OUGD504 - Studio Brief 2 - Brand Identity Development

Main representations embedded within the logo design -

• Structure
• Shape
• Building
• Architecture
• Framework
• Network
• Construction
• Design
• Ambiguity
• Power
• Confidence
• Safety
• Trust
• Universal

The brand must lend itself to being ubiquitous therefore it should not look to alienate any groups or individuals, this has been considered within the choice of typography. Using modernist universal typefaces such as Helvetica can establish a sense of trust and clarity within the brand identity.



The brand has also considered the iOS guidelines advice of

'Embrace simplicity. Find a single element that captures the essence of your app and express that element in a simple, unique shape. Add details cautiously. If an icon’s content or shape is overly complex, the details can be hard to discern, especially at smaller sizes.

Provide a single focus point. Design an icon with a single, centered point that immediately captures attention and clearly identifies your app.

Design a recognizable icon. People shouldn’t have to analyze the icon to figure out what it represents. For example, the Mail app icon uses an envelope, which is universally associated with mail. Take time to design a beautiful and engaging abstract icon that artistically represents your app’s purpose'

Colour Psychology

'This color is a warm and positive color associated with our most physical needs and our will to survive. It exudes a strong and powerful masculine energy. 

Red is energizing. It excites the emotions and motivates us to take action.

It is also strong-willed and can give confidence to those who are shy or lacking in will power.

Being the color of physical movement, the color red awakens our physical life force.'

'Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red.

Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites.'

The colour is also representative of immediacy and sales.

Referring back to the blog OUGD504 - Studio Brief 2 - Production Decisions, it was identified that a colour must be used that can be transferred to CMYK exactly to expand the brand identity into stickers and promotional work. Therefore the colour ff0000 was used as it can be effectively produced by printers which would be more cost effective on printed advertisement or app merchandise.

Developing the branding concept further -

One route to boost brand noticeability and increase user engagement is to use the red square brand icon as an ambiguous sign for the outside of users houses. To make the sign stand out above the competition of estate agents signs, it could be a blank red square which would intrigue viewers to search what the red square represents. Once blank red squares start to be displayed all around cities, more and more people would be intrigued to find out what they are and what they represent.

This could be implemented by sending a red square sticker in the post to a user once they post a house up for sale, the user could then install the sticker to the outside of their house or building themselves. This sticker concept would create curiosity, engageability and excitement to enhance the brands user experience.

Using a simple red square for the design, the logo can be infinitely scaleable. It could be expanded upon into memorabilia as small as on the head of a pin, all the way up to huge imagery on the side of a building.