Category Archives: Branding & Logotypes

Ashford: Brand Guidelines

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Trying to figure out how I can best present the guidelines for Ashford, I happened across the idea of a brochure. The kind of brochure you might find stacked on the shelves of tourism office.
I figured that the idea of the rebrand was to attract tourism so this seemed fitting. Looking inside a tourist brochure, you will see there is not a lot of room and the majority of the space is taken up by imagery.
I quickly realised that there may be a better way. of which to approach the brand guidelines.
Rather than a tourism brochure, why don’t I lay it out like a travel guide!? There would be so much more room for text and it would still feel like what it is meant to mimic.
There are two instantly recognisable companies that specialise in travel guides and their styles are also recognisable. “Lonely Planet” and “DK’s Eyewitness Travel”.

Lonely-planet-China-Book-Guide 9781405367943H

Lonely Planet may be the bigger company but I still feel that Eyewitness Travel has the more recognisable cover that would be easy and fun to imitate. The Lonely Planet covers are rather bland and, if you remove the logo, not memorable.

I based my designed upon the familiar look of the ‘Eyewitness Travel Guides’ and, like the Wine Glast Co.’s guidelines, I almost wanted to mimic it so that the irony and humour is allowed through.

You can download the ‘Ashford Re-Brand Guidelines’ here!

It is very similar, externally, to the existing travel guides and I thought this was an amusing way to portray a tourist spot’s guidelines- in a travel guide. Inside, it isn’t a million miles away from what you would get inside one of these travel guides.
I think the choice to go for a guide and not a brochure was much better because it meant I could make it very wordy and it would still feel like the thing I was mimicking.


Wine Glast: Brand Guidelines

I had very little time to create a brand guidelines document. I settled down for a day of Branding on Monday, with the intention of having both updates that needed to be made after my presentation completed and both brand guideline documents completed. It is now Tuesday morning, I was up at 730 to finish of the Wine Glast Brand Guidelines and send it to the printers. Today, I need to do the guidelines for Ashford and make the necessary changes (made during my presentation to the class).

This blog post is to explain the thought and decisions behind my Wine Glast Brand Guidelines…

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Ashford: Revisions

Logo During my presentation to the class, it was suggested that I revisit the logo. This was a little annoying as this meant I would eventually need to revisit every thing I have created! The logo was apparently not clear. It was too up in the air in terms of solid concept.

Ashford- Rebrand Logo

I personally liked the idea of these towns all being joined together somehow representing unity and community. The colours and range of shapes represent variety once you are there. And the loop holding them all together is Ashford, containing this community and variety. The message really is just saying “Ashford contains community and variety” The issue was specifics. Why are these shapes the way they are? Why are these the colours you have chose? And to be fair I hadn’t given this much thought. The shapes don’t directly represent a map but the colours didn’t all necessarily  mean something. The idea was never to do this. I just wanted the It was suggested that I redo the logo, perhaps paying attention to external links in. This made sense to further enforce one of the points I wanted to in my branding: convenience  However, I could see no aesthetically pleasing way that I could include these and by adding this extra element I am only further complicating the logo. Once the logo was confirmed 100% I should then revisit all my elements of the brand and ensure they keep in line with the logo. I was told that I should give the shapes on each element more of a purpose. Continue reading

Wine Glast: Revisions

I presented my Wine Glast work to the class and, for the most part, it was very successful. There was a lot of positive feedback about the strong thought behind the launch invite, packaging and business cards. However, as expected, there were a few tweaks to be made.
I have shown them below:

Email Sign Off

There were some issues, here, with the hierarchy. I hadn’t noticed it until it was mentioned. But the words “Phone”, “Email” and “Web” were very much a distraction. The wide kern and upper casing were creating something the eyes naturally drift to.
To resolve this, I made the “Have a great day!” larger, so it became part of the “Luke Sutton Creative Director” section. It now feels more like a sentence, rather than 3 separate lines of text.

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Evaluation Blog

This post is for the entire process (Wine Glast & Ashford).

This module was the first time I had properly attempted branding, the most I had done before was the odd (quite bad) logo. I had never attempted to build an identity.

I began to personify the product/town. They are constantly trying to impress, worrying about how it was seen by others and trying to be noticed. I think you should treat all brands like somebody with anxiety problems.

I think that once I realised that I wasn’t just creating the product, I was essentially creating a personality, the process really came alive.
I had most fun with the openly friendly and wacky Ashford re-brand. Once I decided on the logo the characteristics of the town emerged. They were fresh and had a lot of range.
The Wine Glast Company, however, seemed very formal and I was worried about letting myself go too much with it, just in case it compromised the product’s (and the brand’s) strength.
To personify the two projects further: the Ashford re-brand was an art student and the Wine Glast Company, your typical Law student.

I think that is why I felt like I had more range in terms of artefacts for Ashford. I created mugs, bags and other things I didn’t even consider for the WG co. However, the things that I did create for the WG co. had far more consideration and depth behind them than anything I made for Ashford.
Ashford was a lot about getting the fun side of the town out there, let everybody know it’s a convenient and fresh place to visit. Whereas, the WG co. really wanted to reach a specific market and reach it well.
The mug, the bag and the car were all very much a case of sticking the pretty shapes on something. And I realise this is undermining what I am handing in (for a degree!!) but I think this taught me a valuable lesson (which hopefully compensates for my previous undermining).
Ashford certainly was a case of “sum over substance”, I didn’t realise it until now but “fresh” and “fun” are quite hollow themes to express. The WG co. had depth in it’s “strength” and “innovation”. This depth lead to a lesser number of deliverables, but far more interesting ones.


Ashford: Branded


The Wine Glast Company: Branded

Wine Glast: Parts of the Brand

I have spent the last few weeks creating different elements to define the brand. I decided that deliverables I will hand in are:

  • Logo & Tagline
  • Business Cards
  • Letterheads
  • Email Sign off

The above are all compulsory, the below are my decision.

  • Advert- I am a big fan of creative advertising and I know I need more practice (particularly in copy and meeting the target audience)
  • Launch Party Invite- Only required to do one compulsory thing but I figured an invite would be simple enough (I ended up being wrong).
  • Packaging- I have never attempted packaging and so I wanted to have a little go at it.

Here are my elements:

Logo & Tagline


This is my brand’s logo, I think the logo should directly express the companies assets. The assets I wanted to express were “strong” but “beautiful”.

I think this logo does that extremely well, it derives from the ‘Fragile’ stickers you would see on the side of a parcel.
The imagery I created uses a beautifully thin wine glass, that looks delicate and fragile. It is encased within a box, which has obviously fallen and somehow it has survived, where the box hasn’t!
The title uses an elegant typeface for what should seem elegant (the wine company) but the “Glast” is the part that makes the product so strong. It does “Last” and that is why I opted for Helvetica Bold. It is a strong and powerful font, directly contradicting and questioning traditional associations with the ‘beautiful’ wine glass.

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Wine Glast: Final Business Cards

I got my business cards back from the printers today and I am extremely happy with them!
The idea of the cards centres around the logo and it’s shattered box. I figured there is a strong concept in the idea of the logo being broken apart (even more than it already is). The key point isn’t that it can be broken, I think the significance lies with the cards being put together. There is an obvious strength in unity when this happens.

The best way I can explain the business cards is this: One business card is not the wine Glast logo. There appears to simply be some random shrapnel on the reverse.
Whereas together they create the logo, they create the brand and they create a singular, unbroken entity.