CLERKENWELL DESIGN WEEK: IDENTITY DESIGN
Clerkenwell Design Week, the annual design festival event held in London,
approached Made Up to create a new identity for the 2018 edition of the event.
They wanted to create a new identity around the acronym 'CDW'.
The brief was fairly open, but the design needed to have an architectural feel,
without being exclusively about architecture.
INITIAL SKETCHES
MORE SKETCH IDEAS
POSTER CONCEPT
I looked at a simple, graphic approach, using layers to build the logotype, inspired by these posters by Franco Grignani.
I liked the concept of the logo being constructed from layers that come together, flowing into the page to construct the model. As the festival covered so many areas of design - interiors, lighting, furniture, product, architecture - it made sense to use a more abstract approach, rather than to try to represent every discipline. The strong architectural backbone to the festival also felt well represented by this approach.
The client felt the design could be too simple so we explored using other elements - colour, icons, type, illustration - to convey the breadth and scope of the event.
...however, these approaches diluted the concept too much, so we chose the original sketch to move forward with.
DIGITAL DEVELOPMENT
Flat vector type design, created in Illustrator.
Simple 3D extrusion, also in Illustrator.
As the piece needed to be animated, it made sense to work in Cinema 4D to create the design. This is an early treatment.
The client pushed for a simpler design, eliminating linework, shading, shadows and colour. Bold creative direction!
Some experimentation with gradient backgrounds and fine linework.
The final design.
Campaign poster art
ANIMATION
CDW wanted an animated piece to use on their site, and to be projected at the event.
Here's a test animation, created in Cinema 4D.
Final animation.
This was difficult.
This was difficult.
Very happy with the results though.
ANIMATED POSTER
CDW 2018
