Page 80 - Process_book_Carla Ann_Lloren
P. 80
Chapter 5 Branding & Final Artefact
Brand Design Rationale
Brand Name and Sub-brand Logo Illustration Assets
The name Good Neighbour was chosen as it The logo was inspired by the findings in the research I wanted the overall tone to be light and joyous
Branding & Final Artefact
is simple and easy to understand. It hopes that older adults can be the YIN in the society of despite the seriousness of the idea and
to remind everyone of the choice to YANG. The two hands that are almost touching is a messaging of the brand. Hence, the choice of
embody the quality of goodness that one good symbolism of the inclusive collaboration of stickman and doodle-like figures.
can be with each other. The sub-brand younger and older people.
names chosen are suggestive of actions
/activities that can be done with older
adults.
Use of Colours Fonts Tone & Overall Design Approach
A deep shade of yellow has associations to I kept in mind the primary user for this project which The overall design of this study is inspired by
the colour of the sun and the warmth of are the older adults hence I chose the Sans Serif my interviews from older adults themselves.
summer. This evokes a bright, welcoming typeface which is known to be highly readable. Both The personalities of the empowered older
and light-hearted emotion aligned to the Rubik and Calibri are part of this font family. I adults are one of joyous contentment yet that
brand personality. While dark solid purple wanted the headings to be clear yet modern, hence which no one should mess with. These
has been associated to wisdom and self- the choice for Rubik. While Calibri has a soft qualities I reflected in the brand personality
assurance – qualities that older adults friendlier feel in line with brand tone and is and in the choice of colors and the logo itself
embody. The combination of yellow and considered an accessibility font. hoping to inspire not only the isolated/lonely
purple represents the balance of older adults but people from all walks of life.
seriousness and lightness , the old and the I also wanted people to have a different
young, the yin and the yang… perspective on aging for it is indeed a lifestage
rich in wisdom that must be enjoyed and
celebrated by society.
