In this exercise I will be designing a brand image for Chance Housing Association’s stationery. The association helps first time buyers get onto the housing ladder, it is modern, helpful and welcoming. They want their logo to be used on letterheads, business cards and sheets that will hold the property detail. I will also do a mockup of an advertisement in the local newspaper. I found a number of logos of different estate agents in Dublin. They are very simple, most of them use only typography. I guess that is the way to go if the logo needs to be printed in small-scale or on black and white copier and still be easily read. Blue and red seem to be a popular colour choice.
I did a few sketches of some of the ideas that I had. The name of the association will be the main focus, but I will also try to incorporate a simple image into the logo. The ideas I had were quite obvious: doors, windows, houses, roofs, keys etc. I experimented with typefaces, different compositions and colours in Illustrator. Some of the logos are just typography, some of them have a little image.
Some of the designs worked better than others. My favourite is the white, grey and orange logo with an open door image. I liked the ‘door’ idea from the beginning, it represents getting your own new place, the door is open, it looks inviting and you can just about to see what is on the other side if you just push it a little bit more.
‘Chance’ is written in a large Arial Bold font, with ‘Housing Association’ being placed underneath and smaller in size. It took me a while to get the colours right, the blue and white version looked a bit generic. After many tries I settled on grey, white and orange. I thought that the white and grey combination for text looked soft and the orange door added some colour, I added some shading to it to stop it from looking flat, like the white and blue version.
I also liked the hand drawn logo with a window:
I liked the window image made out of curved lines. In the end I decided not to use it as I could not find a way of putting all the elements together in a way that would be pleasing to the eye. It also reminded me a little too much of a Windows logo.
I designed letterheads with the logo on them. I added some coloured blocks corresponding with the logo, similar design is used for business card. I also took a picture of my local newspaper and fitted the ad into it. The following are different designs of letterheads and business cards:
I also printed my designs:
This exercise highlighted the wide scope of design activities that need to be considered in relation to a company’s branding. The logo is just a start. It was interesting to design the logo, letterhead, business card, advertisement and a folder and linking them together by the use of a similar design and logo. I also got a chance to print my designs, they looked quite different printed. The orange elements lost their vibrancy. I had to adjust orange text on the business card as it looked too pale after printing it out and the text was hard to read. It was also interesting to see a black and white version of my logo. I think it still looks well, I am happy with the contrast and I think that the overall design did not lose much or changed by the lack of colour.