Studio Brief 1: logotype briefing

The logotype brief was to take a word and based on the meaning, decide what kind of company it could represent. The brand would then need a well thought out identity designed, with research ideas as the main focus.


ADJOURN definition:

- Breaking off a meeting, legal case, game etc. with the intention of resuming it later.

- A group of people go somewhere for a rest or refreshment.

- To defer or postpone to a later time.

Synonyms: curb, defer, delay, discontinue, hold off, hold over, hold up, postpone, put off, recess, restrain, suspend.

The main concepts to focus on for this definition are socialising, time, postponing, formal meetings and schedules/organisation. The options for the new brand were a coffee shop, a watch company, a bar or a diary/organiser shop.

The reasoning for a coffee shop is because it is a place for a group of people to go for a rest or to go as a break from something that you are postponing until later. A high-end watch brand could be another option as it represents the definition in terms of timings and arranging something to a later time. With adjourn suggesting the leaving of meetings, the brand would be high-end as it would be aimed at those with a disposable income. It was decided that a high-end watch company would be the most suitable concept to brand a logotype for.


Target audience
The target audience for this brand would be those who have a disposable income of £100-£500 to spend on a watch. This is likely to apply to business men, the fashion conscious, or those buying /receiving a gift. The expectations of this kind of brand would be sophistication, high quality, good customer service, fashionable, historical roots and reliability.

The logotype would appear on many different elements such as the main entrance, watch box, watch face, advertisements, square pop-out signs, bags etc.