OUGD405 | STUDY TASK 1 | CONCEPT WORKSHOP

Today we were asked to rethink a concept of an existing company. We were split into ten groups, split between the boys and the girls, and there was only 5 companies between us.
My group was given Monarch airlines.

Initially, we researched into the existing branding and website that they had, and discovered it looked a little bit like the disgusting colours UKIP use on their website, which immediately put me off. It could be said the rich purple and the gold/yellow are used to reflect 'royalty' tying in with the name however I thought something was just not right with it.

Our idea stemmed from the idea of monarch meaning royalty. Since Monarch is a cheap airline company, we wanted to give it a more classy look. We initially thought of having red and 'gold' as the colour scheme but this looked quite tacky in my opinion and didn't look effective. Along with the use of Helvetica, the whole thing just didn't work.

We tried a different approach, and as most airline companies have a predominantly masculine look to them, we thought of doing something a little different and trying to appeal to the female population.

We tried out using a serif font; Didot, in italics, which looked a lot more elegant and would appeal to higher class individuals. I thought an all black logo/branding would look good but some people in my group thought this was too depressing. So we tried out different shades of purple which everyone seemed pleased with.

We debating using the crown in our design but then abandoned this idea as it looked too similar to KLM and also Pandora as we had placed it on top of the 'O'. So we added a raven as we thought this reflected royalty and elegance.

This is what we came up with: