Initial Ideas

The first explored initial idea was a brand that incorporated Halftone. The halftone effect (shown above) links to the name of the exhibition and also the process of traditional print, as it conveys the ink layer. The black and white palette was discussed as being a successful approach as it would allow the work in the exhibition to stand out, and would also be cost effective if to be produced. However, it was then discussed that through deliverables such as the posters and leaflets and along with social media, the branding would not be eye catching, inviting, or in any way celebratory; referring back to Myerscough and Morgan thought­­ approach to the Pavilion Birmingham Library.

The halftone design was then further developed (image above), incorporating the CMYK colours. The use of CMYK added a more playful and friendly feel, and further deepened the contextual references to traditional screen printing. Poster design approaches were created in response to the CMYK circles (image 4), this composition design looked a forming a continuous pattern of the CMYK colours combined; which made the type uncomfortable to read, with the overall busy composition.

 

The use of circles, and a CMYK colour palette became the foundation of the branding for the exhibition. By conforming to these elements, it would help create a consistent form of branding that works across all of the deliverables. Images 5 and 6 begin to explore the combination of both these aspects with type to see how all elements could be placed together in unison. The layout of the CMYK circles (above image) related to the use of CMYK on a digital platform, then to a traditional print platform, so this form of composing the circles was removed from the development.

Further experimentation was made by group members that did not follow the theme of CMYK. However, the concept was interesting as it played with the idea of using mixed media and forming patterns with acrylic itself, linking to the medium used in traditional print. The approach however did not fit the contemporary aesthetic desired for the final outcome. Typographic and shape experimentation (image 8) was also approached, looking at splitting up the type and slicing the text and circles, this was to relate to the definition of the exhibition name Substrate, and tie in the theme of circles.