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.

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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. 

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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