CREATING MY BRAND Hannah Spurling CHOOSING MY BRAND

CREATING MY BRAND Hannah Spurling

CHOOSING MY BRAND NAME When it came to choosing my brand name I began the process by identifying the main characteristics of my brand. Given the fact that I had decided for it to be ethical, I decided to approach the name from this angle. I started by looking up words related to ethical to see if anything sparked an idea for the name. Being Honourabl e BEING ltd. clothing Pure Honest ETHICA L (Related Fair words) Clean Delicate Moral After looking at the words related to Ethical, the word ‘being’ immediately caught my eye. I started to play around with the word to see what I could come up with. Being. Be. These were my initial ideas. After playing around with the three options, I decided to use Be. as my brand name because I think it is so diverse and therefore I can easily market it in any direction, which I really liked.

CREATING MY BRAND LOGO Having now chosen my brand name, it was now time to draw up my logo. I started the process by sketching different ideas by hand in my notebook. I decided to do this rather than attempt to develop a first idea in a programme such as illustrator because I find that it is much easier to think up ideas with pen and paper because you can quickly draw up exactly what comes to your mind without having to play around with different buttons and tools in a design programme. After sketching out my first ideas, I then went on to pick out my two favourites and compare them. This selection process allowed me to identify what looked the best, what worked well and what would appeal to the consumer. After looking at each design, I decided my two favourites: These were my first sketches: I then went on to compare both logos and decide which I would be using.

LOGO ONE Minimalistic and stylish – I think the simple font portrays a modern and clean style that displays a new and fresh brand. I think the clean cut style of the font and positioning of the letters is visually appealing and would work perfectly on brand advertising. When I looked up the word ethical ‘clean’ was one of the words that came up, I think this logo portrays this word well. LOGO TWO Visually appealing and creative – circle surrounding text could be representation of the shape of the world however I think could possibly be over the top and too complicated to display on advertising and brand campaigns. After reviewing the two logos, I decided to go with the first option. I chose to do this primarily because I think the minimalistic style will be much easier to work within the brand advertising. I chose this logo because I could see more potential behind it than I could the second option; I could immediately visualise campaign ideas for the first logo whereas I could not for the second logo.

Now I had chosen the logo I then went on to develop it in Adobe Illustrator. To begin I had to chose a font. I did this by comparing six different options: The chose to experiment with six fonts rather than two or three because it allowed me to really understand the visual difference between them. After comparing the different fonts, I decided to use the 4 th font. However after playing around with it separately, I decided I did not like the way the ‘e’ sat. I attempted to free around the shape but I still didn’t feel like the way it looked was right for my brand. After debating how I could fix this I decided to try using the ‘e’ from the third font. After placing the logo into different scenarios, I came to a final decision on this logo font I then had to decide what to do with the full stop at the end of the word. To begin with I thought it would be good to have the full stop in the shape of a globe to link to the ethics behind the brand but after trying this in illustrator I decided against the idea because I thought it made the logo look messy and too complicated. It was also hard to tell what the full stop was after I had shrunk the globe icon down to the size of a full stop. I then looked at using a full stop or a square icon for the logo. After comparing the two options, I decided to go with the square icon as I think it compliments the modern and minimalistic style of the font itself. I think the square icon also looks more visually appealing than the classical full stop, the square adds something slightly different which will visually attract the consumer.

After finally creating the logo design: I then went on to create a mood board connected to the ethical world. This mood board acted as a colour palette for what tones would be suitable for my logo. I used a variety of earth tones, tribal colours along with materials and textures throughout the mood board. Using a mood board helps within a design process because it is extremely helpful in developing the MY MOOD BOARD FOR LOGO EXPERIMENTATION AND DEVELOPMENT

The next step in developing my logo was the last step of the process: deciding on my colour scheme. Having just created my mood board I had an idea of what colour palette I should be using along with the type of pattern and tones. I decided the best way to decide on the colour of my logo would be to experiment with a variety of different colours and tones through a experimentation process and then a selection process similar to how I chose the logo itself back in the first designs. I imported the mood board into illustrator and used the pipette tool to pick up the colours on it, this meant I used only the colours on the mood board and stuck to a strict palette throughout the entirety of my logo development. Overall I had 16 different design

MY FINAL LOGO DESIGN My final logo design is displayed to the right. I chose this logo and colour scheme because I think it differs from anything currently on the market and also has a subtle yet modern look to it. I think the colour scheme compliments the font and layout well and the blue square icon adds a pop of colour without being too overpowering. I decided to use the more earth toned colours rather than the brighter tribal tones because I felt that I needed my logo to be clean due to where it is going to be displayed (on campaign images etc. ) if I were to have used one of the brighter logos, I think it would have been more difficult to blend into the campaign images because there would have been too much going on and the brighter colours could have potentially made the campaign itself look cheap and unprofessional which would be unattractive to potential consumers.

CONSUMER PROFILE BOARDS

Katie 21 CHELSEA, LONDON INTERIOR DESIGNER Katie is a young, fun 21 year old living in the city of London. As a student she enjoyed art and design and decided to pursue a career in interior design after graduation. Katie is currently working for a private interior company in Central London. She lives in a small two bedroom apartment in Chelsea. Her bubbly and fresh personality is projected throughout the interior of her apartment; white walls meet bright hand designed art purchased from local galleries along with statement furniture; such as her iconic bright blue sofa. Katie has been a vegetarian for 3 years and enjoys eating at small boutique cafes like Farmacy at Notting Hill. Every morning she grabs a acai bowl and a coconut milk latte from Skinny Kitchen on her way to work. Katie loves to travel and try's to fit in at least two holidays a year. She recently returned from a weekend in Budapest with friends. Katie aspires to climb Mount Kilimanjaro for charity! She enjoys shopping in higher end boutiques where she knows the quality is going to be good but also likes Topshop, especially its boutique section and can always be found in Urban Outfitters. However Katie cares about the environment very much and always finds out where a product is sourced from before buying. Her style is very versatile, one day she will be in classic jeans with a plain tee and statement trainers then the next will be in heels and jackets. Katie

JORDAN 24 BRIGHTON, UK VETERINARY STUDENT Jordan is a 24 year old student in her final year of University. Studying, veterinary medicine at Brighton University. She lives in a terraced house, 20 minutes out of Brighton town, with her two friends and their cat, Maya. Jordan rescued the cat 3 years ago when she was in her third year of study, a kitten was brought in to the hospital with a broken leg and faced being put down if no one could take care of her. After no one adopted her she decided to take the tiny kitten home with her. Jordan is a kind and bubbly person who always has animals welfare in mind. She is a vegan and has been since she read her first animal book at twelve! Her favourite meal is a Yasi katsu curry from Wagamamas. Every morning, Jordan can always be found in her local Starbucks ordering an almond milk mocha. Jordan is passionate about her job and also volunteers at several animal shelters. She is hoping to travel to India to volunteer as a part time resident vet after she finishes her degree. Since she was six, Jordan has ridden horses and looks forward to going home to Cambridge each month to see her mums horses and go for a ride. Jordan is a fashion forward individual who always looks on trend and effortlessly stylish. Her go to outfit is her denim dungarees and a baseball tee teamed with her timeless Alexander Mc. Queen platform trainers! A hater of value fashion, Jordan likes make sure her

BRAND STATEMENT . About Be Clothing Welcome to our world. Be clothing is a new and exciting brand that produces the freshest and stylish looks using the most ethical production process. We pride ourselves in using the best quality materials and never using any slave labour or animal testing. The classic Be. Girl is fashion forward but also conscious about the environment, she is keen to make a change in the world and is happy to spend a little extra money in order to rock the latest looks, just without the guilt. For everything from trend setting pieces, everyday basics to celebrity inspired looks Be. clothing is here to help you achieve all your

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