freecircle_presentation

free
circle
Logo
&
Identity
Design
Proposal

Eadaoin
Dempsey

Friday 16 December 2011

meet
the
client

‘Free
Circle’
Free
Circle
is
a
Fair
Trade
clothing
label
that
supplies
clothing
ranges
for

men
and
women.
They
believe
strongly
in
their
goal
for
fair
pay
and

work
conditions
within
the
textile
and
clothing
industry.

They
work
with
exclusive
designers
to
create
lines
that
are

contemporary
while
also
aﬀordable.
They
want
to
harness
online

technology
and
require
an
identity
and
website
design
to
build

awareness
of
their
brand
and
their
cause.


research
give unloosen head hot air
innocent bubbles balloon
charity innocent
seed
nature
escaped free detached sun circle circle of life
release
free-soil moon complete
unrestricted
liberal whole
world

early
‘word
association’
brainstorming

mind
mapping

mind
map
illustrating
company

ethos,
direction,
competitors

and
customers
initial
ideas/thoughts


trend
analysis

logo clean,
strong,
stylish,
logo
clever
and
quirky
element

brand ‘edun’
=
‘nude’
design

a
little
help
from
your
friends
brand
has
a
huge
celebrity

following
due
to
close
contacts

within
that
world,
but
the
brand

is
a
success
within
it’s
own

right,
from
it’s
design
vision
to

it’s
fair-‐trade
ethos


web
site
design

website
pages
follow

same
clean,
simple

layout
throughout.
large
image
of
model

on
both
fashion
and

fair-‐trade
pages
n e u t r a l
t o n e s
t o

incorporate
idea
of

‘natural’
products,

‘fair-‐trade’
ideals
etc


logo
brand
design

logo
is
pure
typography,
appears

in
diﬀerent
forms,
but
mainly

inspired
by
pointillism.
p i c t u r e
l o g o
a c c o m p a n i e s

children’s
collection


web
site
design

website
is
a
lot
more
‘designer’

orientated,
beautiful
product

displays,
sliding
bars,
very
clean,

high
end
and
chic.


LOVED LOGOS

Just
a
tiny
pick
of
some
the
most

inspiring
logos
out
there,
showing

diﬀerent
forms
available-‐
from
the
iconic

WWF
panda
to
the
kings
of
logo
Paul

Rand
and
Saul
Bass.
All
take
on
various

attributes
-‐
loose,
structured,
clean,
fun

powerful..but
all
with
one
clear

message-‐
brand
brand
brand,
longevity

and
clarity
of
message


hot LOGO
inspiration|development
air
balloon

Initial
ideas
led
to
thoughts
of
a
hot
air

balloon..incorporating
the
‘circle’
and

‘free’
aspects
of
the
company
name.
On
the
left
are
images
of
hot
air
balloons

in
diﬀerent
forms,
on
the
right
are
loose

sketches
of
logo
development.


small inspiration|development
faces

The
unisex
aspect
of
the
brand
lead
me
to
experiment

with
faces,
silhouettes
and
combinations
of
both.

In
the
bottom
right
I
incorporated
a
ball
of
string
as
the

brain
of
a
human..the
idea
being
that
‘clothing
is
on
the

brain’.
This
is
where
I
began
my
study
into
balls
of
wool,

capturing
the
brand
industry,
simplicity
and
clarity


sew
sew inspiration|development
sew

Developing
ideas
further,
I
wanted
to

incorporate
symbols
of
the
‘clothing

industry’
into
the
‘free
circle’
logo.
So
I
began
to
research
balls
of
wool
to

capture
the
‘circle’
aspect
and
the

looseness
of
wool/string
would
fulﬁl
my

‘free’
attributes.


nature,
LOGO
inspiration|development
naturally

free circle

After
deciding
the
initial
direction
for
the
logo,
I
decided
to
!"##$%&"%'#

look
for
inspiration
from
nature,
plant
forms,
to
combine

!"##$%&"%'#
with
my
ideas
and
form
a
strong
rooted
logo.

A
study
of

dandelions
above
and
combining
these
ideas
with
the
ball
of

wool
to
the
right.
From
top,
I
began
with
one
main
ball
of
wool
(the
ﬂower)

and
a
second,
smaller
ball
of
wool
(leaf).
Working
my
way

free circle
through,
I
landed
on
the
idea
of
a
ball
of
wool
and
a
‘needle’.
!"##$%&"%'#
I
was
getting
somewhere,
but
knew
I
was
not
‘there’
yet,
I

free circle
had
not
reached
my
eureka
moment.


bring
LOGO
development
it on
From
paper
to
illustrator,

measuring
out
the
sizes,
line

weights
and
placement

Completed
illustrator
logo
black+white,
colour
play

Returning
to
earlier
concepts,
I
found
myself

drawn
to
one
in
particular,
top
left,
a
ball
of
wool

as
the
earth,
too
cliché
etc.
but
it
was
the
simple

structure
of
the
ball
of
wool
leading
into
the
font

that
caught
my
eye.

Keep
It
Simple,
Stupid.

I
began
to
work
through

this
idea
of
the
ball
of
wool
forming
into
the

brand
name.


type
LOGO
development
it
Trying
to
match
a
font
to
the
logo
Script
was
preference
as
I
felt
it

!"##$%"$&#
monoment font
freecircle blessed day font
worked
well
with
the
brand
nam,

vision
and
logo

!"##$%"$&#
I
went
through
a
series
of
logos

and
eventually
came
across

jellyka delicious cake font a la nage font
brannbol
smal
font,
which
worked

well

!"##$%"$&# !"##$%"$&#
miama font before the rain font

freecircle billy argel font brannbol smal font

Logo
and
font
in
black
and
white
and
a

colour
play
example.

But
something
did
not
look
right,
through

manipulation
and
‘correcting’
I
had
lost
my

original
design
and
ended
up
with
a
very

corporate,
boring,
non
entity
logo.
Not

what
I
had
in
mind-‐back
to
the
drawing

board!!


re-
LOGO
development
wind
Early
logo
concepts,
I
took
a
font
that
I
liked

‘momoment
‘
and
drew
it
out,
rather
than

selecting
it
on
the
computer

I
also
replaced
the
first
ball
of
wool
as
I
was
not

happy
with
the
overall
shape
and
look
and

sketched
another
one.
I
drew
these
out
as
one

and
scanned
it
into
illustrator,
the
initial
result

was
what
I
expected,
a
little
rough
and
grainy,

but
already
it
felt
much
more
suitable
than
my

previous
attempt.
I
began
to
tweak
the
shapes,
fill
in
gaps
etc
and

finally
got
the
result
I
was
looking
for


working
LOGO
development
it

Initial
illustrator
scan
left
the
font

grainy
and
rough
looking,
and
the
wool

ball
looked
weak
and
unfinished

First
attempt
at
creating
logo,
filling
in

gaps
etc.
more
working
required.
Font

needs
manipulated
and
fixed

Final
working
of
the
logotype
lines
cleaned
up,
font
straightened,

moved
and
reworked


colour
LOGO
deliverables
it

Orange Logo
R 188 G 69 B 25 #BC4519

Grey/Green Logo
R 48 G 51 B 45 #30332D

Black Logo
R0 G0 B0 #000000

White-Black Logo
R0 G0 B0 #000000
R 255 G 255 B 255 #FFFFFF


free
circle
Branding
Guidelines


Brand
&
Identity
Vision

“To
create
a
strong
and
purposeful
identity
that
is
both
versatile
yet

functional.

This
brand
is
deﬁned
by
a
strong
fair
trade
ethos,

outstanding
quality
of
products
and
personality.

This
will
be
achieved

through
unique
logo
design,
style
and
expression.

This
used
in

conjunction
with
a
bold
colour
palette
helps
to
achieve
a
distinctive,

clear
look
for
the
brand.

Colour
overlays,
classic
font
matched
with
modern
style,
type
layout

and
a
bespoke
illustration
scheme
throughout
help
to
challenge
the

brand

and
create
a
unique,
individual
style.”


Brand
Guidelines:
Approved
Logo

This is the preferred free circle logo.
It should be produced as shown.

Logo should be used conﬁdently, as large as
the grids dictate, and placed strongly on the
page.

--------------------------------------------------------------

Logo should not be crowded, please ensure
there is enough ‘negative space’ surrounding
the logo, as detailed on the right

The smallest this logo should be displayed as
shown

--------------------------------------------------------------

In monotone applications, logo may be
produced as shown.


Brand
Guidelines:
Colour
Palette
primary
colour
palette

r: 52 c: 70 r: 188 c: 19 r: 124 c: 55
g: 55 m: 61 g: 69 m: 85 g: 151 m: 31
b: 53 y: 64 b: 25 y: 100 b: 153 y: 36
k: 56 k: 9 k: 2
Pantone: 447c Pantone: 167c Pantone: 5497c

secondary
colour
palette

r: 79 c: 62 r: 169 c: 36 r: 85 c: 63
g: 85 m: 47 g: 173 m: 25 g: 186 m: 4
b: 42 y: 93 b: 159 y: 37 b: 183 y: 32
k: 39 k: 1 k: 0



Brand
Guidelines:
Typeface
These are the approved typefaces
to be used with the free circle brand
Please use only these typefaces in
any material for the free circle
brand

The quick brown fox jumped over the lazy dog Georgia Regular

The quick brown fox jumped over the Georgia Bold
lazy dog

The quick brown fox jumped over the lazy dog Georgia Regular Italic

The quick brown fox jumped over the Georgia Bold Italic
lazy dog


free
circle
Website
Design,
Development
&
Proposal


illustrate
me LOVED websites

I
decided
quite
early
on
that
I
wanted

a
‘hand-‐drawn’
feel
to
the
website

design.

I
felt
it
would
add
to
the
‘fair

trade’
ethos
and
if
done
eﬀectively

could
create
a
really
unique
style.
Here
are
a
few
websites
I
took

inspiration
from


illustrate
Early
Concept
Sketching
you

Early
hand
sketched
mock
up
ideas

of
the
website-‐early
images
surface

such
as:
cog
wheels,
circles
to
display

images,
simplicity.
Design
and
layout
naturally
changed

and
developed
as
I
brought
it
into

Photoshop,
but
the
bones
are
clearly

seen
here


colour me
Colour
Scheme
Decisions
stupid

Orange
was
the
colour
from
the
oﬀset,
I
thought

about
it,
fell
in
love
with
it,
let
it
go,
went
for

others,
played
with
them,
it
didn’t
work.
Hence
my
returning
to
orange,
it’s
vibrant,
fun,

cool,
funky,
sophisticated,stimulating
and
wants

to
be
noticed...all
the
perfect
attributes
for
my

brand.
Now
all
that
was
left
to
do
was
to
get
my

complimentary
colours,
sub
colours
and
my

colour
scheme
was
set.
Amazing
inspirations
for
the
colour
came
from

illustrator
Matt
Taylor
and
fashion
website

www.polyvore.com.

I
found
this
whale

illustration
on
my
travels
and
understandably
fell

in
love!


colour me
Colour
Palette
Final
sensible

r: 52 c: 70 r: 188 c: 19 r: 124 c: 55
g: 55 m: 61 g: 69 m: 85 g: 151 m: 31
b: 53 y: 64 b: 25 y: 100 b: 153 y: 36
k: 56 k: 9 k: 2

r: 79 c: 62 r: 169 c: 36 r: 85 c: 63
g: 85 m: 47 g: 173 m: 25 g: 186 m: 4
b: 42 y: 93 b: 159 y: 37 b: 183 y: 32
k: 39 k: 1 k: 0



let’s get
Web
Mock-‐ups
Final
real

Final
images
of
the
ﬁnal
web
mock-‐up

pages.

On
the
left
is
the
homepage
and

below
shows
when
you
click
into

‘women’s
collections

Here
you
can
see
where
I
have
combined
all
my

learning,
inspiration,
information,
colour

schemes,
layouts,
personality
to
create
a
very

unique,
distinctive
style
for
the
brand.
It
was
through
my
research
where
the
quirky

ideas
came
from,
by
using
these
speech
bubbles

throughout
my
research
presentation
to

diﬀerentiate
my
comments
as
opposed
to
titles,

it
occurred
to
me
to
do
the
same
in
the

website...and
I
was
so
happy
that
it
worked

really
well
and
gave
that
little
‘quirky’
aspect.


2
ﬁnal
pages
of
the
web
mock-‐up
pages.

On
the
left
is
the
meet
the
team
page
and

below
shows
the
contact
us
page


Web
Navigation
Diagram

HOME

women men about contact

evening tops + skirts + tops + denim + about fair contact
t-shirts
wear sweaters shorts sweaters pants free circle trade us

denim + night meet the free circle
outerwear lingerie outerwear accessories
pants wear team blog

images images
description description
price price


Web
Grid
Design

homepage grid layout collection page grid layout


Web
Grid
Design

contact page grid layout

meet the team page grid layout


Web
‘save
down’
buttons


free
circle
favicon,
Iphone
&
facebook


favicon,
Iphone
&
facebook
icons

free circle favicon icon

free circle iphone icons

free circle facebook proﬁle


free
circle
print
deliverable
t-‐shirt
design


Thank You


freecircle_presentation

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