I got an Instagram dm from a photography student wanting a logo done for them. I found out that they were fine with waiting till after the 601 submission which was very handy. She wanted something feminine yet quirky. She didn’t have any moodboards or anything so I decided to pick it up after 601 submission
the slogan is focused on being persuasive and like a normal human would
talk as to create a personal feel to the brand. the idea is to have it be
approachable and comforting as to create trust therefore referencing
the promise and using language often used by people that know what they are doing.
in 2017 we promised to be 100% sustainable by 2025
Here we are.
Time to think about long term investment
Now 100% sustainable
In order to create a personality, the visual identity needs to be strong
are you there for one or two utilise a lot of space as to showcase the
sustainable approach of the brand as well as simple type as to allow
the products and for themselves and not push for sale period just more
Showcase and the fact that they are now sustainable. I have decided to
use photos from the current website from sustainable range as I don't have
the facilities to be able to take my own photos and I'm not a photographer so
I hope that's ok because I don't know how else I'll do it luckily for me the photos
are quite good on the website. I don't feel great about but in a real sense,
if you were to redesign a brand you'd have a photographer to photograph the clothes and use
them so I don't think I should have to take the photos myself, I don't know
I just feel bad about it.
I decided to use so elements from my pattern that I made us to reference
where the typefaces that I might be using I do find the arrows representing
sustainability quite effective having an animated part of the online campaign
it would be really cool with arrows. the colours used are based on suggestions
from the first practical crypt with Oscar and Pete as they suggested using
colours related to mango I have alternate slightly and made it a dusty yellow
asked to connect with a older contemporary audience. it is also very much
for assembling the colour palette of mango as they are neutral but with a
slight tint it's quality clothing. the colour is not used in the key part of the
design the logo still black in this edition ask to allow the colour to change
throughout the season to represent the collection that they have this season
it was a lot of beige colours and after not do brown I went with a brownish-yellow.
I played around with making the image smaller and put the text on top of the
actual image and move down the banner I'm not sure if this works well as when
the banner is spinning around showcasing the 100% to stay in for and the arrows
are turning in might be too much having them on top of each other I do have a like
this and the use of a lot of whitespaces.
I love this image it showcase the clothing used and styles as a normal humans
though it not that they're just plain I like the layout of the circle spinning in the
corner so it doesn't take up as much as it did on the previous one there over lack
of the logo and the image works nicely as well I think all these would fit in with the
Brand and brand feel for the rebrand. I'm not quite sure about the logo I know I
picked it but I think I might have to change it to another one
I want to make a code inspire typeface also that just beating monotype typeface with slab serifs us to showcase the transparency of mango, but used Iveco typeface is not traditional in this sense to show transfer to see your the usually either use a sans serif or a simple serif typeface. as to create a personality for the brand the use of the slab serif typeface it's just slightly your feet with still being clean and play for the grand so it fits with there are going of being appealing to an older audience whilst showcasing their approach to the new brand as a sustainable brand. that would be easily recognised and therefore create a holistic brand that would work across platforms. what would need to be this is just a simple sensitive case for other tests possibly as having just a load of type and this type of price would be possibly a bit too simple as this sort of typeface doesn't work when it's blown up to big. started taking the proportions of another from another typeface that has a similar to this but if you're lacking in some variations of it and it has some parts to it I think that the concept of this type of typeface for clothing brand would be quite nude and it is recognisable what would Craig distrust to the brand as it's two different from the last one I'm not sure but it does sort of reference the serif of the original logo just think it be fine.
the proportions and shapes of letters the tea doesn't quite fit in maybe I should change that I chose to go for double a and a funky g as to create a similar look to the typefaces that are actually used in programming. I could change the width of Us typeface we're just changing the stroke of the outline typefaces so think in terms of creating diversity and the typography that would quite nicely so it would stand out and work well.
The logotype is somewhat inspired by the shape of mango but not overly so like mango as the initial ideas for the logo, was too rounded and didn't showcase the contemporary audience that they are aiming for. The use of the right angles in combination with the rounded shapes contrast in the logo that is slightly off paste of the norm. This way the logo will appeal to people because it is somewhat different, still referencing that uses specific shapes for every letter this type just has three different sets of forms for it one of which is geometric. What consumers want while still giving them something they didn't know that they were after as the research states that can see Mr necessarily think of what a logo typeface to them when they see it, they just know whether if they like it or not.
Created to storefront to see how the logo would interact. This outline of the store is made from the existing store, that picture was that pixelated using it for this wasn't possible. It’s mainly just a showcase hand logo would be showcased in the stores in terms of the window display the logo be in the bottom right corner such as the advertisements. If there were any more text, it would be put in the code typeface in a similar matter the items showcased behind it. I did it in both black and grey the building just to see how it looked there's not much reason to do this, but I was intrigued to see how the logo would translate to a storefront.
I decided to go with this of the concert for the bags. If it were a plastic bag to have a similar concept, it would wrap around and be relatively discrete and on the corner, and not smack in the middle of the bag. That way of branding bag makes a lot of noise. The bag would allow people to walk casually around it while still looking like an exciting bag. I just a couple of versions of it, but I quite like the one that's wrapped around as it great interest in such a simple matter. It kind of references the type based brands that I look at earlier this year. I think it's kind of funky.
Childers and Jass (2002) study found that semantic associations linked to typefaces
used in print advertisements are transferred to the brand. Consumers considered a
brand as more luxurious when a more extravagant, formal typeface such as a high
contrast serif typeface was featured. In contrast, the use of a more practical, casual
type font like a sans serif resulted in more casual brand perceptions. To understand the perceptions
and effect of typography Henderson et al. (2004) did a study where the participants were
randomly assigned 10 fictional brands in one of four fonts, the design was black on white
in the same pint size. They were asked to evaluate the brands' personality facets such as
sincerity, excitement, competence, sophistication and ruggedness on five-point scales.
The study was done with 123 undergraduate North American students. The study was
computer-based, and they used Stonehenge, Paintbrush, Verdana and Times New Roman.
Stonehenge scored the highest across the board. That seems a bit suspicious to me to be
honest as the still head is a horrible typeface, I think you just tell us you the fact that
you can't pick one typeface that would be the best there is no best typeface.
In terms of relating the categories set of the typefaces pre results the high natural / low
harmony type fonts, only Stonehenge significantly increased excitement compared with
low natural/high harmony type fonts such as Verdana and Times New Roman. Contrary to
the preconceived notions of the study, the low natural/high harmony type fonts did not result
in higher levels of sincerity perceptions. (Grohmann, Giese and Parkman, 2012).
There is the argument of target audiences and contest as the participants also one could argue
that they did have a questionable selection of typefaces as times new roman is overused in
essays so participants might have a strained relationship with it. Verdana is a slightly exhausted
web font. It has a high x-height which makes it difficult to differentiate the glyphs when it is in
smaller point size. There is also an uneven spacing of the glyphs, so the words get additional
spaces which can confuse the reader (Wilson, 2019). So the overall idea to use Verdana for
online small text there are other options, such as Helvetica even though it is said to be boring
it is easily legible as it is such a stable typeface. the Helvetica documentary showcased many
view points on the typeface.The use of paintbrush fonts in branding is rare,
but one company that has used it to its potential is Lush. Taking their sustainable approach into
account, they have used it sparingly, and it makes their product names
recognisable as it stands out on the packaging. The brush typeface isn’t the whole brand they
let the product be in focus and showcase the good things they do this has over the years
created a personality, most people could be able to pick out a lush product in a line up as
it stands out from their competitors with their black packaging or naked packaging compared
to the plastic bottles and over the top branding of others like the Bodyshop or any supermarket
brand. Their branding goes further than the design their staff showcases an including atmosphere
to the shops and people now what to expect from them. They have a different approach to
production to other companies which as lead to strong loyalty. Their advertisements are easily
recognisable because of their typeface and image choices and tone of voice.
What happens when a brand is fighting for the same audience as another shop and cannot
stand out? Some brands have a tendency to get lost behind bigger companies, you can see that
with Coca-Cola and Pepsi but what Pepsi does well here is engaging the consumers in taste
tests during summer and gives out freebies and comparing tests on the street.
Mango and Zara have a similar relationship where they get compared, but whereas Zara is obvious in t
heir tactics of excessive style changes with new collections every 13 days and a hectic shopping
floor to get people to buy items. They are current and very much so fast in fashion. Mango did
that tactic for a little while, but it hasn’t hit of as well as it could have they are usually compared
to Zara. Their visual identities do not really stand out from each other. The idea of customisation
and tailoring to the audience seems lost on Mango. The one thing that surged their sales was when
they went public with their mission to become 100% sustainable in 2025 and 50% sustainable in
2022. They made the statement in late 2017 and they mangos to jump up in terms of sales value.
The current typographic profile is weak from mango the relation of the army font is not relevant
for the consumer as
12 point areal
1.5 line spacing
refer to images by figures on a separate image section
a little description of the image
sources of images in URLs
I wanted to test a method of production that would be more sustainable. If not just for a texture for it. I tested it out with 6 of my logo types to see which one would work best for this medium. I'm not quite sure if one of them works.
I quite like the skirts typeface in the line of print karma the only issue is that it kind of Leeds as I couldn't get access to lino printing room as it was fully booked. I did use my laser cut Lowther types and carved them out which made it a lot easier
I think this was so fun I think it might not be ideal for it as the contrast is so big and you can barely see the hair lines. it is fun typeface but I'm not sure if it fits with mangoes aesthetic, it might going back to to the more fun and playful that they were trying to get away with with the original stencil typeface.
I'm very much quite like the texture of this liner print as it's quite bold and he can clearly see it also having some interest period if I'm going to go this lady type I need to do some alterations with it I don't like that the arch stop so abruptly the swing of the ascender. It's kind of a safe choice as it would fit well on any sign or at the bottom of any advertisement or website as it's all evil I'm not sure what to do with it in order to get it to somewhere like it. it does have a fun look to it.
this is also really interesting I did manage to Laser cut out the shapes the wrong way around so when I printed the get the wrong way around they look good when it's just a shapes but they are wrong around. I Like the Wind sea of this typeface it's sophisticated but not in an overly adult way would you think fits within mangoes style it's not what the pendant on a decade like the previous one it's quite clean when it's not lying a printed texture is quite cool though. this type would be unique and fun and I don't think I've seen anything like it in a brand period if that's a good thing about thing I'm not quite sure at the minute but I do like the idea of it.
it's just an easy test and I quite like the look of it but not sure if it's going to be too safer choice for mango iI want to go a bit weirder.
I don't think these are logo type necessarily I think they work more is a typeface.
The g is very interesting to me.
in terms of using photos for the adverts and such, I've had a browse and I quite like the mango photos for adverts and also I don't think I'd be able to create a photoshoot in this short of a time that will be better or more suited. They are already slightly editorial, not nesseseraly ideal for showing the garments online but will work nicely for the adverts.
I will be unable to have a photo shoot as the shops are closed and I did not plan on this really.
this type of the sustainable approach to design as it is handmade it looks handmade, your personal and it always more familiar.
this typeface is referencing Rick Sobiesak and Alessio Laiso Where they found out that expensive typeface is the most appealing, user-friendly and trustworthy for a clothing brand. I decided to do a half-angle for the type days us to make it stand out from the other typefaces period I also did typeface with a small caps and a quite high x-height, as to emulate the product
i did a further explanation for the g I'm not sure if I like it more or less it's kinda just there period I'm not sure if this typeface is meant for a logotype really it seems kind of seems too busy and not in a good way.
with some modifications of the typeface pull it up and see how it goes it doesn't have any justification but I wanted to see how it goes and I hate it it doesn't work and I it's going to be that way.
I made a layout for laser cutting out the logo to try and stamp It or lino print with them.
I haven't gotten any inspiration from angeling the brief as a rebrand a brand that is suffering from a lack of own personality. I have therefore decided to change the angle of it and instead to focus on rebranding Mango for their goal of being 100% sustainable for 2025.
it's just a simple brief sheet but this way I know that the logo needs to be done and the overall visual identity needs to be thought out.
They all just seems slightly off but not quite n like in the shape. I think I think the first or third one has the most potential to become something but I wasn't quite sure on how to do that until I came up with using the car as the straight line instead of the curved line and I think that works quite nicely.
I tried different variations for the Emma's all some look very unlike and they are very curved and simple kind of messy but clean, the 4th one is kind of a mess but I liked the idea so I took it a step further and switched it around under it the same way the end was and I think that works quite nicely as well. I also flipped the other way around so it looks fully like a mango and I think it's kind of cool.
I also tested this idea that I had of making a typeface that looked like folded paper. I like it for the straight letters such as the M, a and n But in terms of the O and the G it just doesn't work I haven't found a way to make it work. So it's just going to stay as a test.
I've been wanting to make a typeface that could be used for ever period and I came up with this Gill sans inspired and even typeface period this is quite nicely as mango is aiming to become sustainable in 2025. I feel like to it comet the only issue is that it could all look childish especially if it was you somebody text which I don't think you can period lower cats I think I'm nice in the all caps get more movie with it and I think it works better. I like the look of this side face but I think you might be used to something else at some point period I'll test it when I actually started designing it all as a whole but I'm not sure if it's going to work out well.
I really like this one it has a playful by 2 it a bit retro but still modern it references clothing styles in its off, things such as bell sleeves tonus and just embellishments really I was working on the G a further time for this typeface I find it difficult to make it cohesive and still fun period I'm really pleased with but the first couple of tests weren't that great so just the wonder below. you need to be clean up and I want to test some things with it, I think this might need one possibly if not I might do something more cursive and elusive maybe. I'm not sure yet I need to get some feedback on it I think.
What's the push to the concept of the last groovy typeface I made this one, It's quite ornate now I every glyph except for the M and O I think. as the Old seems too heavy or too big and the doesn't feel right as the first letter period to come to terms with this is that I don't like the word I don't like it period I think if I worked with them a bit more I could make it a logotype I would be really happy with. this time a lot of personality and moved was quite interesting.
