Research for studio brief 2

Visual research:
Fedex Logo

1. won over 40 design awards and was ranked as one of the eight best logos in the last 35 years in the 35th Anniversary American Icon issue of Rolling Stone magazine.
2. Designed by Lindon Leader
3. Created optical illusion if close up to the letter “E” and “X”, there is a presence of an arrow there which represents the speedy and accurate service of the company

DHL logo

1. The DHL logo was designed in 2002 by Nitsch Design.
2. The line in the logo represent the speed and direction which give trust to customers.
3. It used Yellow because it is a happy and warm colour which help to get attraction from people.

Colour used in the Fedex logo

-Only used purple and orange

-According to Patrick Fitzgerald, the reason of using purple and orange was because they are the most recognised representations of the logo by consumers

-Due to the fact that the brand has been built up, there’s one Fedex brand in the world, they wanted to

maximise its value and simplify it for customers, therefore they decided to use only two colours with a simple design.

Contextual research:

Fedex

-They have two type of services which are International Shipping or U.S.Shipping

-Both kind of services usually  delivery within 7 business days.

-Customers can even choose a faster possible delivery depend on their need.

History of Fedex

-Earlier known as Federal Express which was the largest airline cargo carrier in the world

-The former Fred Smith, came with the idea just looking after the delivery of a thing from a point to a point.

-In 1994, Federal Express changed the name to ‘FedEx’.

-The operation was started in Memphis International Airport, Tennessee in 1973. 

-The first day of operations was April 17, 1973 and that night only 18 packages were carried on board.  

Similarity with Amazon and Google logo

-All of them are logo not pictogram, just contain text in their logo.

-They are online company, however, Amazon is a shopping branding, Google is a social web branding, while Fedex is a delivery company but all of them are relevant to online branding because they are using the internet as the platform and act like the real store or shop, which mean to do a business through the internet.

-All of their designs are really simple, according to my first writing, it said “The simplest solution is often 

the most effective.” Therefore, simplicity helps a design be more versatile.

Competitors

-Basically, the best known delivery branding are Fedex, UPS and DHL

-DHL does not handle domestic shipments within the U.S.

-FedEx has more guaranteed delivery and time-dependent options compare with Ups and DHL.

-UPS and FedEx offer freight, express, ground delivery, global dispatch, time critical, and temperature control delivery which DHL doesn’t has.

-FedEx has a larger air fleet, while UPS has more ground vehicles.

-FedEx may end up being slightly cheaper compare with Ups and DHL.

-Hence, they have to make their personality be trustable. Setting a good personality can promote tryst to people which helps to attract more people to use online shopping in the company due to the fact that customers feel the brand or company is faithful which they can trust it.

Target audience research:

Target in their market

-Different government departments and embassies

-Small business owners and professionals , for example they want to move their business from a place to another place

-Anyone who needs to send something anywhere in the world and it is the most important target

-  It doesn’t has any specific target in gender, age group or job, however, the users must be aged over 18. Moreover, users have to register a fedex account before make the order, for example they have to fill in some personal informations, payment method, etc.

Location

-Mainly located in United States and is catering the services with in America and Canada but also approaches to the destinations worldwide through its air fleet.

Marketing goals

-Maintain its competitive style in the minds of the customers

-Provide a trust of delivery time to customers and to stay in the market for a longer run

Marketing Strategies/plans

-To be the fastest delivery company in their industry so that it helps to attract more customers

-Maintain the logistics and operations of the company smooth and provide a good quality of work to customers

Studio Brief 2 Defining the brief

  Due to the fact that the Fedex company is a delivery company, customers have to order the service online which is similar to the way of online shopping brand, customers have to order the item online first. However, as it is a delivery company so the target audience will be worldwide. Therefore, I want to redesign the Fedex logo to make more like a pictogram and modern. As a result, everyone can understand it as someone may not know English.

-When I looked at the Fedex’s logo, I didn’t realised that there is a small arrow between the “E” and the “X” so I guess most people won’t know there is an arrow as well. Therefore, I think I will mainly focus on this part to
redesign the logo.
-As it is an online branding or company, I think the logo should look different with others, there are too many online branding logo used text only for example e-bay or Google. Hence, that’s the reason that I want to redesign
the Fedex logo.
-As the target of the Fedex is everyone from the world which is a worldwide target so I want everyone can understand and read the logo easily. Therefore, I think making pictogram in this case is better than using text as some people don’t know English.

Consumerism - Persuasion, Society, Brand Culture

Sigmund Freud(1856-1939)

1. New theory of human nature 
2. Psychoanalysis 
3. Hidden primitive sexual forces and animal instincts which need controlling 
4. The Interpretation of Dreams (1899) 
5. The Unconscious (1915) 
6. The Ego and the Id (1923) 
7. Beyond the Pleasure Principle (1920) 
8. Civilization & its Discontents (1930) 

In 1930

-Fundamental(basic) tension between civilisation and the individual

-Human instincts incompatible(opposite) with the well being of community

Fordism:

-Henry Ford (1863 – 1947)

-Transposes(reverse) Taylorism to car factories of Detroit

-Moving assembly(part) line

-Standard production models built as they move through the factory

Marketing hidden needs:

1. Selling emotional security  
2. Selling reassurance(trust) of worth 
3. Selling ego-gratification 
4. Selling Creative Outlets 
5. Selling Love Objects 
6. Selling sense of power 
7. Selling a sense of roots 
8. Selling immortality

Print Culture

"LATE AGE OF PRINT"
-Term comes from the media theorist Marshall Mcluhan

Culture:

1. – ‘the best that has been thought & said in the world’ 
2. – Study of perfection 
3. – Attained through disinterested reading, writing thinking 
4. – The pursuit of culture 
5. – Seeks ‘to minister the diseased spirit of our time’

Leavisism:
-A form of literary studies named after F. R. Leavis. 
-Still forms a kind of repressed and common sense attitude to popular culture
-For LeavisC20th sees a cultural decline Standardisation & levelling down

Collapse of traditional authority comes at the same time as mass democracy(No government). Also, popular culture offers addictive forms of distraction and compensation.

Technological Reproduction of Art removes:
AURA

1. Creativity 
2. Genius 
3. Eternal value 
4. Tradition 
5. Authority 
6. Authenticity 
7. Autonomy 
8. Distance 
9. Mystery

Chronologies: Type- Production & Distribution - Part 2

  Medinger set out to design a new sans-serif typeface that could compete with the successful Akzidenz-Grotesk in the Swiss market.
-Originally, the name was called "Neue Hass Grotesk", the design of it basically based on Schelter-Grotesk and Haas' Normal Grotesk.
-The aim of the neww design was to create a netural typeface that is clear and easy to read which doesn't has any meaning in its form.

Arial
-Was released 25 years after the original release of Helvetica.
-25 years is the maximum time that a design is protected by intellectual property before it lapses.

Apple

-The first Apple product was introduced on October 15, 1990, it was the first Apple Macintosh to sell for less than US$1,000. 

-By making itself more obvious, typography can illuminate (light) the construction and identity of a page, screen, place, or product.” 

Comic Sans MS

-Is a sans-serif casual script typeface. The modern Comic Sans was designed by Vincent Connare in 1994.

                                      

Emoji                                 

                                   

-People like to use emoji rather than text nowadays because it is easier to understand, you don't have to understand other language but you can still know the meaning.

Chronologies Type - Production Distribution Part 1

Definitions of typography:

1. -The art and technique of printing with movable(flexible)
2. -The composition of printed material from movable type
3. -The arrangement and appearance of printed matter

-Mesopotamia (specifically, ancient Sumer), 3200 BCE(ish) 

-The first true alphabet was the Greek Alphabet,(adapted from the Phoenician)
-The most widely used alphabet today, is a further development of the Greek. 

  Since typography is a communication method that utilizes a gathering of related subjects and methodologies that includes sociology, linguistics, psychology, aesthetics, etc.

Finding research sources