Daily review 11

Wednesday 26th April

Today we were taken through an introduction to the Illustrator software. We have been shown how to create garment flats using the program but also how to draw up lines and shapes to be passed on to the laser cutter. In terms of my own FMP I chose to utilise this tutorial to come up with a set of swing-tags for Kvinde.

As I have still not been able to select a font between the two final options, I created an equal number of tags using each. I have then applied different combinations of effects such as etch, cut and raster, to see how they turn out and how they may be able to be layered to create a more unusual style of swing tag. The asymmetrical shape I have used comes in two different styles, and I have chosen to cut the tags in this way after being inspired by a similar shape of promotional flyer for a fashion brand which I included images of at the beginning of my branding book.

The tags will be cut in both black card and a pale pink perspex. Both of these colours feature promintently throughout the whole project, and the addition of the transluscent perspex will mean interesting effects can be achieved through layering. Some of the tags will be mounted on A3 board as a final piece and then for final show I will select a number of the ones which show my final choice of logo, to accompany the garments.

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Daily review 10

Monday 24th April

Now that I have access to CAD software including Photoshop I have created two digital A3 pages in the main sketchbook which show experimentation in creating a motif style logo for Kvinde, using the two final fonts that I will choose between. This work not only allows me to look at endless different ways of putting together the different elements of the motif but has been helpful in making the final decision about which font to go for. Using a textured Jpeg image showing a smudge of millenial pink paint, I experimented with layering the Kvinde logo, transluscent and transparent effects, altering the colour of the logo and the textured background and picking out individual letters to see whether I could create a small but effective ‘second’ piece of branding to accompany the eventual final logo featuring the full word. I chose to bring in the paint effect and add it to the motif firstly because of its colour and the fact that it links in with the ideas about pale pink that I have been looking at. Secondly, its tactile appearance works well against the 2D text and will create the appearance of surface interest on the canvas/paper bags, promotional material, etc. that it is eventually used on.

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Self-directed days review, week 3

The first of this week’s self-directed days started with finalising my decisions for the font shortlist of logos, and then I moved on to start thinking about colourways for the brand. Colour choice was particularly significant for a brand with this ethos because I knew that to use traditionally female colours would be an interesting take for a retailer which is focused on tearing down many traditional ideas. As I talked about in this daily review of initial branding research, I have been drawn towards imagery that uses the shade of ‘millenial pink’ which has found its way into fashion in recent months. To base a lot of the branding and development around a colour palette like this firstly creates an interesting contrast between traditional and modern ideas to do with feminism, but furthermore it keeps the branding up-to-date as the trend towards this kind of pink spreads through the fashion industry.

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This research led me to put together a digital colour board incorporating many different variations of pale pinks, as well as the reds and white that I have also been seeing and which compliment the more delicate shades. The board makes use of photographs as well as blocks of colour to show how the colour choices are linked to real-life and what they might represent, e.g. the bold red lettering seen on a political slogan t-shirt, and the delicate pink used on some packaging from Acne Studios. I think the finished board is successful in pulling together my ideas about how to use colour correctly and with ‘meaning’ and purpose in the development and branding of Kvinde.

Another part of branding research which I carried out in the self-directed days was to look at real-life examples of packaging and include them in my branding sketchbook. I chose the outer boxes from three different cosmetic products, only selecting them based on their use of colours, typography, materials and textures which had multiple links to my ideas about what I wanted to do with packaging for Kvinde. This meant that I wasn’t just taking random pieces of packaging and was properly considering their relevance and how they could inspire me further. After this I looked at packaging which was more appropriate in a fashion context and included different styles of swing tags taken from a number of retailers. Again, only the tags which had aesthetic links to the design themes I had for Kvinde were included and I analysed things such as fonts and the use of texture and eye-catching metallic layers.