Presenting the initial research and design ideas to a small group allowed for quality feedback and potentially another person’s perspective on the project.
As a high-end watch brand, it is important that the branding portrays the understanding that the company would offer quality, style and a classical design. The target audience is mainly business men with a disposable income of around £100-£500 for a watch for themselves or as a present for someone else. This allowed me to focus my research on other brands selling similarly priced watches and look at how their branding could influence the style of mine.
As shown below, I decided that Bodoni or Futura would be the the most suitable font for the branding of the high-end watch company, Adjourn. This is because they both portray personality traits that I would like to have represent the kind of product and service that can be expected from Adjourn.
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| Bodoni Futura |
Designs 1 & 2 focus on the 'o' forming the shape of a watch face. The lines represent the times, but it was thought that design 2 does ti better as the line lengths vary to point out the four main times.
Design 3 focuses on only the font, but it was concluded that the tight kerning and lowercase letters do not portray the high quality that the brand should be focusing on.
The incorporation of the Sirius symbol under the 'A' and 'D' looks professional and fits well in the gap that is there.
Including the symbol as part of the actual letters in design 5 and 6 would look good if the branding is large scale, but as soon as it is small on a watch face it would be so small and the importance of the symbol would be completely lost.
Singling out the 'A' to represent the brand wouldn't work well because the symbol would be too intricate and illegible.
Design 1 also looks at the concept of having the watch face as part of the 'O'. It would look better without the outline, like the idea on the previous Futura example.
The group mentioned that all capital letters looks more suitable for the kind of branding I am trying to create. It was still a little undecided as to whether or not the letter 'A' should be larger or be kept at the same size as the rest of the word.
The kerning is important as it can instantly change how the company is perceived to others. Research and opinions have made it clear that the wider spacing between letters is something that makes it appear more stylish and of higher quality.
The feedback in the crit lead me to decide that Bodoni is a much more suitable typeface for this particular branding, as it is commonly associated with quality and style. The high contrasting line widths represent the contrast in seasons which is usually associated with time.
The idea of using a symbol was seen by the group to be positive, but it would work better if it was to stand alone either above or below the name of the brand. This would create the necessary association, but would allow the symbol to stand alone on the watch face without having to also use the small brand name.
To further improve the symbol, I will experiment with the different line widths so that it matches the font.
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