This brand integrates various environmental protection concepts in various products or activities. The design embodies more significance to influence various audience groups, and can serve as a warning to remind consumers at all times. The brand concept is to reduce environmental pollution, protect birds, and protect their beauty.
This project is about the impact of air pollution on the skin of birds. It mainly shows that the air pollution of today's environment has seriously affected the feathers of birds, resulting in many skin diseases of birds. Therefore, I want to hold art activities through the products of"feather disease"brand project, and put forward the slogan:"protect their beauty", and call on everyone to pay attention to environmental pollution and protection The ecological and sustainable development of birds. Let the world have more beautiful birds in the sky.
Due to the change of environmental factors,nearly 100 birds in the world have been extinct,and nearly 200 kinds of birds are endangered. To call on people to focus more on protecting the environment and birds.
I got an insight:“Birds are the leader in detecting air pollution”.
I put forward two questions:
1. How does pollution affect birds?
2. What harm does air pollution do to the skin of birds?
My solution is to improve people's awareness of environmental protection through the activities of "feather disease" brand, such as exhibitions, packaging, websites, posters and other creative designs, and give consumers the educational significance of environmental protection, so as to realize the true protection of birds and their beauty.
"Feather disease" is a brand with the spirit of adventure, harmony, openness and stimulation. Based on the current market situation, I have made a comparison and analysis. The difference with Muji, KFC, Adidas and Coca Cola is only that some products involve the concept and design of environmental protection. "Feather disease" adopts the products and ideas made with the theme of environmental protection, which is more environmentally conscious and cheaper.
BRAND TARGET CONSUMERS
The first is students. Facing a large group of students can help education and give a positive impact. The second category is the family group. The third kind of people are people who care for the environment. Their emotional concept of shopping fits the brand, so the brand will be supported by a large number of people who care for the environment.
After trying different combinations, I found that the combination of geometry and feathers can bring out the connotation of the brand.
Then I will combine several geometries to represent diseases.The left side of the sign is half of the feather, and the other side is three geometric figures representing different diseases. For the black and white logo, only the triangle is rose red, because rose red is the main color, and its shape is sharp and prominent, which well expresses the meaning of "contradiction" and disease.
In addition, I distinguish the use of logo in different color background, in order to better distinguish the background and logo. I also distinguish two different logo specifications in different scenarios or applications.
At the beginning of designing art font, I wanted to design a font similar to feather. Then I tried many ways to combine feather and font through painting, and finally found a good form. This form not only has the shape of feather, but also can express the whole structure of letters through the incomplete part of feather.
On the other hand, these incomplete parts can also symbolically represent the theme of "feather disease", just like these fonts are feathers of a polluted bird, hoping to give the audience a sense of substitution.
The main colors are rose, black and white.
Rose red is the main color, because feather disease is actually a skin disease, and most of the symptoms of skin diseases are red. Its implication is representativeness, desire, vitality, survival instinct and self-confidence. It is full of vitality and represents people's desire for beauty.
The reason why I use black and white as auxiliary colors is that I hope this theme is of great significance and not happy, so I use the mysterious, deep, solemn black and the holy inviolable white. I hope that human beings can attach importance to it.
The book mainly introduces the background, inspiration source, design process and finished product display of the brand.
Stationery includes business card, envelope, brochure and other product design. The main graphics in the main design are logo and bird designed with artistic font, which symbolizes the main body of brand.
On the color of all posters, I basically use black and white as the main color of the posters, which is very consistent with the emotional tone of the brand. The visual center of individual posters uses rose red, which plays a role of embellishment.
I will put posters outdoors, usually in downtown areas, streets, stations, subway stations, where there is a large flow of people.
Consumers can learn the background story of the brand on the website and can subscribe to related activities, such as exhibitions. Message board can leave messages, paintings and other services. Online shopping malls can buy products they like or tickets for exhibitions.
Clothes are designed in a recyclable way. The main visual pattern is the shape of a bird composed of artistic fonts.
I made six three-dimensional posters to show what different symptoms look like and show people the impact of environmental pollution on the skin of birds. The audience can interact through observation, smell, touch and posters.
The first picture shows that the feathers of birds are surrounded by all kinds of human garbage. Some of the garbage covers the feathers, some of the garbage traps the wings or body of birds, and some of the garbage is blocked in the gap.
The second work is about the variation of bird's feather growth. The feather does not grow according to the normal law, and the growth is misplaced, which is also the result of long-term pollution of birds.
The third work expresses the skin festering. Under the influence of air pollution for a long time, the skin of birds will fester. I used seven layers of paper to overlay, and made a realistic festering design in a specific part. The audience can look at it layer by layer and find that the deeper it is, the more serious it is.
The fourth picture shows the bird's feather's soft bone disease caused by the pollution. I used the layering technique to show the hard part and the soft part of the skeleton. The audience can feel the disease by touching.
The fifth picture shows that the carbon particles in the air pollution will attach to the feathers of birds, which will cause the feathers to turn black gradually, and will affect the respiratory tract, lungs and other organs of birds for a long time, leading to disease or death.
The sixth picture shows the cancerous feathers. I use a lot of colors and noise to show the cancerous feathers. The effect is very obvious, and the color and visual feeling are also very shocking to the audience.
People can not only interact with posters here, but also draw their favorite feathers or write down their views on the brand in the manual.
School: Beijing Normal University, Zhuhai
Program: Visual Communication Design (Brand Design)