Project Type
Student Project | Brand Identity Design
Deliverables
Logo
Colour Palette
Image Treatment
Graphic Elements
Tone of Voice
Website, merchandise, poster & gift card rollouts.
Brief
To create a brand identity design for a new analogue store in the Fitzroy District of Melbourne, Australia. Virginia Reed is an experienced freelance photographer with a passion for all things analogue and wanted to open up a store that celebrated these products by selling them on and hosting engaging workshops on site. The key requests were to make sure the identity envoked a sense of adventure, whilst staying welcoming and inspiring to her predominantly youthful, creative demographic without falling into any retro or vintage aesthetic cliches.
Research & Ideation
Word association
Brainstorming
Logo thumbnails
Additional logo development
Typography research on analogue products
Typography Inspiration
Type treatment ideas
Colour palette inspiration
Photography style showing analogue products being held into focus to express the raw and hands on nature of analogue creativity.
Rollout thumbnails
Website page thumbnails and layout
To create an identity that was modern and invigorating with a nod to the raw materiality associated with analogue products, I chose a modern and timeless san serif, Futura PT. This typeface was legible, modern and emulated those I found to be commonly used on original analogue brands without being in any way retro or vintage. I then warped “Rewound” with a raw, fluctuating edge and flipped the “R” to visually represent the products that hark from the past and produce raw creative outputs. These treatments then repeat to build the identity.
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