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Submitted: April 29, 2009
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IC Brand Assetsby ~snowpuma

Designs & Interfaces / Logos & Logotypes

The physical assets for my portfolio branding, featuring a letterhead, business cards, DVD case (with built-in LED lights along the edge), and printed DVD.

Critique by ~EdmondDantes Apr 29, 2009, 7:37:05 PM

I like the system overall. Especially the business card, as your graphic piece seems to wrap around the bottom and then back around the top. The interpretation on the printed CD also feels natural.

However there are two things that worry me.

First, the amount of tracking in "Ian Chase" troubles me. It's likely just me and my design inclinations. But when the tracking gets that wide I tend to prefer that the characters all have the same height without variability for ascenders and descenders. That usually means going all caps as the "h" would still spoil it for me if you went all lower case. It helps reinforce cohesion of the words when they're nigh scattered.

Second, is the inconsistent application of the graphic mark. Now this may the branding rules-monger in me, but I'd like to see your full logo at the bottom of the DVD and across the top of the card the same way it's played across the top of the letterhead. Keep the differences in presentation for the backgrounds. But make sure that those things that are logo say "I AM LOGO, KNOW ME BY THIS MARK".

I still think the logo is clean and sharp, and I think the typefont supports it nicely, likewise the half-toning. Overall a very nice job and cohesive look that perhaps just needs a touch of tweaking.

What do you think?

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~kristinnaff Apr 30, 2009

I really like these overall. In the interests of making good work better, however . . .

Have you tried using serifs on the capital I? I'm not talking Times New Roman, just to make the letter easily distinguishable from a lowercase L. It bothers me most on the letterhead; the on/off logo (which is quite clever btw) is looking like it's a bit of fancy type for some reason.

I wish the logo weren't smooshed on the letterhead. It's distorted the same way on the business card, but the business card makes it quite obvious that we're viewing it sideways, which is cool. On the letterhead, I'm not getting the same vibe, and like I said, I'm reading it as a bit of fancy type even though I know it isn't.

I wish your name were more prominent on the CD design. Right now the halftone patterns are taking more of the attention from your name & brand. A similar problem is happening on the DVD case, I think the name ought to be more prominent.

I LOVE the business card. Other than those small things I really like the DVD case and the letterhead, too.

It'd be cool to see a photo of the printed branding materials when you're done.

~snowpuma May 3, 2009

Interesting points, I'll have to take these into consideration.

~JesterAG Apr 29, 2009 Professional Interface Designer

I agree with the posted critique. Even though you use the same elements, the entire package still feels scattered and seems to lack focus as a brand.

Consistent use of a mark is arguably the most important part of corporate branding and I do not get a sense of that from these pieces. The way you use the halftones also do not remain consistent across your packaging.

If I were going to suggest changes, I would suggest you solidify your mark and how your name will be displayed, then use that exact logo across all products. Everything you have is a cool idea on its own, but together they do not feel like they are advertising the same thing.

Also, I will reinforce what the critique mentioned and say if you are going to put so much space between your letters, make sure they are at least all in the same case to help group them by style. I would also steer away from the bevel you have on the DVD case. Beveling a font so delicate and thin hurts the legibility of your type.

~arvelous Apr 29, 2009 Student General Artist

I like the blue glow you have for the DVD cover. I think your premise is very good. I think on the cards you might benefit from making your name stand out with the blue glow or a light illuminating effect. As I see above the grid texture is defiantly a great day and it'll help you stick in there a head a little with the physical part of it.

~snowpuma Apr 29, 2009

Thanks, I was debating whether to add color to the business card as well, but it will depend on if I can manage to get a good deal on printing them. I'm half tempted to try and find some glow-in-the dark paint for the name, but I think that would probably be a lot of effort on something that in all likelihood would go completely unnoticed.

~arvelous Apr 30, 2009 Student General Artist

Yeah, I understand.. But if you could use that paint for other subjects or works. It would be a nice investment.

*Uberwulf Apr 29, 2009

i think the halftone design of it is really good. it's simple, but there's obviously been some thinking on it. i especially like the printed cd, because i imagine running my hand over it and feeling slight bulges in the texture.

~snowpuma Apr 29, 2009

That's actually half the fun, the printed CD has a texture variation between the printed surfaces and the not-printed surfaces.

*Uberwulf Apr 30, 2009

how'd you manage that? like... that's top notch professional stuff, or at least i think. and it's really cool.

~snowpuma May 3, 2009

You would be surprised what you can do with standard issue stuff from Staples.

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