After the presentation on Thursday, several improvements have been made to the branding as well as the overall image has been changed and improved drastically, the font and logo have remained the same however almost everything else has been overhauled massively. Examples of the business card, splash screen, and some posters are posted below.
I think these examples express the company’s values and aesthetics much closer, a large amount of smaller brush strokes allowed me to include a more broad colour palette and make each design more unique, alternatively, it generally gives me more freedom within creating the design as seen within the different colour outcomes posted above.
The brush strokes being raster and handmade from actual brush strokes rather than a vector illustration created within illustrator allows me to keep the fluidity and varying colours of the brush strokes. However, a downside to this is the slight loss in quality within the image itself as well as the greatly extended creation time for each poster/pattern. The creation of these patterns is straight forward and allows me to explore media past simply creating work that exists completely within the digital realm.
Stages of Making
To create the contrasting and vibrant brush strokes I began by painting some high-quality calligraphy ink onto a sheet of A4 paper so that the strokes have small details and slightly varying colours, I felt calligraphy ink would be more effective than paint as it generally tends to give off a deeper colour set.
after this, I took photos and inserted the images into photoshop, once within photoshop they were inverted to darken the background and levels were adjusted to makes the outlines of the brush strokes more isolated so that the whole stroke could then be ported into another document where the pattern was made.
After the files are ported into photoshop I then selected individual brush strokes and then input those strokes into an A4 file where they were then recoloured and arranged accordingly until the aesthetic that I desired was created, this not only made an aesthetically pleasing and professional quality pattern but also allowed me to experiment with different colours, brushes and placements of the brush strokes in order to try out what other designs could look like as well as to make every design that this pattern is incorporated into, completely unique.
Heavy amounts of editing were incorporated into the files so that the vibrant and harmonising colour pallet could be achieved, given what we want the sleeves to look like I thought this was extremely vital to creating an overall successful brand.
After a large amount of experimentation with this effect, I am satisfied that I have explored sufficient option in terms of form, colour and brush types. Personally, I think the bright pinks match the brand perfectly, the wild brush strokes seen in the earlier examples give off an essence of “Organised Chaos” Implying that the company is creative in nature, has flair, yet is not an unprofessional company and so can be trusted with making a high-quality product. Although these examples did take a long time to create, as each brush stroke had to be imported and coloured individually and as the colours and placement of everything mattered so much they required very fine tweaking to ensure that the strokes were not slightly too clustered or slightly too separated. I felt this was necessary as this pattern will most likely be used within many different areas of the brand and so it is of utmost importance that the first examples are done perfectly and that sufficient alternatives have been explored.
Overall I would say that the branding re rework has been a huge success, I think I would have run into many problems with the previous iteration of the branding as well as it lacks the sense of professionalism and dynamism that I think is present within these examples. The company is now standing on firmer foundations and therefore has much more potential in terms of success, I think it is equally important to continue on with coming up with new and exciting ways to present Consilio.
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