Connecting, Synthesizing, Transforming
Reykjavik, Iceland Toolkits
RedRover - Effective Copywriting
Reykjavik, Iceland Toolkits
During this project, we were to do an in-depth study of three different client cities to promote tourism. We were to gain a sense of the geography, modern culture and traditions. The concept is to focus on features, strengths, character and heritage options for each city. The city that was chosen to develop logo ideas was Reykjavik, Iceland. By applying in-depth analysis, we were to identify the strengths and unique attributes of the town. We were then to create toolkits or toolboxes for each area of geography, traditional, and modern culture.
For each category research needed to be conducted to be able to make connections to the critical points of Reykjavik and the attraction for tourism. After researching Reykjavik and creating mindmaps, there was a better understanding of the geography, modern culture, and traditions of the town.
For each one of these toolboxes, there was a design process to make connections to the city. The first step was the researching of the town by creating mind maps for the three categories. The three groups explored were the geography, modern culture, and traditions of Reykjavik.
Mind map of modern culture for Reykjavik.
Mindmap for tradition
Mindmap for geography
David Airey discusses mind mapping and how the process aids in research and generating new ideas through the creative flow of thought through research. Airey (2015) states, "The idea is to form as large a "thought cloud" as possible, giving you a tool to refer to when it comes to the next stage; sketching."
Generating ideas on the sketchpad.
This contains sketches of tradition and geography of Reykjavik.
The development of ideas was a necessary step to be taken with only the use of a sketch pad and pencil. Airey (2015) explains, "Think of a sketchpad as your conceptual playground-a tangible scene where an idea can be batted around and subjected to the immediacy of uncensored thoughts.""
This is where the thought process began the use of color, typography, and logo design for the tradition toolbox.
The development of color, typography, imagery, and logo design for modern culture.
Development of the toolbox for the geography of Reykjavik by adding a color palette, typography, logo design and imagery.
Vector images in black and white for the three categories for Reykjavik.
Vector images derived from the creative flow utilized from the design sketches. Typography, color palettes, and vector images became instrumental in each toolbox.
Utilizing imagery, color, logo design and typography for the tradition of Reykjavik.
Simplifying the tradition toolbox.
The creation of the dragon head came from research of the Vikings who inhabited Reyjavik centuries ago. According to AncientPages.com (2015), "Many ships were equipped with carved dragonheads on top of the stem, while the stern often was shaped like a dragon's tail." Ancient Pages also discusses how important the dragon is to the Vikings. Dockyards (2017) explains, "Regarding the real usage of the dragon in the Norse culture, it must be mentioned that the wealthiest of the reputed longships were decorated with dragon heads on their bow and stern, as a sign of strength, power, and bravery."
This is the final revision for the toolbox after making the transformations.
New ideas were visited to simplify the logo design for the geography of Reykjavik
This was first toolbox layout for Reykjavik, Iceland. After conducting research and making connections to transform into logo designs.
The bottom geographic toolbox was the first design layout. Above is the revised toolkit with a simpler logo incorporated into the city name represented by Reykjavik's mountains and glaciers.
Reykjavik is a beautiful place to visit, and with the Northern Lights, natural waterfalls, hot springs, glaciers, mountains, and so much more it is hard to ignore the natural wonders. New and simpler versions explored led to the new toolbox for Reykjavik geography.
Reykjavik is a city filled with galleries, museums, and creative sculptures. Reykjavik is a capricious city filled with colored houses that reflect the people that inhabit the city. The Sun Voyager is a main attraction and is a lovely sculpture displayed in Reykjavik by the ocean. The logo is representative of the Sun Voyager with the sea surrounding it.
RedRover - Effective Copywriting
This was the final layout of first batch of iterations on the advertisement for Just Plain Folk category.
This was the first layout for the Ironic advertisement for RedRover.
Max is a celebrity and saves lives. Through iteration this advertisement was made more presentable.
Just Plain Folk After research, connections were made through synthesis and several iterations to transform this into the final advertisement for Just Plain Folks.
Through iteration a better design was laid out for the Ironic advertisement for RedRover.
Through synthesizing and iteration a final revision was designed for the Celebrity advertisement for RedRover.
This was an advertisement that was eliminated in the final presentation from iteration.
RedRover Non-Profit Advertisements
During this project, we were to pick a non-profit organization and create swipe files as a part of the research. Writing and brainstorming ideas are a part of making the connections through the study to establish the advertisements. Felton (2013) explains, "Get those half-ideas, bad ideas, and nonsense ideas out of your system and onto the page. All of them either imply transformations or let other, related ideas slip out that would have stayed hidden otherwise."
The creating of personas was helpful to capture the voice and tone of these advertisements. Many changes happened throughout this process. The softer color is a color that was incorporated from the image background and brings out the emotional connection from each advertisement in more caring perception.
References
Airey, D. (2015). Logo design love (2nd ed., p.80, 84). San Francisco, CA: New Riders.
AncientPages.com (2015, May 19). Dragon's head - One of the most famous viking symbols discovered at birka ancient excavation site. Retrieved from, http://www.ancientpages.com/2015/05/19/dragons-head-one-famous-viking-symbols-discovered-birka-ancient-excavation-site/
Dockyards (2017, January 10). Ancient dragons in the morse mythology and scandinavian folklore. Retrieved from, http://thedockyards.com/ancient-dragons-scandinavian-folklore-mythology/
Felton, G. (2013). Advertising concept and copy (3rd ed., p.188). New York, NY: W.W. Norton and Company, Inc.