Part1.docx

These pages show the various different stages of the design process within the context of an actual design job. The sequence shows the design thinking at each step of the process. Stage 1 -- Define Sovereign is the parent organisation to a number of housing associations in England and as such, ove...

These pages show the various different stages of the design process within the context of an actual design job. The sequence shows the design thinking at each step of the process. Stage 1 -- Define Sovereign is the parent organisation to a number of housing associations in England and as such, over time, has acquired a number of identities and brands. Design studio The Team was tasked with creating a new visual identity to bring all the different aspects of Sovereign's business under one overall umbrella design. The Team's brief was to create a strong brand identity using the Sovereign name. This would then need to be paired with a description to clearly identify the sub-brand, and would require a unique idea at its core in order to help the associations stand out from their competitors. Stage 2 -- Research The Team undertook research to find out what made Sovereign different from other housing associations. This research included interviews and workshops with the client and consultation with the regional associations it had acquired in order to get a feel for the values and vision they had for the brand. An audit of competitors was undertaken to better understand the visual world that housing associations work in. The research showed that many felt that Sovereign's ability to balance the needs of current customers, while planning and developing for future customers, was its strongest asset. A web-based search for imagery and icons to represent the concepts of continuity and growth was also carried out to help generate ideas for the visual stimulus for the identity. Research included a web-basedsearch for images using a circle or loop, representing continuity and growth. This would form the central part of thevisual identity. Design Thinking Stages of thinking 30 31 The design team made a series of initial sketches (above) exploring and developingideas for a symbol. Different symbol ideas were worked up and given different treatments to develop and test them(right). Stage 3 -- Ideate The initial ideas of the design team had the central concept of planning for today as well as tomorrow. The team wanted to create a shape or expression that could be used for the group logo as well as all its sub-brands. Initial sketches looked to create an abstract shape to represent the core idea of continuity and growth, which could be used to create larger graphics or expressions across printed materials to support the logo and brand concept. The initial ideas that went forward all carried a strong sense of this and appeared intricate and made up of many parts or sides. This helped reflect the different elements and areas of theclient's business. Design Thinking Exampleproject Example project Stage 4 -- Select Three different design ideas were advanced to the select stage. The first was a Möbius strip idea, rendered in a 3D form to give a dynamic, sculptural and organic feel. There are many possible permutations for this logo shape, but the more angular shape used adds a feeling of energy and movement. The second route evolved from a two-sided yin-yang balance into a constantly moving and intertwined form. The third unites two interdependent shapes with a feeling of continuity and strength. These ideas were presented to the client on boards to facilitate discussion of each option. Presentations of the three design ideas for selection. Stage 5 -- Prototype The chosen design was refined using different treatments. The symbol is derived from a Möbius strip (a surface with only one side and only one boundary component), a never-ending shape that flows back into itself as its contours are followed by the eye. This reflects the relationship between addressing the changing needs of current customers while planning and developing tosatisfy those of tomorrow. The sculptural and contoured form gives a feeling of strength and stability while the fluid triangular shape and dynamic, translucent shading captures an energetic and forward-looking spirit that is reinforced by the orange colour. The symbol is complemented by an uncomplicated yet powerful logotype that provides a strong and balanced relationship between the twoelements. Lowercase lettering creates a professional, streamlined appearance. Design Thinking Stages of thinking 32 33 Different forms of the resolved logo. Stage 6 -- Implement The final design was rolled out across Sovereign's brands and sub-brands. This included all printed materials, such as stationery, ID cards, report covers, brochures and newsletters, as well as signage for vehicle livery andclothing. The logo also featured on signage around its corporate and local offices, as well as on building sites where Sovereign works to develop land and build new homes. The final design was rolled out across Sovereign's brands and sub-brands. Stage 7 -- Learn Learning occurred throughout the design process. The select process gave the design team a clear idea of what solutions resonated with the client, while client feedback following implementation would indicate which aspects were well received by its customers and which were not.