ahhhh- nats section!

WoowAAA
i think i blabbed on ... its really longwinded
.. let me kno if it exceeds the limit of not making sense-ness



Hooper and Gale, as you are aware, is a young law firm that is seeking an ident for their newly established office in the Docklands. They want to create an ident with a contemporary and dynamic feel. What we have strived to achieve is a design theme, that can be utilized across a wide range of media assets, which also is highly recognizable, has a rememberable effect and communicates to potential clients that they are a trustworthy, reliable and determined team.

The logo or logotype design is one of the most important visual assets a company has. It is what distinguishes and makes a company recognizable to the public. A logo has the ability to create and stimulate ideas and feelings upon first sight. As designers we wanted a sense of trust and reliability to be brought to the forefront of the publics mind. Of course, we also needed to consider their design brief, an important aspect of which was the contemporary and dynamic feel .

We came up with 3 variations for the logotype and a single type design. These concepts are simple, clean and convey a sense of stability and efficiency through the uncomplicated composition. The logotype graphics (gryphon and herald shield) while conventional and traditional in terms of associated connotations- middle evil time- are also non dating and have sense of professionalism and establishment.

Fonts used are variations of the __________type face, and are strong stable serif types which give a sense of strength and clarity due the of clean, simple nature of the font. Of these design we opted for the text only based logo, with the rationale that, despite being a new office, there were still viable links to the fathering firm that were beneficial to their company, and that the inclusion of a logo might negatively severe ties the client might want to maintain. The all-caps is a conscious choice as it has a stronger impression than its lowercase counterpart.

We want the elements that we designed for their ident to be transitional across a range of different medias, including print based mediums (letter heads, business cards, folders etc.), website, motion-graphics and in house presentations. We opted for a minimalist design that is once again clean and simple, giving a sense of straightforwardness, strength, and efficiency. And in regards with their design specifications - contemporary and dynamic- we kept information and design elements separate, non cluttered, by utilizing negative space in order to achieve a stylish and professional look.

The colour scheme that runs through the design includes a rich purple and array of pale blues, with purple being the primary or focal colour. Purple was selected as it is a regal colour, associate with royalty, trust and strength. In accordance with research form University of Illinois the royal purple reflects a companies values emphasizing confidentiality, understanding and trust. Other connotations of the colour are security, speed, and high-technology. It is an appropriate strategic design choice as the attribute of the colour are well suited for a successful Intellectual Property Company.

This design scheme is most notable in the website and print productions. Another element of the design is the use of a series of photographic images, not of the lawyers team or offices, but images that captivate and instigate a firm belief that Hooper and Gale will deliver unfailingly on the companies professional promise.

--- Will fix this last paragraph up later cos it doesn't make sense yet (mission statement) ---