Project statement

  In my essay, I talked about the structure of Traditional Chinese characters, how did the traditional Chinese transformed to the one people use nowadays, etc. Moreover, the differences between Traditional Chinese and English characters. I read a lot of article about the history, theory, structure about writing traditional Chinese and how it influenced to the graphic design in HongKong nowadays. Therefore, in my practical project, I redesigned an international branding logo that have department stores in HongKong which can make more unique to foreigners or even local people.
  I found that having Traditional Chinese in the logo can make people in HongKong feel the branding is representative due to the fact that it is their first language, it is true that not many branding only has Traditional Chinese in the logo, most of them also added with English because it is an international language. Due to this reason, I wanted to choose a popular and international branding to rebrand their logo in Traditional Chinese to make it more unique.
  Pringles is the best choice for me as I found it also sell in the UK, it is quite famous in HongKong. Therefore, I tried to rebrand the logo by using Traditional Chinese rather than English.

Studio brief 2 - Pitching your ides / further developments

Transform my sketched ideas to digital:
At the beginning, I used my sketched ideas at the starting point, I picked some of my favourites and made them into digital with black and white first, I mainly picked those ideas with an arrow because after the group crit, most people agreed that those ideas with the arrow are the best. I really like the one that some lines behind the arrow, I think it looks the most effective but the simplest. Therefore, I tried different scale on that design, I like the one with the balanced size, it looks the best compare with others.

Digital development:

  Since I got a basic idea about how my pictogram would look like, I made them into black and white first. However, during the crit, people suggested me not to change any colours which means keep using Fedex orange and purple. I tried to use lines with the arrow and created the “F” which represents “Fedex”. However, I think it doesn’t look good enough. Therefore, I tried to just use lines to make the arrow but I got the same result, the outcome doesn’t look strong. As colour is one of my concern so It is really import to apply a good colour, due to the fact that my classmates asked me to keep the original colours (orange and purple) and I wanted to make more interesting so I created a gradient colour with orange and purple, it looks quite well. Meanwhile, one of my design was inspired by the DHL logo which is the bottom purple one, I left some empty space in the arrow and formed like the upper case “F”, I really like that idea which is very amazing. 

Final design development:

  I choose to develop this design because I thought it was the most success and looks most effective so that it would be easier to attract customers. However, it doesn’t look strong enough. Therefore,  I thought about the feedback from the crit, some people suggested that I could look at competitor’s design, actually, I really like the DHL logo, the lines represent the speed. As being a delivery company, speed and trust are the most concern when people deciding to choose which company. Hence, I tried to put some lines behind the arrow. It looks quite good and I can know it means “quick” and “fast”. I tried to put some lines after the arrow, however, the result was not good as the first one. Therefore, I just came with the first idea as my final design. 

Mock Ups:

  Since I made my final design, I did some simple mock-up to show how will my pictogram works. As Fedex is a delivery company, I made the box of shipping and the fedex shipping label.

Fedex delivery box

Fedex delivery box

Fedex delivery box

Fedex delivery label