OUGD601 - Practical Development (improving ideas)

New approach ideas

• a layout which is more scientific/health aware
• keep the design minimal so that it can be simple to interpret
• consider the use of one colour and one font together

scientific approaches

• periodic table uses a square layout for each element (elements are often used in sports branding)
• structure of atoms are signifiers of movement and energy
• electrolytes are frequently found in sports foods/drinks (this makes the products sound scientifically trustworthy)

After discussing some of these ideas with peers, the idea to reference the period table was most favourable. Because of the shape of the box in comparison to the elements of the periodic table, it looked as though the layout would work best for this idea. 

 Using the same font as before (Arial), the design started by mimicking the layout of an element in the period table. This meant, the letter of the element would be the central focus of the design, with the name beneath and separated text below and in the top right hand corner.

Trying this in a number of different colours and styles started to make the design appear more contemporary in its approach. During the last discussion, it was recommended that the design be made with a specific season or month in mind. This would allow the box to look more like a subscription service, which offers different packages at different times of the year.

As shown in this developed stage, I added the month at the top (December) and the issue at the bottom (#12). This would give the viewer a clear distinction between the edition and which theme or month it would be based off.

As the last experiment stage tried to apply the designs to a cardboard coloured background, this idea was then improved on by considering a yellow background instead. The combination of yellow, black and white made the design more refined and eye catching. 

Here is an example of how the period table and the elements within it were used as inspiration for the guidelines of the design. I think this approach to the layout is also reminiscent of the pantone colour palettes, as it sits within a square layout in the same way. 

This proved to be a better way to separate and organise the text. However, at this stage it will need to consider the colours that will be appropriate to the idea (neutral).

Alternative Approach
Another idea that came about during the development of the brand, was to create a logotype or print similar to the existing one. The idea behind these designs was to create a hierarchy within the lettering. This would relate to Connell's theory of hierarchy within masculinity. However, the idea was discarded as it did not work as well as the others in terms of visual approach and appealing to multiple audiences.