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Next B Chapter

The brief set was to create a logo for a new personal development blog.

Next B Chapter originated from the registered company name ‘The Next Beautiful Chapter’, and the client planned for the blog articles to cover personal development, dating, relationships, and lifestyle. Next B Chapter was created to initially become a personal development blog as a platform to build a following with the hope for the client to one day launch a health & wellbeing retreat. The client wanted the brand to be seen as ‘open-minded, thoughtful and friendly’, but still ‘cheeky and fun’.

Company

Next B Chapter

While at Studio Republic

Timescale

September - October 2017

Skills Required

Research
Branding
Visual Design


Target Audience

Next B Chapter's Target Audience.

Next B Chapter's Target Audience.


Research

In order to understand the target audience and brand, I researched other personal developments blogs - The Everyday Girl, Advice from a Twenty Something, Lauren Conrad, Simply Fiercely and Life Goals Mag - that were aimed at the same target audience and covered similar topics.

I was specifically looking at the type of logo they used, for example a lettermark, wordmark or a pictorial-mark logo. My research showed, the majority of personal development blogs used a wordmark logo, using a calligraphy font. Very little used pictorial-mark logos and none that I found used a lettermark logo which suggested a wordmark logo would be the most appropriate design for this brief.

While researching other blogs, I was also looking at the colour palettes used. I found most personal developments blogs use between one to three accent colours with a darker colour for example black, navy or charcoal grey. The blogs did not have a wide colour palette and kept their branding consistent across their blog and social media. This suggested the logo would require a dark colour and a brighter accent colour that could be used throughout the website.

Lauren Conrad's Website

Lauren Conrad's Website

Simply and Fiercley's Website

Simply and Fiercley's Website

Client's Inspiration

The client also provided a Pinterest board of inspiration she liked. I picked out the commonalities within the designs. I found these to be a calligraphy font, a colour palette using light pink, bright yellow or mint green, and wordmark logos. This backed-up my research from the other personal developments blogs which showed the client was looking for a logo that included a calligraphy font, small colour pallette and a wordmark logo.

Pinterest Inspiration

Pinterest Inspiration

Pinterest Inspiration

Pinterest Inspiration

Challenge: Target Audience Research

A challenge with the brief was a wide target audience. The client specified the blog was aimed at both men and women; however, due to the client specifing women would be the main target audience, I researched which colours and designs were most popular with females.

I found that blue is a favorite color of both men and women of all ages. This was important considering the client was targeting both men and women. Particularly popular shades of blue with women included cerulean, azure, baby blue, beryl, cornflower blue, robin's egg blue and sapphire.

Purple also stood out as a feminine color. Research showed it was chosen almost exclusively by women as a favorite color; however, it was found to be strongly disliked by men. This suggested purple would not a colour I was recommend to my client.

However, it was clear "feminine colors" are not universal. Colours that were popular in one country may not be popular in another. Without any clearer specifics for the target audience, it was difficult to base research on the user's of the blog.

Colours popular with genders.

Colours popular with genders.


Ideation

Once I was confident that I knew what the client was looking for, I started sketching out my initial ideas. These were initial rough sketches throwing all my ideas from the inspiration I had collected from other personal development blogs and the client’s Pinterest board onto a few pages of my sketch book.

Using Sans Serif Typography

Using Sans Serif Typography

BUsing Serif Typography

Using Serif Typography

Developed Ideas

After reviewing my sketches and receiving feedback from other designers in the studio, I moved onto creating neater versions of my ideas with adjustments suggested from others.

Once I was happy with my initial sketches, I created digital versions of my designs using Illustrator. No colour was added initially because I wanted to focus on the positioning of text and the font used. These designs were then reviewed by the other designers and I received useful feedback.

Some of my designs required me to use tools in Illustrator I had never used before or was not confident using including the pen tool; however, even though I was challenged, I feel more confident using Illustrator and I hope to improve my skills further in the future.

Developed Logo Ideas Sketches

Developed Logo Ideas Sketches

Using Sans Serif Typography

Using Sans Serif Typography

Using Serif Typography

Using Serif Typography


Experimentation

One of the pieces of feedback I recieved from other designers was to experiment with different colour palettes. I experimented with a range of different colours; however I focused on using pink, yellow and blue which were colours the client had initially chosen on their Pinterest board. I took the different colour variations and collected them into a PDF which was then sent to the client for feedback.

Experimenting with colour palettes

Experimenting with colour palettes

Experimenting with colour palettes

Experimenting with colour palettes

Developed Logo Ideas Using Client's Colours

Developed Logo Ideas Using Client's Colours


Iteration

After sending my initial designs to the client, I received her feedback. Her clear leader was the use of yellow and charcoal and attached her favourite logo. She felt the others “looked great” but didn't “feel quite [her]”. They reminded her of Vogue or Next Top Model which she wanted to move away from. This gave me a clear direction that the client wanted the designs to move in.

The client asked if I could develop her chosen logo using more font options, specifically ‘friendly’ and ‘fluid’ fonts. She also stressed the importance that the fonts used must be legible for the user to read. The client also asked to see different variations of spacing and positioning, with the potential to use an image within the logo.

Feedback sketches

Feedback sketches

Annotated feedback sketches

Annotated feedback sketches

Further Iteration

The feedback gave me a clear indication as to how to move forward: experiment with different fonts, different positioning of text and using images within the logo. These new designs were then sent to the client for further feedback.

Unfortunately I was not able see the project through further iterations of designs because I finished my placement at Studio Republic before I received further feedback; however, the experience taught me a great deal about Branding. This was the first live client project I had worked on individually therefore it gave me some much needed confidence and experience needed to progress further as a designer.

Developed Logos, experimenting with typography

Developed Logos, experimenting with typography

Developed Logos with extra illustrations

Developed Logos with extra illustrations

Developed Logos, experimenting with placement

Developed Logos, experimenting with placement


Final Design

Final Logo Colour Variation One

Final Logo Colour Variation One

Final Logo Colour Variation Two

Final Logo Colour Variation Two


Final Notes

The experience taught me a great deal about the amount of design iterations needed to create a logo for a live client. This was the first live client project I had worked on individually, therefore I learnt valuable skills of communicating with the client and the importance of gaining feedback from other designers. I was also fortunate to be in a studio with experienced designers therefore I had opportunity to learn from their design and working styles which showed me my love of working in an exciting work environment.

The main challenge was understanding what style the client was looking for. In their brief they used language, including ‘open-minded’, ‘thoughtful and friendly’, and ‘cheeky and fun’, which can be perceived differently by each person. It took the first iteration of designs to understand exactly what they were looking for; however I feel happy my design work laid the groundwork for the new designer to pick up where I left off and produce an excellent logo which the client was extremely happy with.