OUGD504 - Studio Brief 3 - Range of Collateral.

To present my branding, the brief asked for a range of printed collateral to be designed and produced. For this I will think out a relevant list of things I can either mock-up or produce myself and keep consistent with each other.

From this brain-storm of different products, I narrowed down to the following. This can be adjusted if needed in consideration to the mandatory requirements.

Can be produced:

Large scale posters (2), Booklet (3 spreads), Letterhead, Envelope, Poster tube, Plate, Pint glass, Wine glass, Mug, Menu.

Can be mocked-up:

Website, App/Mobile site, T-shirts, Take-away coffee cup, Beer Bottle, Exhibition space/Building.

Large scale posters:

I needed a large scale fly-poster to promote whichever exhibition was running so people roaming the city would see it. I decided two would be good to provide a better understanding of how it would differ with varying exhibitions on different typefaces.

I began with just using InDesign to working through it but wasn't keen on my outcome.

For this reason I went back to basics and sketched out some ideas to start.

The aligned but inconsistent quote works as the focal point for each poster as it is legible but illegible enough to cause curiosity to the audience to read it and engage with it. Each poster working with the typeface it is about provides a relevance as well as consistency with layout and format creating a balance to tie it together.

In regards to the colour-scheme of the posters, I wanted it to be a focal-point in a busy atmosphere, easy to read, and say everything it needs to clearly. For this reason I chose a black background with light grey quoting and dividers with a pure white header and footer for legibility at a distance.

Letterhead:

For the letterhead I wanted it to be formal and well proportioned with grids but at the same time, not generic. I positioned the logo aligned to the left of the body copy of the letter and displayed the type-based logo above. This would be printed on an antique laid stock providing a professional and formal finish for the high-end museum.

Booklet:

The booklet would be a monthly issue concerning the museum's current exhibitions, visiting talks and other news concerning the museum, shop and cafe/restaurant/bar. I had to create three spreads for the booklet so I designed the contents spread, a spread discussing the exhibition space and finally an interview page for the visiting typographer who would be doing talks that month for the establishment.

Poster Tube:

Probably as simple as design gets, the poster tube is more of a protection casing for any prints/posters bought inside the shop but these should be branded with as much effort. These could also be used to ship out prints/posters if bought online. To present the branding on this I designed a sticker to go on the cardboard tube:

Envelope:

If I have enough time in production I would like to create my own envelope to accompany the letterhead. This would be made from brown kraft paper with spot varnished insides and the logo printed in the bottom right hand side of the envelope.

Sadly I didn't have enough time to finish the envelope.

Dining-ware:

For all of the dining-ware I would be physically branding I will use vinyl stickers for a realistic approach.

I bought a plate, wine glass, pint glass and a mug from Wilkinson's and sized up where I wanted to put the artwork and in what size.

Plate - 7 x 4.6 cm vinyl

Wine glass - 4 x 2.6 cm vinyl

Pint glass - 4 x 2.6 cm vinyl

Mug - 4 x 2.6 cm vinyl

Later on in production I found that the artwork was far too detailed to be cut by the machine and instead of cutting it out, it shredded the vinyl up.

After taking out the detail and leaving the logo without shading, the vinyl was cut perfectly.

This turned out to be so small that when peeled off, the vinyl wouldn't stay in one piece or would warp too much. In my next print slot I had booked I would attempt it larger.

This helped a lot when re-cutting the vinyl where it wasn't properly cut. After I applied it to the products, i blasted it with a hair dryer to soften the glue behind it and let it set properly.

Take-away Coffee Cup:

Like every polystyrene cup, I needed to have a warning sign on it displaying that it was hot, but other than that I wanted to get the branding across so people could recognise it as from the museum cafe as a form of promotion.

T-shirt Label:

The t-shirt label had to include all of the washing guidelines as well as the legal description of where it was made. This was finished with both the icon logo and type logo.

Membership Cards:

I wanted to make membership cards for students and regular visitors so that they could benefit from discounts at the gift-shop and cafe/bar/restaurant to encourage regular visits and make them feel more welcome. If it was the real thing then I would get these made but funds and time made it impossible, so I instead made a mockup. These would be high-end recycled 400gsm board, embossed and pressed.

Students would get white cheaper equivalent to the premium black cards made for professionals.

Kitchen Menu:

I wanted a strong variety of dishes in the type foundry's kitchen because of the mixture of people that would go. This would be from sausage sandwiches in the morning to sea bass with shrimps and kale. First I thought I'd list the food into categories and design the menu from there.

Breakfast/Brunch (served till 12pm):

Toast with jam and butter (white or brown)  £1.95
Toasted tea cake with butter  £2.25
Homemade muesli  £3.95
Natural yoghurt and fruit  £3.95
Drop scones and honey  £4.25
Bacon sandwich  £3.00
Sausage sandwich  £3.00
Smoked salmon and scrambled eggs on toast  £6.50
Smoked kippers with lemon and caper butter  £6.00
The font family: bacon, sausage, black pudding, eggs, tomato, beans and toast  £6.00

Tapas:

Selection of olives  £3.95
Chicken liver pâté with toast and walnut salad  £5.00
Warm potted shrimps and toast  £7.00
Selection of italian cured meats and cheeses  £7.00

Platters:

The Ploughman's: Pork pie, cheddar and stilton cheeses, sliced ham, pickles, apple and celery   £9.50
The Huntsman: Scotch egg, salted venison, smoked goose, stilton cheese, pickles and celeriac slaw  £15.95
The Pantry: Mini homity pie (potato, leek and onion), courgette fritters, garlic mushrooms, houmous, cheddar cheese, celery, blue cheese dip and herb salad (V)  £9.95
The Smokehouse: Smoked salmon, shrimp, smoked kipper, poached smoked haddock, with hollandaise sauce, caper dressing and pickled cucumber  £15.95

Starters:

Mushrooms on toast (V)  £5.00
Root vegetable salad (V)  £6.00
Soup of the day  £4.00
Devilled whitebait with tartare sauce  £5.50
Salt beef salad  £5.95

Mains:

Homity pie (potato, leek and onion) (V)  £7.50
Ale and beef stew with suet dumplings  £8.50
Toad in the hole with gravy  £8.95
Salmon with celeriac, beetroot and carrots  £12.50
Fish and chips with mushy peas and tatare sauce  £7.50
Sea bass with shrimps and kale  £14.50
Pot roast chicken with chunky winter vegetables  £8.95

Meat Grills (served with roasted tomatoes, lettuce and balsamic dressing with a choice of gravy, peppercorn or béarnaise sauce):

8oz sirloin steak and chips  £16.50
Mixed grill  £18.50
Rare breed ale soaked bacon chop  £12.50

Sides:

Proper chips  £3.00
Cabbage with bacon and maple  £3.00
Carrot and swede mash  £3.00
Cauliflower cheese  £3.00
Kitchen salad  £2.00
Mashed potato  £3.00
Green beans and chestnuts  £3.00
Bread and butter  £1.50

Salads:

Quinoa with beetroot, butternut squash and sesame (V)  £6.75
Jumbo couscous with peppers, courgettes and balsamic dressing (V)  £6.50
House green salad with tomato, cucumber, red onion and croutons (V)  £6.50
Chicken caesar with anchovies and parmesan smoked haddock with potato and free range egg  £7.95

Puddings:

Sticky toffee pudding with ice cream, cream or custard  £4.50
Apple pie with ice cream, cream or custard  £4.50
Rhubarb crumble with ice cream, cream or custard  £4.50
Triple chocolate gâteux with ice cream, cream or custard  £4.50
Fruitcake with cheddar  £4.50
Chocolate, vanilla or strawberry ice cream  £2.50
Selection of Yorkshire cheeses (Wensleydale, Yorkshire Blue, Fountains Gold) with crackers and chutney  £6.50

Afternoon Tea (selection of sandwiches accompanied by a pudding and pot of Yorkshire Tea):

Ham and mustard 
Smoked salmon and cream cheese
Cheese and pickle
Salt beef and horseradish

Yorkshire parkin
Yorkshire curd tart
Scone with butter, jam and clotted cream  £8.00

Cream tea: Scones with butter, jam and clotted cream served with a pot of Yorkshire Tea  £5.00

Bar Menu:

Draught:

Carlsberg  £3.50
Guinness  £3.50
Mahou  £3.50
Birra Moretti  £3.50
San Miguel  £3.50
Tetleys Cask  £3.50
Tuborg  £3.50
Somersby  £3.50
The Type Foundry's Serif IPA  £3.50
The Type Foundry's Sans-Serif Pale Ale  £3.50

Bottles:

Brooklyn  £3.90
Carlsberg Export  £3.50
Duvel  £5.20
Erdiger Weiss Bier  £5.50
Goose Island IPA  £4.00
Kopparberg  £3.50
Rekorderlig  £3.50
Peroni Nastro Azzuro  £3.80
Sam Adams Boston Lager  £3.80
Sierra Nevada Pale Ale  £4.45
Stevens Point Belgian White  £4.00
Stevens Point IPA  £4.00
Stevens Point Pale Ale  £4.00
Tsingtao  £3.50
The Type Foundry's Serif IPA  £3.50
The Type Foundry's Sans-Serif Pale Ale  £3.50

White Wines:

Aimer y Chardonnay, Vin de Pays d’Oc, France  £14.50
Aimer y Sauvignon Blanc, Vin de Pays d’Oc, France  £15.50
Pinot Grigio Ponte di Piave, Veneto Italy  £14.50
JP Azeitão Blanco, Por tugal  £15.95
Picpoul de Pinot Cuvée Thetis, Coteaux de Languedoc, France  £18.95
Peter & Peter Zeller Riesling Feinherb, Mosel, Germany  £19.50
Brampton Unoaked Chardonnay, South Africa  £20.50
Esk Valley Sauvignon Blanc, Marlborough, New Zealand  £25.50
Petit Chablis Domaine Millet, Burgundy, France  £27.50
Sancerre, Les Pierres Blanches Bougrier, Loire, France  £28.95

Rose Wines:

Aimer y Cabernet Rosé, Vin de Pays d’Oc ~ France  £14.50
Domaine des Mar tyrs Côtes de Provence Rosé ~ France  £19.50

Red Wines:

Aimer y Cabernet Sauvignon, Vin de Pays d’Oc, France  £14.50
Aimer y Merlot, Vin de Pays d’Oc, France  £15.50
Running Duck Fair trade Shiraz (Organic), Western
Cape, South Africa  £15.95
Domaine Le Grand Destré Vin de Pays de la Principauté
d’Orange, France  £17.50
Gazzera Nero d’Avola, Italy  £18.50
Andean Vineyards Malbec, Argentina  £18.95
Chateau de l’Abbaye Fleurie, France  £23.50
Paternina Clisos Crianza, Rioja, Spain  £25.50
Cono Sur Single Block 25 La Palma Syrah, Valle de 
San Antonio, Chile  £27.50
Esk Valley Pinot Noir, Marlborough, New Zealand  £31.50
Grant Burge Miamba Shiraz, Barossa, Australia  £36.50
Châteauneuf-du-Pape, Domaine du Père Pape, Rhone, France  £42.95

Champagne and Sparkling Wines:

Prosecco Viticoltori Ponte ~ Treviso, Italy  £21.95
Ponte Aurora Rosé ~ Italy  £22.95
H Lanvin Brut ~ France  £35.00
H Lanvin Rosé ~ France  £40.00
Taittinger Brut Réser ve NV ~ Reims, France  £45.00
Taittinger ‘Nocturne’ Sec NV ~ Reims, France  £50.00
Taittinger Prestige Rosé NV ~ Reims, France  £55.00
Taittinger ‘Comtes de Champagne’ Brut 1998, Blanc de 
Blancs ~ Reims, France  £150.00

Spirits:

Amaretto  £3.00
Archers  £3.00 
Bacardi White  £3.00
Bacardi Gold  £3.00
Bacardi Oak Heart  £3.00
Bacardi 8yr  £3.50
Baileys  £4.00
Beefeater Gin  £3.00
Bombay Sapphire Gin  £3.20
Bells  £3.00
Black Bush Irish Whiskey  £3.00
Bulleit Bourbon Whiskey  £3.50
Chambord  £3.00
Campari  £3.00
Cointreau  £3.00
Cour voisier***  £3.00
Courvoisier VSOP  £4.00
Cour voisier XO  £10.00 
Cuer vo Gold Especial Tequila  £3.00
Dalwhinnie  £4.00 
Drambuie  £3.50 
Famous Grouse Scotch Whisky  £3.00 
Finlandia Flavours  £3.00
Gentleman Jack  £4.00
Glenfiddich  £4.00 
Glenlivet  £4.25
Glen Morangie  £4.40 
Grey Goose Flavours  £4.20 
Grey Goose  £4.20
Hendricks Gin  £4.40
Havana Club 3yr  £3.00 
Havana Club 7yr  £3.20 
Havana Club Especial  £4.00 
Jack Daniels  £3.00 
Jack Daniels Tennessee Honey  £3.00 
Jägermeister  £3.00
Jamesons Irish Whiskey  £3.00 
JD Single Barrel  £5.00 
Jim Beam Black Label  £3.00 
Jim Beam Red Stag  £3.00
Johnnie Walker Black  £3.00 
Knob Creek  £3.50 
Kahlua Coffee Liquer  £3.00 
Luxardo Blk Sambuca  £3.00 
Laphroiag  £4.00 
Malibu  £3.00
Martell  £3.50
Martini (All Flavours)  £3.50 
Original Bushmills Irish Whiskey  £3.00
Pernod  £3.00 
Patron Cafe XO  £4.00 
Patron Silver  £4.50 
Pimms No1  £3.80
Russian Standard  £3.00
Remy Martin VSOP  £4.50 
Sailor Jerry Spiced Rum  £3.00
Sambuca Luxardo  £3.00 
Singleton Whisky  £3.00 
Southern Comfort  £3.00 
Tanqueray Gin  £3.00 
Tia Maria  £3.00 
Tanqueray 10  £4.00
Whyte & Mackay Special Scotch  £3.00 
Woodford Reserve  £3.50 
Glayvia Liquer  £3.00 
Makers Mark  £3.00 
Jura Origin 0  £4.00

This should boil down to four spreads as a menu if a grid is used with two columns.

Beer Bottles:

Website:

Before going to my location to take photos, I decided to create the layouts of my websites and replaced where a photo would be for blue boxes.

Homepage:

About page:

Exhibitions page:

Talks and Events page:

Visit page:

Membership page:

Shop page:

Contact page:

Mobile Website:

Homepage:

About page:

Exhibitions page:

Completed Website:

Completed Mobile Website:

OUGD504 - Studio Brief 3 - Exhibition Space.

I went to The Tetley to take photos to manipulate as my exhibition space as it worked will with my branding aesthetics.

I then used image manipulation to replace the branding with my own.

OUGD504 - Studio Brief 1 - Packaging Design.

I got to work on the packaging concept for my print info pack and was inspired by an example i have posted on my Design Context blog of a pair of wooden panels which are tied together by pieces of elastic. My idea derived from this and consists of two pieces of wood bound with a spine with some kind of black book binding material with an elastic strand on the back which can be pulled over the top of the front board to create a sealed package.

Because the wooden panels would be laser engraved for detail I drew out some pattern ideas of things related to screen printing and lino-printing.

To close the packaging I had to source some black elastic at ideally 12mm, this ended up being quite cheap from ebay which was good news.

I drew out some more accurate and detailed plans and sketches with measurements and design aspects to be more clear. This couldn't be done till after the books were made because I wasn't sure how thick they would all be together. After working it out I put it all on paper.

I realised after I designed the covers to be as simple as possible to increase the chance of successful finishes on them I needed to keep consistency with the laser cut packaging. For this reason I disregarded the illustrations I had previously done and kept it simple with the Solomon typeface.

The back panel consisted solely of the eyelets for the elastic strap to be cut out.

All that was left was production.

OUGD504 - Studio Brief 1 - Cover Design

To keep into consideration that each cover was going to be printed in it's relevant topic, at the same time as following the same style and being consistent with the rest of the project the covers needed to be very simple.

The reason for this is both the lino-cut process as well as the embossing process. If the design is too delicate, detailed or complicated it won't be embossed successfully or cut out of linoleum accurately. I decided to design them all with a border in the relevant theme colour as well as just have the bold sans serif typeface with a sideways orientation.

These will be printed onto 300gsm canaletto stock as it's colour closely resembles the cartridge paper used inside the book as well as being thick enough to withstand a deep emboss.

OUGD504 - Studio Brief 3 - Branding and Identity.

For the branding and identity of my museum I wanted to combine both the aesthetics of old lead type and cleaner modern sans-serif type. Of course being a type-based museum, the letterforms and typefaces used in the branding are very important.

I went through a large selection of different font families and type faces until coming to a decision on my serif body copy font. This happened to be a font called 'Fenix'. Very similar to the Caslon typefaces and had a strong feel of importance, professionalism and a classic-esque to it.

For the decision of the sans-serif font I went through my collections and further in a hope to find a typeface which balanced itself with the differences of the serif font but also felt chunkier but clean. i narrowed my decision down to a variety but after trying them all with the chosen name, this one came to be the winner for it's condensed and minimalist forms, 'DIN Condensed'.

Now I had the header and body copy typefaces under my belt I began to work on logo ideas and concepts one evening.

The idea working into the 3D form of a piece of lead type inspired me to develop it further. I chose to use the initials of the chosen name 'TF' in a lowercase bodoni font to match the serif font's aesthetics but not be the same to balance variety and consistency.

This was then taken further with 3D mapping and then a fine-liner drawing to get the hand rendered, blunt  effect a piece of metal type possesses.

This was then scanned in and image traced into a vector which increased the blocky/bluntness I was after with some adjustments to the sliders. This completed the logo and I felt it represented the museum's theme and contents perfectly.

This then combined with the type that I chose very well and completed the identity stage of the project.

The last thing to keep into consideration was the colour pallet of the museum. To begin with I thought I could bring in the idea of lead type with colour too, black, lead grey and white.

OUGD504 - Studio Brief 3 - Considerations.

Opening times for the museum, shop and cafe:

Opening times are very important in regards to time scheduling as different kinds of people will be free to go at different times. The target audience of the museum is quite restricted but variable at the same time. Creatives and designers working in Leeds' industry will of course finish their places of work at different times but we can assume they work a 9:00-5:00 like the majority of workers in a city. As well as them there will be students who if are in university on the given day will be in 9:00-4:00/5:00 and finally retired creatives who are still highly passionate about the subject of design and typography who are free almost always but tend to prefer going out early morning around 8:00 and going home early afternoon around 3-5ish dependant on time of year as it gets darker earlier in the winter.

Museum:

I believe that in consideration with the variants of people that would want to visit the museum, a 9:00am start would be a suitable time to open as the elder end of the audience would have time to get ready and travel to the city either by their own means or by public transport from surrounding areas. This covers the extreme end of the audience's start of the day. The museum would take a couple of hours for people to get around it fully. The latest extreme of the audience that would want to visit the museum would be the people finishing work around 5:00pm to give them an hour to get to the venue or be tied up in creative business as well as give them enough time to look around the museum, a suitable closing time would be 8:00pm.

Shop:

As the shop would be visited for souvenirs after looking around the museum, a suitable opening time for it would be 10:00am, an hour after the museum opens up for people. As well as the closing time reflecting upon that idea and shutting at 9:00pm, an hour after the museum closes.

Cafe:

I thought that it could function as a cafe in the morning, and a restaurant/bar in the evening. This would create a more social-based atmosphere for creatives after work so they can go for some drinks with their friends or have a meal with their loved ones or that creative person that someone has their eye on. To start the day, the cafe can be accessed before the opening time at 8:00am to catch people on their way to work/university for a fresh coffee and some breakfast. The changeover can have an hour break between at 5:00-6:00 and then the restaurant hours can start. This can close at midnight to cater for the creatives going for a drink with their colleagues and friends.

The location of the museum:

After our brief crit with a select few of our peers, I was recommended to check out a contemporary art exhibition space developed from the Tetley HQ in Leeds as this was an ideal space which I was trying to explain what I was thinking about.

This space would be a great area to photograph and manipulate into mock-ups for the type museum I was creating.

I took it upon myself to send them an e-mail to ask if I could have permission to photograph the building to use in my project in hope of a reply.

I received a reply with good news and planned to go after my concepts and designs were complete.

Is it a free museum? Is it government funded?

When thinking upon this question, the museum itself wouldn't need to be funded by the government or need to push an admission fee. The museum having a gift/book-shop as well as a cafe/restaurant/bar onsite would provide enough revenue to keep the museum going strongly. This would give the museum full creative control of what happens rather than the government having a say in how to do things.


Could it have a partnership with Leeds College of Art and the Leeds Galleries?

I think for a museum of this subject to have a partnership with a university directly covering the topic of the museum would be very beneficial for both sides as it would encourage the students to visit the space regularly as they are updated on the happenings, possibly give a discount for the students for the shop and cafe/restaurant/bar as well as being educated on the topic with a large amount of detail.

As for the galleries, they could be promoted through the museum, and vice versa but wouldn't necessarily be directly linked in any way.