Illustrator Demo

A3 landscape print- page to work from as we don’t know yet what layout the monogram with go on.

Windows – workspace – Essentials classic

 

Tools to remember…

 

Left Hand Menu

• Selection tools – one selects the object, the other selects the anchor point, allowing you to move that point.
• Pen tool – selects by points
• Type tool
• Line segment – just draws a line. You can also do this with pen tool.
• Ellipsis tool and holding shift can create a perfect circle.
• Using shift on the polygon tool it will ask you how many sides you want: a good way to build triangles.

Right Hand Menu

• Stroke – allows you to change line weight and rounded or flat points.
• Gradient
• Opacity
• Colour and Swatches –The colour panel lets you choose the colour palettes RGB and CMYK. You can create a new colour which will show up in your Swatch library. This is useful in branding so you know that can replicate, without having to recreate it each time.
• Layers – You may have layers for navigation features, things you can turn on/off, not used as often here.
• Artboard – this just means your page.
• Align tool – Aligns objects this might be useful to you. Select one object, then hold shift and select the other. The tool snaps and locks automatically.
• Pathfinder – Very useful for creating shapes and joining them together. Position your shapes how you need to be, and then use ‘Unite’ on Pathfinder. Select them both. Other options include intersect, or you can remove overlaps.

Today’s Task

• Work on digitizing monogram and workmark, upload to Padlet board for 3pm. (https://padlet.com/daniel1213/q4jlaedw91ri6i5f)
• Scan in sketchbook page and keep it side by side when working, use a grid. (view – hide grid/show grid)

 

Digitized Monogram Feedback

• Looks hand-crafted, as if cut up paper has been scattered and arranged.
• ‘S’ feels less prominent as the squares are smaller, they need to be balanced out more, so they are even.
• Typeface choice – a stencil font could go quite well.
• Some of the squares look different sizes, it might be an idea to arrange it with cut up paper and get some unpredictability into it by creating it physically.

Colour

Colour Systems

CMYK, Pantone, RGB, RAL

CMYK

• Four colour printing process.
• Cyan, Magenta, Yellow and Black.
• Four plates used in printing press.
• Colours mixed make up black/dark colours (Subtractive colour system).

Pantone

• Manages of colour from design to production.
• Used in printing.
• Can be specified as a brand colour.
• Consistency of brand colour reproduction.
• Standardised system.

RGB

• Used in screen and electronic display.
• Colours formed using three light beams of various intensity to compose the colour.
• Colours mixed made up white (addictive colour system).
• RGBa is an extension of RGB colour values with an alpha channel, which specifies the opacity for the colour.

RAL

• Used mainly for powder coating, varnish, and plastic colouring.
• For physical products that need to be coated.
• You might use this if you require something to be painted in your brand colours like a product or interior.

Hexadecimal

• Used in displaying web pages.
• Colours may be specified as an RGB triplet or in hexadecimal format.
• Displayed in 6 digits with # preceding it #FFFFFF (White) #000000 (Black)
• Can be used to specify colours in CSS or HTML.

Colour Theory / Wheels

Monochromatic – one colour in many shades.

Complementary – colours directly across.

Analogous – few colours close to one another.

Triad – colours forming a triangle.

 

Psychology behind Colours – The Big Eight Brand Colours

• Red is the colour of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
• Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and tropics.
• Yellow is the colour of sunshine. It is associated with joy, happiness, intellect, and energy.
• Green is the colour of nature. It symbolises growth, harmony, freshness, and fertility.
• Blue is the colour of the sky and sea. It is often associated with depth and stability. It symbolises trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.
• Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolises power, nobility, luxury, and ambition.
• White is associated with light, goodness, innocence, and purity, and cleanliness. In heraldry, white depicts faith and purity.
• Black is associated with power, elegance, formality, death, evil, and mystery.

Colour Emotion Guide

• Yellow – optimism, clarity, warmth
• Orange– friendly, cheerful, confidence
• Red – excitement, youthful, bold
• Purple – creative, imaginative, wise
• Blue – trust, dependable, strength
• Green – peaceful, growth, health
• Grey, Black, White– balance, neutral, calm

Example

 

Meanings of Colours can change by culture.

Western Culture

Orange – harvest, warmth, affordable

Brown– practicality, comfort, stability

Yellow – happiness, joy, caution

Green – luck, jealousy, greed

Blue– depression, trust, calm

Purple – royalty, spirituality, wealth

Red– love, danger, action

Black – intimidation, death, mourning

Far Eastern Culture

Orange – Happiness, spirituality, adaptability

Brown – earth, industrious, mourning

Yellow – masculinity, sacred, royalty

Green – fertility, hope, life

Blue – feminine, healing, relaxing

Purple – wealth, privilege, spirituality

Red – prosperity, good fortune, vitality

Black – health, prosperity, stability

Indian Culture

Orange – sacred, courage, love

Brown – mourning

Yellow – sacred, auspicious

Green – hope, harvest, virtue

Blue – sports, strength

Purple– sorrow, comfort, nobility

Red – beauty, wealth, power

Black – evil, darkness, negativity

Middle Eastern Culture

Orange – mourning, loss

Brown– harmony, earth, comfort

Yellow– happiness, prosperity, mourning

Green – strength, fertility, hope

Blue– mourning, heaven, spirituality

Purple – wealth, virtue, royalty

Red – danger, caution, evil

Black – mystery, mourning, rebirth

One Week Branding Project

Brief – Design a brand for a pizzeria. This is to summarize your new skills in branding and identity design. You can choose an existing brand or come up with your own name.

What you need to do:

• Start with researching the area, benchmarking competitors, and other brands that you desired user base will use or relate to.
• Establish a tone of voice, brand bank of words and a story.
• Choose an appropriate typeface for the logo and an additional one for copy (if necessary).
• Design a symbol in the form of an image or monogram.

Deliverables

Minimum of 3 pages

Page 1- Logo (wordmark and symbol) and bio/story/description.

Page 2- A physical touchpoint e.g., Pizza box, uniform.

Page 3- A digital touchpoint e.g., ordering page, app screen.

 

Summary/Self-Reflection

I found it interesting how different colours can mean different things worldwide. This will be good to keep mind of when deciding colour specific to audience I want to represent to. The one week pizza brand will be interesting to say the least, but I have a few ideas for it and think it will be a nice break away from doing personal branding.