Tower works is a studio and office space specifically for designers and creatives. The offices are located in 3 large red brick buildings which used to be factories producing gill pins and other textile related items.
The original logo wasn't all that bad. It represented the towers well and the elongated text represented the towers well. However, as a group we felt this was too industrial and did not represent the creative industry or communicate that these were design offices. Furthermore, the logo was not versatile - it could not easily be transferred onto different printed items or put on too small/large a scale.
As a group we felt that the towers were relevant to the design but could be misleading. So we decided to represent this in a different way - from a birds eye view. To make the boxes more interesting we made these 3D - we felt this represented the creative space to work in. We began using the typeface helvetica, as we saw this in one of their videos on a sign inside the building. We were struck by the modern, creative interior and felt this needed to be communicated.
DEVELOPMENT
We went through a series of designs altering the composition of the squares and experimenting with how text could fit into this. All of the group members separated to design their own versions and we later gathered to critique each others designs and select the best. The group preferred the box design where the boxes were organised randomly and overlapped. We felt that this could represent creatives working collaboratively in the space. We then focussed on refining this design to find the perfect composition. We selected this and then chose orange for the typeface to reflect the colour of the red brick towers.
FINAL BRANDING
As a group we were happy with the concept of our final design, however we felt the design overall could have been stronger. We had some issues with the presentation with the rush of getting the designs completed in time but our presentation was organised overall. We continued the orange and black theme across business cards, a website and a letterhead. We tried to keep the designs bold and minimalistic.
Overall I feel the group worked well together, every member contributed something towards the design and the presentation itself. I feel that we could improve with being more critical of each others designs in order to move forward.
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