On display – Logo

Using inspiration from my research I discovered the word ‘Raw’, which is used to describe the brutalist architecture. I liked the idea of using Raw for my brand because it’s short and simple but also describes the style of fashion that’s inspired by brutalist buildings. For the first two logos I decided to find an image of a brutalist building with an unusual texture ( shown below). I found the shape within the buildings pattern, and created a bold and unusual logo. However the logo didn’t seem to fit the identity behind the purpose of my exhibition, it needed to be more fluid and fashionable!


After some thinking I decided that a clean-cut logo with straight lines contradicted my brands identity. I wanted o create a logo with movement to show how brutalist architecture isn’t just solid concrete, when it’s put into fashion, it can be seen as beautiful and full of life. Logo no.5 is an example of this movement, I used a solid common typeface and re-designed it so that the letters looked as if they were moving. I was happy with how this turned out because it definitely suited my brand’s identity,  however after some consideration I realised that the name ‘Raw’ focused too much on the cold appearance of the buildings, which definitely contradicted what I am trying to achieve in my exhibition, which is to show the public that the buildings can be more than just blocks of concrete.

I then moved on to experiment with the word ‘Brut’, at first I thought it was too simple, however after asking for my peers’ opinion on the logo it seemed to work. I like how the logo is simple but gives you a sense of what the brand is all about. I started by creating different versions of the word using a plain font, and then started to experiment a bit more with paint to see what effects I could achieve. However nothing really stood out to me, because there wasn’t enough movement in the designs.


I then started to create the logos on my laptop to see what types of things I could come up with using Adobe Illustrator. I really enjoyed using the laptop to create, because I am usually more drawn to experimenting on paper and creating organic designs.  I started by typing the word ‘Brut’ out and then using the tools to adjust the type. The first image below is my favourite, not only does it show plenty of movement but the shape of the text gives the illusion that it’s a logo in the form of a symbol. Personally I like things to be slightly more abstract, especially in this project, that way I feel like I’m pushing myself creatively. I believe that the logo is unique and will work well on posters, bags etc.


Once I was happy with my logo I decided to experiment with different colours. I chose orange and pink because they’re both bright colours that stand out. I also wanted colour so that I could experiment categorising my exhibition, for example when I’m creating posters, if I’m using an image to do with photography I would use the orange logo. If I had a poster that showed fashion designers clothing I would use the pink.




On display – project development

My idea development 

I started my project by researching into the history of brutalist Architecture and how it was seen by the public. It’s safe to say that there is a lot of controversy around the building’s appearance, some people are completely against the buildings and reckon that they should never have been built. However on the other hand some people are happy with the architecture, possibly those who are more interested in modern style buildings that are cost efficient or possibly who are interested in sculpture and see the buildings as ‘naive art’.

Personally I never had an opinion on brutalist buildings before this project, they definitely never stood out to me. After watching videos and looking at various pictures of the buildings I can understand why people don’t see them appealing, however I do agree that there is an element of sculpture art within the design of some of the buildings, for example the Hemeroscopium House in Madrid, Spain that was built-in 2008. The building gives the illusion that the concrete is held by nothing but glass walls.

At the beginning of this project I had various ideas of what I wanted to portray in this project. My first idea was to base my designs on what types of art were formed after brutalist architecture was introduced. I was inspired to  do this idea after looking on the Tate’s website, where they listed a handful of artist who used brutalist architecture as inspiration for their work. Following the idea of ‘raw concrete’ the artists created a new form of style called ‘naive art’. Personally I didn’t feel as if I had enough information to construct a brand identity, so I continued to develop on the idea. I was determined to keep with the same style of idea, where something or someone uses brutalist architecture as inspiration for their work. I found that browsing different creative websites helped me collect inspiration for this project.

Following the same style of idea, I wanted to create a new ‘Art Movement’ based on what happens when you introduce brutalist architecture to the creative / fashion industry. In my exhibition I want to inspire the public to look at the buildings in a way they haven’t before, and I want to show them that they are much more than blocks of ‘raw concrete’. My idea is to create a small exhibition showing videos, photography and pieces of fashion all created by designers who have been inspired by brutalist architecture. I also want to promote the ‘art movement’ by creating a page where people can go to give their options on their favourite brutalist fashion pieces or artwork on the exhibitions website. The website will also include a hashtag that people can use to refer to the exhibition and make the movement even more popular on social media, for example ‘#BRUTisback’ or ‘#brutalistfashion’.

Fashion Brand Research

I decided to look into some unique brand identity’s based on fashion, discover what they  have in common and if I could take inspiration from them for my work. The above have created their own unique brands that represent the personality of  what they’re trying to communicate to the public. Both brands have their own logo which represents their image and have kept their them fairly simple, using the brands name or initials. I have learnt that using a simple logo helps the public to remember it, the bold type or shapes stand out and catch our eye. However sometimes I personally feel like having a slightly more detailed logo also catches your eye and makes you want to see more. Looking at these logos has inspired my to think about how I want to create my logo, I will definitely experiment with a  simple logo but also include an element of creativity so that it suits my brand identity.

Both of the brands have shown what their logo would look like on various platforms, similar to what I will be doing in this project. I really like the idea of experimenting with how my logo would look like on a canvas bag, I think that this would be a good way of advertising the exhibition and as well as appealing to the target audience.

The two brands have a clear and sophisticated colour scheme to their visuals, which gives a clear idea of what their brands identity is all about. Both brands are clearly aimed at a more high-end market because their logos and colours are very simple and delicate. Both of them have used very luxurious colours, which is something I would like experiment with in my designs. Using these tones I would be able to show people how the buildings aren’t always cold and harsh, once they are put into fashion they can be quite beautiful. On the other hand I would also like to experiment with louder colours and the possibilities of making a bold statement, so that it catches the public’s eye and shows them that the exhibition is trying to make a powerful statement.

V&A Museum visual Language

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As well as looking at examples of independent brands, I decided to do some brief research on the V&A museum, London, following yesterday’s session on visual language. When you first go onto the museums website you notice their large, logo placed in the middle-right of the screen. They have used different variations of colour for each logo, depending on what page of the site you’re looking at, for example for the fashion section they have used a bright red/pink colour. As well as the logo, the images used in the backgrounds of each page also stand out and are relevant to each page. This definitely encourages you to look further into what the exhibitions have to offer, therefore invites more people to visit the museum.  This is something I want o include within my project, I would like to create a web page showing images of what will be in the exhibition and give a sense of the personality I’m trying to achieve.

Another thing you notice about the website is repetition, all of the symbols or instructions are created using circles with matching colours to the logo on that page. The same repetition is seen through their wayfinding as they use the same circular symbols for directions and facilities. The museum definitely keeps its visual language very simple and modern, so that its easy to read and feels sophisticated.

The museum has posters about recent exhibitions scattered all around the city, usually in places that are most busy, for example the underground stations. They have sets of posters that show their logo, again using the colours to categorise each exhibition. Within my project I am asked to create a piece of printed ephemera, and I think that large posters would work well to advertise the brand, and so that I can include my logo and strong visuals of what will be held within the exhibition.

The exhibition

To create an effective brand identity I wanted to do some research into various fashion designers, this then gives me a better idea about the personality of my brand and what style I should be using for my logo or if I want to use image on my website/ posters. All of the work below have used brutalist architecture as their inspiration and it’s interesting to see how they all interpret the buildings.

The first collection by Patrick Ervell  has created a fashion line that’s very brutalist, and has used minimal and unusual patterns and materials. Ervell wanted to create a line with a “retro- future vibe” where as Omar Asim wanted to keep it more simple and elegant. Personally I prefer Asim’s work because he has created a line that beautiful and unexpected when using brutality as inspiration.

Pierre Cardin, who is famous for his unique frames, created a pair of glasses based on brutalist architecture. He created the glasses as well as clothing in 1980 after brutalist buildings started to become popular. He wanted to create a fashion that would suit the industry and break convention.

Patrick Ervell – Menswear Collection for VOUGE

“Unappealing, but designed for a purpose”

Omer Asim– London Fashion Week SS16

Pierre Cardin’s- New Designer Collection

Chris Francis – Shoe designer, “hard, rigid” shoes inspired by the aesthetic and philosophy of Brutalist architecture.









The meshwork of objects

The technologically mediated object: Exploding the black box of cinema

This morning we started to look at examples of structural materialist films that point to film as material and create handmade films to understand the ‘thinglyness’ of film, it’s ontology and also how the apparatus works together with the film material to provide an interpretation of the objects. As well as this we experimented with how the apparatus changes our perceptions of objects and what it means for scientific experiments or objective knowledge.

What is structural / Materialist film?

Structural or materialist films are usually Short, experimental and Non- illusionist. The films don’t usually document a narrative or follow a set of actions and usually show relations between segments, from what the camera is aimed at and the way that ‘image’ is presented. You also get a sense of the camera person, where the camera becomes an extension of the body, as if you’re watching from the camera man’s perspective. The films can be seen as abstract which makes them hard to watch, don’t have a beginning, middle or end. Lastly, the films don’t tell you what to think, they tend to stay away from mainstream narrative ideology.

Film Techniques

Berlin Horse, by Malcolm Le Grice, 1970 

  • The horses within the scene become more and more distorted as you watch the clip.
  • There is one tune used throughout the film and it is repeated, similar to Fluxus work. Two of the same tracks  are played at the same time, but as they are played together they start to play out of sync.
  • The film starts in black and white and colour starts to appear further along.
  • Positive and negative, overlays of image.
  • Ghosting effect with the image
  • The film was treated as a material, Shot the material first and then edited it. the film maker is exploring the possibilities of the material.

The Girl Chewing Gum, by John Smith 1976

  • He’s creating a commentary, pretending that he’s instructing everyone in the film
  • He instructing the world to move, as if the camera isn’t there/ doesn’t exist.
  • There’s an element of humour within the films that ruptures the illusion of reality.

How do we know that it’s film?

Imperfections, scratches ( show its gone through a projector). Not interested in taking out grain, dust and hair that get stuck in the emulsion.

My own structural materialist film 

To create my own film I had to choose one object or material that is flat enough to collage onto film, for example I found some dry leaves from the university grounds. I then had to carefully cut the leaves into smaller pieces and place them onto the film. Once I had stuck everything down and made sure that the holes on the film weren’t covered. I found that the process was slightly difficult whilst trying to keep all of the materials flat and on the film, however it was interesting to see how they all collage together.

  • My prediction is that once my film is on the screen I hope that some of the materials will be transparent and I’m hoping that will reveal different layers of colour and pattern. I have also used small pieces of dark cotton, overlaying some of the leaves. I’m hoping that the cotton will give an unusual detailed pattern.

The outcome wasn’t what I was expecting, the colours came out more sepia toned because of the colour on the projector. I learnt that the placement of the materials within the film is very important, the more centred the objects are the more they’re going to show. As I predicted the dark cotton stood out really well and created a very detailed pattern on the film. I really enjoyed being able to see everyone’s work and how different materials and textures work and change once they’re on film.






Developing a visual language

This morning we were given a brief talk on how to develop a visual language. We started by discussing the meaning of visual language, which is to persuade, describe, instruct and entertain the audience. Visual language can be shown through various media, such as posters, photography, wayfinding, signage, typography and animations. As an example  we looked at work by Callum Richards for the International Society of Typographic Designers Award 2017, where we were able to see his visual langauge develop through out his work. It was interesting to see the development of his work, starting by researching the idea and creating a narrative for the ideas. He then went on to research contemporary design and political design as inspiration for the visuals. Once he has an idea he then started to develop the visuals, it was interesting to see how his ideas changed when doing further research.

Another research example was the New Blood entry, ‘Grandstories’, the idea is to celebrate the relationship between grandchildren and their grandparents so that they’re reminded to keep in touch! For the visual language they have used bright colours and s strong typographic style. They created a typeface with two complimentary character sets that come together to represent a ‘hug’ between the two generations. My favourite thing about the work is how they have used elements that remind you of your grandparents, for example the lace table cloths or coasters. The work is placed all around the city as a constant reminder to the people passing to contact their grandparents.


Research task

After the discussion we were given the task of developing a research presentation on a provided exhibition space. My group had the task of researching ‘The Science Museum’, researching the exhibitions logo,  typographic system, colour scheme, way finding and signage system. We started by researching the logo, which has had a re-brand in the past couple of weeks. The logo is very simple and modern, which works well with the museum. The type on the logo starts with bold letters and gradually becomes thinner, this may give the illusion that the logos travelling suggesting that it’s  futuristic.

We discussed the colours that were used on the website and within the exhibitions. On the website they use simple shades, blue, white and black. I believe that they use these colours so that they don’t take too much attention away from what’s important, which are the exhibitions themselves. The exhibitions being held in the museum are usually shown through colourful images and patterns so that they catch the viewer’s eye. We learnt that the museum also uses colour within their exhibitions. To categorise the content they have used different coloured stands to help the people understand what they’re reading or interacting with.

The discovered through our research that the logo shown on the signage for the museum was very different to the one on their website. The logo used outside the building is a modern and futuristic type, possibly constructed to look as if it was taken from a computer game. Different to the websites logo, the blue background definitely stands out which makes it easy to find and recognise.



On display; Brief Theme research and ideas

Over the next five weeks we have been given a project based on branding that explores a strong conceptual understanding of a significant subject matter. Our task is to develop an appropriate graphic language and a cohesive exhibition experience that works well with our chosen theme. We will also have to create a brand identity for the theme that must work visually across a number of printed, digital and spacial contexts. The main challenge behind this project is to push myself to my creative limits so that my exhibition should inspire and engage to the public/ chosen target audience.

1. Beyond Borders – Geographic boundaries of political entries.

  • How borders aren’t always something to fear – when considering a better life.
  • Discussing the lives of those who have made it to  better life, encouraging countries to open their borders to those who are desperate.
  • how photography works to show sympathy.
  • no choice, survival, new sense of community, distractions, loneliness.

2. Brutalist Architecture

Brutalist Architecture first started as a movement of the early 20th century and began to flourish in the 1950’s to the mid 70’s. The term “brutalist” was given to the buildings to represent the rawness of their appearance, clean cut lines, and walls of thick concrete.

  • They’re not always liked, they can be seen as ugly or old-fashioned.
  • They are a reminder of the underclasses.
  • Some see them as sculptures.
  • Inspirations for fashion, performance & art.
  • Fashion & Brutalist Architecture 
  • Performance & Brutalist architecture 
  • Art Brut – ‘raw art’, ‘brutal art’ – outside the academic of fine art. Also known as art of the mentally ill.

3. Defuturing 

  • collection of words of how others see the future
  • looking at how films predicted the future, for example the film “back to the future”.

a defining quality of our species. However, with the numbers that we now are, with powers we have amassed and mobilised for ourselves by design, technological extension and fabrication (which has underpinned our rise to domination), our self-interest has started to turn back upon itself. Fundamentally, we act to defuture because we do not understand how the values, knowledges, worlds and things we create go on designing after we have designed and made them.” (A new Design philosophy: An introduction to defuturing, Tony Fry 12).

4. Etymology – study of the origin of words or how things got their names.

5. Psychogeography – the art of wondering / getting lost

  • why are some places more creative than others?
  • Affordability
  • things that inspire creativity
  • each city has a message – those who go with it are courage the others aren’t
  • culture
  • moving to london ” cliche message to others – promotional success.
  • origin of cultures or example punk culture.


100 Ideas

Following our introduction to branding on Tuesday we were then given a week-long project set by Theo Humphries. The aim of the project was to focus on the ideation as a core skill of the graphic practitioner, for example how design skills can be developed through a repeated experience.

The scenario,

“Congratulations, you have just graduated! However your portfolio is looking a bit scrappy – more like a random collection of stuff than a keenly curated graduate folio. You need to sort this out – quick!”

The brief for this task was to create 100 different logos that represent our practice and ethos. The logos must also communicate to our prospective clients. We should fill A4 paper with as many design proposals as possible.

My logos

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Before creating my logos I wanted to make sure that I was experimental as possible so that I would be inspired to create different textures and prints. However once I had started I felt slightly restricted and felt the need to use my initials often. I started creating stiff logos with different variations of my name in black pen and a dash of colour. It then came to me that there wasn’t enough personality in the designs I had created so I decided to use paint to see what textures I could create and I started to really like what I was creating. I felt slightly more free using the paint and it didn’t really matter if it looked tidy or not. My designs then developed even more when I decided to stop using my initials and come up with some quirky images or sketches that matched my personality. I believe I have a bold and fun personality which made creating logos with colourful paint and free – hand sketching more appropriate.

After my tutorial with David I found that people were drawn to the more colourful logos and the logos that I didn’t think that were visually strong. The tutorial definitely gave me a lot to think about whilst designing my logos and it motivated me to be even more experimental.

With one page I decided to take the meaning of my name “purple foxglove” and see how I could create something from that. I started by quickly sketching the flower from different angles to see what shapes and textures I could use to create a unique logo. Using tissue paper and cotton pads I created many different textures that worked really well to represent the shape of the flower and show my unique personality. Instead of just leaving the logos as they were I decided to take them even further and see how I could make them even simpler.

With some other logos I decided to experiment with different textures all together and use ripped pieces of newspaper to see how they could give me something completely different. However I don’t believe this technique showed enough of my personality. I then decided to experiment with something other than paper, and created my initials using a paper clip, even though the idea was different it didn’t look very effective.

I found the process overall very challenging, it definitely made me push my creativity and changed the way I think when it comes to designing. I learnt that the more I experiment with different textures and ideas it helps me think of other possible ideas that might work better than the ones I thought worked really well.

Once I finished my logos we then had to present them, by laying our pages on the floor for everyone to see. To assess the logos we were given 3 blue stickers and 3 red stickers to use as a dot assessment. The blue stickers represented the logos that we thought looked sophisticated and professional and the red represented the more experimental logos. Our task was to walk around the room placing the stickers on the logos that we thought fit that criteria.

I learnt a lot from this task as it helped me see how important experimenting with different textures can be when it comes to creating a logo. Colour is also a very important feature to include as it catches your eye and gives you a sense of what that brand identity is all about, for example if the logo had bright colours on it could mean that its friendly and fun and if they use slightly cooler tones, of blue, white or gold it suggests that they are possibly more of a luxurious brand.

Research – Sagmeister & Walsh

Casa Ds Musica

Casa Da Musica  was created for the the Rem Kohlhaas designed music center in the harbor town of Porto, in Portugal. The idea was for it to become a comprehensive identity highlighting the music thats played within the building. They wanted to create a visual identity without featuring the building, however they discovered that the building itself was a logo. Once they came up with the logo their goal was to then show the variety of music being played in the house by design the logo so that I changes from media to media. The logo should work like a dice, displaying different views and faces of music.

As well as creating a logo they have also created a moving animation that gives information about the building and variety of ephemera suggesting how the logo would work on various platforms.

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Introduction to branding

Last Tuesday was our first day back at university so we were introduced to what we would be doing over the next couple of weeks. We started by discussing what makes a good brand and how it can be useful to evolve a brand so that its more appealing to the customer. Within this discussion I learnt how it’s important to consider what impression you want to make on the customer and how your brand appeals to your target audience. Another important point to consider was the practicalities of developing a brand, again finding a way to perceive the brand so  that it appeals to the target audience.

To get a better understanding of how branding for a particular target audience works, we were given a page full of different ‘lip balm’ packaging from existing brands. Our task was to explore their brand values. We had to find the unique selling points within the product which indicated who was the target audience, for example one packaging was designed with bright colours and a swirly typeface which showed that it’s target audience was most probably for younger people. However another example was a ‘dr organic’ Pomegranate lip barm. It was clear that the company had very different brand values to the previous balm, this brand wanted to show how it’s product was created with antioxidant properties of ‘Organic pomegranate’ and that their balm was moisturising and soothing. Looking at the brand values shows how the ‘dr organic’ balm appeals to a much older target audience, for people who want a more luxurious and reliable product.

We then moved on to looking at the company ‘easy’ and how their brand identity works to engage their customers. The use of the colour orange was defiantly a big part of how people recognise the company and they have used this by setting their logo on multiple platforms such as easy jet, easy hotels, easy boats, cars and buses, easy terminals and even easy pizza!

Our task was, in groups of 3, to choose an example brand and present its visuals on an A3 sheet. for this task I worked with Ellie and Maris and as a group we decided to base our research on the company Virgin media. Our general knowledge of ‘Virgin’ as a brand was that it has many different platforms and that it’s reliable and affordable. Similar to the company ‘easy’ Virgin uses the colour red as one of its main brand values. The company is also recognised by its large ‘V’ in the logo.

After collecting a handful of images showing the brands visual identity ( shown below), we learnt how the brand makes you consider its different qualities. As a group we decided that the values included being high quality, reliable and customer friendly because of the sponsoring of ‘V festival’.


From this I have learnt how important it is to consider the common themes behind each brand and their power over the customer. It’s important to consider what type of impression you want to make on your target audience so that it gives a sense of the brands personality.