OUGD603 / Extended Practice
Background
Brief 13 — Something More
Brands are an opportunity to make our lives better. They can turn the everyday and mundane into the wonderful experiences. They can raise our awareness of things we didn’t care about before. They can change our behavior and inspire us to look at the world differently. Brands shouldn’t exist just to sell us more stuff. They need to do better. They need to care about us and the society we live in.
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Concept
One major issue with current libraries is the interior aesthetic. They’re composed of cheap wood chairs, white strip lighting and a general, council-like look. You’re expected to be completely silent, with no food or drink, taking people out of their comfort zones.
Brief Length 2 Weeks Brief Set by Something More Studio
Audience
One place in which people go to in order to relax is a bar or a restaurant. Why can’t the comfort of this retail environment be combined with the accessibility of books?
We want you to rethink the brands of today to make them better. You have been given a specific theme - you need to create a brand for it. Ask how it can be better. How do you feel about your theme. Here’s your opportunity to do something about it. We were given a ‘boring’ business to brand, I was given the library.
Students & Professionals. Those with a disposable income that they like to spend on socializing, but also at an age or maturity where they enjoy reading as a hobby.
Open Bar & Book Collectors is the first of it’s kind: The first ever bar with a large collection of literature that can be taken out on loan.
‘Open’ revolves around neon signage, the playful use of illustration and type that is often traditionally seen in bars.
Mandatory Requirements
A logo / logotype. Appropriate branded collateral.
OUGD603 / Extended Practice
01
The Library Experience
Consumer Behaviour
Brief 13 — Something More
It is vital to understand the way in which users interact with libraries as they are, before rebranding them. If you need to borrow a book, be it fiction or non fiction, the library is the only place this can be done. A typical user would go to the library, take a book out, and then leave. There is no interaction with the environment apart from finding the book itself.
The Library Experience
Why Don’t People Stay?
Silence: Libraries are traditionally not a place for socialising, with an obvious reason being that they are a place of silence. With most users taking books out to read at home, why do they have to be quiet? Why can’t ambient music be played? Rooms can be dedicated to studying and silence, similar to the silent carriages on trains. Decor: As most libraries are paid for by taxes, decor is cheap and strictly functional. Bookshelves are made of cheap veneer, felt carpets, uncomfortable foam chairs and white, strip lighting. Restriction: You can eat whilst using a book you’ve taken out from the library at home. The same can be said for drinking. Resticting users from these comforts creates a more hostile environment.
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OUGD603 / Extended Practice
02
Neon Signage
Typography
Brief 13 — Something More
Neon tubing has to be shaped and formed, meaning sharp corners are hard to achieve. For this reason, lot’s of neon signage uses a script style. The joining of characters is also carefully considered, so that sharp edges can be avoided. Obviously with the shape being formed by a tube, characters with bowls (like O’s) cannot be completed as a full shape.
Neon Signage
Imagery
Again, due to the nature of tubing, there are certain limitations. Imagery is normally kept simple, and obviously linear.
Colours
Common vivid colours - Red, Green, Yellow. Common pastels - Pink and Blue
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OUGD603 / Extended Practice
03
Proposed Signage 01
Setting Rules
Brief 13 — Something More
After looking into existing neon signs, it was important to try and set some rules when it came to illustrating signage. The first rule is that every line should hold the same thickness. The second is to never produce complete shapes, only lines. The third rule was to try and avoid working with sharp corners, and use soft curves instead.
Proposed Signage
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Above: IIllustrations for various toilets, a fire escape, wifi, a smoking area and a sign for renewing books.
OUGD603 / Extended Practice
03
Proposed Signage 02
Arrows
Brief 13 — Something More
My research made me consider mocking up some proposed signage using arrows. I feel that using a diverse set of different thicknesses, weights and sizes would give the bar a more playful feel.
Proposed Signage
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OUGD603 / Extended Practice
04
Brand Illustrations
These followed the same rules as the proposed signage, to keep them consisant with the brand. However these illustrations could be slightly more playful, to connote the same tone of voice as the identity / brand typography.
Brief 13 — Something More
Brand Illustrations
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OUGD603 / Extended Practice
Brief 13 — Something More
Typographic Decisions
DISPLAY
SUB-HEADERS / BODYCOPY
Las Enter
Bariol is a rounded, slightly condensed sans serif available in four weights, designed with versatility and readability in mind. It’s familiar and sweet, & readable at small sizes thanks to it’s simple construction.
�pen O�n �pen Ope�
Bariol was used to emphasize Open’s friendliness, and create a warmer, welcoming brand than seen in existing libraries.
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Typographic Decisions
Display
‘Las Enter’ was choses to work as a display typeface. This was selected as it abided by the previous rules of the neon illustration, and the expressive script gave quite a playful connotation. When creating the logotype, several characters were added to the font file to play around with, such as different swash options for the capital o, and ligatures for ‘pe’. The lines below each letter could also be too heavy at times, these were removed and saved the font as another otf. This way both options cold be used.
Sub-Headings / Bodycopy
Bariol is a rounded, slightly condensed sans serif available in four weights, designed with versatility and readability in mind. It’s familiar and sweet, & readable at small sizes thanks to it’s simple construction. Bariol was used to emphasize Open’s friendliness, and create a warmer, welcoming brand than seen in existing libraries.
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OUGD603 / Extended Practice
Brief 13 — Something More
Branded Collateral 01
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Open — Bar & Book Collectors 24 Saddle Road, HP6 4RJ We’re Open... Bar: Monday - Thursday: 10am - 12am Friday: 10am - 2am Saturday / Sunday: 12pm - 2am
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Branded Collateral 01
Promotional Material
A large format (A1 / A0) poster was creating that perfectly summarised what this new bar / book collectors is about. This form of promotional material would be used when the shop is just opening, the slogan “we’re Open” playing on the name.
Book Collection: Monday - Thursday: 10am - 10pm Friday: 10am - 11pm Saturday / Sunday: 12pm - 11pm
OUGD603 / Extended Practice
06
Branded Collateral 02
Loyalty / Membership Cards
Brief 13 — Something More
Points are earned, firstly by registering the card at ‘morereward.co.uk’ (a common website used by companies that want membership cards). Secondly, spending money will earn points - 10 points per £1 spent. Finally and most importantly, reading books can earn points that can be spent at the bar. For every book taken from the collection and returned in time, the member will receive a certain amount of points. At each 10 books, an extra bonus reward points are given.
Branded Collateral 02
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OUGD603 / Extended Practice
06
Branded Collateral 03
A3 Menu
Brief 13 — Something More
The menu uses a relaxed tone of voice, as well as the illustrations shown on the previous pages. Boxes are used to highlight sections with curved edges, mimicking the rules taken from producing the neon illustrations. As well as ordering food, customers can order newspapers, independent magazines or something from the ‘of the week’ list, shown on the next spread.
Since ‘Open’ is open long hours, there is also a breakfast menu. The second page has a stuck on membership card, which can be peeled off and used. The idea that the card is right in front of the customer (as well as being able to register on a smart phone), encourages people to become members of the library.
Branded Collateral 03
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OUGD603 / Extended Practice
06
Branded Collateral 04
A5 ‘Of The Week’ Cards
Brief 13 — Something More
These cards would be displayed on the bar tables, along side the menus. They are used as a form or reading material, and also encourages people to read certain books. There are three different cards available - ‘Non-Fiction Of The Week’, ‘Fiction Of The Week’ & ‘Indie Mag Of The Week’. Each card displays information to do with the book, where it can be found, the amount of copies available and details of the book.
Branded Collateral 04
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OUGD603 / Extended Practice
06
Branded Collateral 05
A5 ‘Of The Week’ Cards
Brief 13 — Something More
These cards would be displayed on the bar tables, along side the menus. They are used as a form or reading material, and also encourages people to read certain books. There are three different cards available - ‘Non-Fiction Of The Week’, ‘Fiction Of The Week’ & ‘Indie Mag Of The Week’. Each card displays information to do with the book, where it can be found, the amount of copies available and details of the book.
Branded Collateral 05
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OUGD603 / Extended Practice
06
Branded Collateral 06
Internal Collateral
Brief 13 — Something More
Here you can see the renewal stamp and sheet used within the library. The logo has been used to give a less generic aesthetic to something which would normally appear boring.
Branded Collateral 06
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OUGD603 / Extended Practice
06
Branded Collateral 07
Each product would have a corresponding illustration. The paper bag could be used when purchasing books, the cup for coffee and the uniform illustrating that the person wearing that uniform is a bar worker over someone working in the book collection section.
Brief 13 — Something More
Branded Collateral 07
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OUGD603 / Extended Practice
06
Branded Collateral 08
Here you can see business cards, letterhead and an exterior mockup. Obviously the actual neon signage for the exterior could not be produced,, but the blue sign shown would be neon. The exterior is minimal and intriguing, as it encourages people to come in and discover something new.
Brief 13 — Something More
Branded Collateral 07
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