Logo Variations — DBA — OUGD602

The logo development started before we finalised the name, however the same kind of outcome applied to the new name.

After many different variations of the logotype (We opted for a logotype as it is consistent with other trusted medical brands, rather than using a logo mark).

Conclusion

We collectively decided that adding ornament to any part of the design would not bode well for the conceptual side of the brand; so a simple, well-kerned logotype was the final choice with no added flares such as the 'plus' or underlines. Choosing Aperçu by Colophon was down to it being an approachable yet trustworthy typeface that works brilliantly when accompanied by the modernist tendencies that will feature in the remainder of the design treatment.

Logo Idea & Changing Name — DBA — OUGD602

After the feedback from DBA was considered, it became clear that there needed to be a more clear and concise name for the product to ensure that we are not pigeonholing ourselves to a specific aspect of the market.

We went through a large range of name idea's, primarily based on latin words, as they provided a more 'pharmaceutical' feel like most other medicines:

• Excelsus
• Incendium
• Invigorate
• Ergo
• Positiva
• Caput
• Levels
• Acutus
• Ducit
• Rebus
• Vis Industria
• Claritate
• Corpus
• Magnus
• Prosperity
• Spur
• Aequm
• Boom
• Chorobates

With all of the above considered, we realised that we'd gone into a downward spiral of just listing Latin words that didn't necessarily communicate the best possible meaning when the brands mission statement, audience and ethos were considered.

We decided that the first word, 'Excelsus' was the most appropriate for the product. However, the Latin words ending in 'sum' is masculine, to counter this, if the word ends in 'sum' allows the word to be neutral.

Final brand name: Excelsum

Peter & Paul — Studio Visit — OUGD602

Due to being shortlisted for the end of year show branding, I was able to travel down to Sheffield and visit the studio of Peter & Paul to meet with Dan, who provided me with feedback on processing with the end of year show.

This was a valuable experience as it has made me see how honest feedback is in the industry, and also it was nice to be able to go and see what a small studio setting looks like, and has made me much more ambitious to work in one after graduation myself.

Net — DBA — OUGD602

To give the guys from DBA a better, more engaging presentation, it was agreed that a mock up would enable this so they could physically feel the objects in front of them.

Scanning in a basic paracetamol packet to trace allowed a precise net that would 100% work and be a usable product when printed on heavy card stock. We agreed a box was the easiest route and bottles could also be a part of the range albeit when they're supplied in larger quantities.

The net:

The above is the completed net outlined using illustrator which will help guide the group when creating the designs for the packaging.

Rethinking Product Names — DBA — OUGD602

After the feedback meeting with the members from the DBA, one concern they had was the names BA/BSc, MA and PhD. They found them too be too restrictive and hard to remember, so to rectify this, we must go much simpler and slightly more obvious.

They mentioned that the market for students is so diverse it's easy to only target a certain amount of students such as ourselves rather then the whole picture, whilst pointing out that you cannot please everyone, but you can make your product more diverse by using names that do not necessarily restrict or overcomplicate them.

After a quick brainstorming session with Tom, James and myself, we all agreed on three names for the products that would represent different points in the timeline of completing a task, task meaning an essay, exam or any other important job that requires you to be at your peak.

The names:

• Rejuvenate
• Focus 
• Illuminate

These names can be used for individual products or in a set with a specific order to take them in, this will go as follows:

1. Focus — Aids in completing tasks
2. Rejuvenate — Rest and recover (Improves sleep and reduces anxiety)
3. Illuminate — Assists your social abilities and maintains natural energy levels

Font licensing for clients — OUGD602

To avoid potentially issues with current clients that I am currently designing for, researching into what the do's and dont's are when it comes to supplying logotypes and monograms, or even typeface res that are included within the brand guidelines for the identity.

Essentially, paying for the font is the first step in avoiding copyright issues. Normally the client would pay for the font which is covered within the budget of the project. A license can come with 1-5 licenses, one of these licenses allows you to install on one computer.

However, for the purpose of a logotype, which essentially never needs to be changed, outlining the type avoids the need for any licensing, therefore only one license needs to be purchased. As long as the OTF/TTF file is never transferred, no copyright is breached.

So essentially to avoid any copyright infringement when designing logo's, outline the type if supplying original EPS/AI/PDF files.

Visual Direction — DBA — OUGD602

As we chose to go down the student/study drug route, we straight away knew that it needed to be taken seriously and not branded as if it something that should be abused.

One example we all agreed would be a great source of inspiration is Huel (A 100% natural meal in powder form that is mixed with water or milk):

Huel

It is this stripped back identity that allows the true contents of the product become a larger part of the brand. It also employs the typical swiss/international style that has been proven to be rigid and trustworthy; something of which we desperately need in such a controversial product such as Nootropics.

Other examples that employ a similar direction as Huel:

Soylent

This drink brand uses junk food as its catalyst in what is a considerable strong campaign, this could be utilised within our own brand in a similar way, directly and efficiently differentiating you from the noise and inconsistency of competitors.

Feed

'Feed' is a simple ready to drink meal replacement/addition who's USP is 'Smart food for productive people'. They are certainly merging the current market with the market that Huel is taking advantage of, and when you think of drinks like 'Slimfast' you wouldn't associate with this particular product, just going to show that the way a product is branded dramatically alters the customers perception of it.


Conclusion

Feeding off from the above point, if we were to give our product an identity such as these examples, we would essentially be separating ourselves from the current mishmash of products that currently exist as it is so radically different yet refreshing in relation to whats already out there (outlined in previous post). Allowing people to respect your product based on your product alone and from the added noise of what is currently in the market.