1. Each element in the style guides has a written narrative or specification to explain thereason or purpose behind the element. Are each of these explicit enough tocommunicate to a client or another designer who may not be familiar with the design?Why or why not? Provide references to page numbers in the project books to substantiateyour statements.
G&L Project Book – The style guide doesn’t include a written narrative or specification to explain the reason or purpose behind the logo. It is explained in the Logo Development section on page 25. Reasoning behind the color choices is not explained. Pages 32-35 show Logo Formatting instructions that explain formatting, placement alternatives, the color palette, and logo color variations. On page 36, there is an explanation of the selection of Swiss 721 as the primary typeface family used in the branding, but there is no explanation for the font selected for the logo. The descriptions are all pretty vague.
Swatch Rebranding Campaign – The “Creative Guidelines” beginning on page 16 are successful in presenting a clearly written narrative and specifications to explain the reason or purpose behind each element. Pages 17-18 show a mission statement that is cleverly laid out in a graphic that is representative of the brand. Page 19 clearly explains the reasoning behind the logo design. Page 20 shows specifications for the logo usage. Page 22 includes a “Tone of Voice” section that does a nice job of explaining the reasoning behind the design choices in the branding campaign. On page 23 there is an explanation of the campaign imagery.
HCHW Project Book – The style guide doesn’t include a written narrative or specification to explain the reason or purpose behind the logo or color palette. The font choices are explained on page 32. The specifications are not explicit enough to communicate to a client or another designer who may not be familiar with the design.
2. When looking at the applications of the elements in the media assets, have the guidelines been followed appropriately and as specified in the style guide? Are there deviations from what has been specified? Explain. Provide references to page numbers in the project books to substantiate your statements.
G&L Project Book – The guidelines in the style guide are very vague, and were not followed appropriately and as specified. There are several fonts used throughout the book that are not mentioned in the typeface selection on page 36. For example, there is an italic font used throughout the book that is not mentioned. On page 43 typewriter font and a script font are used. The color palette on page 35 shows 4 color circles that are used throughout the book, but doesn’t mention the sepia tone color that is used as the background color on most of the pages, and as an effect in images on pages 42-47. The color codes are clearly wrong. Page 10 shows G&W in a thinner font.
Swatch Rebranding Campaign – The color palette on page 27 is a little bit confusing. It has a large number of colors, but doesn’t include the color in the image on the facing page, or the spray can set beside it. Other than that, the guidelines were clearly explained and have been followed appropriately and as specified in the style guide.
HCHW Project Book – Page 30 includes a “Textures” paragraph, but the textures mentioned are not presented anywhere else. There is a recurring theme of the sort of transparent letters texture running through the book that is not mentioned or explained. The color palette presented on page 29-30 doesn’t seem to have been consistently applied in the book. The blue used in the logo is not included, and there are several colors in the palette that aren’t used anywhere else. The look of the book is inconsistent.
3. Of the 3 style guides shown, which is the most creative or most engaging? What specifically makes it so? What can you use as inspiration for the design of yourstyle guide? Provide references to page numbers in the project books to substantiate your statements.
I am most drawn to the G&L Project Book. The diagonal line that is present throughout the book is interesting and engaging. The look and feel is consistent throughout the book and is relevant to the brand. The sepia toned color that is used gives the piece a retro look that I could possibly use in my style guide. G&L is an old company with established subcultural credibility that needs new life. The designer did a nice job of putting the old historic, and new edgy elements together to make something cool and appealing.
The Swatch Rebranding Campaign is the most creative and engaging. The style guide was the most accurate and did the best job of explaining the reasons behind the design decisions. I was inspired by the passion that was evident in the descriptions of the design decisions and in the project itself. The “Brand Bible” presented on page 2 is awesome. Every section is creative and entertaining. The designer totally embraced his brand. That is what I want to do.
References:
Johnson, A. (2012). HCHW Project Book. Retrieved on May 28, 2014 fromhttp://issuu.com/mdmfa_dsr/docs/johnsonadrian_proj…
Lang, J. (2013). G&L Project Book. Retrieved on May 28, 2014 fromhttp://issuu.com/mdmfa_dsr/docs/lang_11.4.1_final
Schoombs, W. (2012). Swatch Rebranding Campaign. Retrieved on May 28, 2014 from http://issuu.com/mdmfa_dsr/docs/schombs_wayne