assessment 3, week 4

Pandora, Goldmark and Showcase Jewellers represent three different jewellery shops/brands. Pandora and Showcase are similar in the colours and font chosen. The serif font in Showcase promotes a brand of establishment, trust and prestige. Both the gold and black font in Pandora represents strength and quality. Goldmark is different to this in its use of dark and light blue colours and the more modern sans serif font. The combination of these two sends the message that it is less established and that the quality is lower. Perhaps this is done to appeal to a younger market.

Exercise 2 - logo and logotype variations

assessment 3, week 3

The David Jones, Target and Big W logos are all corporations that are in competition with Myer. The logo of Target has quite a different appeal to Myer. This is made evident in the colour and graphical element. The combination of the red and circle logo creates a more casual and less formal appeal. Big W logo has a similar feel in its use of colour and slogan “We Sell for less”. Contrary to this is David Jones, who uses black and white along with a classic font, which speaks elegance and quality and good service. Myer’s appeal is closer to Dj’s in its formal nature, however, there is a lightness to it, perhaps the slogan that appeals to a combination of markets.

Assessment 2: Reading

Response to week 2 readings

This week we read about logo and logotype, corporate identity and branding. I found the logo reading interesting in its distinctions between a logo and a logotype and that used together forms a commercial brand. Previously I had not realised the importance of the graphical element in a logo. With designing the ‘circle’ logo I am putting more thought in designing two distinct yet unifying elements of the logo (type + image) – making it distinguishable on its own and impacting when unified e.g. apple inc. Having a well designed logo enables you to have stronger impact of Corporate Identity. This can be achieved through consistency of company’s persona throughout all advertising and public contact. It is also interesting to note that corporate identity is not just external but internal. It is crucial for employment of staff and for staff to engage with it – both its past, present and future. What really stuck out in the readings was branding? What is it exactly? Applying this to my circle logos it got me thinking. Is this logo/brand design going to stand out from my competitors? Not only that – will it stand out to my prospects as the only solution to their problem? I have to stop thinking about what I like in a design and think about the consumers.