Jungle Se7ens - Development 1

The identity of the festival was going to be based on the jungle theme as the manager of the company decided that it was most likely so the initial promotion material will use the visual identity to get attention from the target audience and just generally get people talking about the possibility of a festival in Leeds being run by someone off of their student loan. 

Logo development

As a development of idea 1, in order to make it transferable to as many outcomes as possible the title was placed with the rectangle so that it works better as a stamp.

- Association to festival

- Can be used in other ways, holding different titles or information

- Will look ‘smart’ on minimal backgrounds as the letters are now cut out so that the background will come through, working well as something that can be overlaid onto imagery related to the festival.

- Colour scheme and how it could be applied to each element of the festival

The first experiment was to see if the logo could be made bolder, but this idea was quickly moved on from as clarity was the main purpose. The adding of an outline looked visually pleasing but when applied to the different outcomes that I had in mind it would not be as successful as the simple use of a sans serif typeface. The development then shows the logotype contained within a rectangular box with the filled background colour and contrasting type. The idea was that the logo could be seen as a stamp and applied on top of a number of outcomes in relation to the festival

The visual identity at this point is very neutral but vibrant, it allows for the festival itself to develop as the time and planning goes on. The vibrant colours and on trend graphic style allows for a strong identity to be released initially until the development can proceed. 

I then established a colour scheme for the festival based on the idea that the target audience will be on trend and looking for something vibrant and eye catching. Research into festival branding showed that 2-5 colours worked well to establish a festival identity with consistency and then also variety in the sense that the different outcomes will not all look exactly the same. 

The colour scheme below shows the colour combination that was starting to work well together through the experimentation that I completed from initial ideas to this point. I found that the development progressed most successfully when I was thinking about how it cold work as actual outcomes such as posters because this was such a new design challenge for me I couldn't visualise it without actually trying it out. This meant that the colour scheme very quickly came about and the main bit of refinement was choosing the best pink so that the vibrancy remained. 

As a way of taking the colour palette further and adding functionality to it each colour became a focus for each of the different elements within the festival. The music related content will be pink, the sport orange and then the food/drink/general will be purple. The dark blue and white will be used for backgrounds and titles etc to tie it all together and ensure consistency.

Application development

The design process then focused on taking the visual identity and applying it to a poster design that would be suitable for the first release of the festival. The background image was used full bleed with the logo overlaid to act as the main focus on the poster. The details bout the festival were then placed within the logo and then around as experimentation. 

final poster

I then looked at how the visual style could be transferred to the lineup announcement flyer - initially starting with the same purple box and type layout. This did not stand out visually in my opinion so I used the Acier typeface for the title within the rectangle and then Montserrat Bold Italic for the main body of content within. Throughout the process I used a mockup on Adobe Photoshop to see in context what was working successfully. 

Line up flyer

As part of the initial visual identity I explored some of the other outcomes that may be found at the festival and how the branding could be carried over to these such as beer mats and t-shirts. 

Feedback

Throughout the whole process I had a number of people within the festival working group that I could get feedback on the designs from. The people I was asking were those working on promotion, accounts etc. so they couldn't help with the design but they had a very good idea on what ty wanted the festival to portray to the target audience and whether or not my designs were as they had imagined. I found it quite useful to get opinions from those that are not within the design industry because it gave me an accurate representation of whether or not the designs were visually communicating the right thing or not.