Studio Brief 1 Final Development

The design above is my finical idea for the rebrand of urban outfitters, using the same orange as the brand has now but changing the typeface to make it modern, but this design lacked a symbol that could be associated with it and be taken from the design, this was important as the symbol would to put of the clothes labels and carrier bags. 

From the previous design i identified a design issue that i had to over come, i need to create a design that a symbol could to taken from it to be used on labels and carrier bags. To overcome this issue i decide to change the typeface of the u and o to Viking stencil typeface, as like two letters lines up perfectly because of the line through the centre and the other typeface for the rest of the brand name, this worked well as they complimented each other with their geometric styles. I choose to change the u and o to black to create more of a contrast, but this just overcomplicated the design and made the u and o not look part of the same design. For that reason i decided to experiment with similar changes to the design to perfect the compassion. 

In this design i changed the u and o back to the current orange, this made the two fonts work a lot better together and there was now and obvious link.

To experiment this the design more i decided to experiment with the alignment of the type, move 'rban' to the top of the letter 'u' and the same with 'utfitters' to be in line with the 'o'. This made the alignment more consistent but create a large white line of blank space under 'utfitters' which made the overall look of the design untidy.

I decided to change the alignment back and experiment with just changing the colour of one letter to black to add a little bit more internet and depth to the design. first i tried change the colour of the 'u' and then the 'o'. Out of the two designs i thought it worked best on the 'o' as it didn't over power the design as you read urban before outfitters so didn't add any emphasis to the word just something a little different.

I chose the design with the black 'o' as i though that this was the most successful and represent the brand well because of the use of multiple font represented the quirkiness of the brand and the consistency of using the same orange that is currently in use create a tie with the current brand and was recognisable to customers. The one letter colour change also added to the quirkiness of the brand and also represented the alternativeness of the brand and style of clothing. 

Here is my final design applied to a carrier bag. This shows one of the situation of where the branding would be place and how the symbol that was taken from the logo would work.