COP 2 - Plans for Next Year

https://issuu.com/bw258490/docs/cop_2_plans

COP 1 - End of Module Evaluation

Overall, I have really enjoyed the Context of Practice Module.

I think the design work went well as I felt I had carried out proper and thorough research into the market before I began the project. The research helped properly inform me regarding what route to take and helped drive my work along throughout. I have also really enjoyed attending the lectures – I have found these very interesting and they have helped broaden my knowledge on the contextual side of things.

I think I could have improved my researching more into exactly what triangulation is – at times I was confused by the first essay and what I was trying to do. At first I just began writing an essay on consumerism, but found I wasn’t meeting the triangulation part of the brief. I think this really held me back and stopped my work from being properly rounded – in future I would like to make sure I know my exact aims before I start writing!

 I don’t feel my time management was too great – I found myself lost during the middle of the module and ended up rushing everything towards the end. In future, I would like to ask questions earlier and find out exactly what I need to do in order to plan my time effectively. Using something such as a timetable/planner would also help me stick to a schedule and avoid a last-minute panic towards the end.

 In terms of studentship, I definitely feel as though I could’ve integrated myself better within the group sessions and asked for more feedback on my own work. This in turn would have helped me develop my work to a better standard using other people’s views and opinions to work from.

 Next year, I would like to be more on top of the module and feel less rushed at the end. I would like to prioritise specific days to work on the module so that I don’t neglect it or forget to give it any attention! I would also like to make myself more informed contextually – doing more research and reading on my chosen topic would definitely help drive my ideas forward and help me produce a better outcome. I also think picking a topic that I am more interested in would help me stay engaged and focused throughout the module as I would be doing something I am more passionate about.

 I am looking forward to COP next year and am excited about future projects!

COP 1 - Evaluating Outcomes

Overall the rebrand has been successful - the brand now has better refined and more ‘grown up’ aesthetic.

The colour scheme is more relaxed and less garish - this adds an element of sophistication to the brand. The colour choice is also fairly neutral, which means it is unbiased towards a particular gender or type of customer. The original green theme has been kept to add an element of continuity but instead has been toned down to in order to look less childlike and ‘in-your-face’.  The dark grey adds a softer element over a harsh black but is dark enough to look bold against light coloured backgrounds.

The chosen font, Microsoft Yi Baiti is a clear and legible sans-serif typeface that gives the brand a fresh and modern look whilst adding elements of formality and luxury. The capitalisation of the lettering again adds to this idea. The slogan ‘custom contouring’ helps the brand appear specialised and expert - it gives them an extra edge that will attract the audience and give a knowledgeable impression.

The pattern/logo will play a prominent role in the branding of the company - the brand will become recognisable by the green pattern. The pattern can be used in context without the actual brand name - this will speak for itself and the brand name will not be required to help people recognise what the pattern means. The pattern could also become a popular fashion statement, printed onto bags or t-shirts such as the Nike tick has been etc. This is also similar to the way the Apple logo has become an iconic image for the brand - for Nike and Apple, the brand name does not need to appear on products/merchandise - the logo is so recognisable it speaks for itself. This is what the crocodile pattern would be aiming to achieve.

COP 1 - Final Developments

After experimentation, the final typeface was decided - Microsoft Yi Baiti. This is a clear and legible sans-serif typeface that gives the brand a fresh and modern look whilst adding elements of formality and luxury. The capitalisation of the lettering again adds to this idea.

The logo is a square filled with the crocodile skin pattern - the square adds an element of control and formality to an otherwise busy, chaotic and random pattern. This pattern keeps the brand’s ‘fun’ attitude and helps lighten the other more serious parts  of the design.

The colours used are fairly neutral and not gender specific, keeping the target audience as wide and varied as possible. The removal of the original bright garish green has added a classier and more laid back aesthetic to the brand.

COP 1 - Further Developments

Further experimentation was carried out on the logotype. The background patterns opacity was adjusted to varying degrees, demonstrating how the text appeared on the different shades of colour.

The pattern was also used to fill the text but this was unsuccessful as it made the text too light and not as legible.

The piece of pattern used for the ‘O’ was too cheesy and did not portray the brand in a luxury way. This was similar to the brand name created out of the pattern - it was too tacky and gave the brand an undesirable aesthetic.

COP 1 - Developments

The third prototype was the chosen design to develop. The crocodile silhouette was re-introduced into the design using a different shape and style.

When overlayed on top of the crocodile pattern the silhouette became lost and did not stand out enough when filled in with the green colour. 

It was then adapted but ‘punching’ the silhouette out of the pattern, but again the outline of the shape became lost in the busy background.

The punched out area was tried by itself but the pattern made the silhouette too indecipherable.

Finally, the silhouette was designed using just the outline, which was the most successful outcome  but still not have the desired outcome.

COP 1 - Group Crit Feedback

The three prototypes were taken to a group crit in which feedback was given on the ideas.

Prototype 1:
- Font bit too formal, don't like serif
- Nice colours
- Bit serious, takes fun away

Prototype 2:
- Like crocodile silhouette
- Sans-serif typeface gives better more modern appearance
- Bit plain

Prototype 3:
- Favourite by far
- Love the crocodile pattern, funky without being tacky
- Green colour adds nice laidback element
- Needs further development

COP 1 - Prototypes

The first prototype uses a serif font, Garamond, in uppercase. The slogan/tagline ‘custom contouring’ is used underneath the brand name. Neutral colours are used, grey, white and a pale green. The logo is the silhouette of a crocodile - this is a classier and less childlike take on the original crocodile character.
All packaging and labels include minimal decoration, with a focus on simplicity and formality.



The second prototype uses a sans-serif font, Source Sans Pro, in uppercase. The absence of serifs gives the overall design a more modern and friendly aesthetic. The slogan/tagline ‘custom contouring’ is used underneath the brand name. Again, neutral colours are used, grey, white and a pale green. The logo has a more prominent role in comparison to the previous design, which reduces the formality and seriousness slightly.



The third prototype again uses a sans-serif typeface, Microsoft Yi Baiti, in uppercase. The slogan/tagline ‘custom contouring’ is used underneath the brand name. The same neutral colours as before are used, grey, white and a pale green. The crocodile logo has been replaced by a crocodile skin pattern. This is used in a similar way to the silhouette, appearing on packaging and labels. This pattern creates an interesting USP for the brand and helps make them recognisable amongst the market.

COP 1 - Idea Generation

Following research, initial ideas have been produced.

It was decided to keep the crocodile within the design somehow - this would help keep the link between the old and new branding and stick with the brand roots.

Crocodile imagery has been collected, ranging from silhouettes to crocodile heads, and experiments have begun using vectorised shapes.

It has been decided that the body silhouette will work best as it is least decorative and has a sleek and professional appearance.

The green colour was also experimented with, testing a variety of shades and styles that would give the brand a better look over the current bright garish shade.

The typeface has also started to be played around with and a variety of different fonts have been used. Each typeface gave the brand a different image - from very formal serif typefaces such as Garamond to less serious styles such as Futura.

COP 1 - Visual Research

Research has been undertaken into the market and other brands that may influence the rebrand.

Nike have an interesting brand strategy. They have a variety of styles, dependent on different products or campaigns. The images demonstrate a chunky, bold graphic style combined with impacting photography. This style is strong and structured, with use of thick sans-serif typography.

This type of advertising creates a certain type of identity for Nike - no-nonsense, fuss free brand that gets straight to the point and demonstrates a clear message. It is appealing to a large and varied audience as it is gender and colour neutral. It is straightforward and easy to understand, making it universally appropriate.

Contrastingly, the advertising for the Nike Flyknit takes a different approach. The background is dark and mysterious, with a custom designed typeface used for the text. Comparatively to the bold, chunky typeface used in the other campaign, this typeface is extremely thin and has a ‘barely there’ appearance. Whilst this has less of an immediate impact, it creates a mysterious element and portrays a sense of class and status. It is almost as if the text does not need to be bold and ‘in your face’ - the lightness of it speaks for itself. This is an interesting technique and something that could work well within the rebrand.

 

  


As Crocs are wanting to become a more luxury, high end brand research has also been undertaken into other luxury brands such as Valentino and Tiffany & Co. Both of these logotypes are created from a serif typeface which creates a formal and upmarket aesthetic. Contrastingly, Balenciaga use a sans-serif typeface as their logotype which surprisingly has the same effect as the serif typefaces - it appears luxury and high end. The capital letters are a contributing factor to this and this technique is something that could help add a sense of status and formality to the rebrand.

COP 1 - Target Audience Research

In order to meet target market needs as well as possible, research has been undertaken so that a variety of clients needs can be addressed.

1 - Young child (female approx. age 4).
Girly. Pink colours. Sparkles. Feminine style. Jelly style material. Imagery e.g cherries.

2 - Older woman (female approx. age 60).
Classy style. Neutral colours. Casual style. Comfort first. Foam. Minimal detail. Age appropriate.

3 - Golfer (male approx. age 50).
Stylish. Neutral colours. ‘Manly’ style. Outdoor wear. Comfort. Sports wear.

4 - Mother (female approx. age 32).
Comfort and practicality. Quick. Easy. Suitable. Indoor and outdoor. Feminine colour. Foam.

5 - Surgeon (male approx. age 40).
Work place approved. Standards met. Toe covered. Comfort. Hygiene. Appropriate. Suitable. Safety. Neutral. Clean.

6 - Business workers (female approx. age 28).
Appropriate. Neutral. Comfort. Suitable. Formal. Black.

Gathering this information is useful in creating a brand style that will appeal to a wide and varied audience as well as meeting all other requirements.

COP 1 - Contextual Research

Crocs have a terrible reputation within society and are amongst the least desired shoes on the market. Amongst other popular footwear brands such as Nike and Adidas, Crocs are rarely taken seriously and are referred to as ‘ugly’ shoes. Since launching, sales have continued to decline. Unable to compete with other high flying brands, Crocs have faded into the background.

Croc’s unique selling point is the material they are made from - foam. The original style is entirely foam, with no defined sole or inner lining. They are lightweight and portable and suitable for a variety of occasions, from the beach to working environments such as hospitals industrial kitchens.

Crocs have a big focus on the technologies used to make their footwear, and this is something that could be expanded on within the rebrand. Phrases such as ‘revolutionary technology’ and ‘custom contouring’ appear on their website, both of which make Crocs appealing to consumers.

Due to the bad reputation Crocs have, the brand has become an internet sensation but for all the wrong reasons - they are an online joke. A thorough advertising will need to be devised to try and turn this negative image around and create a more positive vibe on social media.

The main colour used for Crocs branding is a lime green, which is featured everywhere from packaging to online to shop signage. Whilst this fits in with the idea of ‘crocs’ and the actual animal, this can be perceived as garish and tacky. On the other hand, this bright green adds a fun and ‘funky’ element to the brand and represents the light-hearted brand values. Using a more neutral colour could give the brand the seriousness it is lacking and could give it a more high-end, adult appearance.

 

                           

COP 1 - Initial Ideas

Following my essays, I have decided to rebrand an unpopular and failing footwear company as a high-end luxury brand in order to demonstrate how branding can effect the way products are seen within the market.

My research focus will be based around society and the way we perceive brands in today’s modern world and culture. I have decided to look at how branding can change and manipulate the way brands are accepted into society. Branding is at the heart of a product - advertise it well, and people will buy it. Similarly, get it wrong and your brand can crash and burn.

Crocs is a footwear brand that is renowned for its ‘ugly’ foam boating style shoes. As a brand it is rarely taken seriously and very quickly became an unpopular choice in the footwear world. Internet culture produced many ‘memes’ regarding the shoes and they became an online joke. Since launching, the shoes’ bad reputation has stuck with them and sales have continued to decline. The company requires a complete rebrand in order to help revive their image and improve their reputation.

The rebrand will need to have a fresh, clean look that gives off a whole different image to the current branding, whilst sticking to the company’s original brand values.
The brand wants to be completely reinvented in order to attract more custom and gain a better reputation amongst the footwear market, but stay true to their roots in the process.
Audience-wise, Crocs have a very large market - along with the classic style shoe, they have a large variety of other styles ranging from flip-flops to sandals to boots. Their target market is a large one, with separate women’s, men’s and children's categories. They appeal to all ages and a variety of styles, so the branding will need to be fairly neutral in order to keep the market as open as possible.

      
 

COP 1 Lecture 13 - Semiotics

- Semiotics can make you a better communicator.

- 1917 Ferdinand De Saussure -  how language operates which lead him to develop semiotics and the science of studying signs
- Structuralism - everything had an underlying sense of order and rules.
- Sign - semiotics is the study/ investigation of signs
- Sign = a letter, an utterance, a colour, anything that communicates something
- Signifier = utterance 
- Signified = the experience
-1957 - Barthes - Denotation (literal meaning) - Connotation (cultural associations)
- Codes rely on a shared knowledge/ understanding.
- Paradigms & Syntagms - Paradigm = choices -  a set of signs from which one is to be chosen- Syntagms = structure -  the message into which the chosen signs are to be combined

- Syntagmatic analysis = seeks to establish the surface structure of a text and the relationship between its parts
- Paradigmatic analysis = a structural technique which seeks to identify the various paradigm which underlie the surface structure of text

COP 1 Lecture 12 - Postmodernism

- Opposite of modernism = new isn't better 

- Le Corbusier - 'a machine for living in' 

- Post Modernism recycles ideas from the past and questions if there is anything 'new' to make


- Characteristics - exhaustion, pluralism, pessimism, disillusionment

- Modernism = expressed new technologies 


- 1960 Jean Tingualy 'Homage to New York'

- 1960 - began
- 1970 - established as a term
- 1980 - recognisable style
- 1980/90 -dominant theoretical discourse, taught in art schools
- Today - tired
- Now described as being 'late modernity'

- Charles Jenks - modernism died on the 15th July 1972 at 3.32 pm after demolition of the Pruitt

- Post Modernism questioned conventions -  there are no rules.

- Sheffield Park Hill Flats -  regenerated by Urban Splash - undesirable and run down to desired by young professionals


- Leeds look of architecture - tried to be revolutionary in the post modern era - combination of red brick and sandstone was very iconic at the time.

- Quinlan Terry - an architect who designs buildings in a classic style

- NYC - modernist
- VEGAS - post modernist, anything goes, very random

- Blade Runner - stereotypical post modern city.

- Ultimate figure - Andy Warhol - exact opposite of modernism

COP 1 Lecture 11 - Modernism and Modernity Part 2

-Anti historicism - inventive, progressive, pushing things forward

- Truth to materials

- Form follows function

- Celebrating new technology

- Internationalism

- "Ornament is crime"

- 1958 - Seagram building

- 1938-78 - Quarry Hill Flats -  Leeds - universal design not working

- London Underground map - bare essentials to make it easier for people to use

- 1930 -  Laszle Moholy Nagy - changing the way we see film making

- 1917 - Russian revolution, modernize the waysociety is

- El Lissitzky -  white with a red wedge

- 1925 - Odessa Stepd - new way to make films

- 1925 - Paris expo USSR pavilion purpose built modern building

- Vkhutemas -  art school

- Modernism =  failed -  pushed elements too far, it began to lack individuality - dehumanised and everyone became the same

COP 1 Lecture 11 - Modernism and Modernity Part 1

-  John Ruskin 1819-1900 -  modern = better then something old  - better form of what came before

- 1900 - Paris, city of modernity

- Society moved away from farming and agriculture

- Urbanisation saw shift from rural life to cramped spaces

- Life = no longer dominated by sunrise and sunset, but factory life and having to pick up the pace of life to make more profit

- Work, sleep, work, sleep pattern

- Trottoir Roullant (electric moving walkway) - get around Paris without having to walk

- Secularisation - turning away from religion, turning towards science

- Eiffel tower built

- Paris 1850s = new paris

- Parisian architecture  bulldozed - new sweeping streets, make modern life easier 

- Centre expensive and affluent for the rich classes

- 1890 -  birth of psychological science and mental understanding

- Work begins to dominate life

- 1905 cameras capture the modern world in better way than painting

COP 1 Lecture 10 - Colour Theory Part 2

- Chromatic Value = Hue + Tone + Saturation

- 7 contrasts of problems we have when we begin to mix colours - Johannes Itten

1. Contrast of tone - monochromatic, differentiate between areas of light and dark

2. Contrast of hue - juxtaposed against another colour

3. Contrast of saturation - juxtaposition of light and dark in relation to saturation

4. Contrast of extension - assigning proportional field sizes in relation to the visual weight of colour

5. Contrast of temperature - certain warm values and cool values, optical illusion 


6. Complimentary contrast - complimentary colours on a colour wheel, red and green painful to look at

COP 1 Lecture 10 - Colour Theory Part 1

- Questioning colour

- Contextual and dependent on surrounding

- Spectral colour = colour evoked by a single wavelength of light within a visible spectrum

- Single wavelength or narrow band of wavelength generates monochromatic light

- Every wavelength of light perceived as a spectral colour in a continuous spectrum

- White = highly reflective colour

- Sky not blue, pure white light. Short wave lengths reflect off of articles and blue reflected


- Eye contains 2 kinds of receptors, rods and cones
- rods = convey shades of black, white and grey
- cones = allow the brain to perceive colour

- Combination of 2 cones = different colour


- Joseph Albers, Johannes Itten, iconic influences of colour theory


- Primary colours = red, blue and yellow

- RGB, usually screen based


- CYMK, for printing

- Hue, Tone and Saturation

COP1 Lecture 9 - Consumerism

- Sigmund Freud (1856-1959), theory of human nature, psychoanalysis, animal insticts, primitive, the unconcious
- Argued that dangerous desires = incompatible with everyday scenarios - must suppress these in order to get on in society.
- War no suprise - anger someone = they will react
- Edward Bernays (1891-1995), Freud nephew
- 1920, smoking, women - taboo 
- Encourage women to smoke - increase sales
- Media stunt - actresses in elegant/ feminine clothing - light up a cigarette and get photographed by the media. 1923 Comes up with the discipline of public relations, this is a fusion of organised management of public opinion.
- 1924 Coolidge asked Bernays to help improve chances of becoming president -  Bernays used celebrity endorsement from jazz artist of time
 - 1928 Bernays produced propaganda for the war
- 'fordism' 
- developed system of making things - involved production line in huge factory- increasing speed of production = mass production.
- 1910 = 20,000 cars produced compapred to 1927 = 15 million cars produced
- Mass production =  more products to sell = branding was invented.
- Things made to sound more loving e.g  'Aunt Jemima's' - humanises brand
- Shift in society, going from manufacturing things that people need, to things that people desire.
- Hidden Needs:
- emotional security- reassurance of worth- ego gratification - immortality 
- America - The Great Depression