IndexBrief 03Research 04Colour Palette 06Typeface 18 Initial Ideas 22Finalising Ideas 26Final Logo 34Layout 36Chromatic Aberration 37User Trial 41Paper Choice 42Printers 44Book Making 44Conclusion 46

BriefTo create a number of items, which together will form an individual identity package.

One A4 letter head

One complimentary slip

One business card

One envelope

This Assignment focuses on 2D print media. We have been asked to create an identity package. This will be my letterhead, complimentary slip, business card and envelope.

Research

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Creativity is allowing one-self to make mistakes. Art is knowing which ones to

keep.

The Dilbert Principle04

Personal Identity

To create a package that will advertise myself as a Graphic Designer, I needed to delve into the things that I liked and to

research the kind of style that suited me best.

I collected the objects surrounding the text. The items are mostly paper and

newspaper clippings, which I

thought had an aesthetic feel to

it.The objects all represent something about me. They are

mainly quirky and bright and

textured. I also enjoy receiving

letters and parcels and I have

added a letter that I received

from a friend and a tag from a

parcel. These things can all be

incorporated into my personal

identity package.

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The images above are the objects that I brought into the Graphics lab. I photographed them next to the Isambard Brunel Statue at Brunel University,

as I thought that the copper on the statue would be a good background, as the bright colours from my objects contrast with the bronze.

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The image above is a shot of a strip of wrapping paper. It is textured and has a velvetty feel to it. Not only does it feel soft, but the design on the paper also appeals to me. The paper has an old victorian damask pattern on it, which is attractive, as I like antique retro styles.

Curvy-Smooth=80%Bright colours-Bold=90%Different Mediums-Watercolour, Acrylic=40%Texture-Cloth, Stitching=40%Patterns-Dots, Irregular=30%Illustrations-Small, Cute=20%Modern Japanese-Hectic=40%Drawings-Organic, Sketchy=50%Retro-Antique=40%

Analysis of the MoodBoard

Looking at all the items that I put in my moodboard I then analysed them and listed the main elements of each object and I then graded them on how much I thought all the items contained that attribute.This is shown at the top; a majority of my designs contain bright colours and then the second most element in all my items is curvy and smooth shapes.I can use this to help guide myself towards a more coherent graphic design style, as I have a varied personal taste and I my styles tend to be irregular.

The spider diagram are my own thoughts on myself and the things that I think are significant and the things that I should

approach and research as they represent myself.

Analysis of the MoodBoard

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Inspir ation

1http://www.designworklife.com/

2 The images on the right were taken from:http://www.graphic-exchange.com/12

The images on this page and the opposite are all graphic design packages that have appealed to me because they all have a personal touch to it, the materials and the way it’s executed is organic and I want my identity package to have my personal touch to it.

Inspir ation

The Dos Logos book3 is inspirational to me, as it has various professional logos in it that I can always take a look at the various styles that the book has to offer.

The image at the top is an extract from the Dos Logos book. The logo uses wood and it has an organic look it, which I find charming, as it has a personal touch to it.

As the logo book has a vast collection of varying designs, it made me unclear on what particular style I wanted, as I had in mind to create something organic.

The books on the opposite page are Graphic design school4 and Typography5. The pages that caught my eye was Typography used as food or organic materials. These make the logo more humourous and light hearted, which is an element that I want to show across in my individual identity package.

Taking photos of the organic logos can also be a another way to make it eye catching, as using pho-tography techniques can break it from just being normal typography.

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Using photography can create an atmospheric look to the design and it also helps if the items being photographed give an innovative look to

the logo. I would like to experiment with pho-tography and see if this is the route for me to

go.

C = 73%M = 30%Y = 0%K = 0%

C = 9%M = 100%Y = 61%K = 1%

Colour Palette

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Blue: The meaning of blue is liberal, smart, progress and freedom

Pink: The meaning of Pink is romantic, sensual, stylish and feminine

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The colours that I have chosen stood out for me because they gave off a warm feeling together. Pink on it’s own is not usually a colour I would go for, but with the blue it tones it down a little.

The overprinting of the two colours generate a third colour that is a purple, which I think I may use in my logo, however I do not know yet if two colours will be suffice, as I originally only wanted two colours because three tends to overload the senses.

The colours represent the quirky side of me, I want to create a logo that will stand out. The colours that I will use are also very modern and are used quite a lot in graphic design, so it will be a challenge to get my logo to stand out.

All of the typefaces that I have used in the workbook are sans serif. I wanted to create a sleek and modern feel to the book, as I wanted my personal identity to reflect that.

Helvetica Regular, Bold16Helvetica is a widely used sans-serif typeface developed in 1957 by Swiss typeface designer Max Miedinger and Eduard HoffmannThe design is neutral and it has great clarity. Helvetica has no intrinsic meaning in its form, and could be used on a wide variety of signage.

6AntipastoA sans serif font, rounded typeface.

Gills sanLight, Ultra BoldThis sans serif typeface is a light and artistic feel to it. I may use it for headings.

Century GothicregularCentury Gothic is a geometric sans-serif typeface designed for Monotype Imaging in 1991

Corbel17Corbel is a lineal sans-serif typeface designed by Jeremy Tankard for Microsoft and released in 2005. Corbel is designed to give an uncluttered, clean appearance on screen. The letter forms are open with soft, flowing curves. It is legible, clear and functional at small sizes. At larger sizes the detailing and style of the shapes is more apparent resulting in a modern sans serif type with a wide range of possible uses.

Workbook Typefaces

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Logo TypefacesWorkbook Typefaces

7FFF TusjDesigned by Magnus Cederholm. Handwritten version of Georgia Bold. Works best in very large letters.

Georgia Bold(Original Typeface)

8ExpandedIt’s a chunky and modular font.Aurelio Sánchez designed this font in 2007.

9ChunkFiveChunk is an ultra-bold slab serif typeface that is reminiscent of old American Western woodcuts, broadsides, and newspaper headlines. Used mainly for display, the fat block lettering is unreserved yet refined for contemporary use.

10BlackoutUppercase-only sans serif face with all counters filled in.

11PastasPastas is a fresh, and friendly font. It is quirky and also sketchy.It also stands out, as it has a handmade 3D element to it.

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The images on this page are the sketches and ideas that I had to create my logo, as it is

the essential part of creating an identity package. I toyed with the

idea of using my own name and also names that I made up for

myself and my identity.

Sketches

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I had trouble finding out what I would call myself, as I didn’t wanted to use my full name, as I think it sounds terrible.I went through a couple of stages pondering whether I should use my first name ‘Hena’ or use something more creative.I thought of the names ‘House of Hena’ and ‘Kitty Cake’; the first sounds grand and has an appealing concept to it.

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Identity Crisis

Kitty Cake has a quirky and more modern feel to it and I think it related more towards my personality and the kind of things that I like. Kitty Cake is also a cute and eccentric name and it uses the two things that I appreciate the most. The words Kitty Cake also create an oxymoron and I feel that I could play on the words and use that to create a logo.

House of Hena

Houseof

Hena

Hena

The logos on this page are my initial ideas for the ‘Hena’ brand. I used photography elements, such as the one

below, which is clipping a photograph I took into the text. The top logos are all images that I was playing around

with, such as the cake image, which I developed further.

Initial Idea 1

House of Hena

Houseof

Hena

House of Hena

Houseof

Hena

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Initial Idea 2

I created this concept as a sort of ginger bread house of art, where my creativity

was stored, which is represented by the paintbrush and wacom pen. I didn’t carry this idea on, as the logo had too

much detail in it and I wanted a logo that more simplistic.

The logo on the right was an idea that was meant to be something organic like ripples through a circle. The font also has the counters filled in.

KittyCake

Kitty Cake...

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Initial Idea 3My third idea evolved around my kitty cake alias.I used Various fonts and styles, as I had didn’t have a particular style I was looking for.

KittyCake

Kitty Cake...

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This logo was meant to represent a sweet, like a liquorice all sort, with the name kitty cake in it. I wanted to use a minimum amount of colours and I also strayed from the colour pallette that I had chosen. I didn’t go with this, as I thought it didn’t really represent myself or my alias.

The image below is a shot at a different angle, as I wanted to see what kind of photographic

techniques I could use to create a more appealing logo, such as depth of field.

I decided to try and use photography to create my logo. I used a Nikon D50 to take photographs.I had already decided to keep the alias, but I was still undecided on the way I would create my logo.The word cake is part of my alias, so I thought I should use cake to represent it. so I wanted to make the words kitty cake out of cake. I bought alphabet cake moulds, however I got the wrong item and chocolate moulds arrived at my house. nether the less I gave it a go and I think they turned out quite well.I took the photographs into illustrator and added the purple art work, as I thought the brown with the wood looked a bit dull.

Finalising Ideas

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How I made the Chocolate Letters

First melt the chocolate in a bowl over boiling water in a pan. When the chocolate has melted, get a knife and add the chocolate into the mould, being careful that the mould doesn’t have any gaps and the chocolate is smooth over the mould.

Leave the mould in the fridge for an hour for the chocolate to solidify.After the chocolate is solid, press out gently, taking care that the chocolate alphabets don’t break.

Make the words or sentences using the chocolate alphabet.

Eat the rest that you don’t need.

After the error of buying a chocolate mould instead of a cake mould, I

decided to hang my kitchen apron and buy the cakes instead. I bought

two Victoria sponges cakes and I created the Initials of Kitty Cake

using them; as making the whole words ‘Kitty Cake’ would have taken

a lot of cake.I used the same camera again to take the photos, but I wanted the

images to a bit lighter then the previous one and to have a slightly

washed out look.I didn’t stick with the idea of using

cake as a logo because I didn’t think it looked good with just the two

initials and also I though people may confuse my alias for a food

company.The imaged on the opposite page are the photographs that I took of

the logo.

I then stumbled on the logo that I was going to use, which was to vectorise an image of my cat in illustrator.

I took photographs of my cat in everyday poses and then live traced them. It was more difficult then it sounds, as my cat never stays still. However as soon as I had suitable images of my cat, which were ones of him walking and on all fours, I used them to create the logo.

The photograph below is the original image of the final logo.

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Creating the Logo

Take photographs of a suitable pose.

Outline using the pen tool in Illustrator.

Fill in with the suitable colour.

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The programs that I used to create my final design was Adobe Illustrator. I used this program instead of Photoshop because it uses vectors, which makes the art much smoother, if I had used Photoshop it would have been very difficult to resize the images without getting it pixelated around the edges.

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Finalising Ideas

As the final logo was coming together I started to experiment with different ways I could do the logo. The image on the right is the first attempt of this kind of logo. The concept was that the cake had been eaten by the cat and was now in it’s stomach, which would be largely exaggerated for people to see the cake. After I created this, I realised that it needed more colour, instead of concentrating the colour in one area, which was the stomach. I also thought the stomach area had too much detail in it, and if my logo was to be printed small the detail in the cake would be lost.

The images below depict a humourous equation. The logo itself has been simplified from the top image. These images would have gone on a complimentary slip, as the final image would have been the logo.

KittyCake

Kitty Cake

Final Logo

This logo was closest to the final stage of completion, however I changed the text, as the font is also quite quirky and I thought it would divert too much attention away from the actual logo. Also the font is hard to read, as the C look like a reflected D.

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Kitty Cake

Kitty Cake

B/W Versions

As the logo may be printed in black and white, I thought it would be good to experiment with this. The image above is the logo colours changed to black, which didn’t turn out so well, as the cats have merged and now look like a weird silhouette.

I adjusted the transparency of the black to make the logo look more coherent. And also I think using greys instead of black look better. The image below is the logo that I would use if I were to print in black and white.

Layout The layout book12 by Ambrose and Harris helped me grasp the basic concept of layout. I also got inspiration on how to layout my workbook, as I wanted to make it visually appealing.

The Grid System also made laying out easier and helped constrain my layout.

Layout Chromatic aberration

The image above shows chromatic aberration

The logo that I created also looked like chromatic aberration, which is usually a term used in photography.14chromatic aberration (also called achromatism) is the failure of a lens to focus all colors to the same point. It occurs because lenses have a different refractive index for different wavelengths of light (the dispersion of the lens). The refractive index decreases with increasing wavelength.

The result in chromatic aberration is the colour fringing around the edges. The logo that I created also has elements of chromatic aberration, as pink and blue merge together to create a purple.

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Kitty Cake

Hena Bhattihena.me.ukhenabhatti@googlemail.comM : 07810 245 643T : 0208 848 0150

Kitty CakeHena Bhattihena.me.ukhenabhatti@googlemail.comM : 07810 245 643T : 0208 848 0150

Business Card

Back of Business Card

Idea for Front of Business Card

I didn’t choose this idea in the end, as I thought that the alias was being constrained in the corner and I thought it would be innovative to add the contact details into the logo.

Front of Business Card

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Mr Smith56 Chaucer Avenue

LondonU.K

W6 9PJ

Mr Smith56 Chaucer Avenue

LondonU.K

W6 9PJ

Kitty Cake

Envelope

The image at the top is an idea for the envelope, I didn’t use it because it didn’t keep with the theme and I used the colour red, which I hadn’t used in the other pieces.

The image below is the final piece for the envelope, I used the same idea as the front of the business card because it made it consistent.

Kitty Cake

Hena Bhattihena.me.uk

henabhatti@googlemail.comM : 07810 245 643

T : 0208 848 0150

Kitty Cake

Hena Bhattihena.me.uk

henabhatti@googlemail.comM : 07810 245 643

T : 0208 848 0150

A4 Letter Head and Complimentary Slip

For the letterhead and the complimentary slip, they also have the same style to make things consistent. I used the speech bubble in the kitty cake logo to add the contact details in because it uses a part of the logo and makes things regular. I had to change the size of speech bubble of course, to make space for the details that had to put in it.

It’s really cool because it’s an original concept.The colours and the design of the logo are very unique and promote the companies uniqueness. However some people may confuse it with a new take on Hello Kitty.

User Trial

Sadif Bhatti Graphic Designer for the London Motor Museum

”Hugh WyethFreelance 3D artist for Mediatonic.

“

Francisco RebelloGraphics Student at Brunel University

“ It reminds me of chromatic aberration. I like the colour palette and how they combine to make a dark colour. I think it would have been nice to do the same with the text. ”Very current and modern graphic design style, looks like something you could find from a trendy design consultancy. It is very quirky and represents Hena well. I like the colours and the vector style of it very well.

“

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I went to the London Graphics Centre to have a look at the paper that they offered and to choose a suitable paper to print the workbook on.

The paper that I bought was white hammer paper, which is textured. I tested my logo on this paper just to make sure that the colours came out correctly on it. I went to the stores in Tower A to get it done, however it didn’t turn out as I had planned. The colour was lighter were the paper had been indented and darker where it extrudes out. This wasn’t the effect that I wanted, so I had to scrap the idea of using this paper, as my workbook contains high quality photography that I wanted to portray in a clean way.

Paper Choice

The image below is the result of laser printing on a hammered paper.

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Laser and Ink Jet PrinterAs the hammered paper didn’t work, I thought I would test it on normal printing paper. The image on the right is an attempt at ink jet printing, which also made the colour of the logo look funny because where the two colours blend, it should be a purple. The ink jet printed it out as a black, also the overall colour wasn’t deep, but seemed a bit faded.

I then laser printed onto another piece of normal white printing paper and it came out as I wanted it, with deep striking colour and also a clean outline. This image can be seen below.

For the workbook I will use the normal printing paper, but for the paper based final pieces I went to the Art store in Uxbridge and got it laser printed on paper that I bought from there.

Book MakingI wanted to create my own workbook using the Japanese bookbinding technique, as I thought that it would be more aesthetically pleasing then tape binding.To get the equipment needed I went to Falkiners in London to get the book making equipment, such as bookbinding glue and a Japanese screw punch.

I had this for quite a while and I was interested in book binding, so I thought it would be a good idea to use it for this assignment, as I could use my skills to create my personal identity package.

The indie publishing book15 was also a great source of inspiration, as it gave information on how to make books.

The White book was my first attempt at a Japanese bookbinding, so I think it didn’t turn out as good as I wanted it, as the strings weren’t that tight, The second attempt, which is the purple book, turned out much better, however there are still some mistakes, as I ran out of purple ink to dye the cloth with, so the cloth isn’t a deep purple like it should have been with a second coating. Also I used PVA glue to stick this together instead of bookbinding glue, which made the sheets shiny. I think with these tests they helped me gain more confidence in making a better workbook.

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Conc lusionThe personal identity project was a chance for me to explore my style of design and the route that I’m taking in my art direction. Creating a personal Identity is important so that I know how to advertise myself appropriately. It was also a good exercise in helping me guide through what doesn’t suit my personality and what does. Going through a process of getting to the final result was also useful that I got an idea of the scope of the design process.

The design of Kitty Cake by using the bold colours is what I wanted to portray about myself, having a quirky personality. Any changes that I would make to the final logo is that I still have second thoughts about using photography as part of my logo, however the costs of printing full colour photography is something that I should be realistic about.

In the end I managed to get suitable paper for my final paper based products, but if I had enough time, I would have also printed my workbook on the same paper that I bought at the Art Store. The colour on the pages that I printed at the Art store in Uxbridge turned out exactly how I wanted the logo to be. The colour scheme is something that I wanted to use in the beginning, as the piece of wool inspired me to use it.

The project overall took a while to for me to get to grips with finding a good style that I wanted to use for myself. When I found it, I stumbled upon it when I was taking photographs of my cat. If I were to make it again I would experiment with the cat logo using different mediums, such as watercolour or stencils and took photographs of it, but I think keeping with my vectorised logo would be good, as it’s easier to convert to different paper.

The views that I got from the users were appreciated because I was a bit uncertain whether people would think that it represented myself, but the comments laid my mind to rest about the design suitable for me.

Through my investigation of graphic design principles and techniques that I thought were suitable for me I found that I have gained insightful knowledge on how professional design is carried out.

References1 http://www.designworklife.com/2 http://www.graphic-exchange.com/

3 Robert Klanton, Nicolas Bourquin. Dos Logos:Logo-Collection. Die Gestalten Verlag, Berlin, 2004

4 David Dabner. Graphic design school. Thames and Hudson 2004

5 Gavin Ambrose, Paul Harris. Typography. Ava Publishing 20056 http://www.dafont.com/antipasto.font

7 http://www.dafont.com/fff-tusj.font

8 http://imjustcreative.com/expanded-exclusive-freefont/2009/11/17/

9 http://www.theleagueofmoveabletype.com/fonts/4-chunk

10 http://imjustcreative.com/blackout-font-open-source/2009/06/20/

11 http://www.dafont.com/pastas-black.font

12 Gavin Ambrose, Paul Harris. Layout. Ava Publishing 200513 http://www.noiseindustries.com/downloads/misc/FxFactoryHelp/pluginguide/distort/chromati-caberration/files/page47_1.jpg14 http://en.wikipedia.org/wiki/Chromatic_aberration

15 Ellen Lupton. Indie Publishing. Princeton Architectural Press 2008

16 http://en.wikipedia.org/wiki/Helvetica

17 http://en.wikipedia.org/wiki/Corbel_(typeface)

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