Graphic Identity: Part One.

This week Paul ran through the importance that typography and image play within ones own graphic identity. Type and image are what create the shape, line and unity of a logo; colour, size and the placement of such elements also need to be considered. Each element will aid in the overall demonstration of what ones brand, product or service is trying to proclaim.

We also touched upon the ethics that come into play with graphic identification creation processes – copyright and cultural appropriation – two important factors to consider for your target audience. Why? Because we want to be ethical and respectable designers. Particular colours, phrases, symbols and so on can be interpreted differently across various cultures and so a designer needs to undergo the appropriate research or ask for permission, to simply consider their choices and what they will say to their audiences.

With this being said, I had already begun to explore making a logo for HappyACTcidents as we really needed one at an earlier stage in our design work. This is because Stuart is going to use our final logo to embed its image into a QR code that we can use to spread out over K Rd. I am going to use our final logo to make a motion graphic of it for use in our final video.

Firstly I went away and made up a quick mood board of images that felt relevant and useful to begin the making process of my logos.


From here I drew up a series of similar images, inspired from the mood board. I wanted to explore the letters H and A, as these are the most prominent letters within our project name ( HappyACTcidents). I had considered exploring the word ACT, but went against this idea as there are existing companies out there with these letters in their logo and i would like to avoid potential copyright. Paul had commented that he quite liked my drawing a looped heart pinned up in my studio wall, and so I chose to explore this in my logo making process too. The heart symbolises love, care, kindness so it could be quite viable to our graphic identity.


After asking Stuart which logos he preferred and thought most suitable for our project, I went away and drew up the final six concepts that we agreed upon together. Here they are below:

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Concept 1: H,A combined. This logo is of line work that combines the forms of letters H and A into a single shape. We like this concept as it is simple, clean and somewhat abstract and offbeat – it looks sort of like an accidental pairing of letters, but it works, and is pleasing to the eye. A “happy accident” as such.

Concept 2: Happy H. This logo is of a blocked letter H, with curved lines to indicate a smiling face. We like this concept because the letter is sturdy and represents the title of our project name. The smile represents happiness and kindness; the combination of straight and curved lines creates a unified shape that is rather playful to the eye.

Concept 3: H box. This logo is of a box-like shape that contains the letters H and A. We like this concept as we both feel it could have some potential if we chose to develop this idea further. I was attempting to achieve a sense of homeliness and unity, by making the letters and box shape somewhat represent a house.

Concept 4: Happy heart. This logo is of a heart shaped image containing a line and the letters h, a to represent a smiling face. We like this concept because the heart is a universal symbol for love and kindness, also happiness, care. The curvature of the logo creates a flow and playful feeling to the design.

Concept 5: Heart house. This logo is of a house shape within a heart shape. Here I have attempted to once again combine straight and curved line work. The house represents community, family, belonging. The heart once again love, kindness, happiness, care.

Concept 6: 3D Block letters. This logo is of a 3D block letter H with an A shadow. We think that with potential further development, that this logo could turn into something interesting and representable of our project.

After more consideration, Stuart and I have decided the most appropriate logos to further develop are concepts 1,2 and 4. This will be displayed in next weeks blog post. Another task that I have undergone this week is colour and typography considerations.

After this, I went onto Adobe Kuler and ran the colour FD9D27 through to get palettes for analogous, monochromatic, complementary, compound and shades that match with this colour code. This orange colour code (FD9D27) derives from our presentation back in week 6:

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I also created four different custom palettes that do not have  FD9D27 in them, just for a bit of variation in choice. I have picked warm colour tones as to reflect the warmth, happiness and kindness that our project is all about.

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Last but not least, typographic research. First I sat down and played around with the letterforms of H and A. Depending on what image we use in our final logo, either a serif or sans serif font could work very well into our design. Therefore I have chosen a range to explore in the developmental stage. All of this is also up on BaseCamp for review as well. I’m looking forward to moving onto the developmental stage.

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