01

Background

Concept

Jnae Saunders
Graphic Design
Level 06

Something More is a Leeds based graphic design studio that specialises in

branding. The studio briefed a project called the The Ministry of Wonderful with
the aim to rethink of the brands of today and make them better.

Flux which means the flowing of an element is a UK based water suppliers

that is passionate about events and specialises in providing water for
festivals, concerts and fetes. It engages its consumers in the importance
of water, by donating 10% of its profits to village water in Africa to help the
less fortunate.

Extended Practice
OUGD603
22.05.15
Studio Brief
To define, create and build a brand and ethos for a water suppliers.
Define, what should it stand for, why should it exist and what makes it different.
Create what it looks like and what it does. Finally build, Make things thats
relevant, think beyond the expected!

Flux provides expands their services into water colouration for special
occasions and exclusive online content to allow festival goers find their
nearest water points. The aim is to create a contemporary and engaging
brand that subsides its excisiting competitors.

Deliverables
Branding Guidelines
Brand Identity
Online Presence

02

Visual Research

Existing Logos

Contemporary Logos

Initial research into excisiting water supplying brands execute their logos in a
corporate and old fashioned nature. The logos all use a similar format of using
arrows circuling around to represent the movement of water, this consistent
execution of this design has been used for all three companies and distracts
from them standing out in the market.

With the aim of making a water suppliers more contemporary the logo designs
below showcase more engaging typographic experimentations that are more
visually engaging. Each design takes on a different interpretation of water themed
elements from water pipes to water drops in a modern and non cliche way.

FL UX

FLUX

03

Design Development

FLUX

Logo

Typography

Sourcing influence from the visual research the development process for the
Flux logos consideres the theme of water pipes and the flow of water comming
out of them, which correlates with the brand name.

Different type weights where used for legibilily and readability, and where
selected to present the nature of a water pipe or hose.
Final

The logos experiment with the disection of the type elements with water
proceeding out of the letters to signify this.

The final resolution simplistically represents water extracting from a pipe through
the letter F which represents the faucet of a tap. The rounded typography was
selected as it subtly signifies a water pipe.

04

Colour

Colour

Typoraphy

A series of colour experiments where tested for Fluxs appearence the colours
were initially influenced by the minieral tones of water. Considering other factors
such as the context of the brand being about events and lifestyle colours such
as orange, yellow and red where introduced to experiment with phscological
representations of excitement, envture and passion.

With the companies ethos being about how passion they are about their
practice, red is a signifyin colour to represent this emotion. The red creates a
vibrant outlook on the brands aesthetic imge and allows it to stand out from its
exisiting competitors.

05

Branding Guidelines

Logo

Typography

The main logo had been created used Arial Round, the F has been manipulated
to represent a water forming from a tap. The secondary logo uses just the F
which would be used for more small scale items such as stamps.

Apercu Regular has been used for the content of the posters, the simple san
serif font is legible and works at any scale for bigger promotional items such as
water trucks and online content. The typography also works cohevisley with the
rounded logo.

Tagline
Colour
The tagine enhances the brands ethos by highlighting it supplies water to events
and is used directly under the logo to allow the logo to take centre stage.

The harmonious colours transcend throughout the branding down to the

photography. The vibrant red breaks away from the generic colours used in
water suppliers, with the monochrome touch to keep it sophisticated.

06

Brand Identity

Office Stationary

Promotional Material

Fluxs office stationary consists of business cards, letter head and an invoice.
These items will be used when networking of communicating with clients. The
designs again follow through with its bold and crisp design to keep consistency
and professionalism throughout the brand.

The promotional material includes transport, staff uniform and a billboard, these
use the logo and branded guidelines to maintain a strong and bold presence.
The photography uses images form events that Flux has provided for to show the
partners and to visualyl engage potential clients.

06

Online Presence

Website

Mobile App

Fluxs online presence is sophisticated and minimal, allowing its customers to see
exactly what the company can provide for them in an a user friendly and inviting
way. The website details all of the companies services, advice and contact
information for potential clients, so auiences can be informed about what they
can provide.

The Flux app shows event goers were the water point are, to acess toilets,
showers or drinking stations. Simply buy clicking on the event they are attending,
the app will transfer the consumer to a interactive map that highlights were
these points are indicated buy the flux secondary logo.The app uses a simple grid
similar to the website to maintain a clean an consistent image.