Our second brief of this module was collaborative branding, but with typography only. This, at first, seemed as though it would be very challenging but once ideas were flowing within the group it became a lot easier.
The company we had been given was 'Global AutoCare', this was one of five companies that sponsor Leeds United FC that had to be rebranded as part of this brief. As their name suggests they specialise in car care and have services that include:
-Daily Rental
-Contract Hire
-Garage Services
-Movements & Storage
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| Our Initial Research into Global |
After doing research into the company and how they work we then looked into what typefaces would be appropriate to use. We had to choose from the 6 of Massimo Vignelli's essential typefaces and after discussing what kind of font would be most appropriate to the company we narrowed it down to two sans serif fonts; Helvetica and Futura as shown below. The reason for this was that serif fonts are generally used for bodies of text and are often associated with newspapers and as we were aiming for a modern and clean rebrand we didn't want these connotations.
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| Helvetica vs Futura |
Ultimately we settled on Futura, this was because given the name of 'Global' we wanted a more rounded type face to fit with the name and Futura, out of the two typefaces, was the more appropriate one.
As for colours we completely scrapped the companies current colour of a vibrant pink because, although it's a bright and attractive colour, it didn't seem to fit in with the company. So after researching further into colours and their meanings we came up with a colour scheme as shown below.
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| Chosen Colours |
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| Some Initial Logo Sketches |
Once we'd established the necessary things to base our logos upon we then came up with a several logo designs some of which are shown above. After having gotten a good idea of how we wanted our logo to look we went into Illustrator and refined these drawings.
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| Refined Logo Ideas |
From the different logos we'd come up with we narrowed it down to three in particular that we all decided were our strongest ideas.
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| Three Final Logos |
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| Explanation Behind The Pin |
We finally settled on a final logo, which we felt was the better one of the three other final logos. Overall I was impressed with how well we worked as a group, not only that but the work we produced we felt would be a suitable replacement to their current logo which made this brief successful for us.
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| Final Logo |
The full presentation can be seen as one continuous flowing image on my Behance page: Global Rebrand Presentation
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