a sort of on advertising unit as well as a practical delivery device. 

I decided to add our signature colour to several of the panels on the Peugeot Partner. To some some brand representation. I also added the logo to the front and the back of the van. So you'll be able to associate the van with the shops. 

OUGD504: Design for Print & Web // Restaurant Proposal

Rather than having a fully fledged restaurant, I'd rather have a small stand, something which could possibly be portable, something which could perhaps go in Trinity Kitchen, for example.

I photoshopped the logo onto the side of the Starbucks stall in Trinity, I thought this would work as the small coffee stall is rather quaint. Small, and sophisticated. Which is what I want my restaurant to be like.

This stall is one found in Trinity Kitchen. It was a bit of a faff photoshopping out all of the original branding, but I managed. I put my logo in place of their existing logo. I replaced their menus with my own, but to blend them, I blurred them out. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Vinyl Cutting

I managed to get a cup from a nearby soup shop, which I'd use for the take-away orders from the bowl. It's shorter than a normal cup, and has a larger capacity, more like a bowl, than a cup. Perfect for soup. 

I applied a vinyl cut of my logo onto the bowl/cup, to brand it as my own and include into my stationary range. 

Unfortunately, I couldn't get any green vinyl to print with. So the vinyl had to be back only, but you get the idea with it. 

I photoshopped the cup. I added some soup and the green for the vinyl. If I could do this, it would look fantastic, however this just a proposal. If I had more time and resources, I'm sure i'd be able to do it.

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Printing the Receipts

Using a lighter, much thinner stock would work better, I thought. As when you receive receipts, they're quickly printed onto a very thin, cheap stock. To save time and money, as their only function is to provide proof of purchase.

I think adding the thank you at the bottom was a good idea, it adds a personal touch to the receipt, a position notion, rather than a boring one. 

I added the address to the receipt, so the customer knows which of the bowl's restaurants sold them the soups. 

I thought it would be nice to include a photo of a screwed up receipt. As we know, the majority of receipts end up screwed up somewhere. 

The full receipt looks fine, it's clean, minimal, which are consistent themes within the restaurant, and all it's stationary. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Printing the Menu

Following the designing of my menu, I printed it. I chose a thick stock, something which would handle multiple uses, rather than a one off. 

It was a very high quality print, it think it came out rather well. Below you can see a shot of the whole menu. It's easily navigate-able, the prices are clearly indicated. I think I achieved this with my use of font weights and types to establish a hierarchy. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Receipt Designing

Whenever you make a purchase at any restaurant, or even, anywhere, you typically receive a receipt. As a proof of purchase, and for your records, if you chose to do so. 

I mocked up some layouts to get an idea of how I would lay the receipt out. I wanted to include the logo and room for the pricing and method of payment. 

You can see, again I've used a complex grid, to create some spacial awareness and assure that you can easily navigate the receipt, without confusion. 

You can see the final receipt design. Pretty clean design, easily nav'd. Simple. I made sure these was some reference to the in-app purchasing system.  

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Stationary Menu Design

As part of the printed collateral,  I'm creating a menu. The menu is usually the first piece of print you'll get to see, hold and fell in any restaurant. I wanted to get the look of it perfect. Have a minimal sophisticated theme, which communicates the prices and the soups, solely. 

I created some layouts, and I decided that the layout on the top far right would be most suited for what I need. It's clean, minimal and simple. 

I used a strong grids system throughout designing the menu. The grids system makes everything look so much neater. It allows for proper spacing throughout. Overall, the menu looks far more appealing. 

Finished shot of the menu, before it was printed. I'm really pleased with how clean looking it turned out. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Final Crit Feedback

Design for Print and Web critique, I presented my design boards, see above, and the few pieces of collateral I currently have printed. I'm current in the middle of getting things designed and printed, so nothing really looks finished or ready for presenting. However, that should soon change. From the critique, I received the following feedback:

Strengths

• Concept and Logo
• App - good options 

Areas for improvement

• More drinks on menu and prices
• Spoons and cutlery ideas.
• Hot cup wraps for the soups

I'm planning to work on adjusting the menu, as it wasn't final, I need to add a large range of beverages. I'm not too sure how adding cutlery would work, I wouldn't really be able to brand it, so I don't see what it would add, really. The Hot cup wraps are a great idea, functionality and I can print on them. 

Considerations

• Vinyl cutter - digital dungeon (try using it to apply branding to 3d items of collateral)
• Uniforms and other areas of branding for my proposal
• Propose stall brands for festivals and restaurants like trinity kitchen
• Website

I didn't think the vinyl cutter in the digital dungeon was worth using, however I've ben pursued to give it a try. I'm planning to include informs in my proposals, and the stall brands are something else I will include. I plan to create a mock up of a website for the digital proposals. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // App Design

Following the initial design of the app, I began creating the app, I measured the size of the standard iPhone 5/S/C screen. It came to 1134 x 640px. I used this as a base, I then marked off the areas dominated by Apple's UI, the status bar at the top.

I divided the remaining area into thirds and added the logo. To open the app, you must slide to open, to make this seem more like an Apple UI, I sent the blend mode to 'soft light', which altered the opacity, slightly. 

I used the same background throughout, not to distract from the UI. Some apps in my research did this, and they seem to work well by doing so. I added a bar at the top of the page, for the rest of the pages. The symbol at the right will return users to the main menu. All the pages were designed using the rule of thirds as a basis. 

The map works with apple maps. It uses your location to find nearby stores. I used the same grid throughout, and I've used breakers to separate the information. There's an arrow to indicate that a scroll is active, so you find the rest of the information.

The food-menu links to the other sub-pages for the food categories. The rewards page uses the logo as the bowl, the soup in the bowl fills up with every purchase, once the bowl is full, you get some soup, for free.   

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // App Proposal Planning

For the web-side of the proposal, I'm proposing to create an app and a website to help promote the website, and improve customer experience. The app will work in sync with the restaurant, and digitising existing promotional methods other small franchises might use. 

The landing page is the first page you're greeted with then you open the app. The landing page will not appear if the app is already running in the background, to speed up usage. The landing page has a '< slide to open' prompt at the bottom of the page, which brings you to the main menu. Which is displayed vertically, linking to four pages; Menu, Contact, Payment and Rewards. 

The menu page (see the right scamp) displays two options; food and drink. You tap to select the one you'd like, which then brings you to a further menu, (see left scamp) showing the full range of food and drinks available in stores. 

The payment page, (see left scamp) uses a QR/Barcode payment method, like a digital card. You can top up the card similar to how you would top up a phone, but entering you credit card details and selecting a top up amount. You scan the card in stores, for faster payment. There is also a reward page, buy purchasing soup or drinks you can fill up the bowl on the rewards page (see right scamp), once the bowl is full, you earn a free soup of a drink, redeemable through the payment card. The rewards system encourages people to return more often to the bowl. 

The final page is the information page, it has a map, linked with the map on your phone's OS, for easy navigation. There are also phone numbers and email addresses on there, which when taped call/email the bowl automatically. Open times for the restaurants are included in their info on the maps section. 

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Logo Development

I want to communicate the connection between the typographic anatomic element, the bowl, and the bowl which you eat soup from, in the logo. 

In typography, the curved part of the character that encloses the circular or curved parts (counter) of some letters such as d, b, o, D, and B is the bowl. Some sources call any parts of a letter enclosing a space a bowl, including both parts of a double-storey g and the straight stemon a D or B. The curved strokes of a C are sometimes also referred to as bowls although they aren't closed.

I began to experiment and play with the anatomy of those selected letters. Cutting the letterform down, to create a second meaning for the letterform whilst still maintaining it's original characteristics to make them identifiable as the original letterforms. 

Using the letter O, I tired to highlight the bowl, and tried to make the O look like a bowl, so, dissecting the stroke. Cutting it in half horizontally gave me the look of a bowl, and thickening the inside stroke highlighted the bowl. However, I had to put a top on the letterform, or the bowl doesn't become a bowl.

I mocked up the Bowl-Bowl in Illustrator, the fonts and colour are all yet to be finalised, it'll look a little different to this, If I go with this design. I spoke with Adam for a second opinion, He advised I increase the thickness of the strokes, slightly, just so when scaled down the strokes don't look like a hair on the page. Above you're seeing the modified version. 

I wasn't entirely happy with how the bowl-bowl looked. So I sketched out some ideas with a different letterform. The lowercase b works well as a point to move from, b is the beginning of the word bowl; instant symbolism. I then began to pick apart the letterform, I applied the same ideas to the bowl of b, as I did to the bowl of O. I then decided to make the highlight in the bowl look more like soup, so I applied some motion on the top. This kind of makes the logo look a little like a ladle, adding another connotation to the bowl linking to soup. 

I went and digitised the b-bowls in Illustrator, I also modified the end of the stroke which was dissected. I think the sharper ending works better than the softer ending, it looks more like the letterform has been dissected. Whereas the rounded end looks more like it should be like that, and you stop thinking the letterform looks like a b.

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Rewritten Brief

Following the small critique I took part in on friday, I've come away with some more ideas I can use when rebranding the Mutton Quad. I've refined by brief even further, having a much clearer idea of what I wish to create, and a better idea of my audience. Thanks to the other members in my group will helped me define what i needed to do.

The original idea was to make a high-up-market restaurant, called 'The Bowl', which played with typographic anatomy, as the bowl is the centre of a letter form, like the space in the letter 'O'. However, it had to relevance to the food I was serving. So, during the critique, we discussed the idea that the name could directly relate to the food we would be serving. So we thought about what is served in a bowl - eventually ending on Soup. This gave me a product, which I could base the rest of the branding upon. We also talked about the audience, busy people on lunch breaks who grab soup on the go, and then head back to their offices, as the primary audience, however, some people do have some extra time and like to eat in. I went away and rewrote the original brief for additional time.

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // ISTD Brief Analysis

We begun highlighting particular words from the briefs which spoke to us. Words which were the reason we chose the briefs, reasons why we selected them.  

When going through a brief, you have to avoid certain words, a few examples of ‘good-bad-words’ are

• Connects
• Metaphorical Journey
• Broadcast
• Fascinating
• Phoney
• Interesting

Following this, we were asked to narrow down the briefs to just one, I chose the brief ‘Imbalance’, as I felt it had a lot to it, compared to my other briefs, I thought that I would have a lot of content to work with. It thought it was quite defined, making it easier for myself. - Then, I asked myself the following questions below, regarding the Imbalance brief. 

5 Problems you want to solve & why?

• To communicate the imbalance through type
• The brief is extremely broad, I need to refine it so I can progress to delivering an outcome
• The brief says imbalance is bad, but it also says that I can interpret it as good - I need to solve this so I can create an outcome
• It says current affairs, when Imbalance throughout society has been happening for centuries, I need to find out if it’s worth talking about it through history
• It doesn’t specify the audience, I need it so I know who to design for
• Doesn’t specify the delivery method, so I don’t know what do design

5 Facts about the Subject & Content

• There’s an imbalance in the ay we live
• Imbalance can relate to injustice 
• The brief is pushing for equality rather than inequality
• It’s quite boring and obvious

5 Facts About the intended Audience

• There is no defined audience
• People who are interested in current affairs across the media
• Audience open for interpretation 
• Political Fanatics
• Late teens and up, typically average intelligence
• Charitable activists interested in equality

5 Things which you want to communicate

• There’s imbalance in various areas of life
• What these imbalances are
• Why there are important
• Who is affected
• Propose how it could be rectified 

5 things you didn’t know about this brief

• I don’t know the statistics involved in this subject
• I don’t know the specific audience
• I don’t know the method of delivery
• I don’t know how to appeal to the audience
• I don’t know which media would be appropriate
• I don’t know what would be deemed feasible by publishers/broadcasters
• I don’t know if the brief wants me to communicate things positively or negatively.

However - I don’t think I particularly want to work from this brief following this task. It’s quite empty and uninteresting, not as much content or refinement as I originally thought there would be. It’s open for interoperation, but I’m not sure that’s what I want to work from. I’d prefer a brief with some specifics, some refinement, some pre made decisions to build from rather than it being ultra-broad. After looking through the briefs from ISTD, once again, I’ve decided to work from the brief ‘Mutton Quad’. 

5 Problems you want to solve & why?

• Create a concept or interior and exterior branding for the typographic themed restaurant ‘Mutton Quad’, as it says so in the brief
• How deep does the branding need to go? Does it need a few logos dotted on items, or do we need the branding elegantly engraved into the silverware? 
• What is the target audience of the restaurant? Who does it cater to? What style of food/serving is it?
• What’s the budget of the project? How much money is there to spend, how extravagant can I make the designs?
• How could it be promoted?

5 Facts about the Subject & Content

• Branding for a restaurant
• It has to be typographic themed
• We can travel the world of eating 24 hours a day
• The type of restaurant offers the appropriate environment , food, and drinks that will make the occasion successful.  

5 Facts About the intended Audience

• There’s no specific defined audience
• People who’re interested in type
• People who’re interested in food
• 16+, as those younger can’t really afford to eat out, of course, there are exceptions
• Unisex

 5 Things which you want to communicate

• I want to communicate the typo graphicness of the restaurant
• I want to communicate the quality of food in the restaurant
• I want to communicate that’s it’s actually a restaurant, and not a type-class
• I want to communicate the price range
• I want to communicate the type of food sold

5 things you didn’t know about this brief

• I don’t know who the target audience is
• I don’t know what kind of food this restaurant serves
• I don’t know the budget
• I don’t know how last the scale of the restaurant is
•  I don’t know the quality of the foods

OUGD504: STUDIO BRIEF 3 - Design for Print & Web // Selecting Briefs from ISTD 2009/10/11

During the module briefing, for the new Studio Brief, Studio Brief 3 - Design for Print & Web, we were asked to select three briefs from past ISTD competitions, from 2009, 2010 and, 2011. Which I will bring to a session tomorrow, where we will dissect the briefs, and narrow them down to just one brief, which I will work on for the remainder of this module.

Brief 1

Brief 2

Brief 3