‘Again a sound range of ideas for ‘Chance Housing Association’. In many respects you over-complicated the solution by adding door illustration therefore your logo design has two illustrative features; the word ‘association’ doesn’t merit emphasis.’
Never has a truer word been spoken in jest. The more I looked at what I initially thought was a great idea the more I realised I’d strayed into illustration territory, perhaps goaded by some of the images I’d collected on Pinterest. Some of which may have looked nice, twee. Kitsch. I think its very easy to be taken in by snazzy logos, bright colours and wonderful motifs, yet they rarely add anything to the overall design.
The desire to overcomplicate or not let the text speak is strange and indeed when I searched for simple estate agent logo’s there were surprisingly few that relied on lettering and simple decorative devices. That puts the designer up against it as straight the way you’re having to be innovative. So to that end I revisited the work I’d done previously for this exercise and drop the door opening motif, ensuring the simplicity of the design returned (though I kept the roof motif as it didn’t interfere with the lettering), and any manipulation of the lettering was reflective of the theme.
I’ve done a couple of mock up’s with two different designs and hopefully these are closer to the intent of the original brief.
Of the two designs the one on the left is my favoured as it’s simpler, cleaner and visually more balanced and the one I’d submit for assessment.
The purpose of this exercise is to design a poster and flyer for singing course, so the first step after designing the mind-map was to review examples on Pinterest for inspiration, which can be seen in the link below.
The image element of the exercise is straightforward enough and I’ll touch on that shortly, the real issue was the information to accompany it. On the face of it, it seems complete enough, but breaking it down into Who, What, When Where, Why and How makes it easier to see what information I have and what information I need.
Who? – Is their a named Point of Contact? Is the course for everyone or a select group due to age? Who are SingOut?
What? – What qualifications do you get? Is the course certified? What qualifications has the tutor got? Large choir, small group, individual lessons available?
When? Year – helps folk to plan, or be disappointed.
Where? Postcode for SATNAV’s
Why? Unique Selling point – learn a new skill; reading music perhaps?
How? How long it the course? Can I book online?
At this point I would be chatting to the client and getting this information from them as the gaps, whilst not big, are important. Remember we’re asking folk to invest their time and money in the lessons, so the more information the better.
However for the sake of brevity I’ve filled in the gaps as best I can:
Join [SingOut (remember the brand)] for an exciting opportunity during the day with [one of our qualified] professional [and experienced] vocal coaches. (reassure the potential customer)
[Join our friendly group and] Learn to sing different types of music, vocal techniques, meet new people and have fun!
10:30am to 12:00pm every Tuesday from 11 March 
The Community Centre, Charlotte Church Road, [New Town, NT1 2BA]
£60 for the [10 week] course
No experience needed/no requirement to read music [just a desire to sing (USP)]
For more information call [Nelly Melba] on 011779 8765432 [or visit] www.singout.com [to book your place online]
The next stage is the illustration, at this point and on looking at the brief and the samples of images I’ve collated I decided a photo would be the best way to sell the idea. Cue Mrs. Skipper and her patience.
These were then put through a filter to get the black and white feel I wanted for the poster. Think late 70’s early 80’s Pelican social history vibe. Still needs a bit of fettling though. The next job is to choose which is best to use.
The first task was to design the A6 Flyer, as it’s the most straight forward of the two tasks, and this time I’ve decided to have a bash at it with InDesign using a setting up tutorial I’ve located on the Adobe community forum (link below).
As I’m setting up the page the one thing I’ve considered is a simple logo for SingOut to establish the brand and make the flyer a little more eye-catching. Time to do some thinking on this matter and make some sketches.
The next stage is to realise the logo using Affinity Designer and Publisher, ensuring the form is simple, as well as making a simple beamed note to replace the ‘N’. This was then balanced and saved as a PNG.
I now created the front of the flyer and imaged it printed onto Yellow, I did notice that the silhouette I’d originally chosen not only looked odd, but was still on a white not transparent background. The image I now chose to use for both flyer and poster was converted with Photoshop to give the transparent background I needed. I also noted that in InDesign my PNG logo was blocky, even though originally done as a raster image in Affinity Designer. So I decided to carry on with the design in Affinity Publisher.
I then experimented with the logo a little, smoothing out the blocks with a 3D effect and gradient tool worked nicely.
I chose to use Helvetica for the back panel information, which included my information adjustments and then selected backgrounds of Yellow, Pink and Orange to see how they worked with the overall idea as well as a plain copy. Next task the poster.
Logo; I’m really not happy with it. So reviewing at the brief I’ve decided to have a play and try to refine it. So I set to redesigning it in Affinity setting the key letters of S and O at 200pts and the remainder at 125pts. I got rid of the note motif as its seemed somewhat clichéd and kept the form simple.
A quick change of the logo has made the word of difference and elongating it helped balance the White Space of the image.
The next step is to change the direction of the SingOut and we’re in business.
The final step is to make the A3 poster. This was arranged using a simple Grid pattern and a hopefully sympathetic layout. A little easier with a definitive logo and the information correctly squared away.
*At this point I feel it appropriate to put in a disclaimer; as I’m in COVID lockdown the chances of being able to furnish my ever suffering tutor with copies of the work are non-existent. But I will sort once a small bit of normality has returned.
So in review, another interesting exercise, the black and white palette combined with the limited information made for an interesting opportunity along with my first and second logos I have to be honest I far prefer the second. This type of poster/flyer would definitely look good produced on coloured paper, especially the pseudo 70’s manipulated photo.
A great exercise with more to it than meets the eye. Oh and if you’ve made it this far and are interested, I’m still struggling with InDesign. I’ll get there in the end though.
Exercise update 01012020 – Alternative logo
The final design and logo has been on mind. The more I thought about it the more I reasoned that any logo would need to be as stock as possible, not only to keep costs low, but also to help with legibility. I chose the Art Deco inspirted decorative font Wallington by Sandi Dez to now represent the company name. It’s eyectahcing, dynamic and not too florid and so easy on the eye. A good alternative to the original logo.