In the past, when I create a brand and make decisions on colour and type face, I usually stick to it dogmatically for the rest of the project. However, sometimes when you apply your decisions to the actual product, it just doesn’t always work out sometimes. In this project, I have decided to embrace the organic nature of designing a brand and make changes where I see fit. This will only enhance the final outcome, even if it means working backwards.
When I was designing low-fi’s for my app, I realised that Filson Soft just wasn’t working the way I wanted it too. It just felt too juvenile for a health app. I felt that this type face would compete with some of the illustrations in a way that had no synergy. One of my tutors recommended League Spartan, and instantly I was far happier with this choice. It still has a softness, despite being a sans-serif type face which I find particularly interesting. It just works better upon application to low-fi screens and I am glad to make the change to this type face. It also has better variations of weight which works well.
Filson Soft - Old Secondary Type Face
League Spartan - New Secondary Type Face
Filson Soft in Low-Fi
League Spartan in Low Fi
League Spartan Overview of Fonts
When I was creating mid-fi’s, I realised that the ‘brand palette’ I created was not extensive enough for application to UI and other touch points. I also felt it was too saturated for any other use than logos and word marks. I decided to create a ‘touch point palette’, keeping the integrity of the ‘brand palette’ but with more depth and scope for accessibility. I also added a dark ‘brand black’ of sorts and a ‘brand white’. This was very effective in it’s application.
I also made adjustments to my secondary palette, adding a green to be used for user feedback and potential colour coding systems. I then created tints, or ‘desaturated’ versions of this platte, to be used mainly in illustration and UIs. I feel I have developed quite an extensive colour palette for this project which gave me a lot of scope to design within.
BRAND PALETTE
TOUCHPOINT PALETTE
SECONDARY PALETTE
DESATURATED SECONDARY
When I initially created brand illustrations, I did it in a more skeuomorphic manner with gradients and blur effects to create a depth of field. However, I realised that the app I had designed was flat in nature, so it made more sense creating flat illustrations. This allowed me to develop a strong illustrative style that I preferred a lot more. I was glad I had changed this as it allowed for a much stronger outcome which truly reflected the evolved brand. I also allowed myself to pull colours from all of the brand’s palettes.
OLD BRAND ILLUSTRATIVE STYLE
