PRJ60205

PERSONAL PROJECT 2 NEW BOUNDARIES

PROPOSAL


Name LEONG MAE-CHEL (MICHELLE)
Student ID 0319832
Date 18 SEPTEMBER 2017


The project is to be developed from one of these three options:

An idea generated from your Final Year Project but not included into the final output
A continuation from your previous Personal Project 1 as a project expansion
A fresh new project that has no relation to your Final Year Project or previous Personal
Project 1 but still within the multimedia and design scope of your fields

Once you have decided the direction of your project, you will need to prepare a proposal brief
explaining the reasons for your project and how you intend to carry it out. Be realistic with your
proposal, as you have limited amount of time, resources and energy to do so but at the same time
allowing you to exercise your creative skills beyond your comfort zone.

You will have 11 weeks to work on your project by developing your proposed ideas into an actual
outcome through independent research for solutions and peer feedbacks to help you gain
audience insights about the project from the development process to UIX and designs.
Remember, constant updates and feedbacks will help you build better outcome.

Choose 1 direction and elaborate it here


Direction
A fresh new project that has no relation to your Final Year Project or previous
Personal Project 1 but still within the multimedia and design scope of your fields

Title
Change for the better.

Description
Minimalistic logo design seemed to have exploded in popularity thanks to large
companies and organizations changing their brand logo design to become more
minimalistic. According to Thomas (2011), logo from famous brands such as
Apple, Starbucks, Nike and etc. have move towards a minimalistic design.

Minimalism in logo design is not only a temporary approach. When examining

the Minimalist concept, it has its own historical roots, hence minimalism can not
be said as a product of recent years. Minimalist art is known for its purity of
form, where ornamentations are stripped off and reduced to its simplest
elements. It is obvious how logos and Minimalist art borrows from the same set
of principles. Logos must communicate instantly, hence minimalisms simple and
clean lines are perfect for this task. It happens that minimalism is not a trend nor
an art style in the field of logo design, but more towards a theory that is slowly
adapted overtime.

Results from my previous research (dissertation studies) showed that simplicity

in logo design benefits a company in many different ways. My research
concluded that brands evolve their logo to become more minimalistic in order to
improve brand recall and brand recognition, which will eventually increase
brand awareness and hence achieving a higher level of better equity. Also,
brands are trying to embrace a simple logo design due to the fact that simpler
logos are more memorable, versatile, timeless and distinctive.

In this project, I will take on the attempt to rebrand the identity of a brand in a
minimalistic approach. I will be utilizing the knowledge that Ive gained
throughout my studies, in an attempt to produce an effective branding project,
and also to showcase how minimalistic branding makes better sense.

Reference:

Thomas, S. (2011). Why Starbucks Move to Brand Minimalism Is Part of Bigger Trend. [online]
Adage. Available at: http://adage.com/article/small-agency-diary/starbucks-logo-marketers-
learning-quiet/148060/ [Accessed 13 Apr. 2016].

Aim & Objective
-To produce an effective rebranding project in a minimalistic approach.
-To showcase how minimalistic branding makes better sense.

Concept
Chosen brand Taylors University

-The objective is to develop a new visual identity for Taylors University, which
includes the logo, collaterals, environment design (way finding), UI for website
etc. If possible, I would also like to create an infographic video to be used as a
promotional medium for the brand.

Target audience
Business Companies / Designers

Methodology / Software/ Medium/ Technic
To achieve the final outcome, I will be mainly using Adobe Illustrator, Adobe
Photoshop and Adobe Indesign.

As mentioned previously, I am also considering to create an infographic video to
be used as a promotional medium for the brand, for that I will need to use a
software that I am less familiar with Adobe After Effects.

Outcome
The final outcome of the project will be a series of printed materials (designed
collaterals) to be showcased on the exhibition. I will include the UI design for the
website as well as the mock ups for the environment design.

Weekly Plan
You will need to document your progress as part of your project portfolio through reflective
writing and blogging. Indicate highlights of your progress, major learning process, what have you
learnt and any mistakes that you should avoid in the future. It should be in a form of a weekly
update. Attach visuals, video links etc to help explain better your progress so far.


WEEK 4
-Idea Proposal

WEEK 5
-Research for references
-Creating sketches for logo
-Drafting out designs (Digitalize)

WEEK 6
-Propose logo design
-Refine logo after feedback
-Start working on collaterals design

WEEK 7
-Work on collaterals design

WEEK 8
-Work on collaterals design

WEEK 9
-Work on website UI design

WEEK 10
-Work on website UI design


WEEK 11
-Work on environment design

WEEK 12
-Work on environment design

WEEK 13
-Designs finalized and ready to print.

This week you should have wrapped up your project and started fliming your presentation:

As a future designer embarking into the industry, you will also need to be able to project yourself
and your ideas into the virtual world. You will present your project via 3 5 minutes video
explaining what your project is all about and a product/outcome demonstration in the video or
details close up of the designs and aesthetic builds.

WEEK 14
-Presentation
Congratulations! You have completed all the progress entry for this project. Attach here a link to
your presentation (youtube / vimeo) :

http://your.presentation.link

Describe your learning experience - what would you have done differently? What have you
learnt? Was the experience a pleasant one? Etc.