Books For 2011 Leaflet

Annual Report Cover

Magazine Cover

Major Decision Time

After leaving my first logo design behind, i proceeded on to creating a totally different corporate feel with another. It then came to the decision of which one to use for my final piece. I went with my gut instinct and chose my very first logo design (fossil shape).  This is because i feel as though it makes the brand modern and appealing to other members, which would help draw in a new beed of customers. It gets across what archaeology is and about, without it looking naff. Which i personally thought the other logo design did. It is a shame i did not make this decision sooner as i would have presented this idea more in depth to David Exley.

magazine cover

annual report

This is the position in which my figure will be placed. This represents the body position in which many decayed bodies are dug up. I have decided to illustrate this by using a thin stroke line, keeping the detail to a minimum.

 

I have inverted the stroked figure out of the black square. The black square representing the ground it was discovered from.

The idea of using three squares is to show the different stages of discovering the body. The first square represents grass, the second soil and then the last one is the body in the ground. Each box has a rough edge, making it relate more to archeology.

Instead of having the three squares next to one another i have decided on having them stacked on top of one another. This re enforces the idea of digging through each stage of the ground and then discovering the body.

 

Here i have been looking at the ways in which the figures style and position can be used. My first thoughts was to have the figure stood up (as shown below), but then i thought of having the figure in a curled up position. This is because most bodies when dug up from the ground are found in this position, making it more relevant.

I then thought of duplicating the figure to show the evolution/history of the human species. This then developed into me duplicating the lines around the figure which i have thought of changing to bright, vivid colours to draw in a new beed of audience. 

This idea all came from the famous drawing of the 'evolution of man'

After a long think i have decided to start from scratch with my logo designs. This is not because i hate it, but simply because it narrows the subject down. I am wanting a logo that can relate to everything when it comes to archaeology.

Archaeology is all to do with the findings of past human society and living. I think the figure of a human being would be perfect for the logo, as it relates to all aspects of the subject area.

Further Development of the logo

Bringing together the new name 'British Archaeology' and symbol I have been experimenting with the different positioning and case types. At the moment these are just in black and white, but i will experiment with the use of colour further in to the development process.

Name rethink

The Council for British Archaeology has been around for years, so by me changing the name completely to 'Fossil' this may loose some of its current customers. However, i do like the name Fossil and may use this for the new identity of the Young Archaeology club.

I am shortening down the name to 'British Archaeology'. This way the current customers will still recognise  aspects from the previous brand and the new will be drawn into a more modern and exciting brand. Both sides win.

As for the logo design i will bring together the name 'British Archaeology' and the spiral symbol to create a solid identity.

Logo Development

This is the spiral shape that i am going to incorporate into my logo. The shape represents the structure of the ammonite fossil, connecting the symbol to the name of the brand.

I have chosen to use a sans serif typeface called Steiner. This is because i want my logo to have a modern and sleek look. This is a drastic change from the previous serif typeface used on their current logo, but if they are wanting to gain a new target audience risks like these need to be made. After all this is the 21st century and archaeology isn't the most exciting of hobbies. I have also been experimenting with where to position the spiral in my logo design and what weight to have it.

Stages of development on the spiral

I have been experimenting with the different ways in which i can use the spiral. Some of which have been inverted or filled in with full block colour. 

The symbol used above is the one i wish to take forward into further development, whether this be in black or colour.

Even though i am happy with the blocked coloured spiral, I thought i'd go back to the beginning and try using the fluent shape of the spiral pattern once again. This time i gave it a stroke line that was grungy and less sleek. This i thought was appealing but after feed back from my fellow course mates some said it reminded them to much of a clothing brand. Further development it is then!

Fossils

I have researched into the different types of fossils. This should help me find that unique shape/symbol i am looking for. Below is an ammonite fossil which is probably the most recognisable out of the bunch with its spiral like structure. This would be an excellent shape to work with so i will experiment with it in my development work.

ammonite fossil

trilobite fossil

gastropod fossil

Below are some sketches of my development work.

inspiration

Logos designed by the Heydays

I came across this project done by the Heyday's in the Computer Arts magazine. They were asked to design distinct logos for four unique products within a cohesive brand. They decided to use the four elements, air, earth, water and fire. There logo's interest me as they get straight to the point but are very simple designs. If i can think of an iconic symbol or shape to represent the new name 'Fossil' then i think i might have hit the jackpot.

Existing Logos (relevant)

What exactly is Archaeology?

"Archaeology is the study of human society, through the recovery of the material culture and environmental data that has been left behind. This includes artifacts, architecture, biofacts and cultural landscapes" Archaeology covers a wide and divers area so choosing a new, suitable name may prove to be tricky.

Below i have brainstormed some name ideas.

The CBA logo

This is the current logo being used for the Council for British Archaeology. 'CBA' in slang terms means 'can't be arsed',  this does not give off a good first impression of the brand.  Also by only using the words 'CBA' none loyal customers will not know what the initials stand for.

If the brand are wanting to attract a broader range of customers then i think the typeface needs to become a sans serif and the drop shadows need to GO!  

Existing Promotional Material

Here are some of the CBA's current promotional material. Straight away you can see that there is no consistence throughout the designs. The choice of layout, colour scheme and typography used on the designs all make it look cheap and unprofessional, if the CBA are wanting to draw in new customers then all this needs to be changed. The designs need to be given a corporate i.d and need to become fun and exciting, whilst still keeping a professional manner towards the company.

YAC (Young Archaeology Club) is a small archaeology club, which targets the younger generation.  The name and overall look of the promotional material needs changing. With the target audience of YAC being aimed towards the younger generation, the name must be young and energetic. The current name 'Young Archaeologist' sounds dull and boring. The typeface used also doesn't do any favours for the club.