Studio Practice: Idea Development

After the critique, I went back and looked over the research that had been conducted into existing brands. I realised that capitals seemed a lot more effective and that, on recollection, I should explore the use of uppercase lettering more. Additionally, movement seemed to be an important aspect to capture within the brand, and so I looked into how this could be presented through the text. When trialling colour throughout the experiments, I wanted to start with red as it is the most commonly associated colour with the industry.

By researching into use of lower and upper case I found uppercase to be a lot more suitable for my brand:

'Led by Dr Manuel Perea from the University of Valencia, a team of researchers at The British Journal of Psychology have established that customers are more likely to remember a brand name if its logo is written in upper case.'

Jon Feagain explains how;

'Some companies that need to assert a strong, hefty, or massive presence in the market often go with bolded brand names and/or brand names in fully uppercase logos. Take for instance IKEA, BAND-AID, or BEST BUY; understandably, these brands chose brand logos in all caps. '

From this, it is evident that something as competitive as an energy drink brand is not only informal in nature but needs to stand out as much as possible, if it wishes to be picked and noticed, in order to fuel curiosity from the consumer.

The first three set of drawings (below), are unsuccessful designs exploring the elongation of lettering. Despite adhering to the sense of movement I wished to create, the overall effect does not present itself as an energy drink, thus latter designs should attempt to be more unique, searching for a single manipulation that is applicable and purposeful.

Helvetic seems to appear too neutral and formal

Including the 'r' is overdone - very much resembles 'Vans' which is a shoe company and thus not relevant

Initial hand rendered experiments, implying the relevant verbs of stretching, dragging, pulling and surpassing.

Using illustrator to trial how individual letters within the word can be manipulated to portray movement.

Attempting to digitally producing a variation of my hand design, and seeing how colour can be incorporated. I wanted to see how a capital 'O' would look alone, however feel the branding is going in a more sports company direction rather than energy drink. As such I decided after this experiment to stick with Futura, as it is a more striking type, and focus on uppercase lettering.

Uppercase versions:

This design experiments with separating the word, moving 'over' conveniently over the latter of its part. It still includes the movement through the 's' which is dragged, successfully contributing to the middle part of the 'e'. The design is clear, clean and has a strong essence of movement.

Another designing testing the moving on the lettering,
acknowledging negative space in appropriate ways,
creating geometric shaping that enables direction at
the same time.

My next idea was to incorporate speed within the word, and look into how I could manipulate Futura in this way. I also wanted to experiment with movement in the sense of it coming out at you, thus exploring 3d variations.