Collaborative Branding - Day Three
On arrival to today's session one of the group members presented a range of research they had done into colour, their connotations and colour choices used by sector competitors - all of which we could use to determine which would work best for the “auto one” identity in making it suitable for purpose and target. This research allowed us as a group to jump straight into exploring the findings and applying informed design decisions to the auto one type.
Featured below is some of the colour research detailed above:
Blue: Calm, Confident, Authoritative, Dependable, Credible.
Silver / Grey: Sophisticated, Neutral, Prestigious, Elegant, Mechanical.
I also discovered a survey carried out in 2015 found that black, white, silver and grey were the most popular car colours, with blue and red close after - supporting the above research.
As a group we quickly established that grey was to be a key colour in communicating the “auto one” identity. This is because grey is colour we all felt was relevant to the business sector of cars in that it makes you think of car garages, the mechanics and is aesthetically stylish - enhancing the company’s established “premium” specialism. We also decided the addition of a vibrant, striking colour would enhance the logo further, and so I began to tonally explore grey, red and blue. This is evidenced below.
Having explored the connotations of the colours relating to cars and experimenting tonally with them, we next decided to make an addition of vibrant red to the “one” type of the logo. This enhances the word visually, and in doing so further establishes the communication of the company as a “one stop” solution and also its strength and energy as a business. We chose red as the feature colour as we felt the blue was too cold and authoritative, whereas the red provided a striking warmth and better reflected the dynamic strength, energy and passion the company has in delivering their services. Also, red is considered stereotypically as a unisex colour, which unlike the blue and pink from the previous Global identity don't anchor the appeal to one sex nor the other.
The red featured was then extended and refined to a gradient to further enhance the tonal energy of the visual, attracting more interest and a more stylish aesthetic supporting the company’s premium manufacturer specialism. This also suggests the body shape of a car.
At this stage we are all in agreement that this was the best resolution. We believed in all of our design decisions, knowing that they were all considered, informed and relevant to the market, target audience and auto sector. What we have produced is a dynamic, adaptable logo that is clear, efficient and visually simple, with a visual language that is appropriate in all aspects. Tomorrow we plan to explore extension of the visual language to other platforms and uses.
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