Initial Ideas & Concept — Aaron Leven Identity — OUGD603

Going straight to the drawing board seemed appropriate for this brief having already been supplied with the vital information like visual direction, cutting out the art where I go back and forth with the client to get a better idea of what they like and what they don't like.

Stand out from the Crowd

Looking through the portfolio of this particular client, it was clear that the images were of an unusual nature, namely the car culture project.

Having been to a handful of these meets myself in the past, I have first hand experience as to what they represent to the people that take part, and their cars are the ultimate form of self expression to them, essentially feeding this detail into the design made sense. Allowing only the photographers work to inform the identity.



Unconventional Approach

It seems applicable to apply the unusual niche subjects to his identity through the use of unconventional techniques — yet ensuring the layout and colour scheme remains toned back to represent the lack of post production techniques used in Aaron’s photography.

Pre-Feedback



As Aaron has briefed me without any sort of idea of how he wanted his logo to look, it's best to create a wide variety of logo’s that he could choose from. This could then be taken forward to become more refined and better represent his practice as a photographer.

Post-Feedback

Aaron liked the logo's before, but he couldn't;t help but think that they weren't simple enough. So I went about thinking of another direction that may suit him better, like a simple logotype:




The  final logo was chosen by the client as being contemporary enough to represent the boldness of his work without being too in your face. Yet still maintaining a certain sense of refinement and simplicity.

Using Akzidenz Grotesk Next allows a feel of tradition, whilst being a modernised rendition of an old typeface, allowing increased versatility through screen and print.

Final: