Today me and seb sat down and looked at the concept and what it meant. The key aspect of our concept was to show the collaboration between fashion film as a genre and contemporary media as well as different creatives (eg. fashion designers and film directors). We need to apply the parallel concept to the design. We began by focusing on the title of the exhibition which would be they key to the whole exhibition identity.
We experimented with different ways of working the parallel diagram within the title but were finding it hard to get the elegant, beautiful and simple aesthetic they ask for in the brief. We decided to change from the bold weight to the ultralight to escape the heaviness.
I altered the ultralight weight by taking away as many of the parallel lines as possible to keep the legibility of the word. This created a bespoke visual title which worked with the parallel concept. It was a lot more elegant and clean in comparison to the originally ideas therefore we decided to push this further.
We then explored working with the poster sample text trying to apply this design to the russian translation.
We had the idea of the design being reversible and the dominating language of where the exhibition is being at the top.
We then worked with the spacing to see if we could make it a logo that combined the two languages.
We also experimented with the photography supplied with the concept of the collaboration line from the diagram being the main focus.
Through the process we tried working our ideas for the identity with the content to try and maintain a focused response to the brief working with what they identity will be used with.
After evaluating what we had produced so far and re-evaluating the content we realised that the russian didn't have to be dominate in the identity has it is a British exhibition that is touring. Therefore we wanted the key identity to be english with the bilingual aspect coming in where relevant. We decided to go with the stripped text and diagonal line working with some of the ideas we had previously with dividing the text.
I decided to move the line away and make it central just to see the difference if we altered the left aligned balance. This then struck the decision to scrap the subtitle being split as we felt that didn't work but then to try with the actual title. Initially thinking it would be a step to far but worth seeing.
This we were really happy with and when looking back and comparing it to the original left aligned it was obvious this was a lot stronger.
It worked well over the imagery as well as on its own so we decided pursue this design concept as it was visually strong but worked with our collaboration parallel concept.
We then expanded this design idea to other aspects such as text sections and captions. These two names were samples provided of a collaboration between director and fashion designer.
It took a few attempts to apply the same design concept and make it work but we realised that for the text sample it should maybe be more simple and instead it could be work for the credits and be a moving title.
Using a title instead we played with shifting tones to bring focal points to the line.
The final logo:
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