OUGD603 - Collaborative blog - Naming ideas

Following the collation of our research it was now time to begin the process of naming the blog. For the name we wanted to communicate the concept of forging relationships and dialects through common interests, but also highlighting how the blog is a platform for collaboration. We therefore decided to undertake the task by separately brainstorming ideas, then gathering the ideas together.

My ideas above aim to be bold and quick on the tongue, as a overcomplicated name would deter I believe. I wanted something that wouldn't need a second explanation so something decisive was required. Notes next to each name explain the meaning behind the individual names on both pages.  

Once we felt we'd named as many as possible each, we then presented the ideas while selecting our favourites (circled in the pictures) From there we made a list of the names, then asked peers to name the first thing that came to mind when they seen the name. This would test the meaning of each word and the relation to our ideas.

From this feedback it was obvious which names were the most clear in terms of relating to the idea of the blog and our original intentions. Ones that stood out for our peers were So-So and Cahoots but myself and Luke also felt these two along with Plug were the best solutions. From here we further discussed each name in relation to the blog and decided upon So-So. In depth So-So can mean a number of things, firstly 'neither very good nor very bad' which can be interpreted as negative but also it can signify middle. Which is why we chose it, the blog is in the middle of us and almost a halfway point. Therefore its where our ideas can meet. 

OUGD603 - Collaborative blog - Collation of research

Following spending time researching individually, we collated research during a meeting to see what we found on our own. Luke looked into already existing blogs which inspire him such as Haw-Lin, which is a multidisciplinary creative studio who also run a 'research based online moodboard'. The blog contains a variety of content curated by Nathan an Jacob. The blog shows their personal interests and inspirations which is similar to the idea of the content we intend and have been displaying on our blog.

During our initial research meeting we discussed the issue of credit/ copyright of the images we post. Therefore, Luke looked into other blogs that have overcome this issue. When looking at Haw-lin in the 'about' section of the blog there was a small disclaimer which helps tackle the issue of rights/copyright (as shown below).

From looking into this it made it clear that a disclaimer is a very simple way to overcome the issues proposed by reposting content that belongs to other people. 

OUGD603 - Collaborative blog - Visual blog research

Looking at similar blogs and collectives that we like made us think more about the potential of our blog being niche. Hawlin, Kiosk feed, Ligature.ch, Collate, Visuelle and many personal blogs from studios and practitioners such as Catalogue and Joshia Craven are all are great examples of blogs we enjoy but we looked at them to seek what we could change in our approach to our blog.

Kiosk feed is full of weird and wonderful visuals and is always rotating its content which makes it current and reliable, but it only exist as a blog who don't exactly credit the work. The need to credit work is essential for a blog as it allows people to further discover new work and artists. In contrast to Kiosk feed is Catalogues blog which goes into so much more depth. It offers references, news and research which makes this blog more personal, as it gives an insight into the studio which is based in New York and Leeds. The blog also has two parts, Articles and Daily and this is what separates it from other blogs as it has the feel of a day to day visual blog but offers a scope into the creative industries in articles.

OUGD603 - Collaborative Blog - Research

Once the brief was set upon, myself and Luke made a list of research to undertake as a team. This list included current design blogs, what makes a successful design blog, coding in Tumblr and ways of marketing a blog. Therefore as a first task of research I decided to look into what makes a successful design blog, and to find a way of making a blog stand out amongst thousands of others.

One common theme that arises in researching into what makes a successful blog is promotion, as after you’ve published your first post, it’s time to get it out there and viewed. Setting up social media accounts for a blog on these platforms: Facebook, Twitter, Google+, Instagram, Pinterest (this one being the most important). These social media platforms will get the word out about the content we will be sharing, but unfortunately, we are really just guests in each social media space, and are limited by the operation of each site. For example, your Facebook posts will only show up to a fraction of your Facebook “fans”, unless you are willing to pay more money to boost your posts and get more eyes on them. A mailing list is also important as when readers sign up to a mailing list, you will have a built in audience of people who you can reach directly when you have an announcement to make, a share, or just when you just want to connect and get to know them better. Mailchimp is the most common but most cost effective solution as it allows up to 2000 emails free of charge.

Another key aspect is to find a niche as there are thousands of design blogs out there. With new ones being created everyday and its getting to the point where a design blog can’t simply be just another design blog. Our niche can be communicated through our concept of common interests. As you determine your niche, people are more likely to visit the blog when they have a specific need.

Finally It’s all about content as I've seen in research. Valuable information for your readers is key as they are not likely to be visiting your blog in the future if it isn't. While your blog should look professional, don’t waste so much time ensuring your blog design is the best one around. Use that time to make sure you are providing great content to your readers instead.

OUGD603 - Collaborative blog - Defining the brief

As part of the 'life a pitch' brief last year, a peer and I started a collaborative blog curating visual stimulus of things that we like. Our idea is broad in a sense that we can could cover a number things as collective but the main form of our collective is a blog. Initially we discussed just making things together as a collective but as time passed we thought why not a blog to visually showcase not just own work as a collective but our influences. These influences don't just have to exist in the realm of graphic design but every discipline, so that could be fashion, architecture or photography.

By engaging with all creative disciplines through a blog it allows us forge relationships and dialects through common interests. This is similar to how the collective was formed, through mine and Lukes similar interest in design. By engaging with all creative disciplines it not only benefits us but whoever visits the blog, it allows people to connect with similar minds. This ticks off the target audience of the blog, as we feel the audience is open but constricted to people who simply appreciate the work.

As we pushed the idea further we had to truly consider why were considering a blog, and its simply to immerse ourselves in industry but through interests and influences and not our own work. The blog acts as a starting point for conversation and will be relevant in terms of design news but also world news and allows not only us but whoever visits to almost visual matchmake with people. Over the summer break we updated the blog consistently under the name super-wip but set the task to name and brand the blog as a brief for third year as we felt this way we would have a backlog of content on which we could use to inform the branding.

https://super-wip.tumblr.com/

Brief name : Collaborative blog

Time scale : 3 Weeks

Deadline : 14th December 2017

Brief : Naming and identity for Tumblr blog, the outcomes should reflect the shared interests in design and visual culture yet have correlation to the concept of the blog which is common interests form conversations.

Background : The blog represents the collaboration visually, its the foundation of our ideas therefore the consideration of type, colour, rules, tone of voice etc have need to be justified in relation to us. Moreover, consider the promotion and design of the blog itself and how this is done professionally, this can be accomplished through research into current design/inspiration blogs but also considering the strategy of the blog.

Target Audience : Creatives, Students

Mandatory Requirements : Naming & Logo

OUGD603 - Grainger Market identity - Final guide developments and production

The final design was chose due to it having variety in type and image, and less of a rigid feel. I wanted something that is both classic and contemporary and open to the overall system already in play. Once the final design was finalised for the guide it was time to select a stock choice suitable. Already having a brand guideline made this process quick and effortless as it narrowed down the options. I deemed the lighter green from the colour palette the most worthy and luckily it is similar to the G.F Smith's Powder Green therefore I used this stock.

The lowest weight the stock comes in is 135gsm, so I had to use this weight. I experimented with the weight and applied an accordion fold to see how it functions. Although, a majority of the guides I looked at for inspiration were a lower gsm I had no other option but to use 135gsm.

I also tested the stock using a G.F Smith sample download to see how if the stock is suitable for the guide.

A number of test runs were undertook using standard 90gsm cartridge paper to see how the final design looked when printed. I deemed the print runs were sufficient and the guide was ready for print as no other alterations needed to be made.

The process for the final guide included using the inkjet laser printer and using the manual folding machine which created equal fold on each guide, as well as making the accordion fold more flush with a higher weight stock.

OUGD603 - Grainger Market identity - Tote bag design and production

The tote bags is the simplest outcome of the refresh and doesn't require any design thought at all really. The application of the logo to a canvas bag is all that is necessary for the identity to exist in the everyday, and to have a presence in and outside the market. I used a plain canvas tote bags and measured 25cm x 17cm for the logo design to be placed central. For the production of the bags I used a fabric screen and used black paint as it contrasts nicely with the tote bag.

OUGD603 - Grainger Market identity - Guide development

I began initial ideas for the guide by looking traditional newspaper layouts as I found the composition relevant for the guide. The mix of type and image positioned in a compact way, yet still being approachable and legible was essential for the guide. I sketched basic layouts for the guide but felt the best way to begin was simply applying frames and placeholder text to the grid I made in Indesign. This gave me a basic understanding of how particular elements would fit in and the scale of images and body copy.

The first development with the addition of the copy and selected archive imagery. Gt Sectra is used for headlines that have a underline which shows a clear inspiration to newspapers I believe. I wanted to feature significant quotes, so the type size alteration can be seen to highlight the content. The images I selected were ones that best represented the market through different generations. From analysing them it is clear which ones are from say the 60s and 70s due to fashion.

In this idea the rigid image layout remains the same. However, alterations were made to the original idea such as the headline and body copy type choices. I simply reversed Apercu and Gt Sectra, and from this small change the guide has a totally different aesthetic and steps a way from a more traditional look.

The ragging of the body copy also changes in this idea as indents are used at times instead of line breaks. The body copy is 10pt while the headline copy is 17pt, both these weights offer legibilty but are also suitable for the size of the guide as anything bigger would to overpowering.

Apercu remains the headline copy, while GT Sectra remains body copy for this development. Yet, I changed the size of the headlines and quotes and set them centre aligned to give the design more variety. Once I changed the some copy to centre aligned the rigid image frames look awkward in the space they occupied. Therefore, I experimented with the images using different sizes and layouts which furthered the guides variety and flexibility.

On the flip side of the guide is the map of the market which includes every stall and its whereabouts. For this to work the layout had to be simple and have strict system that would allow over one hundred stalls names to be included. Three columns were used to allow the content to fit in, which also opened up enough space for the map of the market. 

The map was designed in illustrator and replicates one that can be found on the website. Its a straightforward line illustration with low stroke width so it doesn't overwhelm the page. The design also has a low opacity 'Est 1835' background which gives it added character. 

I didn't want the covers to be complex in any way, so I used already existing assets from the guide  and applied them accordingly. The blown up '1835' gives a small insight into the history while the images also show what to expect inside the guide.

Feedback

Each design has subtle changes which give totally different perspectives to each design. But the one that stands out is the final design with the centre aligned titles. This type alignment brings a more current and fresh approach to the design.

A great emphasis is laid on the markets history with the images and background, so it achieves the aim to inform visitors about the history and heritage of the market.

The overlay cover is the most effective, this is because its simple enough that it can fit in with other printed and digital material. 

OUGD603 - Grainger Market identity - Website idea & development

To get the ball rolling with the website, a site map was made to allow me to focus on what information is essential for the website to function and offer a service. Additionally, to develop the website idea slightly further before I started sketching wireframes and compositions I wanted to answer some questions that are crucial to design process for screen which are Who, Why and What?

Who / to identify the user of the website

Age range?
Age range is varied as the internet is open to anyone but as the website is aimed towards new businesses, tourists and younger shoppers then the age range is 15-55 years old.

Is the website specific to a certain users skill?
The website will be stripped back and basic so a younger and older visitor can both use it, as they may struggle with a complicated design and user interface. The website will allow any user to use it as it will be basic even if you have a basic level of using digital devices, yet will make a experienced user of digital devices enthusiastic while using it.

Why / why would the visitor use the website

Are the users looking for general information or do they need to achieve a specific goal?
As the website will host everything from the history to the health and safety of the market, it'll aim to showcase all the general information visitors are seeking. One goal would be for the visitor to leave the website knowing a little bit more about the market.

Is there a specific goal, is it personal or professional?
The website is both personal and professional but depends entirely on the visitor themselves. This is due to the broad audience as a new business will visit the website for professional experience, while a curious tourist will visit to seek personal information that will potentially enhance the visit to the market. The website will aim to find a fine line between both personal and professional through design and content.

Is spending time on the interface seen as essential or luxury?
Again this depends on the visitor, for example someone keen to know more about hiring a stall for business will essentially have to visit the website for more information. In contrast, someone with an interest in the history of the market will visit in a less essential approach, but have a more relaxed experience due to consuming the information differently. 

What / what information do the users need

Will the visitors be familiar with the brand or subject or do they need to be introduced to it?
Within the home page the market will be introduced in brief manner but the visitor then has the option to further this subject through separate pages. The whole purpose of the website is to shine a light on the market and let people experience that authentic visit through a digital presence, therefore introducing the market for what it is, is essential.

How often will people engage with the website?
Engagement with the website depends on how much you engage with the market in general I believe, say if you visit weekly then I assume you're bound to further this relationship through a digital option. 

OUGD603 - Grainger Market identity - Image library

Creating a library of inspiring yet honest photography is a key aspect of the identity as it showcases the rich history of market. Through old photographs the older generation shoppers will be able to connect with the market as staged shots may detach from their perceived image or idea of the Grainger Market. Furthermore old imagery may enlighten younger shoppers/visitors to what has been happening in the market for 185 years. The images I found were either found online or through books which I had to scan to get the best quality.

OUGD603 - Grainger Market identity - Guide development

From inspiration I decided to choose a folded guide instead of a pamphlet or small book which are normally other guide options. The decision to use a folded guide was made due to them being pocket size, dependant on stock size that is. Therefore, for the guide it will be A3 which was also influenced by inspiration as a majority were A3 guides which seemed to work the best.

In development I experimented with a number of folds such as double gate fold, french fold, double gate fold but the one that worked the best in my opinion was a accordion fold. This fold allows the content to have order, for instance the first fold you'd open would be the introduction to the market therefore it'd flow better. A majority of the other folds I experimented with would have made the content mixed up, with the front cover misplaced with the map etc.

The content within the guide is sourced from 'The Grainger Market : The People's History' with an introduction and history of the market overview. The body copy will be paired with archive imagery of the market and the people who have helped shape it, as this will help communicate community throughout the years. The content on the flip side which lists all the stalls is sourced from the website but the content about the history is as follows:

The history of the Grainger Market
For 180 years the Grainger Market has been serving the shoppers of Newcastle and beyond. In that time it has a become a local treasure, somewhere to buy anything from a vintage outfit to the ingredients for a vindaloo. The Grainger Market is named after Richard Grainger (1797-1861), the builder, developer and entrepreneur who, with John Clayton, the Town Clerk and a number of architects including (1787-1865), was instrumental in the development of 19th century Newcastle. They quickly transformed it from a town of disorganised streets and dilapidated buildings to what we see today as 'Grainger Town' - a beautiful, well built, orderly street scene that brought commerce and business to the town, leaving us with a unique architectural heritage. In 1834, Grainger's overwhelming plans for the town were put into effect. The plans called for purchase of huge tracts and the large scale demolition of buildings. He changed Newcastles geography significantly, by filling in the valley of Lort Burn, a tributary of the Tyne that ran along Dean Street, topsoil, rubbish and rubble. Trenches for the foundations of the buildings were 54 deep in places.

Grainger Worked quickly to remove any buildings that stood in his way. They included Anderson Place, an old and very grand house where Charles I was imprisoned during the Civil War, the Georgian period period Theatre Royal on Drury Lane, off Mosley Street, and the relatively new Butcher Market, built in 1808. Grainger paid the Newcastle cooperation £15,000 for the 1808 Butcher Market, agreeing to sell the new market back to them for £36,290. By 1835, the Grainger Market was up and running. It was the largest in Britain at the time, covering more than two acres, with twelve entrances, 243 shops and stalls with two huge ornamental fountains. Meat and vegetables were the main focus of the market, but the fleshmarket section proved rather too large for the number of butchers wishing to trade there, so goods like baskets, pottery, tripe and black puddings were introduced.

Liverpool's Market was said to have been in 'dudgeon', its cauliflowers bearing the 'jaundiced tint of jealousy' because its glories had been surpassed by Newcastle. On 22 October 1835, 2000 men, including Dobson and Grainger, sat down to a celebratory opening dinner in the market. In 1836, local librarian Thomas Dibdin gave an account of the proceedings in his book on Newcastle: 'It was a glorious vista... irradiated by gas light... The whole Market was decorated with flags... In the centre were two massive and elegantly shaped stone fountains, the basin of each of which was capable of containing 3000 gallons. 

The Original Plan, 1835
John Dobson's orginal plan of 1835 depended on symentry and balance, both features of the classical style, which was heavily influenced by the architecture of ancient Greece. The main face of the building to Grainger Street has Corinthian pilasters which feature on many classical buildings. The rest of what we now call Graingertown is also built in the classical style, although several different architects were responsible for the designs. Later, two entrances were added on Nun street and Nelson Street. The plan was divided into two sections: the meat market had four alleys dedicated to butcher's shops while the vegetable (now the arcade) was built in an open plan style.

OUGD603 - Grainger Market identity - Guide idea & Inspiration

For the guide to be successful it needs to easy, accessible and understandable for all the visitors and customers of the market. As one part of the guide will include a map and list of all stalls it needs to be clear and cohesive for new and old visitors to allow them to easily connect with the market. If the guide isn't clear, the attention can turn away from the printed guide, therefore it serves no purpose. Also included in the guide is an insight into the beginning of the market and history and heritage behind it all. This is crucial to highlight the lustrous 185 years the market has been operating, and serving the people of Newcastle. The content included will be sourced from numerous research but mainly from the book 'The Grainger Market : The People's History' which includes valuable content and imagery surrounding the market.

Inspiration for the guide came from a number of sources, but the main common aspect of each guide is the format. A majority are A3 two sided map folds or quarter folds as it seems these particular folds work best in printing costs, but also are probably the most adaptable in the sense they are pocket sized.

OUGD603 - Grainger Market identity - Touchpoints

Now the identity system was designed it was time to move onto the touchpoints, which encompass a visual language that express themselves across all applications.  Whatever the medium I needed to make sure the touchpoints work in harmony, and with the design being the right balance between flexibility of expression and consistency in communication.

As stated in the brief the outcomes should be informed by research into consumers and aim to serve a purpose to help regenerate the market. So from researching the market, its audience and its current design related outputs it is relatively clear what touchpoints are required. They are as follows:

• Website - The current website is neither use nor ornament as it serves little purpose and is not very aesthetically pleasing. The website should give people a true insight into the market, and with a website being accessible by almost everyone everywhere, it should entice audiences in such as tourists and new business who are curious about the market. Therefore I believe the websites audience is tourists, new business and millennials so the website should give them a reason to come back again and again. This can be achieved through engaging content and inviting interfaces consequently this makes it a necessity for the identity.
• Guide - A printed guide which will include a list of all stalls in the market and their location within a map, but also a brief introduction to the market will be included. The guide has a number of aims, firstly to make visiting the market for the first time more easier and personal with a handheld guide. Secondly, to inform not only new visitors but also frequent visitors about the history and heritage of the market. This is crucial for the younger generation of visitors because once the older core audience passes, the history of the market may go with them too. Moreover, the market is a key aspect of Newcastle and has been for 185 years, therefore the history of the market needs to be introduced for visitors new and old to fully appreciate the experience. 
• Tote Bags - For the identity to exist in the everyday and to have a presence in and outside the market the option of ephemera had to be considered. The amount of considerations for ephemera are endless such as mugs, memory sticks and lanyards. However, the few examples I state here are obsolete in the market, therefore I reviewed the common objects in use in the market and decided upon a canvas tote bag. This option may seem cliche as its a go to option for brands today, but in realisation bags are the most commonly used object in the market, seen as it is a shopping experience. Anything picked up at the market such as fruit, veg and flowers can be placed into the branded canvas tote bag which would be handed out free from each stall.
• Promotional poster campaign - As the city around the Grainger Market has changed so much this poster campaign will aim to reintroduce the market as a hotspot for shopping. The posters will be placed mainly in typical advertising spots such as bus stops, but also on other public transport advertising billboards which Newcastle has plenty of, due to the Metro.

OUGD603 - Grainger Market identity - Colour, typography and tagline

Once the logo was finalised the next stages for creating an identity for the Grainger Market was the  application of colour, type and a tagline. A these three elements would further emphasise the concept and help reflect the market by giving it a look and feel. This is the visual language that makes the identity recognisable and helps express a point of view. For these elements the overall look follows the strategy of classic and contemporary but also resonates with the audience and rises above the clutter of visual language which already exists in the market.

Colour
The colours I experimented with had to have the basic connotation to the market, as in primary research I discovered that the market already has strong house colours of red and green which feature throughout the market, in architecture for example. As I aim to make valued customers welcome and not distanced from the market, the idea to use already recognisable colours to the market was decided upon. Therefore I looked into Victorian colour palettes for inspiration, as the dark primary colours already in the Grainger Market are ones I would link to crimson and maroon which are favourable Victorian colours. In total I chose six colours to include within the palette but want to take a subtle approach to colour, as the market itself is a sea of colour. Instead these colours will be low key unifying colours working across numerous touchpoints in print and media form.

Typography
Typography is one of the core building blocks to an effective identity as it can embody, promote and complement. So the decision to use a sans and sans serif is reflecting the positioning of the strategy, while also showing the mix of styles in the market. For the serif option I chose GT Sectra which has  a calligraphic influence with the sharpness of a scalpel knife. I like it because the sharpness defines its contemporary look. Additionally the family stands out for its high legibility while retaining a unique visual character with clarity. The sans serif option is Apercu which is a mix of of classic realist typefaces such as Johnston, Gill Sans, Neuzeit and Franklin Gothic. So already it has a classic influence while remaining contemporary, but the pair together are compatible and help reflect the culture of the market.

Tagline
Normally a tagline is a short phrase that captures essence and personality but my decsion to use 'One city under one roof' was influenced by feedback on the market in primary research. I believe this quote although its long for a tagline, sums up the spirit of not only the Grainger Market but also Newcastle in general. People from all walks of life enter the market to shop and socialise therefore I felt this tagline captures that image and will evoke an emotional response.

OUGD603 - Grainger Market identity - Final logo design

Following extensive development of the logotypes a final decision was made on which one to finalise. In development I decided upon three logos which I deemed most suitable to represent the Grainger Market, and all of which are bold and have certain characteristics relatable to the market and the particular strategy I am aiming to achieve.  

In the development the addition of the 'Est 1835' was necessary to the logos as it gives it an air of tradition it deserves. Additionally it creates a more classic style straight away while also informing the viewer of the history of the market. The first logo is set in Raisonné, and differs to others due to its smaller stroke width and baseline underlines which help frame and emphasise the logo. Another difference to the others is not having elongated letterforms, with the modification of the 'G' & 'R' being influenced by traditional signage where it is most apparent. The second logo is set in Central Ave, which is a typeface which has strong connotations to victorian markets I believe and much more industrial and relevant for a contemporary logo. The final logo development is set in Ivory, a typeface with a rigid structure and large x-height which makes it a bold logo and perfect for the elongated 'G' & 'R' as the letterforms are so similar. 

Feedback

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After a few days of mulling over which logo to choose I decided upon the option which is set in Central Avenue. I believe the others were either too bold or too fresh and this one strikes a perfect balance between classic and contemporary. Furthermore this logo I believe will be a workhorse across various media and applications as it is distinctive and legible. 

The typeface itself was originally created for the graphic identity of an exhibition celebrating Birmingham’s infamous 1886 exhibition of Local Manufacturers and Natural History. Therefore I believe its links to the Victorian age and the core of the design being influenced by hand-painted signs affected my decision to use it. Moreover, I also like how the typeface style isn't the typical decorative Victorian face, its a simple sans serif with the awkwardness and personality that hand painted letter forms have, yet is it approachable to the audiences of today.

Testing of logo

OUGD603 - Grainger Market identity - Logotype design development

Following feedback and decisions based on personal preference I selected three typefaces to develop further and modify. From feedback it was clear which ones stood out and applied to the strategy/concept of the project, with three and eleven being my peers favourite. Therefore I decided upon three, eleven and one; with one being my personal choice as it has a big x-height similar to many sans typefaces in the market.

OUGD603 - Grainger Market identity - Logotype design

The reference point for the logotype is the sans fonts with an industry feel which feature throughout the market. The reasoning for this is due to the sans which have stood the test of time in the market, and are understandable and relatable to the core audience which is the older generation. However, the multiple industrial styled fonts in the market also have a contemporary manner to them therefore appeal to a younger design savvy audience. 

12 logotype options were created with all them bar one being centre aligned for the first stage of production. All the typefaces used are bold and legible, with aesthetic links to the market, such as the large x-height of certain typefaces found within. 

Feedback

Peer feedback was required on the logotypes to gather thoughts of the best solutions. I explained the reasonings for the industrial looking sans, so my peers could have context before critiquing each one.

"I like the number three as it is the cleanest and most contemporary looking out of all them, yet still has that certain classical look to it. I think some of them have a cinematic appeal to them, which is not relevant to your project like number 12 and 11"

"Number three stands out but comes across too modern, but this can modified to having a thicker stroke which could help the design. The ones with large x-heights work best as they are bold and contextually linked to your research into the market"

"One, three and eleven are the standouts for me as they mix classic and contemporary which is an aim"

"Number three has a air of Scandinavian design to it which makes me appreciate it the most but I feel a older audience may not relate to it. With a lot of the other typefaces, they are condensed which makes them less legible. So I'm drawn to number ten and one"

OUGD603 - Grainger Market identity - Archive imagery collation

As the best solution to a future brand is to look to the past as it will consequently enable someone who's shopped there for 30 years ago to not feel out of place coming today. For further research I looked into archive imagery to source influence for the logotype and other visual elements.

By analysing historical images of the market it made me realise that a profound amount of the type in the market today has been their for many years. Even more so a majority of the shop signage etc has stood the test of time and is appealing today. In the images above a majority of the signage is set in classic bold sans which is more than appropriate for a millennial audience of today, furthermore if sans is employed within the market then a older generation shopper will be familiar with it today. 

Another typographical treatment applied for the image to the right is a drop shadow with a white outline with a more elegant sans serif to the left which again wouldn't look out of place today. 

OUGD603 - Grainger Market identity - Strategy

Following research it was necessary to define a focus for the identity, and to have a strategic process to allow the identity of the market to move forward. From both primary and secondary research it is clear that the market proves you don’t have to completely wipe away the old to start a process of renewal. And that it’s important so serve the whole community in the process, not just the newcomers. Therefore it strikes a delicate balance, and represents Newcastle’s diverse population as well as its culture and attitude. It’s the sort of place that can mix classic and contemporary and pull it off.

One realisation during research is that the identity must reflect the people of the market, and not just the newcomers but the traditional Geordie cliental. Therefore the best solution to a future brand is to look to the past, consequently this will enable someone who's shopped there for 30 years ago to not feel out of place coming today. The subtle mix of both classic and contemporary will connect, adapt and reflect to the broad audience, but also the diverse spirit of the market, which is 'one city under one roof'.

OUGD603 - Grainger Market identity - Market & environment identity research

For research and inspiration I looked into current identities of markets and environments similar. This was helpful research as it made me understand a place identity is something that can only be interpreted by the people who are woven to that certain location/environment. And that a brand is a feeling that a product, service, or a destination triggers when a person remembers it, so I feel history is the best solution for a future brand for the market.

El Born CCM — Exhibition ‘Born. Memòries d’un mercat’
I came across this identity while in Barcelona over the summer and it made me consider how an old relic can be reimagined. So in many ways this visit influenced my idea to regenerate the Grainger Markets identity. The identity itself is an exhibition on Born CCM's past, once one of Barcelona’s most important markets and 45 years after it’s closure, this exhibition aims to reactivate its collective memory. The studio responsible for the design is Forma & Co, who are a Barcelona based studio who illustrated market boxes by twisting the most recognisable elements from the center’s visual identity, strata and typography.

Camden Market rebrand
Only last year a new brand identity for London’s Camden Market, including two custom typefaces inspired by the area’s iconic bridge sign by John Bulley was released. The overarching concept of the rebrand is “unfollow convention”, which aims to connect with Camden’s long-time reputation for creativity and subculture, and the identity is designed to be adapted by the market’s eclectic population. Once again in this rebrand, the studio responsible has looked to the markets already existing visuals and history to determine the new identity, which is able to express the brand in multiple ways while still aligning with the Market’s long history of new ideas.

City Point
City Point is the largest food, shopping and entertainment destination in the center of Downtown Brooklyn and Pentagram dramatically transformed the area by focusing on a proud and loud slogan “BKLYN BORN” celebrating the project’s significant local engagement in a borough that prides itself in deep rooted authenticity. Although this project differentiates to the others because its a new initiative, it still vibrantly represents the environment by looking to the community within to give it a voice.

OUGD603 - Grainger Market identity - Visit imagery

As a part of primary research I visited the market to gather inspiration on signage, architecture, patterns, textures and anything that may influence the identity. But also I visited to gain a feel for the space and how an identity could be deployed within. In general the market is swamped in a mix typography, ranging from traditional hand rendered lettering to more industrial influenced sans serif typefaces. While walking around I made sure to capture as much I could, which could later influence my thoughts on logos and type choices for the identity. Although the space is a mix of colour, one element which stood out instantly was the colours used within the building, which are green and red.

I've walked through the Grainger Market many times before but this research was worth the while as it definitely influenced thoughts and ideas surrounding the market, on how to represent the spirit and audience of the space.

OUGD603 - Grainger Market identity - Current identity

Analysing the current identity and artwork used by Newcastle council for the Grainger Market was helpful as it allowed me to understand what and what isn't currently working in terms of the visual side of the market. An overall statement on the visuals is that it comes across amateur and lacklustre yet functional. And at this moment in time its evidently clear the market hasn't even a clear cohesive style as everything seems haphazardly thrown together. 

The logo which appears on the website is a mix of serif and sans serif so maybe a nod towards the mix of classic and contemporary within the market, but I doubt the contextualisation of this particular logotype. The house style red features throughout the website with obvious influence from the red steel of the arcade roof but to get to the design of the website itself. Which is simple and functional and I have no doubt it'll serve anyone who visits it, yet aesthetically it is horrendous. During analysing the website and overall style I questioned who would visit the website, and although I have no concrete evidence. I do believe a younger generation would visit the site to explore what the market has to offer. Therefore a refresh of the website is needed evidently not only for a more design savvy younger generation, but also for tourists researching and new businesses interested in the market.

I discovered an advertisement for the market in NE1 magazine, its clear yet contrasting to the style of the website with the main contrast being the logotype. This time around its a italic serif which is more graceful than the websites logo. Although this advertisement is simple it is more easy on the eye than the website with a more subtle use of colour and type.

OUGD603 - Grainger Market identity - Views on market

I was astonished to find out over 110 independent market traders stalls are based in the market with 127,000 visitors coming to the Grainger Market each week. So I was curious to know what makes it so successful, and how a victorian meat and veg market has been transformed into both a community staple and 'hipster' destination. Therefore I created a Surveymonkey questionnaire and posted it to the Grainger Market Facebook page.

All responses and data can be accesed through this link
https://www.surveymonkey.com/results/SM-D3PBQ5398/

For a summary of the survey a majority of the people were female and aged between 18-24 years old and visited the market somewhat often. What comes to mind when you think of the Grainger Market? was the first question which aims to delve into what peoples first instinct thoughts of the market are. The general answers revolved around traditional geordie butchers, fruit & veg stalls, smells of meat and fish, and a genuine home experience.

The general reception of what the market meant to each individual was that its part of the history and heritage of Newcastle and that it had a essence of home to it as its often associated with childhood memories. In terms of the looking to future, the question 'What do you think the future holds for the Grainger Market?' got mixed feedback as many people think it will remain the heart of the city and continue to get 'trendy' yet people also think the market is facing some upcoming struggles, as different cultures are now visiting the market and when older generation pass the market might struggle.The last question of the survey aims to gather ideas of imagery people have about the market, so anything that stands out and has a lasting effect on them. Frequent answers mainly talked about the architecture of the market but also the traditional signage, chalkboards and pricing cards.

Overall I believe the survey was a success as I gained valuable information on a wide range of peoples views about the market. And the key to this survey was finding out what people value most about the market, such as that it represents the personality of Newcastle under one roof.

OUGD603 - Grainger Market identity - Timescale

Research : 9/10/17 - 14/10/17
Ideas : 15/10/17 - 20/10/17
Development : 21/10/17 - 31/10/17
Finalisation & Design boards : 1/11/17 - 10/11/17

OUGD603 - Grainger Market identity - Intro to the market

Grainger Market is a Grade I listed covered market, constructed as part of the 19th century redevelopment of the city. It was designed by John Dobson which is a famous name around Newcastle for creating a neoclassical style in the city and was opened in 1835, making the market 181 years old.

The market was divided into two parts, the eastern section, which was a meat market laid out in a series of aisles, and the western section, which was a vegetable market constructed as a large open-plan hall. The original uses of the market for meat and vegetables have since changed considerably, but there are still a number of butchers' stalls there that are a ever lasting visual of the Grainger Market for me. Alongside craft stalls, jewellers and florists, you can find high quality butchers, artisan bakers, green grocers as well as street food traders, coffee shops, retro games shops, record stores and cafés, with something for everyone.

As the market has changed considerably it now enjoys a bright, light, vibrant and buzzing atmosphere. Achieving a balance between a market’s heritage and the needs of a new generation of shoppers and traders isn’t always easy, but it’s fair to say the Grainger Market’s getting it right.

Looking to the future for the market I found out that Newcastle Council stills recognises Grainger Market’s continued importance on a business, retail, consumer and tourism level. Therefore they are rewarding the market £2.66 million to help regenerate the space, but the main focus of this regeneration is repairing the main halls roof which will not only help protect this important asset but will also enable Grainger Market to develop and flourish for years to come.

OUGD603 - Grainger Market identity brief

Brief name : Grainger Market identity

Time scale : 1 Month

Deadline : 10th November 2017

Brief : Visual identity proposal for one of Newcastles oldest landmarks, The Grainger Market. The outcome should reflect the market in a number of visual and contextual ways yet appeal in a contemporary manner.The outcomes should be informed by research into consumers and aim to serve a purpose to help regenerate the market. Aim to think outside the brand system to express the market but examples of deliverables may include logo, logotype, website, wayfinding, display graphics, merchandise and potentially brand guidelines.

Background : The market represents Newcastle’s diverse population as well as its culture and attitude. It’s the sort of place that makes a city both liveable and affordable. So I think an iconic landmark deserves a more fitting identity as the council has granted the market a grant to regenerate the space. One aim of mine is to push it towards a younger target audience as for many years the market has been associated with older generation shoppers. Nevertheless times have changed and the space now offers independent coffee shops, record stores, retro games shops among other things.

Yet again in the market you’re likely to see an 80 year old Geordie shopping alongside one of Newcastle’s many students taking advantage of cheap produce from the traditional meat and veg stalls, and families sitting alongside young couples in the market’s seating areas. It’s still a home for an older generation of locals; but increasingly becoming a home for a new one too. Therefore both need to be represented.

Target audience : locals, students, tourists, new businesses

Mandatory requirements : A minimum of four justified deliverables

OUGD505 - Module evaluation

To conclude on the final module of second year which has definitely been the most challenging so far as I was made to consider factors I have never thought of within my work before. These considerations were mainly for studio brief 02, as I feel this is the brief that all the learning outcomes revolve around. Although I enjoyed studio brief 01 as I found it refreshing and enjoyable to undertake but couldn't relate the outcomes to the brief. For example analysing and critically evaluating the impact of social, cultural, technological and/or ethical concerns on the development of solutions to problems relevant to individual graphic design concerns.

To talk more specifically about the briefs. The first brief was a really enjoyable one to undertake all round, from research to final piece and I feel as though everything is justified and does a good job of celebrating Hyde Park Picture House. The brief opened my eyes to a number of pivotal events in the history of Leeds, it allowed me to explore a number of events that helped shape the city but in the end I was able to celebrate and communicate something that I feel is personal to me in Leeds.

My research was extensive and broad but it was highly beneficial when it came to ideas and development as I was able to have an informative reasoning behind each design decision. I enjoyed idea generation as I thought of numerous ways to celebrate this event but I felt the final poster design I did represents a number of things at the cinema. Ranging from the celebratory message, the cinema peg board influence, the identifiable yellow colour scheme of the cinema, the bespoke typeface with diamond angles which are inspired by the diamonds throughout the cinemas architecture and interior.

In terms of producing the print I chose to screen-print it and as always complications happened, nevertheless the final piece was close enough to how I digitally designed it. And it'll be good to see it alongside all the other great traditional prints in the level 4/5 exhibition.

To move onto the second brief which made me work within a small time constraint which ultimately prepares me for third year but also industry. When brainstorming potential issues to investigate I struggled at first as we were encouraged to relate this problem to ourself. A number social, political and ethical issues bother me but not necessarily affect me on a day to day basis at this moment in time. Therefore I found it hard to investigate issues to research further until I came across the issue of ageing.

Looking back on the brief maybe I'd change a number of things like my time management but I don't regret the issue I chose, it opened my eyes to both ageing and ageism which are two unexpected huge parts of our life. Through research it shaped my ideas to instil images of vibrant, engaged, funny, feisty, perceptive, talented, passionate, compassionate older people. Older people who not only have experience but still seek it. And through my outcomes I feel as though I achieved this. This brief also made me think about my work in real life and whether or not it could exist outside my blog. With some fine tuning I feel as though it could mature into a bigger brief and more rounded. And this fine tuning could have happened if I had more time but this is down to time management and acceptance with my work. Although time management may have caused confusion, time away from the brief allowed my thoughts to evolve which presented new paths in research but also new ways of thinking when under pressure.

Overall this module has helped me realise my process but also allowed my own style to evolve. Ive noticed a theme of bold type and bold colour feature throughout this brief so maybe this is something to build on in third year.