Essay Practical Work - Development & Colour Scheme

In this presents my choice of colour scheme for the ‘identi’ brand that 

I am creating to highlight the importance of brand identity as I expand 

on my essay. 

For ‘identi’ I have looked into colour psychology for these unisex colours. 

Here are some meanings of the chosen colour choices: Navy Blue - 

is the colour of conservatism and responsibility. Although it appears to be cool, 

calm and collected, it is the colour of the non-emotional worrier with repressed 

feelings, the pessimist and the hypocrite. Navy can be compassionate but has 

trouble showing it as its emotions run deep. Navy is a serious masculine colour 

representing knowledge, power, and integrity, and is used quite often in the 

corporate world.

Royal Blue - A colour of true contentment, royal blue inspires determination and

ambition to achieve great things, a sense of purpose in striving for goals.

Black - Black is the unknown. It is secretive, keeping a lot buried inside, 

unwilling to show its real feelings.

Sports Grey - is conventional and constrained. It is serious and solemn, 

inflexible and strict. It relates to self-denial and self-discipline.

I did this because marketers choose specific logos to not only make the 

branding logo recognisable but also for an emotional attachment with 

their consumer. 

Overall, I like the Sports Grey and Royal Blue colour combination for my 

final colour choice of the brand ‘identi’ as it both symbolises unisex and 

I did not notice before that the infinite sign also creates a heart symbol for

the female. Grey is very close colour to silver so female can interpret this 

as jewellery. Blue is what mostly a male colour and the symbol of durable 

is within that symbolises the male part. For the typeface ‘identi’, I believe 

I could try and space them out more. 

Essay Practical Work - Digital Work Design

Here are some of my sketches of my logotype ‘Identi’. I have only 
chosen a couple of sketches and turned them into digital versions 
as to get a visual idea on what it will look like on posters, flyers etc 
as a successful retail shop logo that people/customers can easily 
recognise as they do with other high street end clothing shop. 

I wanted to make the shop of mine to be unisex as it will have a 
potential of all audiences. As following onto my essay brands 
seeking more customers gain more profit. 

Some of these logos are not suitable as they look like ‘information’ 
signs like shopping centre information desk. One design also looks to
similar to the Nike tick symbol. Two designs look like way finding 
symbols or a figure in a strange position. 

To complete this and helping me on helping me to decide which 
logotype is most suitable. I have chosen the 3rd design on the 
top as it has not only the ‘ID’ for ‘Identi’ but has hidden symbols 
such as the symbol of durable and the infinite symbol together. 
This gives it both a unisex look as for infinite is for females and 
durable symbol is for the male. 

I will also be using the typeface ‘ARVO’ to be the over all typeface 
for my brand and for my later mock ups in the development stages 
of this brand. 

In the next design, I will be focusing on colours and the development 
design that I previously stated.