Saturday, 17 March 2018

LAU sustainability logo (Competition Brief) - Production

The decision behind only using the LAU initials was that an acronym is a reduced and minimalised way to express a long name. Very much like recycling, which is about wasting the minimum to create something as valuable. The logotype is not for the Sustainability Committee, but for the activities, they organise for the LAU. The word sustainability could be added if needed, but by keeping it as LAU it is under the same roof of Leeds Arts University and distinct enough not to be confused.

Oko, the typeface that inspired the design of the logo, is a typeface that is not very well designed. Instead of using it directly for the logo, it was recreated with a few changes to balance whole logotype and optical adjustments for a more pleasing outcome, like the weight of the stroke for vertical and horizontal lines.

After choosing the typefaces colours were also thrown into the mixture and different experimentations with posters made the whole visual identity to evolve at once. The split typeface seemed like a good idea as an extension of the concept of mixture, but it was eventually stripped down for legibility and to clear the message.

The intention with the colours was to express that approach from awareness and healty mind-set but making sure it had a fun and attractive side to it, as the audience are students, young adults that want to be challenged. Bright colours also convey passion, whilst the desaturated ones represent the low impact on the environment these activities bring.

The following drafts are the ones that clearly defined the message. Bebas Neue for the titles or big text was the thin tall typeface that expressed the awareness that was intended. It also makes contrast with the logotype. For the text, it's been used OCRB, as it resembles type machines and an era before the boom of technology and massive waste. Typographically speaking, continues with the contrast that makes the layout more attractive.

These colours were to represent the awareness, the importance of recycling, as many recycled products have this tint of yellow-brown-ish on them. In a feedback session it was pointed out that they fell a bit too dull, so the whole colour palette was revised.

The use of textures was a new addition to the design. Textures of recycled materials or elements that are normally re-used for recycling ends were used to enhance this feel.

The whole colour palette was revised, and the decision was to use 3 colours to keep consistency with the variety that was important at the beginning. Peers agreed that this design belonged more to an university environment.

The new chosen colours were applied to the logo in such way that kept the visual balance. The blue, which is the darkest one, is on the left side so it gives more importance to the L, as it is the first letter and it wouldn't be strange for the eye to see a capital letter at the beginning. The yellow was the weakest colour and the brightest, so it was placed in the middle so the coral colour could balance the whole design.

The submission for the competition contained a clear explanation behind the concept and the rationale to clearly show the alignment between who they say they are, their audience and their goals. This presentation aimed to give a logic storyline of the decisions that have driven the design process. Decisions that were based on the things they have pointed out in their social media, website, brief, etc. It shows the logo and how it can work, its applications on different things for different scales. It also shows it with white space around it at the beginning of its presentation and at the end so the person in charge of evaluating it can look at it comfortably and without obstacles of any kind. The logo is not limited by its colours and it’s clearly shown how it can be a flexible piece of design that can stand out in any context.

These gifs were created after the submission for the presentation of the project on Behance and the website.

In an interview with Thompson Brand Partners, Chris Skelton gave me very valuable feedback. He mentioned that if it's going a visual identity for a new brand or the brand is going to be constantly discovered by new students, it'd be interesting to use keywords or symbols alongside the logo or use bins or recycling material to have the brand colours on them. New students have to identify straight away and they can do it from the freshers fair with some stickers or something similar.

Nevertheless, this is the project that has got more positive feedback from all the ones I've made this year. Many classmates have approached me to ask me if I won this competition and just to congratulate me on the work, which never happened before.

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