Checking off all marketing material.

It was decided that all marketing material be it posters flyers online gifs need tone sent through to me (britt) so that i can check off that it is on brand and coherent with the constants we discussed on wednesday.

Jacob from marketing:

Soul garden a tea stall at the market checking they could use their own logo.

Uniform team checking and discussing stickers with me.

Pillow fighting stall checking off their poster and developing it.

Wednesday presentation week nine:

We presented our posters detailing the fuse concept and the constraints of the use of logo and what is on brand and off brand.

• Discussed with promo and marketing what some options were and how they could use our branding i.e. colour scheme , type ect
• Way finding had made signs in which just needed the logo and text added to be on brand
• Uniform group had made stickers which had flipped the logo and also cut it in half, we discussed with them other options as this was not on brand.
• Also discussed uniforms for the day and how each uniform could be clearly differencitated while still being coherent.

We also made the decision to change our body text font from GOTHAM to HELVETICA as all students have Helvetica but need to download Gotham. 

Revising on what needs to be done and the requirements for hand in.

Development of business card.

As the development of the brand and its constraints continued it became apparent that new business cards where need with the updated brand.Our original business card still uses the cardboard texture an displays the old logo. The layout and style was also unappealing.

I re designed the layout overall card with the addition of the new logo and  a more interesting interactive display of the brand identity .

It is now on point with the brand identity and new branding constraints i.e. the colour pallet of orange black and white and the correct fonts.

It is cleaner and simpler , necessary for immediate clarity and  understanding from the viewer.

Britt Mcleod

Monday meeting and presentation planning.

Began writing up the posters and presentation for wednesday. Based it upon my (britts) post on face book when the was a lot of confusion around the brand.

Orange: 

The colour orange is universal and has no strong connotations such as

 red for love or anger and green representing nature and the enviroment. 

This is one of the reasons for it representing fuse. Another  is that it is inviting and 

welcoming which creates excitment and is inspiring.

Fuse: 

The name Fuse has been chosen after much thought and 

consideration towards what the makers are creating and 

how the market palace is coming together.It is a fusion of 

creative paths and people coming together to form one collective 

identity. It is deliberatly broad to encompass all the majors and 

students under one identity. 

Brand Identity:

The fusing of creative identities through design,  

up cycling and creative vision forming an electric

atmospheric atmosphere.


Final logo:

Development of poster for presentation detailing

where fuse and orange came from:

Final Poster:

Arangement of orange going forward box and fuse logo for best flow  and readability of page.The rules and structure of poster is important as people want to gain information immedialty with no work. The rule of thirds is used as it is a clean and universal layout which is common to everybody and we need to be as user friendly as possible on wednesday.

Poster detailing the brand constraints and what is 

ok to be used on posters and uniforms and 

what will be considered 'off brand':

Development and confining of brand constraints

Communication over Facebook working on development and refining the logo and identity.

Continually bouncing ideas around and working to make the branding the best it back be, it is becoming a bit confusing as its all over the show but we will be meeting monday to sort it all out. There is a depute about weather or not to use orange in the branding. I believe it needs colour for vibrance and excitement however there is upset about it looking like tank juice.

Brand identity guideline:

The brand identity guide lines need to be precise and clear so that there is not plagiarism or un representation of the brand. These guide lines will include

• Typeface( wieght and size specifies for logo).
• Colour pallet i.e. the exact orange and what other colours are ok to use.
• Shape.
• Layout of logo.
• Cardboard texture from the business cards.

It is important that we also acknowledge what is not ok and what will not fit in the constraints.

Britt mcleod

Sourcing orange stamp pads for promo and marketing.

Sourcing and finding the best orange stamps pads involved calling numerous stores around wellington.

Eventually finding rubber stamps wellington they have orange stamp pads at 75mm by 45mm for 16+gst.

Britt Mcleod

Collating with promotions and marketing.

Yo' guys just got a message from the marketing team that are making stamps for Fuse. They have talked to tussock and they said that they can go nuts with the stamp in there and stamp all the napkins, coffee cups and shit. They just have to double check with the tutors that's all good first.

Anyway, we just have to decide on which out of these three logos we feel best suit our brand identity. Thoughts?

Peace x

The marketing team came up with the concept of stamps as this allows for mass promotion at a fast and sustainable rate i.e. not a lot of paper print etc. They came to us with some designs for the stamp below:

HOWEVER: They wanted to make it black and white " its easier to find a stamp in black". That is a practical take however we specifically chose the colour orange as it encompasses the identity of fuse to a t and it pronounces it further. I (Britt) have said that i will attempt to source an orange stamp and it it does prove not possible we may have to change our approach.

Nick ( team 17) took there stamp design and furthered it with orange colouring. We are hoping this addresses the valuable feed back that the logo looks somewhat like a juice bar! 

The direction at this stage is to have a few different versions of the logo to suit where it is being used and displayed.

Britt Mcleod

Fuse essence and identity.

We arrived at the name fuse after much thought and consideration of the makers products and the direction the market is taking.
"The melding of different creative identities
 coming together through design, up cycling
 and creative vision to form an electric atmospheric event."
There as some confusion from other teams about where this name and identity  came from so for next weeks presentation we will be producing a flow chart of how we arrived at this branding and also how much thought and consideration of all the different components creating the market that needed to be able to fall under a broad open name and brand.


For example these questions on the fuse coca page which need to be answered in more detail next wednesday.I have attempted to answer it in some detail on the page however this will be furthered next week.

http://www.entrepreneur.com/article/233843

Orange :

This colour chart details the emotive and symbolic  attributes of each colour. The reason we chose orange is because it holds no overpowering symbolic response i.e. green is nature blue is ocean or sky red is anger or lust. Orange is a  bright inclusive happy colour which we feel is best suited for the market both environmentally and politically as it is the colour which holds the least overpowering symbolism.This accentuates the broad and open brand identity which is vital to fuse market.

Britt Mcleod

Logo up on social media

The logo and branding is successfully up and being acknowledged throughout the fuse social media pages.We will now begin creating a page with the constraints and limitations of the logo for example how it needs to remain the colour orange and hold the same font ext

Final Logo

Business card with direction

Initial Card: 

Final:

Further direction and improvement for card concept:
Fuse business cards were produced with the intention that each team would be able to take away a tangible card in which the brand identity was described on so that whenever confusion occurred with the direction of market they could refer to the card and would all be on the same page.When presenting at the paramount this was not clear enough and the cards weren't taken or acknowledged.We will ensure that in week tens presentation this concept comes across and every group leaves with a card.

Font

So we have decided on a typeface for the market palace name 'Fuse'. We are going to use the font Nasalization as it is bold, crisp and is basically the aesthetic that we are interested in creating for the market palace. 

The typeface that we have decided on to use for the market palace.

300pt.

Something we have decided on, is that we are going to use this shade of orange as the feature colour throughout our branding. It's CMYK values are as follows:
C: 0, Y: 74, M: 100, K: 0

Logo concepts and development

Emma

Andy

Britt Mcleod