Graphic Design: Evaluation

From my logo to my Letter Heads and business card, I have really tried to represent exactly what I do weather it be the design of my logo to the colours used in my designs.

Logo Design


For my design I incorporated my initials into one logo using angle brackets which instantly can be recognised as a structure, which is self explanatory, my initials AC, made out of angle brackets, put into a structure, which tells the person looking at my logo that I make things with angle brackets.

The colour scheme of both my letter head design and logo is different tones of brown, because brown represents seriousness, down to earth, and support. Which I believe represents me and my work, I am serious about what I do, I am down to earth, and I will be willing to support my customer. In relation to my logo design, mixed together I think it makes me look professional and have a real care for my work.

Letter Head Design


The design aspect of my letter head, I have tried to keep things tight and bold. In the way most of the content on my letter head, is tight up against my logo, like my name in bold coming from behind my logo, the fact it says i am a web designer, using symbols that relate to web design, and the slogan I make things with Pixels. The reason behind the tightness around my Logo, is to make my logo iconic, when some one sees my letter head with my logo and the key points about my buisness surrounding the logo, they will recognise my logo and remember those bold letters AIDAN CROW, and notice instantly that this logo is mine, and that I am a web designer.

Business Card & Specialist Item




In the design of my business card, I wanted to make it clear for the person looking at my card that its from the same place as the letter head, and can be related to each other. Using the same colour scheme, and same sans-serif bold font and making sure the positioning of content on the card is tight, keeping things close to my logo.

Augmented Reality
For my specialist item, I decided I wanted on the back of my business card an augmented pocket designer. I thought it would be cool, and make me look quite impressive. I wanted to create something that stands out from others, and make me look professional.


My Designs: Letter Head & Business Card


Here is my letter head, I wanted to create something that really stands out from other promotional letter heads. I used the same colour scheme as before, using different shades of brown to represent my work. On the top I added a short slogan, that also says I don’t only make websites, I work with multiple platforms on computers making things with pixels.


buisnesscardbackHere is my business card, I kept the same kind of design as the letter head, so it makes it easy to realise that they are from me. On my business card, on the back for my specialist promotional advert, I wanted to use augmented reality. When the person looking at the card, uses the augmented app, a pocket designer will pop up over the top of the logo sat at his mac working on some designs. I thought it would be quite a cool way of promoting myself, I thought it would make me look a lot more reliable as though, I am always with you working in your pocket.

My Designs

One of the main things I wanted to achieve with my logo designs, is to incorporate my innitials into a logo. I wanted to make a logo that also represents the area I work in as well, using colours that really bring out who I am and what I do. These designs are inspired by the logos from companys such  as DC shoes, Dolce and Gabbana. Here are their logos.


Dolce & Gabbana

DC Shoes

My Designs


This first design is inspired by the “@” logo, this instantly can be recognised as a symbol that relates to the internet, which relates to web design. I incorporated my initials into this logo as you can see the first letter of my name is in the centre and the c goes around the a. You can see as well I have experimented with different colours, but unfortunately I didn’t go with this logo in the end, for me it looked to cheesy, and not as professional as I would have wanted it to look.


My second design I used angle brackets, that I use to make websites. Another thing I attempted to create in this logo was to make it look as though its some kind of structure, which is what I do i structure website’s with angle brackets, using them to incorporate my initials. Again I experimented with colour, to see which I preferred. But again I didn’t want to use this logo, for me I think it looks professional but the kind of technique used does not really represent I have used, it looks to industrial and may be confused for something else.


This is the logo I ended up going with in the end. Similair to the last design, this logo really does represent what I do and who I am. I used a brown colour scheme in this logo, because brown is a serious down to earth colour that represents stability structure and support, like I said before what I do is structure websites with angle brackets, and this colour makes me come across as a serious designer and makes me out to be down to earth.

With this design I still went for the structure kind of luck for the logo, but I attempted to make it look more fun and edgy, I think my new logo really does represent who I am and what I do.

Iconic Brand Identity

In this post I will showcase my research into brands that I would consider iconic. Bellow are some key points that all iconic brands should have taken into consideration. – Keeping The Design Simple Representing The Company You Are Designing For Ccorrectly – Choosing The Correct Colours Versatilillity Of Your Design – Making Sure Your Design Is Memorable – Target Audience

Dude Logo NoStrapline_CMYK

Innocent Smoothie

Innocent smoothie’s icon and branding is one of my favorites, and I think it is a perfect example of iconic branding. Mainly down to the iconography, I think it works on so many different levels. Its simplistic, represents the company really well, the colour scheme, memorable, and hits the target audience on the head.

Iconography The icon represents the company for a few different reasons, number one it looks innocent even without the halo added on top. The icon I think is supposed to represent a childs face, a sign of innocence but it is represented in quite a childish fashion also, down to the strokes used for the shape of the head, it looks as though it has been drawn by a child. But not only does it represent a childs face, I think the designer who has created this icon has also tried to make it look like some kind of fruit, down to the outline shape, and the two dots in the centre of the icon could also be seeds. innocent-halo I don’t think this was a mistake made by the designer I think it was purposely designed like that, so the person looking at the icon would see both sides. Those two aspects of the icon represent the company, first of all they are Innocent smoothie they make healthy drinks that are supposed to considered innocent. This is represented by the childs face and the way it has been designed like a child has drawn it, and also because of the halo above the head, but it also represents the product that they produce using fruit, smoothies. So in that sense I think it represents the company really well. It also reaches out the target audience really well also, this product is aimed at people living a healthy life style, people who are looking for products that are healthy, a product that is good, a product that is innocent. The other great thing about the icon, is that its simple but also iconic and very memorable. The colour pallet for innocent smoothie varies depending on the different product, each icon matches the flavour and colour of each individual smoothie. Like the purple is  the cranberry and raspberry flavour, and the green represents the kiwis, pommes and annas flavour, like in the picture shown below. innocent-03This gives the product a personality and sort of creates something for the individual, Its similar for me what Coke have done with the “Share A Coke With A Friend” campaign, but a lot simpler. It also creates quite a fun and playful look, which can also be related back to innocence.


Nike is another great example of iconic branding, this icon and name represents Nike brilliantly. It’s a very simplistic design with meaning, memorable, hits the target audience on the head, and gives Nike a very strong and versatile look. First of all I would like to talk about the name choice for Nike. The name is derived from the mythological greek goddess Nike, who personified Victory, it is said Nike used to fly around battle fields rewarding the victors with fame and glory. Thinking about that, these are words that spring to mind when you think of Nike it is sports wear, and victory, fame, and glory, is something you could relate to sport. And that’s the message that is being excelled from this brand, wear our sports wear and you will be victorious you will have glory and fame, the same thing as what the Greek goddess Nike had done. nike Iconography The iconography works on so many different levels in my opinion I would consider it a clever Icon. it’s a tick or a swoosh which represents movement and speed, which you can also relate to sport. Another thing I noticed about the icon is that, it’s as though it’s giving you a tick for choosing Nike, like its saying you’ve made the right choice when you have bought one of their products. Like in photography with leading lines I think this icon does the exact same thing, you follow the tick down to the title of the company Nike which resembles victory, glory, and fame, like you’re heading down the path by using their products, you will one day be victorious famous and have all the glory. Nike’s logo is world-famous and probably one of the most well know logos in all of history, it is iconic because they don’t even use the title of the company any more it is just the tick on its own. The logo is very simplistic but has a strong message, and represents what the company do really well. The logo also reaches out the target audience with the message, the majority of people who wear Nike’s products, are usually people who take part in sporting activities, so I think the logo does this really well.

CREATIVE FUTURES: Good And Bad Branding


What Makes Good Design?
Designing a brand that works is difficult. When designing a brand you have to take alot of things into consideration like…

– Keeping The Design Simple

Representing The Company You Are Designing For Correctly

– Choosing The Correct Colours

Versatilillity Of Your Design

– Making Sure Your Design Is Memorable

– Target Audience

Here I will showcase and talk about some of my favourite brands which I consider good design.
Brands that I think really work and include all of the areas listed above. 

1. Pitch Fork Media – (img taken from –
Pitch Fork Media’s branding to me is a perfect example of good design. The reason I would class this as good desing, would be down too the simplicity, the moods in colouring, iconography, and the actual memorability of the brand.

The Simplicity of the typography really stands out to me, I love the simple Slab Serif font that is used for the titeling. I also think the typography works really well with the Pitch Fork icon. The colour scheme over all really works as well. The designer has used the colour black, for both the typography and the circular element of the icon. The colour black represents power, and gives the company quite a profound look as though they are the alpha music reviewing company.

The simplicity and the memorability of the Pitchfork icon is one of the most important elements of their branding. The icon is a black circle and inside of the icon there are arrows aiming upwards, and these are the only elements of the branding that has different colour, the colour is orange. Semiotically this works really well for the company, they are a company that review and rate music and these arrows represent good ratings, accompanied by the colour orange which represents success.

2. Warp Records – (img taken from –

Warp Records branding to me is another perfect example of good design. The reason I would class this as good design, would be down to the iconography, memorability, colouring, and representation of the company.

The typography is very simplistic using a basic sans serif font. Central to the company’s icon, it stands out straight away. The title is skewed down to the right, giving it a warped look which fits in with the company’s title.

The Warp Records Icon its self is what really stands out to me, and makes me think this is a good example of good design. Warp records produce experimental music, that is always different from anything you have ever heard before. And I think the colour skeem along with the iconography project this really well. First the overall colour of the icon is purple, the colour purple represents the imagination, creativity, and also can mean immaturity. The colour purple, really does represent this record label, because the music they produce is very imaginative, creative, and also can be quite immature to taste, its different so some people could class the music as immature, but its provocative and thats the sort of reaction warp records go for. The icon to me represents an electronic sound wave, spanning across a globe. The sound wave represents the music that Warp produce, and the way it spans across the globe to me gives out that message that there trying to change the music industry.

3. Crew Republic Brewing – (img taken from –


Crew Republic is a German brewery. This is another example of good design, I think the branding for crew really works mainly down to there, iconography, memorability, colouring, and representation of the company.

Crew Republics’ typography works. The font used is a Slab Serif typeface, with an overall black colour. The reason the Slab Serif font works for me, is because it is a traditional font that has been used in the branding of breweries for centuries. It gives Crew Republic a professional and profound look, as though they have been doing this sort of thing for centuries and know how to make beer. The colour black, is the colour of the hidden, the secretive, and the unknown. This colour choice is perfect for a brewery, simply because beer enthusiasts love discovering new beers, a beer that tastes completely different from anything they have tried before, an unknown taste. So in that sense the colour choice is perfect for Crew Republic.

Crew Republic icon in my opinion is perfect. It is a picture of a hop, that has been transformed into a grenade. It represents the beer they make perfectly, explosive. If you are a brewery, and you have the most important aspect of the beer you create in your branding, to me it says a lot. It instantly connects with Crew’s target audience, the beer enthusiasts, the people who love hoppy beer and the fact the hop as been transformed into a hop grenade, makes it seem as though the beers are going to be one big explosive hoppy experience. It is also very memorable, it works without the typography, in the brewing world this icon is very unique.


Here I will showcase and talk about some of the worst brands which I consider bad design.
Brands that I think do not work and do not include any of the areas listed above. First of all…

1. Olympics 2012 -(img –

The Olympics 2012 branding is really bad. My first example of bad design. Down to over complicating the iconography, to the simple type face choice, this is a perfect example of bad design.

The type used for the London 2012 games, is just a simple sans serif font, with added styling to the lower case “n & d”. Its just a really boring type choice, for something that is supposed to be a big event, you would have thought they may have chosen a type face that is more exciting. The type face in comparison to the actual iconography is very underwhelming, because the icon itself is a lot more over top. A simple black is applied to the type for reasons unknown, because black represents the hidden, the secretive and mystery, where as the Olympics is a world wide public event so it doesn’t work.

The worst part about this branding, is the iconography. Very hard to make out, but its actually supposed to represent the year “2012” if you do not recognise this, it just comes across as a mess, and also makes it a bit confusing. It just seems as though the designer has not put much thought into the actual design of the 2012 emblem. The only thing I could say I like about this design, is the actual Olympics logo in the zero, it looks as though it has landed on top of the two and crushed it, as if to say the olympics has landed, which is the only exciting element of the branding.

There are other versions of this design, which make it even worse. The designer changed the colour of the logo leaving results like this, which over complicate the design even more.

(imgs taken from – (


The pink and yellow colour pallet on the first design is the worst in my opinion, really hard on the eyes.

2. Gap 2010 – (img –
This is the rebrand of Gap from 2010. A perfect example of why good branding is important, and another really good example of bad design. I will just talk about this brand in a whole, about why its so bad, and why its a good example of the importance of branding.

In 2010 Gap attempted to modernise their already simplistic memorable brand design, this design lasted a week before Gap returned back to their original design. The reason this is a really good example of bad design, goes down to the pointless blue square that is located in the top right hand corner behind the “p”, and for the lower case lettering on the “a & p”, The changes are just unnecessary they make the brand look basic and cheap. The reason for this change was because, they wanted to re-invent themselves as a company, this design is supposed to appeal to the younger generation, the new design is supposed to be modern, sexy and cool, but it just doesn’t work.

Because Gap is internationally known for there basic upper case lettering and the blue square behind the text, this change creates a lot of confusion. This branding transformation cost gap 100 million dollars, within a week they had gone back to there original design.

3. Royal Male  2001 Consignia  Rebrand (img –

This is another rebrand for the Royal Male, that I consider bad design mainly down to the poor representation of the company.

The colour choice is probably the only thing that works with this design, when considering a mailing company. The colour of the typography is a dark blue, blue represents trust, it also resembles loyalty and integrity, which is what you want from a mail company, although the name Consignia really does not work at all. The name Consignia to me does not represent a company that delivers mail, to me it seems more like the branding for some kind of software including the logo. The type face that is selected is just a simple sans serif font, nothing special, nothing very royal about it at all, and nothing that insinuates that this firm delivers mail, so in that sense it is a very poor brand with little affect.

The icon used I like, but it could have been used for something a lot more fitting like some kind of computer software. Again nothing that insinuates that this is a mail firm, it just doesn’t represent the company. This design doesn’t even compare to the original brand, the crown with a red background with big bold capital yellow letters that says “THE ROYAL MAIL” , first of all the crown represents the royalty, and the brand in itself looks like a big red mail stamp, simple and it just instantly recognisable as a company that delivers mail.

CREATIVE FUTURES: Deconstructing The Brief

Deconstructing The Brief
For my first brief for “Creative Futures: Graphic Desing”, I have to create myself a brand identity that I can use for my design work whilst I study and for after I finished University. I have to research different styles of brands and typography, whilst in the mean time producing some of my own ideas that all have to be backed up with the brands that I have researched and have inspired me to establish a final idea about what I want my own brand to look like, and also making sure my brand represents me as a designer.

Work Flow
To make sure the work I am producing is up too date by the deadline I have created myself a time scale to assure I reach the target on time. Giving myself a realistic time scale that will assure each area of my brief is finished by the deadline.

CREATIVE FUTURES: History Of Typography and Font Families

In this post I will be talking about the history of one of the most important aspects of design, Typography. Typography is one of the most important tools when it comes to Design, and In this post I will give a detailed description about how it has come to be over the years.


A short brief history of the “Pictograph” which was the first form of written language, using drawings to signify what they resemble. Pictographs were used all over the world by different tribes and cultures which date right back to 9000BC. Inspired by the pictograph, there where “logographic” such as the “Ideographic” which came about during 5000BC, which where drawings that would represent an event, concept, or idea. ideographic inspired the Egyptians to create the “Hyrogliphic”, the hieroglyphic was the first written language that would use drawings of objects to describe sound. We still use logographic in the modern-day for signs, because it is a lot quicker, using iconic images that every one understands, it allows us to communicate something across a lot faster.


During 1200bc the “Phoenicians” gained independence from the Egyptians, they went onto developing the first alphabet that consisted of letters, the “Proto-Canaanite Alphabet” which was derived from the Egyptian hieroglyphics, this style of alphabet is “Semitic”. Here is an image of the Proto-Canaanite Alphabet, I have taken from Wikipedia, this link also gives more information on the Phoenician Alphabet.

The Greeks caught onto the Proto-Canaanite Alphabet, and then went onto forming their own version, this is where the roots of the modern-day alphabet started to grow. The Greeks added 5 vowels to the alphabet, the only thing is this language had no real structure as of yet, there where no spaces, punctuation or even lower case letters.

After the Greeks had their input into the Alphabet, the next big Civilisation to catch onto the Proto-Canaanite, was the Romans the creators of the original “Serif” font. The Romans added some letters “A – B – E – Z – H – I – K – M – N – O – T – X – Y” taken from the “Etruscan Alphabet”, which is based upon the Greek Alphabet.  They then went onto re-constructing the letters “C – D – G – L – P – R – S – V”, and then re-used the letters that were taken out by the Greeks “F – Q”, and the reason the letter “Z” is located at the very end of the alphabet is because, the Romans wanted to discard it, but then realised it was indispensable. Because every script had to be written by hand, and the smaller the type the faster it could be written down, so over the years of writing down the letters we found that using smaller versions was a lot faster, but they where not exactly lower case yet, they where just smaller versions of upper case letters, they named this “Semi-Unical” case.

The Romans then went onto adding the letters “U – W” which where both based upon the letter “V” in the year 1000, followed shortly after the letter “J” which was based upon the letter “I”, and was added by the year 1500. Then came spacing between words which was added by the 11th Century, and then followed by punctuation which was developed by the 15th century, after the Chinese company “Han Chinese” developed the first printing press.

Charlemagne the king of Italy during 732, the man who invented the lower case, he named it “Caroline Miniscule”. It was the first lower case version of the alphabet, instead of using smaller versions of the capitals, he reformed them into smaller letters. After the Chinese invented the first printing press

Johannes Gutenberg – Movable Type Printing
(IMG taken from – ““)

johannes_gutenberg (1)
A German blacksmith who goes by the name of “Johannes Gutenberg”, was the first man to develop “Movable Type Printing”, instead of hand writing manuscripts and using “Wood Block Printing”. Gutenberg had created type pieces created from alloy, tin, and antimony. pieces that are still used today, this allowed for neater lettering, thus leading towards typography and fonts. Guttenberg was a true pioneer of modern-day typography.

During 1500, an Italian printer who goes by the name of “Aldus Manutius”, created the Italic type face one of the most popular type face’s in the modern-day, and also developed the semi colon, and the comma. Johannes Gutenberg and Aldus Manutius had great input into modern-day typography, they really have set their mark in the history for design. This is where the design aspect started to come into print, it was no longer just a form of communication it was now starting to become a work of art.


TYPOGRAPHY (Font Families)

Serif Type Face (Serifed Type Face)

The Serif, is a Roman typeface that was first discovered in the “Latin Alphabet”, the Serif is still one of the most popular type faces today. A Serif type face, is where at the end of a letter there is an extra stroke, the reason for the extra stroke is because, the Romans used to paint the type onto stone and the brush would flare at the end of a letter creating that extra stroke, and then a stone carver would follow the brush marks and catch that extra stoke at the end of a letter. Here is an image of original Roman stone carvings of serifs.

This Image is taken from –









In 1816 A British man who goes by the name of “William Calson” who developed a type face that did not include Serifs for printing, he named it the “Sans-Serif” Sans is a French word for without. The type face also included strokes that have even width, unlike the Serif which has thick and thin strokes. But really he just revived the type face from Latin, Greek, and Etruscan inscriptions. Here are the differences between the two.

This image is taken from –


There are three main types of Serif fonts used in the modern-day know as, “Old Style Serif”, “Modern Serif”, and “Slab Serif” here I will show you the different types of Serif.

(All images in the section are taken from

The Old Style Serif
The old style Serif is the type I explained first, the differentiation between the size of the stokes on the type face is the biggest tell-tale sine of an Old Style Serif as though it has been hand painted like the Romans used too. Also the Serifs at the end of the letters are slanted, here is an image of old an old style serif.

The Modern Serif (Modern Roman)
The Modern Serif also known as “Modern Roman” features closed square serifs at the end of each letter, and is distinguishable down to the vertical stress and strong contrast. This type face would not be used for a large piece of text, mainly down to the fact it would be hard to read if you where to minimise the body of the text, because of its bold features it would be quite hard to read.

The Slab Serif (Egyptian)

The Slab Serif also known as (Egyptian) features bold text similar to the Modern Serif. Both the vertical and the horizontal edges of these fonts are thick, and they also have horizontal serifs. Probably one of the most famous Slab Serif fonts in the font family would have to be “Clarendon”, this font is probably the best example of a Slab Serif. The Slab Serif is also easier to read in blocks of text, compared to the Modern Serif, you will find the Slab Serif being used in children’s books. The Slab Serif started out in the “Industrial Revolution”, the transition from hand production to machines.

Other Fonts…


 Gestual (Script)

Is a font that simulates the style and copy’s the varied strokes when handwriting. Script fonts are very recognisable but can be very hard to read. You would not use this font for a large amount of text either. Gestual fonts are also widely used today, for branding. Big names like Coca-cola, Super Dry both use Gestual fonts for there branding.

Here are some examples…

(Images taken from – “CokeSuper Dry“)










This font comes in all different shapes and sizes, like the gestural font you wouldn’t use this in large amounts of text. Decorative fonts are usually used for artistic purposes, like for the front cover of a child’s book, or for some form of application on a tablet, or a video game. Probably one of the biggest examples of the use of Decorative text would be, Cbeebies.

Here are some examples…

(Images taken from – “Cbeebies“)