D&AD - Google & HMCT Brief



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Rimowa - Development stage

As the visual identity for Rimowa was developed, it was prepared into a presentation ready to pitch to the design studio who actually rebranded Rimowa 2 years ago - Commission.   Logo - The logo did not change after its developments in the initial ideas stage, this is because it is effective and appropriate.   Posters - Developing from the initial idea of suggesting the grooves of the suitcase on the poster, this set of posters does this, but in a sleeker and more mechanical way. The grooves run across the page at an angle, referencing the diagonal grid systems often found in bauhaus design, and they were outlined instead of filled in, in order to reduce the contrast on the page and to further communicate this idea of space.   Notebook - The design of the notebook was not changed, except for the addition of 2 metal pins at the top which would hold it together. These were added in because they evoke the aluminium of   the suitcases themselves, and therefo...
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PPP - Self Branding Rationale

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When designing my website, I decided that I wanted to design to be minimal and not too overbearing so that it didn’t distract from the work. This decision was influenced by a consideration of form and function, and it prioritises function.   When I started uni, I thought David Carson was the best graphic designer ever, and when I read Massimo Vignelli’s cannon, I thought his modernist functional design principles were massively restrictive and too rigorous. Fast forwarding to now, I agree with them much more. One of the the things that really stuck with me from Vignelli’s Cannon was him saying that you only need 12 typefaces; to me this seemed crazy because I was enjoying playing around with all these decorative contemporary fonts. Ultimately taking all this into account, it seemed fitting to choose Helvetica Neue as a typeface for my self branding, because of the irony , but also because it shows my development and how much my approach to design has developed. Despite...
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Rimowa - Initial Ideas

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Logotype - Considering the luxury aesthetic this branding needed to convey, as well as the simplicity of modernist design, it was quickly decided that the logotype needed to be simple and modern. Despite this, it still needed to have something distinct and original about it; simply typesetting the name of the brand in an appropriate sans serif font may convey the right tone, however it doesn’t add to the overall identity. Having a distinct form or signifying aspect really creates more of a distinct brand. In Rimowa’s previous logo, one interesting aspect was the way the ‘W’ intersected and overlapped in the middle. This idea of utilising the intersecting W in more contemporary logotype was visualised in the font Anisette Bold (1). The W was also mirrored and utilised for the M which balanced out the logo effectively. This logotype was way too bold, so using a lighter weight was experimented with (2), and also applying rounded edges (3). These lines with rounded edges felt very evocati...
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