OUGD601 - Practical / Identity - Logo Evaluation and Synthesis

Final Logo

Example of varying colour palettes

With the development of the 'e' resulting in a far more cohesive logo I was confident in presenting this as a brands final identity. The resolution works well in creating a strong personable identity that is clearly informed through target audience feedback to ensure the resolution engages with this millennial demographic and evokes a consumer-brand relationship. The design direction uses a dynamic display type of interconnected characters to conceptually symbolise the lack of boundaries in traveling from one letter to the next, which encompasses the ethos of the brands service. Further the primary shapes making up the logotype reinforces the simplicity of the brands service as convenience is defined as a key purchase motivator for the target audience. There is no set colour scheme for the brands identity, instead the logotype remains consistent in shape however the colour palette is fluid, changing to suit whatever is most appropriate to each individual application. This creates a refreshing identity that is unique to each users experience evoking a sense of authenticity within the brand personality and defining a stronger consumer brand relationship which can then be converted into brand equity. 

Synthesis:

The brand identity develops several points on contextual synthesis with the theory discussed within my research essay. Using Aakers brand personality framework, it was established display type such as this generated an 'excitement' brand personality. This  defines characteristics of 'imaginative' and 'up to date' which is representative of the target audience, therefore engaging them appropriately and defining these characteristics within the brands image. This brand image is constructed based on a holistic understand of the target audience, this allows the brand to be positioned attractively to this millennial demographic ensuring its success through this constructed brand image. The fluidity of the identities colour palette  begins to define the brand personality as bold and authentic which is further constructed and implemented to engage with the social attitudes of the target demographic.