Overall I'm really happy with how this branding turned out. I think that my earlier iteration of my logo was a complete failure, but I learned what I was missing in my branding to help me push forward and solve the problem to get my current logo.

One of the things I'm most happy with is my website. I think that this was the portion of the project I learned the most on. I actually used a proper grid and made my designs into something that could be responsive. I also worked on creating the style of photographs that would be used throughout the branding, which is important to any brand and their overall guidelines.

The section of the project I think needs the most work is my facade. I would have liked to do a full rendering of the interior, but I don't have the knowledge in 3D modeling. It's something that I would like to get better at to make me more useful to studios in the future. 

In the end, this project is something I'm really happy with. It's not what I thought it would be when I started out, but I'm still really proud of the work I've done.

Website Application: Sketches

One of the applications I've chosen to do for my company is a website. 

When doing wireframes and thinking through the process behind what needed to go on the website, I started to consider a few things; primarily, why and if this company needs a website. In this day and age, every company has a website because it's expected of them. During my research, I realized that a lot of restaurants had websites but they didn't have a specific reason for their existence. That was when I realized my website needed a unique purpose and goal that would drive clients to visit it. When I thought about what that goal could be, I realized majority of restaurants in Rome do not have an option to order food online as takeout. That was when I realized I was going to use the website as a means to drive revenue through online ordering.

My first step was to start wireframes of the homepage to determine what this would look like. This was the first time I had heavily considered a simplified grid that would break down into mobile applications well. After a little research and a little help from more web-saavy friends, I decided that I would do a basic 12-grid bootstrap framework as my grid.

Here are my sketches of my homepage, which would determine a main grid for the rest of my pages on my website:

And here is the final sketch I decided to develop further:


From there I went into developing wireframes on an actual grid with placeholders for images and text. I decided to look into using Google Webfonts so, when taken into development, the website would translate accurately. Currently for webfonts I am using Libre Baskerville as my body copy and subheads. I am using Alegreya Sans SC as my sans serif headlines. I chose these because of their similarities in personality in comparison to the print type I have chosen. 

Here is my wireframe for my homepage:

My next step is to continue developing my wireframes for my two other pages and then placing in my photos and text. Then I will develop the look of the mobile sides of the websites for an iPhone and iPad.

Changing identities

Sometimes you hit a point with your logo where, no matter what, you realize something isn't working. After critiques from the art directors in Colombia, it was pointed out that my mark was missing some form of uniqueness. In an attempt to make my mark unique, I added the secondary attachments that I talked about in my last post. 

After further discussion with professors, I realized the mark didn't carry enough weight on the page. It held absolutely no presence, commanded no attention, and lacked a sense of hierarchy when placed on the page. I think that, when placed in the pattern, a presence was created on the page and that's why it worked in that setting.

But, instead of playing around with the mark further, I decided to completely abandon the original mark and go in a direction with a frame and the text knocked out in reverse. After analyzing hand painted signs and signs on gates that marked the entry point to different gardens around Rome, I went in this direction:

I think what makes this mark more successful is it has weight on the page while maintaining a sense of classical modernism. There are still a few things wrong with the mark, there are some weird issues going on with weight balance on the strokes of the swirls that need correcting, as well as a few problems with the kerning on the typeface. 

I wanted to incorporate my elements from my previous logo so I could keep some of what I had already created. I still need to work a little on changing my colors so they print better, but I am much happier with this new mark.

Updating Mark and Elements Post Critique

After our critique and turn in of the logos, we had a general critique and small group critiques with classmates. 

For changes to the logo, classmates suggested making a stronger connection between the secondary mark and the logo mark by including the curl on the 'C' of Comunidae and change the tiddle on the 'i' to the (new) flower form on the secondary 'C'. 

Second, I adapted the color palette slightly to focus more on the lighter color tints opposed to the darker color tints. 

Third, I added and switched a few font options. Originally I had Quincy and Brandon Grotesque as my font options. With a little more research, I decided to make a few changes. First, I got rid of Brandon Grotesque in favor for a slightly more expanded typeface: Aviano Sans. I also decided to add a third typeface used solely for headlines: Caslon Open Face. 

Next, I created a pattern that I didn't have time to create for the first round of critiques and project turn in. I wanted the pattern to be elegant, modern, fun and open. I have a few different pattern options that I'm working on, but I think the final option will be the primary one. I also felt it important to include the phrase "have a good meal" or "enjoy" in Italian, French, and Spanish in the pattern. There are still a few mistakes in this final pattern that need to be corrected, but after that it will be perfect.

There's still a lot to do. I have a few more rules than need to be put in place for use of color before really starting to execute applications

Finalizing mark, color choices, and typography

Here you will find the complete document with my final logo as well as first round color, typography and secondary graphic options.

My logo needed some fine tuning as I entered the final round. The baseline needed to be corrected to be on a flat surface, as it got a slight curve to it during my final sketches. I also had to do corrections to the 'e' as it had grown in size as it was entered on the computer. The curve of the 'C' had to be modified slightly to fit more appropriate and attractive curves.

Here is my logo in black and white on a grid:

As I began to choose colors, I wanted to remind customers that the business was a community of three different cultures. I felt that it was most appropriate to represent foods from those countries in my colors. 

Here is a screenshot of my color choices and the reasoning behind them:

And finally, I chose my typefaces. I needed type that would be able to work on a multitude of applications in all sizes. I had already chosen Quincy for its nice curves and its ability to work at many different sizes.

To pair with it, I chose Brandon Grotesque, a sans serif that contrasted nicely with the curves of Quincy while still maintaining a fun personality.

Part Two: Business Brief

For the second part of this project, we are asked to develop a business and explore it's visual identity through five applications. Our business should be based on ideas and experiences from our neighborhood. 

As is normal when I start a project, I jumped through several different ideas. I've considered what the Tridente neighborhood is lacking, such as a grocery store or other food source and what it has in abundance, such as clothing stores and niche clothing stores. I settled on one of two ideas to present to my professor. 

The following is my business proposal for what would become Comunidae, a family restaurant:

In comparison to other neighborhoods in Rome, Tridente has a heavy tourist flow with a shopping focus, primarily a retail shopping experience targeted toward females. Tridente is lacking many restaurants or smaller shops with one primary focus (such as bakery, meat, etc.) that other areas, such as Trastevere, do a better job at providing. The neighborhood is also a refined space for fine dining, not the close interpersonal atmosphere other neighborhoods currently have.
Business proposal:
Multiple business partners (and families) living on the same block in the Tridente neighborhood will own, manage, and operate the restaurant. In addition to managing the restaurant, they will also produce the primary ingredients used in the dishes served in the restaurant. The owners collectively grow the fruits and vegetables used as ingredients used in the restaurant in the rooftop gardens located on top of their buildings. 
The restaurant will have a rotating menu depending on what is readily available in the kitchen. This is to reinforce the “family” atmosphere. They will also post a menu with what they could make if restaurant goers provide the missing ingredients (at a reduced cost, of course). This will automatically allow the restaurant goers the ability to join in the community atmosphere.
In addition to being a restaurant, the space will double as a take-out bakery at the front of the store. At the beginning of each meal, restaurant-goers will “break bread”. This bread can be what they bring themselves to the table, or it can be selected from the bakery. Guests are also welcome to bring their own wine and other items, sometimes at a small charge.
Guests will be seated at long, community style tables where separate parties can interact with each other, share food if they like, or just have casual conversation. The point is to make it feel like a family atmosphere no matter how crowded the space may or may not be. 
The name of the business stems from the rich history of the Tridente neighborhood. The original inhabitants of the neighborhood were French, Spanish, and Italian in origin. Together, they have lived and worked as a community with their individual histories. It is from the word meaning “community” in each of their languages that the name stems from. 
Italian– Comunità
A few name options are:
Comunitade             Comunitad
Communaude          Comunidat
Communitaud          Comunitaud

Professor feedback:
My professor felt that the idea was interesting, but was not entirely there yet and suggested to continue thinking about what the neighborhood needed. I continued to think and explore my other idea, as well as how to salvage this idea in a way that still worked, but was more simplified. 

During this project, I purchased and read the New Visual Artist section of PRINT magazine. All the artists in there said that an essential component to a successful idea is simplicity. I wanted to use this as I continue through my ideation for whatever company I continued with.

I presented a second idea:

Continued Ideation

My second idea is for a tour company: Tiny Tours (initially called Tiny Car, but later transformed to Tiny Tours as a way to allow for expansion to other forms of transportation). 

Tiny Tours are an intimate experience in which the tour is conducted in a small Fiat 500 vehicle in random locations predetermined through Rome. Each car can hold at maximum 4 participants. Touring in a small car creates the possibility of experiencing parts of the city through your local driver's eyes in an more intimate situation and allows the participants to see portions of the city that would otherwise be unreachable by a larger tour bus. 


Part One: Ethnographic Study Report

Here you will find my group's final report of our ethnographic study of the Tridente neighborhood in Rome, Italy.

Below are several graphs detailing our business survey of the area:

Next, I will analyze the data to determine what business I would like to propose for the area and develop into a complete identity system. 

Mapping Via de Ripetta

I've decided to display this data in pieces corresponding to the three main streets protruding from the central Piazza del Popolo. The final street I documented was Via del Ripetta. I have decided to explain the information the in same manner in which I encountered in, that being Via del Corso initially, followed by Via del Barbuino and finally Via di Ripetta. Discovering the neighborhood in this order shaped my opinion of it greatly.

Here you will find the spreadsheet documenting the businesses on Via de Ripetta sorted into the following categories: 

  • Residential*
  • Food**
  • Women Shopping
  • Men Shopping
  • Women and Men Shopping
  • Cosmetics (women emphasis)
  • Shoes
  • Accessories (sunglasses, eye glasses, bags, purses)
  • Specialty (stores containing one specific purpose i.e. swimwear)
  • Jewelry (women emphasis)
  • Hotel and Luxury Suites
  • Empty Storefront
  • Church

These categories were decided upon the prevalence of store types in the area.

*Please note that residential simply documents the doorway present in a space between two businesses that allows patrons into their homes and is not an accurate depiction of the number of citizens living in an area. 

**Please note that food is inclusive of restaurants, gelato, cafés, pizzerias, etc. It is not an accurate depiction of the number of restaurants in the entire area, as majority of restaurants resided in side streets not included in the sample area. 

Qualitative Data Observations of Via del Corso: 

this street doesn't seem to fit in this neighborhood as well as the others. It is dirty, unoccupied by tourists, and has the most empty storefronts, save for a few shops that don't cater to the glamorous shopping styles of the neighboring streets. 

This area feels safe, but it not exuding the overly safe atmosphere the other two streets projected. This feeling comes from the lack of people, the darker streets due to the angle of the sun in the sky, and the overall level of cleanliness and openness of the space. 

EDIT (08/09/2015): I currently do not have a photo of this street, but hope to add one shortly.