OUGD603 - Photographers identity - Deliverables recap & guidelines

Once the logo was finalised it was time to discuss the deliverables outlined in the brief by Emma and how the identity will be utilised across both print and digital. Also I wanted to think about the guidelines to abide by while designing, but also to allow Emma to sustain her identity once I hand it over.

Emma stated that she wanted a creative cv, business cards, post cards, a website, social media templates and a promo pack which will accommodate many of the print based outcomes. From research and thought about the deliverables, the relevance of each is important for any professional photographer. Additionally, I had the idea of including a posterzine which Emma can use as a all in one mailer or just to gift someone to use as a print. Finally, I find it relevant to include a invoice and letterhead template which Emma can update and use.

At this stage thinking about guidelines such as colour and type was crucial as it gave me direction when designing but also helps shape the overall feel and look of Emma's identity. I decided to only focus on the accompanying type at this stage then look at colour and material when the outcomes are designed. As the identity is simple, the elements that come with the identity shall remain stripped back, so for body copy I decided to experiment with the two typefaces Emma preferred for her logotype. As both Lemur and Poppins are typefaces Emma already likes I found it a timesaving process to only experiment with these two for body copy.

Feedback from Emma regarding the typography was interesting as she suggested using the same typeface as the logotype may take away the visual impact of the overall identity. I totally understood this as using the Lemur twice may seem lazy, but I wanted to justify that using this typeface again continues the overall look of the identity, and doesn't just constrict it to the logotype. Lemur's characteristics are very strong so I believed it deserved to live outside the logotype for Emma's identity. Not to take away anything from Poppins which is the other choice, but I think having a body copy which also has its own visual impact will only benefit Emma's identity and make it more coherent. From this justification Emma agreed with Lemur for the body copy as it aligns with her initial ideas of having a contemporary and simple identity with subtle character.