Thursday, April 20, 2017
Monday, April 17, 2017
OUGD501 - Studio Brief 02 - Final Resolutions For The Aldi Rebrand
The final resolutions for the rebrand of Aldi are shown below in vector format and in-situ:
Feedback on these final designs was conclusive in that these logos can be considered a successful design resolution. They are a modern and fresh regeneration of the company's branding that appeals to the brand's target audience of young professionals, students and families. The overall design of the logo can be considered more professional that its predecessors, yet still accessible to a wide audience. The colour schemes used for each side of the company both reflect the values of the Aldi Brand and advertise a company that provides quality reliable products at a competitive price.
The project as a whole was informed throughout by thorough researched and a range of formative and summative feedback from peers, tutors and selected individuals from Aldi's target market, resulting in a successful and appropriate resolution to the brief. This rebrand has fully utilised the devices of pastiche and parody, regenerating previously existing designs from the Aldi Nord and Aldi Süd brands to create a new rebrand that is current and applies to the regulations and ethos of the Aldi company. Using the definitions of parody and pastiche defined within the essay - pastiche was defined as 'an artistic work in a style that imitates that of another work, artist, or period' and parody was defined as 'an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect' - the final resolutions can be considered a pastiche of the original brand, rather than a parody. This rebrand uses the strongest elements of the existing designs to create an effective and cohesive design solution for one of the largest supermarkets in Europe.
A range of computer programmes were used in the production of this rebrand. Firstly Adobe Photoshop was used to edit the original logos in order to create the initial mock-ups as it provided the freedom to quickly edit and arrange the multiple elements of each design. The final design was then created from the mock-up's using Adobe Illustrator. This allowed the design to be created in a vector format so that it could be edited more precisely and scaled to any size for a range of applications including shopping bags, magazine adverts, lorries, billboards and large scale banners.
Logos for Aldi Süd and Aldi Nord
Examples of applications for the branding
Feedback on these final designs was conclusive in that these logos can be considered a successful design resolution. They are a modern and fresh regeneration of the company's branding that appeals to the brand's target audience of young professionals, students and families. The overall design of the logo can be considered more professional that its predecessors, yet still accessible to a wide audience. The colour schemes used for each side of the company both reflect the values of the Aldi Brand and advertise a company that provides quality reliable products at a competitive price.
The project as a whole was informed throughout by thorough researched and a range of formative and summative feedback from peers, tutors and selected individuals from Aldi's target market, resulting in a successful and appropriate resolution to the brief. This rebrand has fully utilised the devices of pastiche and parody, regenerating previously existing designs from the Aldi Nord and Aldi Süd brands to create a new rebrand that is current and applies to the regulations and ethos of the Aldi company. Using the definitions of parody and pastiche defined within the essay - pastiche was defined as 'an artistic work in a style that imitates that of another work, artist, or period' and parody was defined as 'an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect' - the final resolutions can be considered a pastiche of the original brand, rather than a parody. This rebrand uses the strongest elements of the existing designs to create an effective and cohesive design solution for one of the largest supermarkets in Europe.
A range of computer programmes were used in the production of this rebrand. Firstly Adobe Photoshop was used to edit the original logos in order to create the initial mock-ups as it provided the freedom to quickly edit and arrange the multiple elements of each design. The final design was then created from the mock-up's using Adobe Illustrator. This allowed the design to be created in a vector format so that it could be edited more precisely and scaled to any size for a range of applications including shopping bags, magazine adverts, lorries, billboards and large scale banners.
Friday, April 14, 2017
OUGD501 - Studio Brief 02 - Fourth Designs
The selected logo designs are shown below, featuring an alternative thicker border with paired back colours:
Upon review of these variations of the designs, the most appropriate logo for the Aldi Nord company (right) is design (b) as it incorporates all of the original colours, creating a striking combination that creates an impactful brand, and also adhere's to the layout of the previous Aldi (2006) logo. The most appropriate logo for the Aldi Süd company (left) is design (c). Although design (a) matches the respective design for the other half of the brand, (c) provides a more unique alternative for Aldi Süd, which would ensure that the companies retained their separate identities while still forming a new sense of cohesion.
A key element introduced during the new Aldi rebrand (2017) was an additional 3D effect applied across the logo to align with the brand's ongoing modernisation. It was suggested that this could also be applied to this rebrand (show below), however once tested it was felt by most individuals that the effect actually gave a more immediately out-dated and low-tech appearance. The flat vector logo also had a noted retro feels but it was discussed that this would not be date so easily and also represented the deliberate explorations of the company's history and heritage as a family run business. Therefore the 3D manifestations of these logos were disregarded in favour of the flat vector variations.
(a) and (b)
(c) and (d)
Upon review of these variations of the designs, the most appropriate logo for the Aldi Nord company (right) is design (b) as it incorporates all of the original colours, creating a striking combination that creates an impactful brand, and also adhere's to the layout of the previous Aldi (2006) logo. The most appropriate logo for the Aldi Süd company (left) is design (c). Although design (a) matches the respective design for the other half of the brand, (c) provides a more unique alternative for Aldi Süd, which would ensure that the companies retained their separate identities while still forming a new sense of cohesion.
A key element introduced during the new Aldi rebrand (2017) was an additional 3D effect applied across the logo to align with the brand's ongoing modernisation. It was suggested that this could also be applied to this rebrand (show below), however once tested it was felt by most individuals that the effect actually gave a more immediately out-dated and low-tech appearance. The flat vector logo also had a noted retro feels but it was discussed that this would not be date so easily and also represented the deliberate explorations of the company's history and heritage as a family run business. Therefore the 3D manifestations of these logos were disregarded in favour of the flat vector variations.
Friday, April 7, 2017
OUGD501 - Studio Brief 02 - Third Designs
Taking into account the feedback that concluded the logos design should feature the half 'A' symbol split over the two logos, new range of designs were created with addition of colour. First for the individual logo that would be used for Aldi Süd, and then for both logos together as a pair.
The first colour experiments (below) revealed that combining colours from both halves of the Aldi companies created some unusual and clashing combinations and became clear that a more limited colour scheme would create a more professional and well-rounded design.
Additional colour experiments (below) confirmed the theory that a limited colour scheme would create a more cohesive design. It was suggested in a peer critique that a white background within the logo gave a more contemporary feel, as apposed to a colour-filled background which gave a more dated and retro appearance. It was also agreed that using a different colour scheme for each side of the logo would represent the different sides of the company more effectively rather than merging the two into one, as each company is unique from the other. Throughout the design process it was also concluded that the inclusion of a double border gave the design a more refined appearance and would allow for the multiple coloured borders on the Aldi Süd logo (2006) to be replicated and renewed.
Feedback on the final coloured designs (below) revealed the new colour combinations to be successful. There was postive feedback on the use of the red as a primary colour for the Aldi Nord logo (right) and it was agreed in a critique group that the use of a navy blue as the primary colour within the Aldi Süd logo (left) provided a sharper contrast than the orange. The overall preferred colour combinations were logos (c), (d), (e) and (h).
However it was pointed out that using multiple colours around the border would make impact negatively on the possible scale of the logo. At a large size the different colours would be easily distinguishable, however at a small scale the boundary box would lose clarity and create an undefined edge to the outside of the design. To rectify this, a thicker border with fewer colours will be applied to ensure that the logo can be used at all sizes.
The first colour experiments (below) revealed that combining colours from both halves of the Aldi companies created some unusual and clashing combinations and became clear that a more limited colour scheme would create a more professional and well-rounded design.
Colour experiment #1
Additional colour experiments (below) confirmed the theory that a limited colour scheme would create a more cohesive design. It was suggested in a peer critique that a white background within the logo gave a more contemporary feel, as apposed to a colour-filled background which gave a more dated and retro appearance. It was also agreed that using a different colour scheme for each side of the logo would represent the different sides of the company more effectively rather than merging the two into one, as each company is unique from the other. Throughout the design process it was also concluded that the inclusion of a double border gave the design a more refined appearance and would allow for the multiple coloured borders on the Aldi Süd logo (2006) to be replicated and renewed.
Colour experiment #2
Feedback on the final coloured designs (below) revealed the new colour combinations to be successful. There was postive feedback on the use of the red as a primary colour for the Aldi Nord logo (right) and it was agreed in a critique group that the use of a navy blue as the primary colour within the Aldi Süd logo (left) provided a sharper contrast than the orange. The overall preferred colour combinations were logos (c), (d), (e) and (h).
However it was pointed out that using multiple colours around the border would make impact negatively on the possible scale of the logo. At a large size the different colours would be easily distinguishable, however at a small scale the boundary box would lose clarity and create an undefined edge to the outside of the design. To rectify this, a thicker border with fewer colours will be applied to ensure that the logo can be used at all sizes.
Colour experiment #3
Best colour combinations
Wednesday, April 5, 2017
OUGD501 - Studio Brief 02 - Colour Scheme
Moving forward with these designs, the next stage of the rebrand process is to create a colour scheme to be used throughout the branding. To use as many pastiche elements as possible within this project, the new logos will feature only the original colours from the existing logos of the Aldi Nord and Aldi Süd brand. Although both companies use a different range of colours, there are some similarities. Both use the same shade of light blue and both use a dark navy blue, although the navy used in the Aldi Süd branding is slightly darker and less rich.
When discussing the range of colours used throughout both of the Aldi brands it was concluded that the colour palette of the Aldi Süd company most accurately represented a company that provided cheap, every-day and off-brand products due to the inclusion of a bright yellow and orange. These colours are typically received as less professional, more naive and even whimsical. The colour scheme of the Aldi Nord brand, however, was perceived to be more corporate and traditional.
The original aims of the rebrand were to change the perceptions of the brand to that of a reliable yet cheap supermarket amongst its competitors, while still appearing fresh and modern and appealing to the target audience of young adults and families.
Considering this, the new logos will aim to use a limited mix of colours from both sides in order to fully represent the brand as a whole.
When discussing the range of colours used throughout both of the Aldi brands it was concluded that the colour palette of the Aldi Süd company most accurately represented a company that provided cheap, every-day and off-brand products due to the inclusion of a bright yellow and orange. These colours are typically received as less professional, more naive and even whimsical. The colour scheme of the Aldi Nord brand, however, was perceived to be more corporate and traditional.
The original aims of the rebrand were to change the perceptions of the brand to that of a reliable yet cheap supermarket amongst its competitors, while still appearing fresh and modern and appealing to the target audience of young adults and families.
Considering this, the new logos will aim to use a limited mix of colours from both sides in order to fully represent the brand as a whole.
Tuesday, April 4, 2017
OUGD501 - Studio Brief 02 - Second Designs
After receiving feedback on the most successful designs it was also discussed that the rebrand should feature a second logo for Aldi Nord, which would also include elements from the Aldi Süd branding.
Using the most appropriate designs from those identified, a selection of possibilities were created (below). These designs represent two halves of the company combined in order to create a more cohesive brand. When presented in a second group critique there was a majority of positive feedback towards the top sets of designs, featuring the full letter 'A' found in the Aldi Nord branding split into two, with half used on either side. It was agreed that utilising the half symbol on both sides provided a more effective use of space within the logo and also allowed the two halves of the company to be combined whilst still allowing the two separate brands to retain unique and individual identities.
Using the most appropriate designs from those identified, a selection of possibilities were created (below). These designs represent two halves of the company combined in order to create a more cohesive brand. When presented in a second group critique there was a majority of positive feedback towards the top sets of designs, featuring the full letter 'A' found in the Aldi Nord branding split into two, with half used on either side. It was agreed that utilising the half symbol on both sides provided a more effective use of space within the logo and also allowed the two halves of the company to be combined whilst still allowing the two separate brands to retain unique and individual identities.
