SDES 9760: Introduction to Graphic Media Assessment Task 2: Visual Identity Project
Qing He z5123897
Light For U
Brand Description
15000 Brewery is a China based micro brewery, the name of the brand is inspired by one of the definitions of micro brewery that produce fewer than 15000 U.S beer barrels annually, this number is also used to symbolize limited and distinctive. Besides, number “1” can represent unique in China. The main style of the brand is a combination of traditional elements and contemporary style. 15000 Brewery aims to introduce craft beer to those young people who are interested in light beer and exotic taste, and larger is the main type of the brand. As the slogan “light for you”, 15000 Brewery focus on not only make light beer for you but also light your mood up.
Final Logo
To make the brand can be easily remembered, the logo is based on the name of the brand and simpily combine Arabic numerals and straight lines together to create a geometric style. In the logo, the thickness of lines is in regular, and the number of the lines on the top of “1” and “5” is fixed.
The logo: Alternate Identity Versions
Mono Against white background, the logo is shown in black
Colour The colour version of the logo is in CMYK colour
Mono reversed Against white background, the logo is shown in black
Greyscale The logo is shown in greyscale version
Greyscale reversed The logo is shown in greyscale reversed version
Colour reversed The colour reversed version of the logo is in CMYK colour
Colour The colour version of the logo is in RGB colour
Colour reversed The colour reversed version of the logo is in RGB colour
Typography: Myriad Pro
Myriad Pro is a general type used in 15000 Brewery communication system, the reasons why choose this type are firstly because the style of Calibri is suitable for the style of the logo and secondly this simple style is fit the style of the brand.
ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz 1234567890!ӣ$%^&*():;., ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz 1234567890!ӣ$%^&*():;.,
15000 BREWERY 15000 BREWERY
Myriad Pro Regular Myriad Pro Regular is used for general texts typing.
Myriad Pro Bold Myriad Pro Bold is used for bigger titles and highlight important points.
Typography: Self-made Typography
This self-made typography is the main type used for the name of the brand which can be put under the logo. The reason of creating this kind of type is based on the appearance of the logo and the simple contemporary style. The thickness of the type is 1.5pt.
The Logo: Use of Colour
The colour palette reference Chinese traditional colours black and red to show an exotic style. Besides, red is a general colour which contain good meaning in China, and black represents water in Chinese five-colour theory which has the meaning of mystery.
The Brand & The Logo: Moodboard
1. Tucknott, T 2009, Omer Arbel Office Creates Elegant Hanging Lightbulbs, digital image, Trend Hunter, accessed 1st May 2018, https://www.trendhunter.com/trends/omer-arbel-office 2. hemingsways n.d., People Drinking, digital image, Tumblr, accessed 1st May 2018, http://hemingwaycool.tumblr.com/ 3. Embassy Bar n.d., Craft Beer Bar, digital image, Bmbassy Bar, accessed 1st May 2018, http://embassybar.com.au 4. Awie Foong 2004, lion knob, digital photography, Trek Earth, accessed 1st May 2018, https://www.trekearth.com/gallery/Asia/China/North/Beijing/Beijing/photo225734.htm 5. Zollinger H n.d., arrows light grey, digital image, spoonflower, accessed 1st May 2018, https://www.spoonflower.com/fabric/1779571-arrows-light-grey-by-holli_zollinger
Application: Cover Design - Leaflet
Light For U Taikoo Li Chengdu
Sichuan China
Tel: (86)18200117003
Tel: (86)18200117003 www.15000brewery.com
The aim of the leaflet is to promote the brand. The leaflet in white background uses a part from the logo and combine the brand name and detailed information to guide people to find the company. The leaflet in black background combine another part from the logo with a simple beer bottle to show the description of the brand. Besides, the slogan is added onto the leaflet.
Application: Business Card
The logo is applied on the front of the business card with the slogan to represent the brand and the concept of the brand. On the back of the business card, the name of the brand is added to reinforce people’s impression of the brand, moreover, the Arabic numbeer “1” is transfered to Chinese word “1” and applied on the bottom of the back of the business card to show the background of the brand. Taikoo Li Chengdu
Sichuan China Tel: (86)18200117003 www.15000brewery.com
Light for U
Front of the business card
Back of the business card
Application: Bus Stop Billboard
The application of the brand on bus stop billboard is to promote the brand better through add slogan, logo, website and brand name with a white background to create a strong visual effect to attract people easily. Graphic Burger 2017, Bus Stop Billboard MockUp #2, digital image, Graphic Burger, accessed 1st May 2018, https://graphicburger.com/bus-stop-billboard-mockup-2/
Application: Beer Bottle
The beer bottle with black label is the main product of the brand. The type “lager”, the alcoholic strength “5.0%” , the logo and the brand name is show on the bottle to clearly identity the brand. As 15000 Brewery is focus on provide light beer for those people who are interested in, different types of light beer should be considered, so the beer bottle with white label is a special beer for lady because the alcoholic strength is 3.2%.