I'm updating my website and visual identity to bring it in line with a clearer vision of where I want to go with my work, 'as simple but as communicative as possible' and the reviews I do for BP&O and The Dieline.
The first level is the juxtaposition of mass production (large print runs, systems and strategy) and craft (hand finishes, detail and a personal approach). This is reflected through the combination of geometric form, layout and machine produced materials alongside a highlighter finish, a sort-of half-tone photography and tactile material choices.
The plan is to scan in some more organic looking highlighter strokes for digital scenarios and a physical personalised action in front of prospective clients.
The divide between the digital world, (informality across social networks) and the physical world (professionalism) is captured by the abbreviated Rich monogram (for Twitter etc) and the full Richard Baird logo-type across stationary.
The second level is my dual role as a designer and design writer, represented by the highlighted nature of the type, picking out the two parts of my name in a compounded logo-type. It's essentially about critical analysis, spotting detail and representing pragmatism.
The use of structure, layout, geometry, plenty of space and a simple sans serif type choice are designed to capture my reductionist, modernistic, practical and strategic aspirations while the bright colours (applied by hand and practically skipping neon spot costs) and unusual layouts were designed to imply creative thinking. There's also references to contemporary arts and crafts in the secondary type and border but managed to avoid marble.
I couldn't quite animate the highlighter strokes so will have to work on that detail a little more, any ideas how to do that?
I'm also thinking of putting my designer information on the horizontal and blog information on the vertical.
Some of you will notice this is the second time I've done a rebrand this year, I'm sure you'll understand getting something you're happy with is pretty difficult. I do however think this is reflective of where I want to go (rather than representing what I'm doing now). I think you only get the projects you want by expressing this in the way you market/visually represent yourself.
9 months ago
It certainly suits your design style, who you are as a design professional and where you're wanting to go. I certainly like it very much and feel it's a far stronger identity than your previous re-brand this year. It's much bolder and purer(not sure that's the right word to use here) in terms of content/design to the minimilist style of design you execute so well.
I can appreciate what you're trying to achieve on the rear of the business card but I'm not entirely sure it's working 100%. Can't put my finger on it but the AND floating across the card doesn't read well for me. It seems to be floating there on its own not connected in anyway to the rest of the type... if that makes any sense. My 2 cents :)
In terms of animating the highlighter strokes, try using Fireworks.
this is as simple as it is, incredibly outstanding work!
I love it and think it's much better executed than the last one was.
but I'm kinda missing out on the version of your website, which has only clean type. (because of limited time I didn't read the whole description)
Thanks @Heinrich Ferreira really appreciate your comment and glad I'm back on track, it took a while but I think I'm getting there. Hope you had a good weekend.
@Daniel Keller The site on-line at the moment isn't the new version, it's still being built.
Love it Richard! I think that the back of the card can get even more simple though because the front just rocks. This way both sides are kind of fighting for attention. Just my opinion, of course. :)
Yeah it could be seen as communicative overload. I'd prefer to say the simplicity of the front gives way to an intentional complexity on the reverse (although I still think there's a decent amount of space).
Visual simplicity underpinned by communicative depth? (Inspired by this piece by SDL - http://www.thedieline.com/blog/2012/8/28/helly-hansen.html)
If that was your goal all good then! It would be interesting to see other applications, like memo or brochure, if you'll use any of those, of course. But this definitely fits among all the branding and identity examples you're talking about on your blog, no doubt about that.
Completely agree it really needs different applications to shine. I guess at the moment I'm trying to set up something that has room to expand. Currently it's more of a reflection of the projects I want to attract, so the brochure may well be a client brochure opportunity that unifies my philosophies with the communicative goals of the client.
My belief to date is that clients choose designers on their work and philosophies so there's often a resonance between the ideals of the designer and the requirements of a brief.
also feel this is more in alignment with what your work on the blog, so i think it represents you better. best of luck mate!
This definitely feels right on track with your philosophy—I think you've definitely captured your essence as a designer within your own visual identity. I don't mind the contrast between the simplistic form on the front of the business card versus the complexity through form on the back. I do have two observations though that I'd like to share.
Your visual brand is now utilizing the highlight mark for your wordmark lockups—I think this is going to particularly look great integrating the organic highlight marks. Have you thought about carrying this element t the back of the business card? Possible on your name up top? I think it may help give your eye a specific direction on where to go. If the name isn't the answer, possibly on the service lines branding, packaging, and opinion? Just a thought.
I also know that letter spacing can be subject very much so to opinion, but the i's within branding, packaging and opinion feel a bit loose—especially between the I and the O within Opinion.
I'm excited to see how these visuals will be integrated across the rest of your applications Rich!
Hi Jared thank you for taking the time to write such a lengthy and considered comment there's certainly a lot to think about. Perhaps I'll highlight the contact information or web detail most appropriate to each contact since there's a quite a few bits especially if I expand on the social profiles and add my BP&O Twitter handle.
As for the type, I think you're right, the I in opinion is slightly out, well spotted.
Love the logotype and associated derivatives, but I'm not keen on the reverse side of the business card. I'll not say any more since you've had some fairly lengthy commentary already! Maybe just a *bit* more colour, given how colourful a lot of your work is? But I do like the overall direction.
Hi @superdeluxesam really appreciate your thoughts and glad you like the logo-type. I think it's better not to judge it on my past work rather on where I want to go. The shots you see here on Dribbble are driven by commercial necessity and not really reflective of where I ideally want to be. I'm more into a machine meets craft philosophy.
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