Heraldry | Ironic Rebranding

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Heraldry

Ironic Re-branding

Context :

For the archive project, we were asked to pick a pre-existing piece of design, specifically from the archives at UCA, Epsom and study it. On researching, making observations and questioning the available data, we were required to not only create a catalogue driven by research but also one that states some sort of conclusion on the subject. I decided to find a subject that relates to my area of interest - semiotics.

Premise:

The short video showcases my research and research questions. After conducting this research, I was able to point out a few negatives associated with heraldry in modern day times. I decided to focus on this negative outlook and create an ironic catalogue that communicates my research questions.

Concept :

Brands use heraldic design systems to create a brand identity. While a lot of the brands rightly use this design system to communicate prestige and honor, some of them use it to create a false sense of reliability.

Components :

In this project, I've tried to communicate this point of view on heraldry by re-branding popular fast food brands. Why fast food brands? Because they are cheap, prioritize quantity over quality and there's nothing luxurious about them.

Process :

Went through a series of designs; adding and subtracting elements before finalising elements for each brand logo design.