Nadia Isabell Sommerfeldt

‘Rearrange shapes cut out of paper and try to find the point at which the figure disappears into the ground’

For week 10 and 11 of the semester we are learning about layout and gone into depth about the subject and layout’s importance in designing.
We have a series of different learning activities to complete to enhance our understanding of the theme layout.
Positive space in an image/illustration is a form or an object, this can be a solid shape of any size, a line or a texture, while talking about negative space we mean everything around or within an object. Negative space is the “empty space” that helps define the border of the positive image. Negative space is there to support the positive image and while experimenting with negative and positive spaces you can see that they relate to each other and need each other to create the desired composition.

For this assignment I was meant to cut out shapes and place them on a white background by themselves and then together. I cut seven shapes and placed them on the white, squared background, where I saw the effects of a figure-ground relationship.

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By using black, geometric shapes, I can control the composition to be what I desire and attract attention to specific elements of the composition, this makes more of a contrast by utilizing white space, like the background in this LA. Where the different shapes are placed and how they interact with each other and the background, are the shapes competing for attention and space on the page? Does it look like the composition is entering or exiting the page, these expressions are decided by the way the positive and negative space work together. By using fewer elements, the concentration is focused on the simplistic element in the composition, because of the amount of background and white space helps highlight the wanted information. Why this is important in design is because of the methods of utilizing form and space to catch the audiences eye, decide the order of how information is perceived and create illusions and effects that are interesting but also not messy and overcrowded is key in designing. Making a balanced composition in which the elements work together to convey the desired message. By learning the relationship between figure and ground, and how positive and negative space help each other to attract and direct the viewers attention; and the viewer is the one who has to understand and like the composition.

Question 1 – observation and analysis

In this question I was asked about my cameras functions and button layout.
I own a Canon EOS rebel T7i camera. There is no book for this version of the camera yet so I got the “From snapshots to Great Shots” book that is for the same model only the T6i instead of the T7i (the closes version of the book I found for my camera type). I found the book on Amazon and transferred it to my kindle on my tablet.

• Name all the functions/buttons on the front of your camera

1 – Remote control sensor
2 – Main Dial
3 – Shutter release button
4 – Red eye Reduction/Self-timer lamp
5 – EF Lens Align Mark
6 – EF-S Lens align mark
7 – Lens Release
8 – Depth of field Preview

• Name all the functions/buttons on the back of your camera

9 – Quick Control
10 – Card busy lamp
11 – Image Review
12 – White Balance / Up button
13 – Set
14 – Autofocus Selection / Right button
15 – Drive Mode Selection / Left button
16 – Picture Style / Down button
17 – Multi-function Lock Switch
18 – Quick Control Dial
19 – Trash (Delete)

3. Explain how you would set the correct ISO

ISO –

stands for International Organization for Standardization.
This is a setting on your camera that will either brighten or darken your photo, as the ISO is increased the photographs you take will increase in brightness. And the photographs will decrease in brightness when the ISO is reduced. But if you have a high ISO there will also be noise on the photographs so setting the ISO as low as possible is the ultimate goal.

On my camera you find the IOS setting on top of the camera or you can choose IOS on the LCD screen on my camera by using manual settings and the touchscreen. There are also left/right/up/down directional buttons on the back of the camera by the LCD monitor that can be used if necessary . I can check my current settings by looking through the viewfinder. To adjust the IOS I can use the wheel scroller on top of the camera or use the left/right buttons and decrease or increase the IOS. With changing the ISO comes different outcomes, and to get the perfect light and mood on your image, adjusting just one setting will make it unbalanced and either be overexposed or underexposed.

4. Explain how you would change the aperture

APERTURE –

“Pupil of the camera lens”. just like your eyes (pupils) adjust to light or dark, your pupils will get smaller the more light there is and when there its darker your pupils will get bigger to let more light in; the same happens with a camera when you take a picture and that feature is called; aperture. The larger the circle (aperture) the more light will reach the image sensor, the smaller the circle (aperture), the less light will reach the image sensor.

On my camera I can choose different kind of creative modes where I decide the settings and have more control over the outcome of the photo. I can go to a manual setting or the Quick Control and use the main dial to adjust the aperture or use the LCD monitor (touch screen). Setting the aperture means deciding how much light is going through the lens at once. Aperture is also referred to as the f-stop, in the world of aperture, small numbers are large apertures and large numbers are small apertures. Apertures is expressed in fractions and is also the main factor deciding the depth of field, if the opening is large, the shallower the depth of field.

5. Explain how you would change the shutter speed

SHUTTER SPEED –

This refers to the speed of the opening and closing of the lens, it can either be slow or fast. The slower the shutter speed the more light will come through the lens and a faster shutter speed will decrease the amount of light coming through the lens. With this setting on your camera, you can achieve different effects like; blur and Freeze motion.

On my rebel T7i I can use Quick Control to adjust the aperture and use the main dial, touchscreen or wheel on top of the camera to adjust the shutter speed, looking through the viewfinder lets me know what settings I have currently and I can adjust by looking at the LCD monitor or through the viewfinder. If I use a fast shutter speed I can freeze the action I want to have an image of. And with a slower shutter speed I can capture the desired motion I want captured on the image. The shutter speed controls the length of time that light is allowed to hit the sensor.

Question 2 – practical assignment

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For this part of the learning activity I had to watch a learning video on introduction to photography: the camera and do the exercise files in the chapters of my book. Those activities were based on getting to know my own camera. I formatted my memory card and updated my firmware to the latest version as instructed in my book and manual.
White Balance and getting to know the settings of my camera was also part of the activity. I took notes and tested out as instructed in the book how to change the white balance manually:

1. After turning on or waking the camera, select one of the shooting modes in the Creative Zone such as P/M (you cant select the white balance when using any of the Basic Modes).
2. Press the WB button on the back of the camera to bring up the White Balance Menu, It is the top button the cross keys (up button).
3. Use the cross keys (right/left buttons) to select the proper white balance for your shooting situation.
4. Press the Set button to lock in your selection.
5. Check the camera display to ensure that the proper white balance is selected.

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The final task was to take five pictures for the next five days. the subject of the pictures could contain people, landscapes and a series of objects. Applying the manual settings as explained in my textbook. As my textbook says is to set the white balance, ISO, aperture and shutter speed.

During these days I played with my camera and the manual settings, trying to find a mode I liked. Because of the weather being very unstable in Canada we had some days with a lot of neutral grey light because of the rain and the next day would be sunny without a cloud on the sky. I noticed the settings had to be very different according to the setting in where the photographs would be taken. I realized there are so many different and unique ways to take pictures and get an ambience as desired. For the final result I would submit my best work by posting the six photos with their settings. I got pictures that I really liked and my dog and boyfriend would model and inspire me.

My six best photographs and their settings

Question 1 – Practical Assignment

“Pick three events in the timeline from this week’s lesson History of Photography: An Introduction“

In this learning activity I read the material we were provided with and researched the lesson further within the material and on the internet.
I were to pick three different photography styles and explain them.
I picked “camera obscura, daguerreotype and heliogravure” for this learning activity.

Camera obscura –

(camera obscura) means “dark room” in latin and was invented by a multitalented man called Ibn al-Haytham. It is a small box that lets in a small portion of light to create a projection on the other side. With time the camera obscura went from being a tent or a room to a smaller box with more features helping achieve the desired effects.

The camera obscura is made for drawing and entertainment.
As you can see on the illustration above, the camera obscura reflects the light/image upside down because of the light being in a straight line but newer version of the camera has mirrors and lenses that can flip the image so it is viewed upwards.

Heliogravure –

is a sketching method used with light (the sun) and stone to make a “sun engraving” and was first invented by frenchman Joseph Niepce in 1822.
Where chemicals and stone is used with light to print a illustration on a piece of metal, usually a copper plate. There is the light that engraves the metal and other chemicals are used to polish and remove excess material. The first illustration that occurred was of ‘Cardinal d’Ambroise’ and was the beginning of “photogravure” which is a method on how to create an image form of a photographic negative that is transferred to a metal plate and is engraved.

Photographic drawings –

is the first photographic process capable of producing negative images on paper and was first invented by William Henry Fox Talbot in England in 1834.
At this time, the photogenic drawings were printed by contact on salted papers in a printing frame. Depending on which paper is used for the printing process, the outcome may be matte or semi-matte, and the image is formed in the fibers of the paper. Translucent oil or wax might be used to improve the print and the image’s resolution. Because the chemical’s used some time to react in the printing process, the process would need a bit of exposure time. After some time the process of using this method was used in the camera obscura to take photographs of architectural silhouettes and still life images.

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Question 2 – Practical Assignment

“Throughout this lesson you’ve learnt about the various techniques used and inventors that contributed to the art form that is Photography. Choose only one, do some additional research and in your own words write a report on why you think the chosen technique contributed to what we are able to do today through photography“

The Roll Film

The Kodak camera

In the older days when technology was not as well developed as it is now, the process of taking a photo was way more difficult because of the sizes of the cameras, the way they had to be developed or printed and the time it would take for this whole process to take place. Therefor, when George Eastman invented the roll film in 1888 it was a huge break through because of the convenience of having a faster, lighter option that would produce time capturer on the spot. Because of the cumbersome methods that were in place at that time, taking a simple photograph would be harder than it had to be, so when the Kodak camera was brought forward it changed the industry forever because of the innovative product. I think this was a huge stepping stone for photography because it fundamentally was the start of being able to take photographs “on the go”, the expense, the time and effort in taking a photograph and capturing a memory or a moment became available and was the ground in which other products and science was developed to create digital photographing and advanced methods and products for an artist to capture their work. The first models that were mass produced and sold to the public were small boxes (two pounds) and they contained enough film to take 100 pictures and the producer of the cameras would develop the film and send it back. Being affordable enough and being as easy as pressing a button and having photo’s to save precious memories for later generations became a reality with George Eastman’s invention; the Kodak camera. This has helped the photography industry tremendously because of it being the building block for other ways to create a photo, it started the generation of it being easy to take photographs, as they later developed digital cameras, phones with cameras and other devices like GoPro and DSLR. Not that they are direct descendants of the Kodak Camera, they are created on the basis of earlier inventions and science that led to the advanced technology we have today.

I have a polaroid camera that takes pictures in the same manner as the Kodak camera used to, where you get a vintage, rustic feel over your images. The effect that the Kodak camera has is something many try to achieve with their images today with post editing or manually settings on their photography devices. And therefor, the Kodak camera has innovated the field of photography and paved the way for the product and art form to develop to such a huge part of the world. The Kodak camera is such a huge advance that was made for photography and where it is today because of it generalizing the art of photography and making it available to anybody who needs a creative outlet. It has affected how we take pictures, the availability of memory capturing and jobs that it has made. Because of the different scientist building on each others findings and ideas they end up creating better versions and better technology. The Kodak camera is one of those inventions that were ground breaking and really changed photography as a field. As for developing images, my polaroid camera prints the photo instantly and is developed over time by being shaken and exposed to light. This technology is based on Kodak cameras and their technology, and being able to further the product and making it better as society grows and the need is higher.

The old fashioned, rustic effect the Kodak camera gives is something a lot of photographers look after, and therefor go back to vintage, old school cameras to have that authentic vibe that their images need. This is another reason why Kodak camera and film roll still has such a huge impact on the world of photography, after so many years and so much more advanced technology, a lot of artists go back to old school cameras because of them being authentic in their image taking. And newer versions of those cameras are being made to adjust to the publics need and desires and there are still old cameras around being used. If you want a long process of image taking or a short, fast and effortless process, Kodak cameras and roll film created the whole foundation of easy photographing; being one person or a whole crew; amazing photo’s were on the horizon.

Question 1 – Research and written assignment

Describe, in your own words, what each of these colour systems means; 
RGB and CMYK

RGB –

is the colour mode that is used for screens and is an additive colour mode.
RGB colours are light primaries and are created with light on a level from 0 to 255, where 0 is black and 255 is white. Percentages of the primary colours red, green and blue light are used to generate colour on a digital screen and this colour mode is called RGB. Using the RBG colour system, you can mix all the levels together in different ways to create 16 million possible outcomes of colours.

CMYK –

is the colour mode used for print and consist of the colours; Cyan, Magenta, Yellow and K which stands for the key channel which is black.
Black is mixed as a colour on its own.
CMYK is a subtractive colour mode which means that you begin with light and end with dark. In this colour mode there is ink/pigment with percentage from 0-100% where 0% is light and 100% is dark.

Colour Schemes

For this assignment I had to create different colour scheme using the website: color.adobe.com and using the colour wheel to create different colour schemes.

Question 2 –
Practical Assignment

For this practical assignment I watched the learning video by Nigel French on Photoshop and colour. And I had to create different colour effects on a coloured photo. For this I decided to choose a picture I took a while back of my brother (photo above) and with help and tips from the video I created the different effects asked for in the assignment; duotone, monochrome, split toning and a freestyle where I could explore and play with the colour options.

Question 3 – Practical Assignment

In Question 3 they asked for a book cover and I could choose from three different books and how to utilise colour to express specific feelings.
For my assignment I chose “Rosemary’s baby” to be my book cover.
I used an image I’ve taken and used red and green to express anguish and uncertainty. Red and green are complementary colours and are opposite each other on the colour wheel.
I chose to go with very standard colours because Rosemary’s baby is a classic book and I wanted to keep it old fashion by using dark hues and expressing the gloomy content of the book.

Expressing Meaning

Question 1.
“Create a new word; one which has no dictionary definition and a meaning that only you know“
– I was sketching around trying to come up with a creative word.
I tried some words and putting them together but a lot of them seemed very silly and hard to really understand what would mean.
I ended up with a word, “Bigsim”, this word is the word I came up with, it is Big and Simple put together, which I like when things are simple and readable.
I think the word has some character and could be interpreted as two words combining into one word with two meanings. And I found that very interesting and a fun task.

Question 2 & 3.
“Choose two extra word from the list below in the learning activity”

I choose the word ‘Falling‘ as my first word from the list, I was drawn to that word the most and almost instantly because of how many different creative ways there are to showcase the word and its meaning.
I sketched a bit, before I tried my way in Illustrator.
I wanted a readable font that would look a little like typewriter, and i decided on the font “Mrs Eaves OT Bold Italic“, the font is a serif with short and hard lines and it helps get the message of the word across. In this assignment I chose to use Opacity and the effects of the words falling and disappearing.
I have scaled the letters in different sizes both in width and height and placed them in a vertical, messy line to get the effect of falling letters; this is a play on the word and using repetition to enhance the effect of the word ‘falling’.

The second word I chose was the word ‘Elevate’, I chose that word because when I saw it I knew what I wanted to do. I wanted to emphasise that the word stands for ‘kinda’ lifting something/somebody up, elevate your style, elevate your brand. And I wanted the ‘V’ of the word to be the center of attention and attract your eyes to the text and the meaning behind the word. I wanted the word to still be cohesive and used a font with serifs I could stretch out and make as a line for the other letters to form a word on.
The font I chose is called “Bodoni FB BoldCompressed“.
I wanted the text to be bold and look letter-pressed, the ‘V’ has serifs that makes the word readable and creates some continuity in the word and how you read it.

For the word I made myself; “BigSim“, I wanted to focus on that the word big should be what it stands for, I made the text bold and big, where the text is completely black. The word Sim stands for simple and I associate that with an italic, lean and sleek look. I therefor chose to have a stroke of 1.pt and keep the line very thin. I have used the same typeface on the whole word but used different elements to showcase the meaning of the word.
The font I have used for the ‘Big’ part of the word is “Letter Gothic Std Bold” and for the ‘Sim’ part of the word I used the same font but changed the font style and used “Letter Gothic Std Slanted.
The ‘Big’ part of the word is scaled significally more than the smaller part of the word and is coherent with what the word stands for.

Anatomy of Type

For this assignment I read chapter 3 of Graphic Design School (Source: Graphic Design School: A Foundation Course for Graphic Designers Working in Print, Moving Image and Digital Media).
I took a lot of notes when reading the curriculum and made a few sketches and illustrations. This helps me vision and understand things better and get my creativity going.

In this assignment I was meant to explain the anatomy of type in a visual way and I could use three different colours and three different typefaces if I chose to do that.
I was also meant to make a description text of the characteristics; cap height, x height, serif and so on.
I chose to go with a purple colour as my main colour to make my font and typography to stand out.
And I used a secondary colour for the text above the typeface illustrations.
I used Adobe Illustrator to make this Illustration.
The fonts I used were;
‘Adobe Garamond Pro Bold/Regular’,
‘Bodoni 72 Book‘
‘Helvetica Light’
and I think they work very well together in showcasing the anatomy of type and how the structure is in the different typefaces.
The colours I have chosen compliment each other and help to get the viewers attention with being vibrant but pretty colours that are not too overpowering.
I chose a purple colour as my main colour and has used it as a feature on my page to create contrast, I’ve also used the same colour to highlight the specific parts of the letters that there is information about.
Purple colour: #51094C.
I have also used a mustardy yellow to compliment and make contrast with the purple shade that I have chosen as my main colour. This yellow colour is used on the explanatory text ‘Serif’ and ‘Sans serif’ and is also the same colour as the descriptive text underneath explaining the attributes to the typefaces.
Yellow colour: #BA8E02.
And for the background I have kept it plain white, and the headline is in black just like a lot of the letters showcasing the attributes and the font being showcased and explained in the illustration.

Gig Poster

For this assignment I designed a gig poster for a band called “The Keystrokes”.
I imagined them being a indie band going on a US tour called “The Heartbreak Tour” and each gig is called “The heartbreak session”. I wanted the poster to have vibrant colours, I didn’t want the poster to be gloomy or sad even if the band’s tour is called “the heartbreak tour”.

I also had to make a flyer, I made a foldable pamphlet using the same colour scheme and some of the same typefaces to establish similarities with the poster and the pamphlet with additional information.

• Look at the following logo and consider the shape, form, simplicity of design and the way it communicates –
  
  – I look at this logo and what catches my eye is the variations of shape and patterns there are. The logo is shaped like a ‘U’ with different representations of their sub brands that they own and manage. The logo is of the colour blue and refreshing, the typography is very simple especially since the logo in itself has a lot of noise going on. There are a lot of details in the logo, but the shapes are simple and similar and are also grouped so they fit within each other and therefor does not give an impression of being overcrowded or overfilled. The shapes within the neatly packed ‘U’ have about same space between them creating air within the logo, and the edges on the outline of the U letter are strong and clean, which helps keep an order to the logo and all the different elements within it.
  Unilever is the name of the company and I did not have knowledge about them before I researched them. The name does not really reveal their business or their brand but is in correlation with their logo and the letter U that they have decided to use. The font makes it seem very relatable and homely because of the non-formal handwritten font and is very welcoming, the font is in the same blue as the logo. The logo is made up of 24 different elements which if you look closer can see, some of them are; a dove, a palm tree, a leaf, a heart, a bee, drops and more. These illustrations gives of a very organic and natural vibe, I immediately thought of water, especially when coming together with the colour of the logo. The whole logo gives off a very ‘good for you’ feeling and is very welcoming.
  
  
• In your own words explain what you consider the different Gestalt Principles in this logo to be –
  
  – When I look at this logo I see a whole lot of similar illustrations that seem to belong together, which makes me think of grouping also called proximity. The illustration are not completely similar but they have the same design, shape in different forms and edges that are soft and help showcase the illustrations. The full picture of these grouped objects is a ‘U’ which is what you notice at first glance, but as you look closer the shapes become more clear and show; a dove, palm tree, a hand and so on.
  Because of the illustrations in the logo being closed shapes but the logo as a whole is not making an illusion to the eye that is called closure which is also used in this logo. Because we can see all the little illustrations within the logo making up a shape, our brain can fill in the gaps and make up the whole complete picture in our heads. We also do this with this logo, whereas there is some space and air between the elements in the logo, we can still make up a clear image of it being an illustration of the letter U. The defining lines on the outline of the logo helps manifest the shape of the logo.
  
  
• Pick any three Gestalt Principles and recreate 3 versions of the logo according to your chosen principle. Be creative and innovativ with how you do it.
  
  At first I did research on the company to get a sense of their brand, who they are and what they stand for. Unilever is a brand that owns a lot of different sub brands, among them the skincare brand ‘Dove’. They represent a lot of different departments and provide services all over the world. I felt they represented people all over the world, different products to any people, anywhere. They provide, beauty products, food and beverage, cleaning and so on. Because Unilever is a company with a lot of different sections and departments they have chosen to use a classy way to illustrate that in their logo. They have used a very elegant way to showcase the massive corporation they are and not overcrowded the logo with too much. And I took that into consideration when sketching and trying to come up with a logo. When I read about them I understood that they had worldwide reach and wanting to bring people together, and together with their products. The company is also environmental conscious and wanting to make the world a better place for generations to come. This makes me perceive the company as a company wanting to represent they are unifying the world, people and their products, to also make better for the future and for our world. I decided I wanted to try different forms of ‘earth’ illustrations, I knew I wanted to showcase the globe (earth) in the logo and still using the ‘U’, not only for the company name but also because they are unifying the world with their products all over the world. I decided to go for closure as my principle, but in a different way than the original logo, wanting the U to showcase the different ‘flakes’ of continents and making it non-symmetrical but more funky lokking, then the circle around meaning the world (earth.) I chose to do a blue/green colour that looks a bit like both colours, to give it a vibrant look, a mixture of how the earth is represented; blue sea with green land.
  The font I chose was ‘Zapfino’, which I though was very clean looking but keeping a bit of the handwritten feeling, not being to corporate but still classy and simple.
  
  

There ended up being some final changed from the final sketch. The product could have been better and I see a lot of improvements I can make on my ability to bring my visualisations to life.

H&M

H&M is a clothing store brand that has grown into an amazing huge brand that is all over the world. They have clothing, baby and children clothing and interior design, they also own other sub brands and stores that are not marketed as pure h&m stores. Their logo is a simple wordmark using the H and an M as the proprietary letterforms, the ‘H’ stands for Hennes and the ‘M’ stands for Mauritz, there is also a simple ‘&’ sign standing for; and keeping the logo as simple as possible. The logo is bright red and usually on a plain white background so that the wordmark really stands out. It is short and consistent and if mentioned or seen is normally easily recognisable. It is really one of the biggest brands with stores all over the world, their simple yet bright logo really showcases what their stores and brand is about, which is easy shopping for anything you’d might need. Easy, simple and their brand and logo are really coherent with each other.

I think h&m’s brand ideal is to not limit their customers and therefor sell all kinds of clothing among other things. I think they want their audience to know to come to their stores for easy, affordable and trendy shopping, if you’re looking for athletic wear, maternity wear, plus size, regular/everyday wear and also more expensive clothing if that is what you are looking for. They are known for having very affordable but good quality clothing. Throughout the years they have added to their clothing styles which used to be very basic, but now you can build an entire wardrobe because of the huge amount of options they have. H&M, I believe, wants to give their customers the best combination of quality and fashion as well as giving you the best price possible.

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H&M that I visited was in Montreal, Canada, a big bright store with a lot of employees and customers. They have divided their store into different areas with different products; a man’s section, a children section and then different sections for women’s and girl’s clothing depending on your style. Their stores are very bright, light and spacious, especially since they offer so many different items, styles and trends to cover the consumers needs. If there are any signs or poster they are white with the same type of style as the logo for ‘SALE’ or whatever they need to advertise to keep everything organised and you can find everything incredibly easy. The employees say hello but are usually busy organising or helping customers and are therefor never in your face or watching you shop which I find calming and that I can take my time finding whatever I would need. They have different prized items that are in different sections of the store to showcase the more luxurious items but most of the products are either cheap or at least very affordable compared to different brands. The employees did not stand out very much other than having the h&m logo on their keycards and wearing everyday clothes from the store.
I find the shopping experience very pleasurable and there is always a lot of options and inspiration in the store with their mannequins and poster models.

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I was not greeted when I walked into the store, I looked through the different sections of items undisturbed and I had to take some time to orientate myself because the store is really big. The store displays a lot of different trends and clothing and giving you a lot of inspiration while you shop, you don’t get asked a lot if you need help, but if you ask anybody they are there helping with a smile. The store can get a little hectic and overcrowded, but they are an everyday store for everyday people, they have some of the best prices for quality clothing and are therefor very popular and have a lot of shoppers coming in and out. The store is bright, and white and very plain to showcase all the different styles they have. It will look overfilled at some times because of the huge amount of clothing items they have, and especially chaos on the sales racket.

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As soon as you approach the store all you see is the big, red H&M logo. and you proceed into the store that has big, bright and a lot of lights. Everything is carefully sectioned according to the trends and fashion, you can choose if you want to look more sophisticated or sporty, or just find a very pretty, warm sweater. They have mannequins that are placed throughout the store showing new styles or ways to combine clothing, it is easy to find the products you are looking for. As well as mannequins there are also clothing and shoes put up around the store to show them off and help decorate the store with popular items and collaborations. The store is clean, simple with everything you need and is very true to their brand ideal.

Apple iPhone –

–BRAND IDENTITY–

iPhone is a product from tech company Apple, which is a widely known brand all over the world. Apple sells various products like computers, laptops, iPads and iPhones.

The iPhone is a modern take on the cellphone, with touchscreen and multiple other features that has been upgraded throughout the years. The iPhone is made for every day people but with a modern, sleek and clean design. The phone created by the company Apple has had huge success with integrating the market early, generations have grown up with different kind of technology development and seen the iPhone grow into a monster machine you can carry around with you in your pocket. The design for the phone is very simple with round shapes in the corners, neutral and ‘dull’ colours and very little text or other details. With technology advancing, so has the phone were you used to have an unlock button, that evolved to a fingerprint lock, that again evolved to the whole screen being touchscreen and fingerprint and facial recognition.
With more features and more demand, the iPhone’s exterior does not get reworked too much. Usually a new soft, simple colour, sizes would vary, maybe a thinner model, more or better cameras and glass is often used to give a feeling of luxury and elegance in an everyday phone. The price of a newer iPhone is always pretty steep, but every year people line up to get their hands on the newest model – brand loyalty to apple and their products comes from apple being strategic in making good products to the mass public with expensive and innovative features and with a beautiful, sleek and simple design.
The simpleness of the iPhone makes it attractive to every day people as well as luxury hunters who wants the top of the market products. The product isn’t overcomplicated and has endless possibilities for usage and therefor can appeal to business, children/teens, life-enjoyers, families and many more.

All the products come with their own chargers, operating system, they have iCloud (storage), Apple TV (streaming device), and they also sell products like Beats which they own after buying the company. Apple has stood their ground and shown people a new way of buying technology, which is to be loyal to apple as a brand and use them for what ever may be your need; computer, laptop, tablet, cellphone and so on. The iPhone has a design that is attractive, they have stores with the same white, clean design and displays, similar to their packaging and products, the whole comes together as a professional, creative and simple operation, this helps further the brand of the Apple products as the iPhone.

–CURRENT POSITIONING–

The iPhone is as said a well known brand, and is one of the most used phones, there will always be a newer version coming out with slightly small differences and people will line up to buy said item. iPhone has had some competition with android phones and especially with the brand Samsung. They don’t sell as many products as Apple do and is not as big but has given the iPhone a run for their money with yearly updates and designs very similar to the iPhone and some have switch over from apple products because of the lack of flexibility, especially when it comes to charging stations, dockings, headphone outputs and so on, but people have grown to adapt with their cellphones and then gladly takes on the new features and buys apples byproducts. But with their design they sell more than just a phone with a nice appearance and cool features, they are selling you an iPhone, a luxury item in which other people can see that you have invested in a high quality brand and you are a part of the trendsetters, the simple and creative people who cares about their products. The products is very user-friendly and has a various of features, they also have cheaper models and still brand every thing as an expensive, luxury brand and they are succeeding with their branding and how they are reaching their audience.

-THE STRATEGY OF iPHONE-

iPhone’s strategy has been simple from the start, they did not spend a lot on accumulating customers, but instead put their products in commercials, in the hands of celebrity and influencers who would showcase their products in a positive matter as well as product placement in movies and TV shows. Also having collaborations with headphone manufacturers and creating deals. Subconsciously your brain would see all these products and continue thinking about them, if your favourite actor/actress, YouTuber or singer had a product and was raving about it, you would want that product. Because of the bond people have with media and that something they like would only promote a product with a good standard. This has served Apple well since if one product is operating well, the other products are likely to have the same outcome.

With a product that is pretty expensive they have branded their items as luxury items and the iPhone is no different, but they rely on that money buys quality and longevity. Every year a newer version of the iPhone comes out and there will be different versions; Original, Pro, and a cheaper one so that they reach a wide audience and don’t exclude any parts of the social chain, and don’t eliminate elderly or children who would enjoy a simpler version, just as much as the photographic, technological person would enjoy as many features as possible for their everyday phone. Apple will prepare a launch and have sneak peeks, information and excitement for the new product months in advance of it launching. They have created an overall brand for designing, working, studying, playing, and end up with an overall versatile product. And therefor have many grown up with this product and its development and have loyalty to its brand.

-RESEARCH-

Apple was not the first one in the industry with coming up with cellphones, there were loads of competition. iPhone had to be different, and change how cellphones were used and also have possibility for changes and upgrades.
They wanted to appeal to the younger market, for learning technology and gadgets at an older age is time consuming, so focusing on generations coming after, who would grow up with the development of the different products and learn with the developers what worked and what did not. They would have had to research the competition, understanding what was needed in a cellphone, what would make you buy the same product over and over and covering universal needs. They had to understand that also being a fashionable looking phone it also had to be practical, user-friendly and made with good quality.

-BRAND IDENTITY – LOGO-

The logo of the tech company Apple is branded very well as it is indeed an apple. This logo is used on every single product, it being an iMac, iPad, iPhone, MacBook Air and so on. The logo is used without a word mark, monogram or any text as the apple represents the brand very well. It also has a bite taken out of it, this represents ‘the apple of Eden’ and conveys knowledge. The apple products have a sleek, clean and professional look with all their products, with a delicate placing of their logo. This makes the logo very readable when the products appear in magazines, tv shows and movies. There is no text you have to try to read, all you see is a clean shaped, soft lined and simple apple and almost everybody knows that represents a product from the Apple company. It has changed over time, and been experimented with, colours, texture, shadows and so on, but the hit is a classic coloured black or white/clear one. Using this shape and not changing the logo drastically over the years has made it noticeable and trustworthy because there is a constant element in which never changes. The Apple products have such a distinctive exterior with either a greyish/silver colour and has not really added other colours to their products other than darker version ones. This has also made an Apple product stand out even without being able to see or read the logo. The shape of the products and the colours match the cleanliness of the stores, their websites and their products. Easy, clear, with soft shapes and a leaf and bite taken out so it clearly reads as an apple and not a different fruit. The logo might either have a black, matte effect or a silver, sheer looking logo, these textures gives the products a high end feeling of luxury, and apples are considered healthy and nutritional and therefor you associate the logo with positivity.

The overall brand of the products and company is well designed and adjusted for their audience. They have created a clean and simple logo with a high end feeling, they have advertised their products in the same manner and has done very well with their brand.

In this assignment we are to understand logo’s and the positioning of them. What does the brands represent with their logo and what kind of audience they attract.

INSTAGRAM –

is an online app in which you can take or upload a picture or video directly to your own page. Insta which means instant and gram which is short for telegram. You can combine video, pictures and text and upload it to your own page where you have followers and people you follow and also see their content.
The logo for instagram used to be more old fashion with the same features as the new one only with different colours and more details.

This logo uses a symbol of an instant camera which can be some sort of polaroid camera which can be correlated to the name of the brand.
They have fresh and vibrant colours in their logo to convey a playful and fun environment within their app. The logo does not have sharp, hard edges, but instead round and soft lines which makes the logo look welcoming and desirable. The overall logo looks soft, simple and fun. It showcases what it is suppose to do and conveys the message of the purpose of the app; which is to let you upload fun content in an easy way to share with family and friends or whoever you might want.

MERCEDES –

is a car manufacturing company most people have heard about, Mercedes – Benz is a luxury car brand. They have been around for a long time and established their brand, identity and their purpose. This has resulted in that their logo can stand on their own without a word mark or monogram.

This logo has a star in the middle of it with strong and simple shapes, the colour is a metallic looking silver that conveys the colours of a brand new car. It gives the consumer and audience a feeling of luxury, style, and elegance. They have branded their brand correctly and stayed true to being a luxury car brand throughout times and achieved good results and a good logo.

MASTERCARD –

Mastercard is a type of payment with a card usually a credit card where you can shop with online or in stores. You can see this logo on websites and in stores that supports this type of payment. This is a strong brand, since 2019 they have not used any monogram or word mark to explain what they are promoting.
The logo with it’s simple shapes, inviting and vibrant colours can stand alone without any extra wording explaining what they stand for.

Mastercard has a logo that show two overlapping circles that meets in the middle to create three different colours; red, yellow and orange.
The overlapping and colours may mean connecting worldwide with different people which can correlate to their service connecting with people worldwide too.
Mastercard’s logo is known worldwide which their brand also is, they have achieved a lot with their simple and unique logo which gets recognized by a lot of the population. The logo is inviting, interesting and their brand is well received.

LOOSE JUICE – logo work

Last week we had an assignment to create a logo for a juice brand, “Loose Juice”.
We were told to include both fruits, the name of the fruits and the name which I did include in my finished product. We also had to make scamps (first draw sketches) to show how our idea developed throughout the brainstorming.

I wanted to showcase both fruits equally and wanted them both to have the same amount of attention in the logo. I also wanted to morph them together since juice is fruit mixed together. I ended up with a design I really liked and thought looked new and fresh.

My finished product – Loose Juice logo