Brands and identities

The Abbotsford Club – café type mark

The Abbotsford Club – café graphic mark – coat of arms version

The Abbotsford Club – café graphic mark – corporate version

The Abbotsford Club – café graphic mark – gang version

Stamp, stamp

The Abbotsford Club/ Identity / Melbourne
Brand variation / type marks / graphic symbols
colour and mono / applied to bill folds, cards, advertising signing, instant print
Developed 2011 / 12 week project

Coffee Supreme has opened a new café on their factory site. With the coffee roastery only metres away from café, the coffee experience can’t get any fresher. The name of the café was an invitation to explore the types of club and their potential brand design. Melbourne is a city of clubs, clubs of all classes are dreamed up and operate with passionate members. We imagined and propositioned three types of club “a members only institutional club” like The Melbourne Club, The Savage Club, or The Athenaeum Club, ” “a sports clubs” like the MCC or Carlton Blues and “a street gang” like the Sharpies or Sharps. However the only membership requirement is a love for fine coffee. We imagined the club traveling through time and class, taking on several graphic personals – the traditional, a sports feel, and the street.

Elements of this brand development process has found their way on new apparel, signing and packaging that we have developed for Supreme over the last six months.

The Frank Classic/ Identity / Melbourne
Brand variation / type mark / graphic symbol
mono / applied to bibs, cards, instant print
Developed 2011 / 6 week project

The Frank Classic is a brand developed for an event. Frank is a keen skier and his celebration is skiing classic race. The mark was applied on invitations, bibs, and trophies.

Patricks Australia/ Identity / Melbourne
Brand variation / type mark
mono / applied to stationery, cards, brochure
Developed 2011 / 12 week project

Patrick Australia is one of Australia’s oldest badge and premium manufacturers. We were tasked to develop a brand that is a modern old school type mark based upon their existing brand. The ribbon motif is key to the execution, the company name including the legalese shaped the custom type outcome.

Thank you to all our commissioning clients.

Type mark 01

Complete brand options

Signing lightbox

Signing type detail

Signing type detail

Signing in situ

Shop cards

More shop cards

packaging

Bespoke shopping bag

Klopper brand and roll out / January 2011
Brand, print, signing communication.

If you trawl around the internet looking at design sites, many, like us, are spruiking their brands, graphic design and such things. One could could be forgiven to think that graphics is a complex vocation – coming up with ideas, making images, developing messages and putting them together. At the other extreme, one could think that graphic designers can rattle on about things that don’t matter in the scheme of things. In such a space, one of our favourite approaches (if you hadn’t guessed already), is to strip it all back – and their is nothing like a looming real deadline to keep the complexity of what our work can be in place.

Jenny from Klopper dropped into the studio just before Christmas and said – in two weeks I have a shop site in a really hot spot ay the South Melbourne Market, and I need some imagery and graphic presences to pull the whole thing off. Late the next afternoon we delivered the first round of visuals, and the day after we had graphic files going off to manufacturers.

Jenny is an imaginative and hands on person. She likes to make things, find things, move things, turn great objects without a home into objects of desire – a visit to her shop, which simply emerged from stuff collected out in her garage, confirms this.

Jenny’s store is filled with many great / sometimes designer / retro objects. One loves inspecting such objects – the object itself is typically seductive, considered, unique and turn it over and there a simple brand mark staring back you saying – see, we don’t need some fancy symbol, or typeface with rounded corners. All we had to do is do some confident unassuming type.

We made for Jenny, three custom ‘K’s, two type marks, a big sheet of stencils, stamps, stickers, paper suggestions and rough instructions and Jenny brought her brand to life. This project is another great example of D.I.Y design. From these images the brand has a life, variation and we sat on the side lines and watched it happen.

A favourite project is the signs for the shop. Jenny has a load of florescent light covers needing a use – long frosty perspex boxes. We measured one up, positioned the type mark and then instructed a reverse vinyl sticker to be made. With a little encouragement Jenny learned how to position the vinyl sticker on the inside find a light source – an then we have a type mark with soft edges.

Next stop is Stall 224, South Melbourne Market, Klopper love to see you and bring some money. Thanks to Jenny again, wonderful fun.

Cartell Music / 2011 So Frenchy So Chic / Australia wide
Curated French music compilation / type mark and symbol /
colour and mono / applied to packaging, advertising and print
Developed 2010 / 6 week project

K5 Transport / Australia wide
National transport and logistics group / type mark and symbol /
colour and mono / applied to livery, collateral and web
Developed 2010 / 30 week project

Burger Monster / Melbourne
Fast food outlet / type mark and symbol /
colour and mono / applied to packaging, signing, advertising and print
Developed 2011 / 12 week project

Australian Graphic Design Association / 48 Event – cross roads theme / Melbourne Brisbane
Design Event Brand / type mark and symbol /
colour and mono / applied to packaging, signing, advertising and print
Developed 2011 / 12 week project

Kere Kere / product marks / Melbourne
Sub brand for cafe / symbol /
colour and mono / applied to poster, signing, instant print
Developed 2011 / 12 week project

Bistrode CDB/ Identity / Sydney
Brand variation / type mark /
colour and mono / applied to bill folds, cards, advertising signing, instant print
Developed 2010 / 4 week project

– – –

The call for new brand identities is one way we occupy ourselves. The emphasis on brand in contemporary culture, or brandmania, has brought about a little confusion of – what is a brand, what is a logo, what is a trade mark?

Our take on the situation is that a brand is the overall sensory presentation of a commercial or cultural entity. A brand identity, corporate identity is the visual collateral programme, inclusive of print, digital, advertising and action. A trade mark, brand graphic or logo is the symbol, graphic and type based presentation – the little thing in the corner of a layout that we are often asked to make bigger, smaller, wider, happier, otherwise the whole marketing campaign will fall in a heap.

The work above is a selection of trademarks that we have produced in recent months. As with all our work we start with the most basic outcomes from which we can apply colour, effect and filters. As mentioned previously; clarity, design craft with the potential conceptual twist, is the basis of all of the above work. Some works are reworkings of existing brands, new works, or outcomes that are developed to work within a set graphic framework or marketing approach.

Animated sample of identity

Why do we keep our work simple?

The creative process is often influenced by materials and tools. This statement is indeed relevant in the marketing and branding of today. Sophisticated graphic software allows today’s designer to embellish, fluff up, and bling their work now more than ever. With all the new tricks and toys one can’t help reflecting on the idea, that the outcome needs an idea, and the idea of decoration, is still only the idea : to decorate. I can hear my Grandfather mumbling… just because something exists doesn’t make it good, or a good suit can’t make a fat man look thin. In this situation one has to find comfort from the market, whom without fail have knack of spotting the fraud, embracing the original and then vote with their feet, wallets or attention. often without too much fuss.

The history of identity and brand is founded on simple and clear principles.

As designers raised in the late 1980s we can’t help being romanced by the pioneering brand identities of Paul Rand, Chermayeff & Geismar, Saul Bass, Michael Wolff, Gert Dumbar, in Australia : Tony Lunn, John Spatchurst, Brian Sadgrove, Garry Emery and Ken Cato. These people discovered and defined brand identity and had a vision for brand identity as clear, graphically robust, uncomplicated, backed up by a conceptual twist, a meaningful idea or dialogue.

Our communication response to Artwalk

Above and beyond the look, or the mark, or the brand, clients come to us because they want to create a visual point of difference, so that they can help customers choose their products, create a commercial story and ultimately develop enough interest and awareness to create new and repeat transactions. In other words, for the CFOs, business owners, our work helps clients to create more income and grow market share.

The commercial aim of this project is create a new brand identity for this programme, develop a distinctive commercial visual, foster the growth of awareness and stimulate new customer transactions. The market are people of all ages who appreciate art, walking and Melbourne as a cultural precinct.

The identity for Artwalk Melbourne was a gift for our designers. The name, the distinctive visual clichés held by the broader community, helped us to define the idea of artwork; portrait canvas, then strap onto our canvas legs made up of a capital ‘A’ and there you have a symbol for “Walking Art” or “Moving Art”. We mixed typefaces to contrast traditional and contemporary themes. The differing scales of the typography suggest, depth and potential movement. We have also created a range icons to strap onto our legs which include art concept and artists themselves. Colour and images are not fixed allowing the idea of diversity to come through. See the following concept images and visuals.

Concept visual used to illustrate the "Walking Art" concept

The brand identity proposal in visual context

Concept drawings "Walking Art" marketing images

In the early days of this project we have assisted the client to develop the brand identity and marketing story, develop a marketing proposal and collateral shortlist which starts with a modest range of print collateral, and to focus upon developing a robust web presence and social media campaign.

Thank you Artwalk for a wonderful collaboration, watch this space for further development of the brand identity and market collateral.

Visit Artwalk here

Type and graphic detail

Mono identity

Colour identity - orange option

Mono symbol

Temporary moving poster

Ground stencils

Café in action

Barn door

Street brand campaign

Kere Kere brand and signing programme / December 2010
Brand, marketing proposition, sub branding, tag line, print, signing and advertising communication.

In early 2009 the studio developed a brand for a café situated with the campus of Melbourne University. The café started out as a cart and over time transformed into a purpose built structure.

Working with a modest budget we collaborated with the client to design it yourself, DIY – in this instance we devised look and feel, then supplied stamps, stencils and provided pdf art for posters, menus and tags. Time, guidance and the client helped realising the brand, communication and signing graphics execution. This project is a fine example of changing the relationship with design we are striving for with clients and their communication. Our dream is to work with big and small clients in a range of DIY capacities. Let’s go

Next stop is Kere Kere’s website, thanks to James again, wonderful collaboration.

We started making brands 20 years ago and we combine tried experience with contemporary methods and technology. Our experience in developing brands crosses, manufacturing, government, corporate, business to business products, arts and culture, entertainment and lifestyle sectors.

According to wikipedia, a brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

Our brand work assists clients in several capacities:

The overall outcomes of the brand graphics or marks that we make for clients:

• assess, craft and refine existing brands
• evolve existing brands
• develop new brands

We also develop outcomes beyond the brand graphic itself

• we conduct extensive market research of competitors and sector trends
• we identify image and proposition opportunities
• we develop new brands stories or concepts
• we develop the brand positioning and propositioning
• we develop names, naming systems, tag lines, or marketing statements

The development and crafting of the brand graphic

• we develop unique and highly crafted graphic outcomes
• we are constantly investigating the development and application of brands in an ever changing environment of media, technology, and users
• we develop custom typefaces
• we develop colour and type palettes
• we develop and test brands for a range of applications, to ensure that brand is best represented in all mediums and media
• we assist with the process of proposing the brand to a range of stakeholders
• we develop user friendly style guides and manuals

The application or presentation of the brand graphic

• we identify image and marketing opportunities
• we develop unique, creative and innovative marketing stories outcomes
• we model and research innovate media in digital, apparel, environment and print

We are dedicated to developing brands and applying brands which engage with audiences and markets in relevant, robust, enriching ways and means.

In the last ten years we have seen the rapid growth of clients making, developing and realising their communications. Countless brands, stationery, brochures, signing and websites have witnessed many Australian clients ‘having a go’. Their drivers range from saving money, project streamlining, to bringing out a creative side. Regardless of the motives we are compelled to work with this trend, rather than hope that this idea goes away. We feel that the role of the designer has entered a new era and we want to play a part in this definition – by understanding the drivers and defining a space for our practice and services within this environment.

As the technology creates greater opportunity for people to interact with the communication process, there seems to be an opportunity for brands and brand outcomes to come to life. The ongoing exploration of interactive brands is one of the many development projects we pursue.

The interactive brands we have created follow these criteria:

Interactive brand outcome 01. – changing elements

Brands where the graphic and type parameters are formally defined and then applied to a range of changing type and graphic elements – allowing a distinctive and unique brand outcome to evolve.

Parlour Hairdressers / May 2008 / Brand, stationery, contact website

We used a range of fonts to reflect the infinite variety of looks that can be generated with hair styling.

Martel Upholstery / December 2008 / Brand, stationery, signing website

We developed this custom font for Martel based upon the act of marking a type form with a sewing machine. We then applied to this mark potential stitching styles used in upholstery.

See also – Paper Round, Chamber Music Australia, Saxton Paper, Australian Institute for Teaching and School Leadership, Karl Photographer v 01, extra/ordinary 2010 AIA National Architecture Conference

Interactive brand outcome 02. – set elements varying application

The second kind of interactive brand we make involves creating the basic elements – the type, the graphic and materials, we then apply a level of instruction. The client can combine these elements – the type mark, the brand graphic and suite of papers, cards and envelopes – enabling the client to create and realise the brand, and its application.

Batch Espresso / February 2009 / Brand, stationery, signing

For Batch Espresso we work out the elements, discussed the making of the branded work and then let the team do the rest.

The Mighty Wonton / Web developer / August 2010 / Brand and stationery

For web developer and designer The Mighty Wonton we again worked out the brand and the elements, the rest is left in their capable hands. The look is raw and loose which appeals to having something active as compared to their actual work – which lives digitally.

See also – Writing by Brita Frost, Studio Pip and Co. South Yarra Sellout, ZAP Productions, Coffee Supreme, Planet Cup

Interactive brand outcome 03.– instruction based

The third outcome is make a brand that is defined around a set of instructions or process. It is this action which is as much part of the brand as is the physical outcomes. These brands come with a set of instructions and guidelines, allowing the client to modify the mark to suit their project, or reflect their service. The brand is capable of consistent form yet have many looks and is way of making a personal mark which then communicates a broader concept.

National Design Centre / Industry organisation / January 2005 / Brand, stationery, website, signing

A design centre needs to reflect all manner of styles, people and process. For the Nation Design Centre their logo was a grid that has a set of instructions – this any mark making implement join ten points, make sure all four outer sides of the grid are touched – there is your symbol, with thousands of possible outcomes.

THIS IS NOT A DESIGN MARKET /Design event / August 2009 / Brand, stationery, signing, street posters and website

In the spirit of Ellen Lupton and her book D.I.Y – Design It Yourself, the studio has developed a D.I.Y. identity for the THIS IS NOT A DESIGN MARKET project in Melbourne. Crossing through the – Design Market playfully references what the names suggests. The brand also comes with a set of instructions and guidelines, allowing designers working on the project to modify the mark to suit their project. The brand is capable of consistent form yet have many looks.

In almost all instances the studio can’t help producing solutions for the design sector that are neutral, complimentary, has that something that can’t be described and a twist.

Andrew Pegler Media / January 2009 / Brand, stationery, website

The personal computer has transformed every user into a writer, graphic designer, photo retoucher… In recent times the overall standard of writing has improved. However, the craft of writing suffers, as many writers are unfamiliar with basic writing principles (like this website, which is full of writing and editing errors). Melbourne based copywriter, Andrew Pegler, changed address and needed a simple business card that demonstrates, preferably by personal means, the difference that quality writing services can bring to any communication.

After exploring the modern writing process, we developed a card that allowed Pegler to demonstrate the writing and editing in action. A versatile and process driven identity was devised by building into the card design a writing mistake, which required Pegler to arm himself with a “trusty red pen“, and manually edit each card — changing a noun into a proper noun (a proper noun is a noun that is the name of a specific individual, place, or object, i.e Earl Carter, or Eureka Tower, or English).

This is an ongoing studio project that we evolving for large to small organisations – for details about this process, other working outcomes and the potential of developing outcomes for your organisation contact Andrew at the studio.

Australian Institute of Architects / 2010 National Conference / Victoria
National event exploring the theme extra ordinary / type mark and symbol /
colour and mono / several type combination developed
Developed 2009 / 40 week project

Australian Business Arts Foundation / National
National government and business arts organisation /
type mark and symbol / colour and mono
Developed 2001 / 40 week project

National Design Centre / National
National design organisation /
custom type mark and symbol / colour and mono
Developed 2005 / 20 week project

National Design Centre / National
Event brand /
custom type mark / colour and mono
Developed 2005 / 10 week project

National Design Centre / National
Melbourne Design Festival symbol /
custom type mark and symbol / colour and mono
Developed 2006 / 40 week project

Colourways / National
Design research and forcasting programme symbol /
custom type mark / colour and mono
Developed 2006 / 20 week project

Australian Graphic Design Association / National
Design awards programme and event / type mark / colour and mono
Developed 2002 / 40 week project

Melbourne Fringe Festival / National
Festival symbol /
type mark / colour and mono
Developed 2007 and 2008 / 40 week projects

Melbourne International Chamber Music Competition / International
Melbourne chamber music organisation /
type mark and symbol / colour and mono
Developed 2001 / 30 week project

Chamber Music Asutralia / International
Melbourne chamber music organisation /
type mark and several symbol / colour and mono
Developed 2005 / 30 week project

Melbourne International Chamber Music Competition / International
Melbourne chamber music organisation /
type mark and symbol / colour and mono
Developed 2007 / 30 week project

Department of Sustainablity / Department of Premier and Cabinet / Victoria
State event covering climate change / type mark and symbol / colour and mono
Developed 2008 / 12 week project

Woollahra Municipal Council / New South Wales
Local council brand*/ type mark and symbol / colour and mono
Developed 1998/ 52 week project

Department of Industry Resources and Regional Development / Victoria
State event covering design and creativity / type mark and symbol / colour and mono
Developed 2004 / 52 week project

Swinburne University of Technology / Victoria
University design graduate event / custom type mark and symbol / colour and mono
Developed 2005 / 40 week project

Home Ground Services / Victoria
Local not for profit / type mark and symbol / colour and mono
Developed 2006 / 40 week project

Metlink / Victoria
Transport event / custom type mark / colour and mono
Developed 2008 / 24 week project

Department Education and Early Childhood Development / Victoria
National education insitution / type mark and symbol / colour and mono
Developed 2009 / 20 week project

Shoalhaven Paper Mill / National
Paper manufacturer / custom type mark and symbol / colour and mono
Developed 1998* / 30 week project

River Capital / National
Investment services / custom type mark and symbol / colour and mono
Developed 2005 / 30 week project

Paper Round / National
Industry environmental agency / custom type mark and symbol / colour and mono
Developed 2005 / 30 week project

Process Plus / National
Adminstration services / type mark and symbol / colour and mono
Developed 2010 / 30 week project

Process Plus / National / design prototype

Pulsat / National
Telecommunication services / custom type mark and symbol / colour and mono
Developed 2001* / 30 week project

Lincolne Scott / International
Engineering services / custom type mark / colour and mono
Developed 2002 / 52 week project

Gunn & Taylor Printers / National
Print communication services / refined type mark and symbol / colour and mono
Developed 2008 / 30 week project

Gunn & Taylor Printers / State
Industry event / symbol / colour and mono
Developed 2009 / 8 week project

Computershare / International
Financial services / custom type mark and symbol / colour and mono
Developed 2001* / 104 week project

Bond Personnel / National
Recruitment services / custom type mark and symbol / colour and mono
Developed 2010 / 30 week project

Doen / International
Marine jet design and manufacturer / type mark and symbol / colour and mono
Developed 2010 / 20 week project

Atco Engineering / National
Engineering design and manufacturer / custom type mark and symbol / colour and mono
Developed 2005 / 30 week project

A PLAY / National
Play equipment design and manufacturer / type mark and symbol / colour and mono
Developed 2009 / 30 week project

AGCC / National
Greeting card design and manufacturer / type mark and symbol / colour and mono
Developed 2009 / 30 week project

* developed at Nelmes Smith Ashton / Precinct Design