INDIVIDUAL ASSIGN. 1 (20%) – PERSONAL BRAND IDENTITY (STILL DESIGN)
1.0 Inspiration☝
Xiao Chuen Design or 小泉 is a brand that is inspired by my beloved cat, Prince. The logo is a creative fusion between the silhouette of a cat with my chinese last name, 泉, representing my playful charm and personal identity.
Besides that, the name Xiao Chuen, is a nickname given by my grandmother, adding a sentimental value in the brands story.
My goal is to combine minimalism with a cartoonish style to appeal clients of all ages. Backed by my skills in photography and videography, I will deliver designs and visuals that convey information easily, memorable and eye catching.
2.0 Logo Aim💪
Name: Xiao Chuen Design (小泉)
Motto: There are no bad designs, just bad designers.
The main objective of my logo is to communicate my playful approach in designing. By incorporating minimalism, it shows I am able produce a professional and trend conscious design work. I have included a mascot to serve as a brand ambassador and easy recognition. My mascot also humanise my brand to make it feel more approachable, which is an important quality for future collaborations.
3.0 Design Process for Logo👌
3.1 Mood boardDesign style
Colour Scheme
Mascot
Topography
Logo Variation
I tend to have a liking into eastern culture, hence I choose inspirations mostly from Japan, Korea and China. Most of the designs often share an emphasis on calligraphies and logograms. Some of the famous examples are Chagee, Shin Ramyun, Roku Japanese Gin.
I have use warm pastel tones that gives out a fresh, friendly and welcoming vibe from my logo. My main goal is to reach brands related to creativity, media content in the form of casual professional and maintaining a kid-friendly platform.
Mint green gives out a calm natural and refreshing feeling.
Apple green targets youth, energy, and freshness.
Orange represents cheerfulness, warmth, happiness and more importantly creativity.
Pink symbolised softness, comfort, and compassion.
Teal represents calmness, clarity and sophistication.
In my opinion, to create a strong mascot is very important as it makes people remember the brand easily. Hence, a visual representation is needed, a mascot. A mascot practically acts as a bridge between brands and their target clients, as people tend to remember pictures more than words.
The best examples are the letter Uncle Donald of McDonald's or the Mermaid lady, Siren of Starbucks.
Then an idea hits as I notice combining my last name, 泉, with it is a great idea.
The 小泉 (Xiao Chuen) Chinese characters are hand drawn. I created the characters to be more rounded and with soft edges. Their smooth curves and lack of sharp edges contribute to increased readability, making them versatile and easy to the eyes. It also creates a friendly inviting tone for all ages, especially children.
Variation of logo is important to give my brand the flexibility to work consistently across any of the media platform such as business cards, formal documents, websites, social media accounts. Not only that, it also creates a better visual hierarchy as sometimes I may need to go big with my full logo in advertisement.
4.0 Design Process for Banner👌
Banner Design
I first import my logo into Photoshop and place it at the middle as it is the most prominent location of a banner's design, allow maximum visibility and draw attention at long distance.
Next I do a texture overlay for my background to add depth to my banner. I adjust the pattern, scale and depth to achieve a paper like texture.
I added orange, teal and pink abstract shapes too add colour for the banner.
`Lastly, I added a frame to create visual hierarchy, as I want the focus point to be my logo.
I first import my logo into Photoshop and place it at the middle as it is the most prominent location of a banner's design, allow maximum visibility and draw attention at long distance.
5.0 Elements and Principles of Design👌
There are several elements of design that I use make my logo, including line, shape, colour and space. I drew lines that make out a shape of a cat. Negative space also plays in important role for closure design for my logo. Lastly, I add colours to generate emotion, visual interest and most importantly, hierarchy.
For principles of design, I use balance, emphasis, proportion and unity for the creation of my logo.
Balance is useful as it unifies my logo. By placing my silhouette of my cat, 小泉, and Xiao Chuen Design in the middle, it creates a symmetrical visual balance for easy viewing. A balance composition also provides a sense of authority and confidence of my logo.
I use a frame to create emphasis. The boarders directs the viewers attention to the Chinese characters, making the characters feel more dominant than the objects that has less visual weight.
Proportion makes my text stand out. By changing the proportion the Chinese characters in size, I am able to strongly draw the attention of my viewers towards it by creating visual weight. The is due to the fact that dynamic environment is more exciting and better at encouraging exploration of my logo.
Lastly, I use a font that is similar to my art style to create unity. A consistent art style creates stability and visual harmony.
There are several elements of design that I use make my logo, including line, shape, colour and space. I drew lines that make out a shape of a cat. Negative space also plays in important role for closure design for my logo. Lastly, I add colours to generate emotion, visual interest and most importantly, hierarchy.
For principles of design, I use balance, emphasis, proportion and unity for the creation of my logo.
Balance is useful as it unifies my logo. By placing my silhouette of my cat, 小泉, and Xiao Chuen Design in the middle, it creates a symmetrical visual balance for easy viewing. A balance composition also provides a sense of authority and confidence of my logo.
I use a frame to create emphasis. The boarders directs the viewers attention to the Chinese characters, making the characters feel more dominant than the objects that has less visual weight.
Proportion makes my text stand out. By changing the proportion the Chinese characters in size, I am able to strongly draw the attention of my viewers towards it by creating visual weight. The is due to the fact that dynamic environment is more exciting and better at encouraging exploration of my logo.
Lastly, I use a font that is similar to my art style to create unity. A consistent art style creates stability and visual harmony.
6.0 Reflection👌
Creating a logo may be difficult and challenging, but the experience I gained from it is immeasurable. It helped me understand myself more as I need to find inspirations in which i can relate to.
Throughout the process, I was challenged to focus down to my brand's identity into one symbol, engaging my conceptual analysis on "what kind of message do i want to communicate?' or "what emotions do i want this logo to express?"
Ideation, designing and refining also builds my problem solving skills, it helped me think critically, creatively and most importantly to be efficient in time management. Where as in a real client request, we are expect to deliver the results perfectly.
Lastly, it builds my portfolio and great for self assessment. The more designs i create the more experience I will gain. Furthermore, I can start notice my own personal style, my go-to fonts, and aesthetics that people will appreciate.
Creating a logo may be difficult and challenging, but the experience I gained from it is immeasurable. It helped me understand myself more as I need to find inspirations in which i can relate to.
Throughout the process, I was challenged to focus down to my brand's identity into one symbol, engaging my conceptual analysis on "what kind of message do i want to communicate?' or "what emotions do i want this logo to express?"
Ideation, designing and refining also builds my problem solving skills, it helped me think critically, creatively and most importantly to be efficient in time management. Where as in a real client request, we are expect to deliver the results perfectly.
Lastly, it builds my portfolio and great for self assessment. The more designs i create the more experience I will gain. Furthermore, I can start notice my own personal style, my go-to fonts, and aesthetics that people will appreciate.
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