Creating visual guidelines for a Finnish fashion brand
Morozova, Elizaveta (2017)
Morozova, Elizaveta
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017092515379
https://urn.fi/URN:NBN:fi:amk-2017092515379
Tiivistelmä
Visual communication is an essential part of branding. Visual elements like logo, brand colours, and typography create associations with a brand and make it distinctive.
Graphic design is a tool for visual communication that allows creating aesthetic and functional visual elements that convey some messages.
The client of this thesis is a Finnish fashion company that does not have clear and consistent visual image, and the goal is to create it based on company’s values and desired image. The majority of work is done independently without the client company’s active participation since everything described is a conceptual suggestion, and the company is not obliged to use the visuals that are created.
This thesis has a zipper structure when each topic is discussed in three parts: theoretical background, design process and practical application in this case study, and the final result.
It is a product-oriented thesis which outcome is a visual guidelines book for the client fashion company. The visual elements that are designed in this work are the logo, company colours, and typography.
This work provides the insight into the colour psychology from the marketing and communication point of view. The theoretical part covers the aspect of what associations colours trigger and how to use them for company’s visual communication. There is a lot of design work involved, followed by multiple images to illustrate the design process.
The research is conducted using different methods for each visual element. New company’s logo is designed after analysing examples of successful fashion companies’ logos. The process of creating the company colour is the biggest part of the research work of this thesis. It is conducted in three steps: suggestion based on theory review, interview and customer survey. The last visual communication element that is discussed is typography. The decision on typography is based on literature review.
The final result is a visual guidelines book that is created with the help of graphic design software. It provides measurements, position and usage guidelines with visual examples.
Graphic design is a tool for visual communication that allows creating aesthetic and functional visual elements that convey some messages.
The client of this thesis is a Finnish fashion company that does not have clear and consistent visual image, and the goal is to create it based on company’s values and desired image. The majority of work is done independently without the client company’s active participation since everything described is a conceptual suggestion, and the company is not obliged to use the visuals that are created.
This thesis has a zipper structure when each topic is discussed in three parts: theoretical background, design process and practical application in this case study, and the final result.
It is a product-oriented thesis which outcome is a visual guidelines book for the client fashion company. The visual elements that are designed in this work are the logo, company colours, and typography.
This work provides the insight into the colour psychology from the marketing and communication point of view. The theoretical part covers the aspect of what associations colours trigger and how to use them for company’s visual communication. There is a lot of design work involved, followed by multiple images to illustrate the design process.
The research is conducted using different methods for each visual element. New company’s logo is designed after analysing examples of successful fashion companies’ logos. The process of creating the company colour is the biggest part of the research work of this thesis. It is conducted in three steps: suggestion based on theory review, interview and customer survey. The last visual communication element that is discussed is typography. The decision on typography is based on literature review.
The final result is a visual guidelines book that is created with the help of graphic design software. It provides measurements, position and usage guidelines with visual examples.