STUDIO SESSION 4: BUILDING A BRAND

Today's workshop consisted of us building a brand in a day. We were briefed on how we should explore how far we could take the brand digitally, considering digital mocks ups, branding guidelines and the companies ethos. We would then the following day have to present our brand the class and show what we had created.

We were put into groups of three, which were randomly selected by two volunteers from the course, followed by a random selection of a profession.

I was put in a group with Mellissa and Priyesh, and the profession that we were given was Window Cleaner.

After a brief intro to building the brands we were called back into Studio Three for a brief run through of some popular brands and their guidelines. The first slide show we looked at were the brand guidelines for 'Film4' - we looked at the logo guidelines, colour, font etc.

For example, the logo had a minimum size of 8mm and the colour palette consisted of only three colours. The logo remained the same at all times and the colour were not inverted in any way and did not stray from the original logo.

Afterwards we left to rejoin our groups of three in Studio Two where we began to think about the brand further.

We decided to individually come up with different ideas regarding the brand name, tone of voice and colour palettes - and our intention was to then discuss them after we felt that we had come up with a range of ideas.

Name

I began by thinking of connotations of both 'Window' and 'Clean' and came up with the following:

Window - glazing, double glazing, transparent, big, small, opaque, open, pane, frame, glass.

Clean - clear, polish, clean, wash, rinse, neat, squeaky, fresh, scrub.

After making some brainstorms I came up with the name 'The Glass Doctor' as it makes the company sound professional and high end. However after some consideration the name sounded more like window fixers. We then brainstormed more idea's and came up with the name rinse.

I felt this name was straight forward and made sense on what our brand was about. After creating the name we all set ourselves tasks to complete. My role in the collaboration was too look into the brand ethos including it's products services and clients. Originally Mel suggested that it should be a family owned business, but after some more brainstorming I suggested that we could be a corporate business that catered to big building in the city. This would then give us the option to propose more products and range for the brief.

Below are the things I researched into and created for the brand.

Our Mission Statement

The glass doctors are a window cleaning service, that pride it’s self on it’s new in technology glass cleaner and materials. We are an ethical company that prides itself on taking care of the environment but making your world a brighter place.

Our Services

Window Cleaning
Buffing
Removing stains and defacing Pressure washing
Fascias & soffits
Gutter cleaning

Our Expertise

Our range of expertise covers all types of commercial buildings:
Offices
Schools
Apartment Blocks
Hotels
Banks
Shops
Pubs/Restaurants

Our Clients

High street stores

Corporate buildings

Offices

Schools

Proposed Products

Flyer's
Business Cards
Loyalty Cards
Uniform
Waist Belts
Equipment - Poles, Squeegee etc.
Van - Vinyl sticker on the side.
Cleaning Products - water, bucket, labels, detergent, polish, residue remover?
Invoices & Bills.

After formulating this list of ideas we believed we had a good selection of products to go with for building a brand.

Colour Palette

Considering the brand, I started to research into mineral colour pallets that I thought would be relevant to the brand.

We then looked at the website above to look at different potential colour palettes in a search to find colours that would be suitable for use with a Navy Blue colour.

We also thought about the connotation of 'fresh' and 'mineral' when researching into these colours and wanted use blues to represent the water and green to represent our eco friendly ethos.

After researching into colours, the bottom pallet was the groups favourite and we chose the grey, navy blue and light green to experiment with.

Logo

Below are some developments of logo's for the brand, I initially took on the role of creating the logo for the glass doctors, but after the name changed, Mellissa and Pri both took on this role, while I started to set up the branding guidelines.

The bottom designs were both used for the company, one for staff uniforms and the other for vans, invoices and business cards. 

At the end of the day my group all set each other tasks to complete, I had taking on the brand guidelines role which is presented in the presentation post. While Pri and Mel took on some digital design work.