ARCHITECT BRANDING.
INITIAL DESIGN STAGES.
After gathering information from bradley based upon his likes and dislikes within architecture and design, and his intentions within his own work, I created a list of elements that should be my main focus when creating Bradley's branding.
I will begin by thinking of and drawing up ideas for Bradley's logo which will be at the heart of his brand. There are a list of different things I have discussed with Bradley that has began to inspire thoughts about his logo design.
- The 3d element of his work.
- His minimalist and almost 'camouflage' like approach.
- His love for mixing materials and texture.
- The extent of how far Bradley goes to create a personal and bespoke structure each time and every time. There is no, creating a standard building and pasting it into other places, all his buildings are one offs.
I began by sketching up some logo ideas purely based upon the 3s element of his work, working with already existing fonts to create a somewhat structure like 3d logo, and something a little simpler.
I began with a circular focused logo, which I felt was both minimalist and contemporary, I worked with the letters placing them in a composition which allowed my clients name to be read fluently and in order.
I then began to play with the structure of the monogram further by adding a 3d element to the logo. The idea of drawing 3d into the work made me feel as though the logo would connect with the practice of my client (architecture) that much more, as one is always required to work in 3d.
I also tried something that showed a little more restraint and reduction with embellishments, using an even simpler composition using only his first and last initial and, using a much clearer and easier to read font. I transferred this into 3d form to again play with the extra dimension element. I felt like this logo might perhaps match Bradley's likes and practice more so than the last due to its reduced ornamentation, clarity and almost natural look. It appears like a piece of type that doesn't look as though its trying to be anything it is not, just as Bradley's work stands.
Next a moved onto playing with a few more logos which focused less on a visual and the element of creating image from text, and instead, used Bradley's full name in more body copy style lettering.
I got the inspiration for the next few sketches from an image I sourced during my research which Bradley had explained that he liked due to the simplicity, the logo was of a stamp influence and played with the orientation of text.
Finally I started sketching something that was a bit more bespoke and totally personalised to bradley and his practice, in that we creates one of a kind buildings that are only relevant to the place and site that he is considering. I wanted to try and find a way to create a really simple and minimalist logo mark that combined his first and second initial in one character.
Looking at Bradley's initials 'B + S' I realised that the S, would almost mould and fit into the counters and Bowls of the B. Using the top of the S I lengthened the beak so a point in which it was almost touching the spine. I felt that although it still took on the aesthetic of the S, it could also somewhat be read as the top of a B. I continued to sketch the letter in which the bottom half of the character was seemingly more dominated by the characteristics of a 'B' using the vertical stem as a tail continuing on from the spine of the s. The character however, like an 'S' over a 'B' has no technical counters as the beak and tail never touch the spine, allowing the character to be read as both an S and B.
I played with the idea a little further experimenting with the idea of using serifs. however I felt this took away from the cleanliness of the design and detracted from the minimalist aesthetic in which bradley wanted.
Tracing over the shape of an s from an already existing typeface, I began to edit and change certain parts so that it could aesthetically represent the linking and appearance of both of Bradley's initials.
I also experimented again with adding an extra dimension to the logo paying homage to the 3d elements of Bradley's work. I however did feel that it subtracted away from the simplicity of the piece and that It wasn't needed.
Lastly I sketched up the full idea as a block character ready to present to Bradley.
Feedback from the client:
I sent Bradley all of the sketches I had done in regards to his logo and today he sent me some feedback in reply. He commented on how much he liked that I had considered his practice and work so much when creating the logos, however he also pursued that there was one clear winner in which he felt work work best representing himself and his work.
The one he liked most was the design in which I created a bespoke character joining both his initials together into one. Not only did he like the minimalism and fluidity, he always liked the idea that the character itself appeared to look like a structure.
Next I will start thinking about how I will attach the logo to the different branding elements that Bradley needs.
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