OUGD601 - Practical / Flag - Development

Following feedback gained from students within the previously mentioned feedback critique, I began to develop some patterns derived from the geometric letterforms used to make up the brand identity, as this will ensure the flag creates continuity with the logo and will exited the brand identity through this brand extension. Trailing a range of different elements and compositions I concluded the below variant to be the most effective as it utilises all the characters within the logo making it legible from an abstract perspective, furthermore it this composition works so that all the characters form neatly into a rectangle making it simper to develop into the flag design and extended collateral. Having developed this pattern I then implemented the colour scheme I identified and developed from the commonalities within the EU country flags as a contextual basis behind this palette. 

Identifying the flag as a means of protest, to voice the disapproval of leaving the EU, I felt it appropriate to include text within the design direction creating a statement that is powerful and politically charged. Brainstorming these quotes concluded 'A freedom to experience a new adventure' was chosen as the statement for the flag to bear. This statement is particularly effective as it is positive as opposed to negative in its connotation creating an optimistic brand personality and it covers all of the key ideologies the brand aims to represent using key buzz words of "freedom" suggesting consumer choice and liberty "experience" as identified from initial research the millennial desire to engage with experiences and "adventure" connoting excitement and exploration. 

Identifying a typeface for this statement was initially difficult as it needed to be legible and effective yet have character. Harbour was identified as an approbate choice due to the resurgence of black letter within pop culture which will engage with this millennial demographic. Further this typeface is attributed with a period in history providing cultural connotations giving it a sense of personality as opposed to a clean and clinical serif which would not as appropriately within this context. 

Bringing these elements together into the flag design was difficult playing with varying compositions that initially felt too complicated and too spread apart. As a solution to this the pattern was repeated and reinterpreted to create a larger pattern that felt just as sporadic yet considered and 'neat'. This final composition creates an effective balance between all the individual elements of type and shape and brings them together to one succinct design that creates a strong contemporary brand image and extends this liberal brand personality identified within the creation of a flag as a tangible symbol of the concept.