Stott & Atkinson Photography - Research

Stott & Atkinson Photography - Research

My usual process involves me creating idea generation before research, then tying in research to strengthen the idea. But as im starting a fresh here I looked into a number of brands that could help influence ideas and delivery plans that potentially merge the traditional and contemporary. 

Visual research

Montana McLean
This brand from Montana Mclean uses versatile iconography system allowing a dynamic and variable logo outcome that could suit different touch points of the brand. Creating a brand that is current for its current state in its target market is important but considering where the brand is going is important, this is obvious within there plans as they already want to start appealing to more contemporary markets. So foreward thinking to how the brand could be extended is important, they may have asked for just a logo for basic collateral but I want to consider a dynamic system that can change as they change. 

Details within a brand are important, and physical additions like stamps could really show this focus, stamping off jobs has a traditional connotation too it and would allow a contemporary mark to be made using the traditional process. 

Charlotte Slegers

As mentioned the idea of type been placed on a path could work for the idea of the + and circle within a brand that is delivered through simple layouts that depend on organic colours to carry the traditional tone of voice. 

The square path supports the square format of this collateral and I feel the + would allow the same centralised positioning to be replicated. The idea of centralising could represent the focusing in through the photography process.

Sabath Studio
As mentioned the client wants to keep the use of the + and circle, so this could act as the main brand point, using the O + glyphs as key visual connotations for the brans. As mentioned in my research typographic marks often read as symbols so stripping it down to basic shapes like this that have photography connotation will carry the brands intentions and services but also the contemporary tone of voice they want.

Or icons can support the type layout, with the type layout been the basis of a design and the use of pattern allowing the carrying of colour, each color and pattern combination supporting a different piece of collateral for example the invoice or letterhead could have sparse use of color and pattern while the business card could carry a range to create aesthetic impact. 

ING Studio
In terms of collateral this brand inspires ideas on how to include a lot of content into an outcome that still feels minimal and clean. The use of simple line and shape and a deconstructed layout here gives a feeling of delicacy and structure, the elements are tied together with the angular lines, creating an engaging look and feel with the end user. While the typographic information positioned within a modular grid contradicts this idea of deconstruction and makes everything feel quite robust while the minimal use of colour reflects the delicate tone of voice. 

Wouter De Boeck

I mentioned repurposing wedding invitations into a contemporary outcome to influence an idea of traditionally with contemporary tone of voice, the use of delicate lines, ornate spirals, contrasting weight that reference serifs and the use of outlines and page breakers are classic connotations of a wedding invitation. The use of blue on a textured white stock has a very contemporary feel but the connotations of this blue have feelings of luxury that carry a high end tone of voice, suggesting how stock and colour interaction can carry a brand tone of voice. 

SPIN 

I mentioned a strong focus on minimal layouts and a focus on the logo delivery, spin execute this perfectly creating a logo that is structured and versatile enough to work in minimal layouts, central on documents with lots of white space, reversed out or applied with white ink and still maintain readability too the addition to packaging products in a repeated form. 

Having this versatility that works on collateral that is quite busy and collateral that is minimal in content will be one of my key focus's. 

The deconstruction of the logo is tied together with a frame to make it feel locked into place allowing it to be applied too brand collateral with multi collumn grids further with lots of white space within the central space of documents referencing the space between the letters in the logo. i

The use of minimal colour and dark stock choice allows the bold application of type to not feel too robust where it feels shouty and aggressive in its tone of voice and still allows detail too be applied with contrasting very small point sized type within a vast amount of negative space. Balance structure with delicacy, learning from this could help me present the contemporary with the traditional. 

Underline Studio 

Theres visual connotations that can be taken from a brand name and carried into the brand delivery, in this instance the use of the word line creates a layout and positioning system that is carried across the brand as the key visual cue of the brand while the lightweight sans serif angular edged typeface supports the layout in a structured way.

The use of colour extends this irregular layout through the use of bold clashing colors, using contrasting tones and colors ie vibrant red and dark blue to create a balance of heaviness and delicacy that supports the tone of voice a museum often has. Showing a sneak peak of varied exhbition perhaps? 

OK - RM

Although quite large this brand is carried through in quite delicate and structured ways, the AB. C connotes simplicity, carried through perfect with this bold and structured yet minimal layout and the use of 3 primary colours, very clever and effective. While the brands robustness but delicacy is carried across packaging collateral too make something industrial feel quite delicate yet safe. The use of very simple touch points like this mean when different elements are combined together they feel part of a set, like the addition of color and photographs, they are all very simple so theres no distractions they all feel consistent. 

Gretel 
When talking about the contemporary with the client I thought it important to take some kind of influence from a very contemporary brand but one that still appreciates minimalism, not just throw everything visual at the page.

The logotype is very versatile, versatility offered by the positive spacing and deconstruction of individual glyphs allowing a multitude of layouts to be achieved that carry the robust yet versatile tone of voice across multiple touch points, in context with photographs that support the layout of the glyphs for example laser beams having type follow it in lines and the close up of a chest been presented through justified type with random spacings to show the bodies detail. 

Playing around with type orientation may benefit the clients need for the keeping of the + and circle? Maybe follow these shapes with typography rather than use an actual physical representation of them.

M35 - Warren

Stock and print finish is very important when carrying brand collateral and can make a brand feel cheap or high end before even reading into other visual elements. This is the case with the instant hit of colour from the Warren brand. Theres a sense of quality instantly connoted within the UV print finish and the minimal layouts, justifying type too the left allowing a lot of breaving space allowing the quality of the paper stock and beautiful colour pallete to be appreciated. Again showing how colour can carry a brands tone of voice. 

Keeping a letterhead and invoice very simple keeps a friendly tone of voice, you dont want to be shouting in these documents so avoiding the bold use of type is important, create clear enough recognition of important information but overall the feel needs to be delicate and friendly. 

Love the use of quite cold and neutral greys and white are made to feel warm and welcoming through the use of craft coloured papers and a soft pink. 

Sagmeister & Walsh 

Sagmiester & Walsh focus on the carrying of small details within this brand focusing on colour and type only to carry the brand with elements of repeated wire frame pattern to add supporting context. 

Color can carry a lot of connotations and when it comes too a wedding brand a lot of emotion can be portrayed through colour, wedding photographers capture a lot of emotions from nerves too laughter to crying with happiness too the coming together of family. These aspects could all be carried through the simple use of colour and pattern ie overlaying shapes shows the coming together of family and friends. 

This brand uses the colour orange as a form of presenting prestige, almost golden within its hue while the coming together of pattern adds a feeling of quality too the brand, the use of black and white contrasts with this boldness and further adds this prestigious feel, often monochrome schemes can feel cold but in context of the whole brand this just adds too the high end overall aesthetic while the simple well tracked slightly condensed sans serif mirrors this idea of accuracy, elegance and quality.  

Pop & Pac

Iconography can really carry a brand, my research suggests some logotypes are read as a visual recognition rather than what they communicate, through the use of iconography that references the type outcomes could help create instant recognition of the brand. Stripping the logo back too basic shapes, texture and a minimal colour palette like this architecture brand that plays of square shape and concrete colours and textures as a means of supporting the context of architecture. While the actual type supports the opposite end to this brutal feel from the emulation of concrete, very accurate presentation of mono spaced positive tracked typography that is both structured and angular but spacious and delicate showing a full service architecture brand. 

Irradié ID
There was limitations saying not to use imagery within the brand, but the use of colour can really help create a tone of voice and look and feel. These gradient share consistent in there use of colours, merging together like they are liquids, suggesting these are physical textures manipulated into a digital outcome. Theres an exposure process involved in traditional photography that could benefit from the emulation of these textures while bright and contrasting colours would add a contemporary feel too the brand?

The brand collateral itself is very clean and minimal focusing on the use of colour and texture to carry the brand tone of voice, this minimal consideration will help me present the brand in a clean and concise way. 

The emulation of texture has a certain feeling of quality and prestige too, something we wanted to portray in the brand, considering the use of texture would help maintain this high end aesthetic, maybe avoid such vibrant tones like this though as it starts to feel more like a technology or contemporary art brand.