Our first project in Studio Impression this fall was to do a branding proposal for the studio. Every student would have to design a logo, choose a typeface and come up with a strapline and present these elements as a studio identity proposal.
We began the process a couple of weeks ago by discussing as a group who we are, what we do and what makes us stand out as a publishing studio in the industry. We came up with a long list of main features. Im here listing the key words that I drew from the list:
Diverse, collaborative, open-minded, traditional, contemporary, print as a physical object, inspire, explore, experiment, future, impression
Next, we started sketching some initial ideas for the logo. I drew 3 ideas. For the first one I used the word “traditional” from the list. The second sketch was based on the words “traditional” and “contemporary”. And for the third sketch I chose the words from the main list: “fresh ideas”, “not afraid to make mistakes/experiment”, and “print as a physicsl object”. Here are the three ideas after I managed (after great struggling) put them in Photoshop:
Developing the ideas
When in my feedback session I showed these to our teacher, she thought the second ides (the one in the middle) is probably the one i should go for and develop. My original inspiration for it was traditional letterpress which I tried to include in the form of single letters in boxes (as if letterpress characters). The arrow (=mouse cursor was meant to represent the contemporary side. However the teacher thought that I could try to develop the logo into a single square, like a computer keyboard button.
Through sketching and looking at different pictures I eventually came up with my final design, a keyboard button with the word “impression” inside of it.
Strapline and Typeface
We also had to come up with a strapline for the studio. Again I looked at the list of words from the very beginning of the process and ended up with the strapline “Diverse, Contemporary Publishing”.
In order to choose a typeface to go with the logo, I tried different fonts in a Word document to see how they look. To me it liked like the logo needed a handwriting looking typeface. I also decided not to have a capital “D” in the beginning of the strapline because I thought it looks more coherent with a lower case “d” as the logo itself has no capital letters.
Aa part of the proposal was also to show how the logo would look in a product or social media. I put it into a book spine and I think it actually fits it quite nicely.