Once I had designed everything as in ALL the products I put it all in a PDF ready for submission. Can be found below

Major Practical Project

This was my first attempt at a branding project/assignment and I felt it has enabled me to express my creativity on a bigger scale as a much larger outcome was necessary to fulfil the brief.


At first I wasn’t sure of what kind of branding project I wanted to do, I even went as far as trying to get a brief from the BBC TV show The Apprentice. I’ve always wanted to do one of the branding projects they get as I thought they would be quite interesting to do, but myself and my tutor realised there was not much of a structure to their briefs so we just left it at that. We looked elsewhere and she found a few briefs from YCN (Young Creative Network) and I asked a member of staff at Marine Studios to send me a few briefs so I could also have a look at them and pick one. Me and my tutor went over the briefs they sent and we both unanimously agreed on the Transport For London one.

The aim of this task was to design and brand a contemporary canteen’s graphic/visual identity (that is inspired by London’s Transport’s history and design heritage) that promotes the canteen to Londoners and tourists. I created a brand for the canteen called Central Diner, the concept behind the name was that the diner is based in Central London and it will offer a diner experience to the intended audience so Central Diner I settled on. From there I would create a logo and the rest of the visual identity that can be applied to differnt design formats in my case a stationary suite (a letterhead, business card and a compliment slip). Cutlery sleeve, table mat, menu, staff uniform, signage and an advertising campaign promoting the canteen.

To start this project officially, I went to the Transport For London (TFL) Museum in Covent Garden, going there would help inspire my project as I had to include TFL’s history and design heritage in my designs somehow. At first I struggled to do just that, and I think this was mainly due to me rushing the processes that I had to go through to get to the final outcome. I had gone with my first idea as opposed to trying to find alternatives and I struggled because I fell short based on the ideas I had produced (it weren’t enough). However I was able to recover when I revisited my research, as it helped open more routes to tackle the brief.

I believe the things that went well was the application of designs that the brand lent itself to in terms of design products, so stationary suite, cutlery sleeve, table mat, menu, staff uniform and signage and the advertising campaign. I felt my skills in all the softwares that I used to create the products were tested to an extent that made me have to learn new skills in order to pull of what I was envisioning, otherwise it won’t look as I had imagined making the project (as a whole) weaker. I feel I developed stronger skills in Photoshop, Illustrator and Indesign that allowed to create better designs for the brand and the overall project.

The things that didn’t go too well was when I repeatedly got stuck on the idea and design stage, before I finally settled on a logo design for the brand I had to redesign it twice and I found it quite frustrating because I couldn’t produce the rest of the products until the logo was done and I found it quite demotivating which  lead me to procrastinate for a while… But with a few days off I was able to come back refreshed with new ideas and keep the project going 🙂

Overall I was pleased with my final outcome for this project because there were a few stages where I didn’t even think I’d manage to produce the work I have and to a good standard on top of that, but my persistence was of great help. This project on a whole has slightly increased my confidence in my skills as a designer, as its pushed me to apply skills that i weren’t  necessarily good at and were out of my comfort zone for example, illustration and layout needed a lot of work in this assignment in order for me to accomplish anything decent for this assignment on top of that, the mistakes I have made have also made me grow as a designer.





Research, Ideas and skecthes

Once i had established i had hit a problem with the way i wanted to portray the brand with the logo, i essentially went back to the drawing board (as they call it) and went back to the researching and ideation phase and i was actually able to find a few things that i had previously missed, so in one sense the hinderance i’ve encountered has been of help so far.

Here are the images of my ideas and sketches:

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The first two ideas (on the first set of  sketches) came from an information panel that i came across in the museum (Better means busier). London buses in the 1920s were the most popular mode of transport. By 1930 Londoners were making nearly two billion bus journeys a year, more than twice as many as in 1921. A rapid improvement involved a covered top deck buses and pneumatic tyres to give passengers  a more comfortable ride. So the first two sketches involved a covered top deck bus and tyres but i didn’t really develop them as i saw a stronger idea.

The third (bottom left), and fourth  idea revolved around the bus/roller blinds that replaced wooden destination boards in the 1920s. Before each journey, the driver or conductor had to reset the front and rear blinds to show the correct destination. The blinds idea would convey the whole transport notion if i was to take this approach.

The London taxi meters idea came from the 1920s and 1930s, during that era London taxis were regulated by the Public Carriage Office and meters were introduced for the first time to end dispute over fares. So the idea here was to portray the digital meter that taxis used in their cabs to asses how much a fare would cost once a journey had completed.

My idea here (top right) was simply based on the London underground map, instead of the stop you would usually get off at to go to the museum (Covent Garden) the stop would be called Central Diner and the logo would look just like the normal tube line that you get but there would be Central Diner as opposed to Covent Garden. This was an idea i received from one of my cohorts which i really liked but i think this would work well for the launching of the campaign so ideally i could use it later.

The idea here (bottom right) came from steam locomotives that were on the Metropolitan Railway and the Metropolitan District Railway first underground railways in London. The world’s first underground railway opened in January 1863 between destinations Paddington (Bishop’s Road and Farringdon street (now part of the circle line). The underground railway used specially built steam locomotives to haul their trains through shallow tunnels which had many ventilation openings to allow steam and smoke to clear from the tunnels.

On the next page i continued sketching on the ideas of the locomotives although the other sketches/ideas was a rope haulage. As it was impossible to use steam locomotives in the small unvented tubular tunnels of the deep-level lines, the only options were rope haulage or electric locomotives so the ideas came from there. The other idea  (bottom left) was the object passengers could hold for stability if they chose to stand in the interior of the train. The wooden carriages idea was from  the railway trains how they looked during their time.

I think the strongest ideas here wer the London underground map idea (replacing the Covent Diner station name) and the steam locomotives simply because i felt they carried more influence from the museum i visited earlier on. I would now try to develop these ideas and see if i can come up with a better idea for incorporating the London Transport Heritage into a logo.


London Transport Museum

Here are a few of the postcards i bought in the gift shop i bought the cards to have that the sentimental value just to remember my experience of the museum because it was a nice one.

The stamper trail was unfortunately given to me later than i had needed i was probably around the 6th stamper before i was given it, basically one was supposed to follow the trail of the museum and record stamps of where they’ve been on the tour from 1 through to 13 each stamp was located on different levels once completed i believe you would get a free gift or a prize I’m unsure as to which one it was. The thing under the stamper trailer was my ticket it is basically an annual pass which allows me to go any time up until date of expiry which is 27/12/13 it was valid from 28/12/12. Who knows i may visit it again for my own benefit as i did enjoy it was a learning experience so something to may consider..

The next image shows the postcards i bought from the gift shop, i only bought 7 otherwise i would’ve have been there for ages trying to pick out which one to get but in the end i got some that were quite nice to look at in terms of visuals anyway… all except for one which I’m not actually that fond of.

The website below is the London Transport Museum i visited the site as well just to see if there was anything i might have missed out on the tour. I found the website quite intriguing as well.