Logo Build "Thing Collaboratory"

Project Brief:

The Client:

Thinq Collaboratory Contact: Lisa Moody

Project Overview:

To design a logo build for the film company, Thinq Collaboratory.

Objective:

Using Thinq Collaboratory’s existing logo, design a 7-10 second logo animation that captures the tone and attitude of Thinq Collaboratory. (Logo may be downloaded on Google Sites under Handouts and Templates).

Word list Brainstorming:

Lab

Science

liquid

numbers

formulas

chemistry

cells

biology

think bubble

brainstorming

secret

creepy

revolution

fight

challenging

manipulation

clever

Think:

mazze

analysis

light bulb

electricity

tornillos

perspective

eye

Collaboratory:

microscope

cells

Research about the company:

Thinq Collaboratoy: a modern, revolutionary independent international film company.

 A large collaboration of people/talent/ideas.

Goal: Change perspective of people, challenge their way of thinking. Polemic and controversial. "Pushing the limits".

Message: Things aren't as they appear, transformation.

General Feeling: Evolution

Logo concept:

Thinking bubble, created out of a never ending line. Mazze represents analysis, intellect, and direction.

Location: Toronto

actors: international well known

calmness and coolness even though the lack of direction

Demographics:  the statistical characteristics of a  particular population.

age range: 18-50

gender: 55% male, 45% female

personality: clever, cerebral, analytical

social status: in college educated

employment status: Student

Why they are different:

Polemic, daring,

Person profile:

Student,

glasses

confident

studies political science

not preppy, but has class

Psycographics: 

THE QUEST OF LIFE

Like any game, we give our viewers the tools to think, and the problems to analyze and they choose what way they wish to take in order to solve it. The issues and problems are there, now they must find a solution for it. Wether its to ignore it and continue their lives as if nothing was happening. Or to take action and do something about it. What will be the outcome of this quest? Only they can know. 

The animation will consist of a game trapped within a maze, uncertain of where they will en up. It is the decisions they make that will allow them to reach or not their final destination. Ending with the resolution of the maze which then turns into a thought (or speech) bubble representing the way their mind and way of thinking. The main instrument they must use in order to make a difference. 

THE BIG BROTHER SOCIETY

A suppressed society, taught to think and act in a particular way.  Where there is only one right and one wrong dictated by the leaders of society, Big Brother watching over you. A feeling of intimidation, secrecy and fear overrules. No one is able to speak up, they are all blinded by their pre fabricated minds, brainwashed and controlled, society has become an entity composed of puppets. Tired of being controlled, a group of individuals rebel against this power. The consecuence: freedom.

PLATO'S CAVE:

After presenting the three differente concepts to the class, to my surprise, the concept that the class liked the most, and the one chosen, was the first one. The one I least liked, and spent least time on.  Its interesting and I'm sure it won't be the last time this will happen. It just makes you think and understand that in the end its the client the one who chooses the concept, so you should make sure that the three concepts you present, you like and enjoy because afterwards if your least favorite one is chosen, then you won't enjoy executing it and probably won't do such a good job on.

It's going to be a challenge, I'm aware of that, but I'm going to try and put all my efforts for it to come out equally good as if I had done any of the other two. 

FINAL STORYBOARD FOR "THINQ COLLABORATORY"

The process of this project from beginning to end was very interesting. I feel I've learned a lot, from the research aspect of it, learning about the different techniques and methods. For example creating our imaginary character to base our concepts on, according to what he would be expected to enjoy in these films.

After this, comes the pitching of our three concepts, and the fact that my least favorite concept was chosen  actually helped me a lot, in realizing how things really work in the real world of design, and how sometimes we will have to put our heads down and accept that the project is not for us, hence it's not our opinion being represented but rather the client's. 

From this, then came the presentation of our storyboards, and execution of our concepts. I would say this was by far the best part of the process mainly because its the point at which your ideas come to life, and you finally get to be truly create and invent. 

Last but not least, refining our storyboards and seeing your product come to life. I believe that a good storyboard is based on the idea that not only the client understands what you want, but that in the case that this was given to an animator to recreate. They would be able to execute your idea, just by looking and reading the storyboard descriptions. I believe that after a lot of work, my storyboard has in fact reached this point, and clearly is able to express what the animation is going to be like.

Essay on John A Lack

Concept Development in the real world.

Thursday's talk with John A Lack was very eye-opening and inspiring. Not only did it give us a perspective of how things are in the "real" world", but also, as an insight to how it is that we must approach it in order to find true success and achieve our biggest dreams.

"Listen to your own music, everything else is trash" A phrase by Mr Lack that has remained in my mind ever since he mentioned it. Meaning that no matter what others say or think about what you're doing, you have to listen to what you feel is the right path.

This is something that I believe is closely related to our concept development class.

Before making any decisions, and to ensure that in fact it is the right one; you must brainstorm the possibilities, options and outcomes in order to reach a successful choice.

Which is exactly how it would apply to a concept for a particular project. Making a decision as radical as the one that John Lack took when he chose to sell the MTV idea, took a lot of time dedicated to research and brainstorming; particularly when it came to selling it.

Just like any concept presentation to a client, he had his doubts and insecurities about wether or not this channel would be successful. Nonetheless, he sold it like it was gold. He wrapped his clients with his persuasive presentation and stood by his idea, no matter how many times before he had gotten turned down.

This is the type of attitude we as designers must have towards our own work. We must do something that were passionate about and believe in it. Otherwise how will you convince others that its an award winning idea, if you can't convince yourself?

The following are a couple of the first commercials made for MTV:

Exploration 4

A new client comes and asks to develop a logo for their new film coming up "Streets of Darkness"

a film about vampires where the target audience is the same as twilight.

Assignment: Begin a demographic study of the stereotypical "Streets of Darkness" fan.

Create a complete profile of who this person is and create a sketch of what the person looks like. Along with this, create a typeface for the Logo

For this film there are two types of target audiences.

Target 1:

Age: 12-17

Gender: Female

Culture: American

Style: Punk, gothic, artist

Race: white

Interests:

clothing: converse

makeup: black eye liner, red lipstick

Financial Status: middle class

Societal Status: misunderstood

Religion: catholic, no religion

Education: middle school, high school

Sexual Preference: straight, bi-sexual

Occupation: student

Hair/eye color: brown curly hair

transportation: bike, skateboard

Target 2:

Age: 12-17

Gender: Female

Culture: American

Style: normal teenager, collectionist

Race: white

Interests: manga, the jonas brothers.

clothing: converse,

makeup: simple

Financial Status: middle class

Religion: catholic,

Education: middle school, high school

Sexual Preference: straight

Occupation: student

Hair/eye color: brown straight hair, with silver streak

transportation: bike, parents

Process:

Before beginning any type of brainstorming for the logo, I decided to get myself in the mindset of the film and research about vampires. Symbols, metaphors etc.

"The word Vampire did not enter the dictionary until 1734. By the late 18th century, Vampires that were once considered bloodthirsty monsters were replaced by a more romantic and seductive predator.

Vampires are believed to be undead or immortal and therefore cannot be killed, but they can be destroyed. Rosary beads and crucifixes - anything connected to Christ is abhorred by the Vampire. Light, religious symbols and garlic are all harmful to the vampire, but there are more effective methods."

(ancient chinese vampire symbols)

Some ancient symbols of vampires:

* A stake and hammer

* Camarilla

* Sabbat

* Brujah

* Assamites

* Tzimisce

There are also a series of Vampire clans, that come mainly from two sects: the Camarillas and the Sabbats.


Of all the diverse sects, the one I found most interesting and chose to concentrate on was the Tzimisce.





"Every Tzimisce is obsessed with their birth place and graves. They usually carry along some soil from the place of their embrace and they are usually very territorial of such.


Whenever they sleep, they must surround themselves with at least two hand-fulls of soil from a place which was important to them during their mortal lives, usually from their birthplace. Failure to do so cuts their dice pools by half every 24 hours until they use only one die for all their actions. Such a penalty will remain until they rest in their territory for one full day."

I felt that out of all of them, this was the sect that related best to the title "Streets of Darkness" because they are in fact the ones most attached to a particular place, and the streets are their home. 

Now that I had chosen the path in which I was going to go, I then went on to creating a word list of things related to Vampires.

Vampires:
blood ,necks, teeth, bite, white, lips, sex, sin, eternal, wings, gargoyles, no sleep, moon, night, insomnia, kiss, eyes, moonlight.

Mood board:

Creating the Logo:


When we were given the assignment to create a logo about a vampire film I wasn't too fond of it. Personally I'm not a twilight enthusiast, and have yet to enjoy a story that involves vampires or draculas; and in addition to this, design-wise I highly dislike the romantic and decorative typefaces used in these types of films. 


Which is why I thought I wouldn't enjoy doing this at all. Nonetheless as the research began and I got more and more into the project, I realized the possibilities I had and freedom to go outside of the "stereotypical" adorned designs for these type of films, and try something completely new.


I wanted my concept to be simple, using a clean typeface and in a way playing against the archetype of vampire stories. It could go two ways, people loved it, or hated it. Risky. Yes, but what better time to take risks than in school?



I then went on to creating the symbol of the Tzimisce clan, and try to find a typeface that went along with the curvilinear form of the symbol but yet didn't compete against it with too much detail. Using color, and line weight to give hierarchy as well as play around with the concept of the
words used for the tittle.


Logo Explorations:

Final Logo:

Exploration 3- Logo Redesign. Concept Statements

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