OUGD501 Study Task 6

LAUIL501                                                       Proposal planning

What is your question / theme? Can a brands stigma, often associated with lower class be changed with minimalist visual identity

Why is it important or interesting? The project aims to show if the stigma of a brand can be detached from the brand itself to make it appear more luxurious by using minimalist design techniques and influences to create a new visual identity.

What are the important points / arguments / theories / concepts / contexts? (include key  writers - theorists) How do they relate to the question / theme? The aim of the new visual identity is to change the look, feel and associations of the brand to make them appear more luxurious, more expensive and better quality. The new visual identity intends to play of current trends of real ale and mirco brews as they become a lucrative industry. The new visual identity aims to use minimalist design achieve this, to relate back to the essay. The visual identity will incorporate current design trends to further influence the point of the new visual identity and will be feature a mixture of design techniques influenced by various minimalist designers. Typography heavy, negative space design influenced by the idea of reduction used by the likes of Donald Judd and the ‘less is more’ ethos of Meis van de Rohe, with simple colour ways that adhere to the minimalist colour theories of Johannes Itten’s.

How do you intend on exploring the question / theme? (methodolgy) Researching brands that have attempted to shake off similar stigmas and aimed to be seen as luxury brands Researching brands closely related to this one that have undergone a rebrand or use minimalist styles in viusual identity Explore how the branding works across various applications Research the brand to see if any elements of the brand can be carried over to the new visual identity and still be inline with the new minimalist guidelines

Why are you using this process / activity - how does it relate to the question / theme? (Justification) Using a digital medium to ensure the consistency of the brand and the guidelines across various applications. Uses popular medium of 21st century minimalist design, especially with heavy use of typography.