Part 4 Exercise : Lorum Ipsum [Level 1 Unit 1]

It is asked to select a design from the collection and to study it as deeply as possibly.

So I have selected the following one which is good for an editorial article in the newspaper –


I have measured the margins, column widths, and tried to copy it as closest as possible using CorelDRAW –

Lorem Ipsum 1

Used following fonts :

Title of the newspaper – ‘The Hindustan Times’ – Cloister Black [Medieval Gothic typeface]

Headings and Subheadings – Arial [Sans Serif typeface]

Body text – Century [Serif typeface] [10.55pt size]

There is use of dropcap with five lines dropped and a wrapped text at the end of first paragraph out of three paragraphs, 2nd paragraph is lengthier than other two paragraphs. The paragraphs are left aligned, indented at 1st lines. The body text is 10.55pt size and the kerning and tracking is perfectly balanced with leading. Thus the article is legible but bit less interesting visually due to the lack of photography and illustration. The article is completely based on typography. The use of margins is seen and there are no columns. Use of only two colours is seen – black and turquoise is seen throughout the layout to maintain the professional appearance.

If the fonts are changed while maintaining the layout, the result can be seen like this –

Lorem Ipsum 2

Used following fonts :

Title of the newspaper – ‘The Hindustan Times’ – BlackLetter686 BT [Medieval Gothic typeface]

Headings – Arial Black [Sans Serif typeface]

Subheadings – Century751 SeBd BT

Body text – Century751 SeBd BT [Serif typeface] [10.4pt size]

There is use of dropcap with five lines dropped and a wrapped text at the end of first paragraph out of three paragraphs, 2nd paragraph is lengthier than other two paragraphs. The paragraphs are left aligned, indented at 1st lines. The body text is 10.55pt size and the kerning and tracking is perfectly balanced with leading. Thus, the article is legible as well as the visually dynamics gets balanced due to the contrast thickness and thinness of fonts, created by use of bold and regular weights of fonts. So, now, there is no necessity of using photographs and illustrations to support the balance of visual dynamics. The use of margins is seen without any division of text through the columns. There is space between paragraphs. Use of only two colours is seen – black and turquoise is seen throughout the layout to maintain the professional appearance.

Other article I have selected for such study is as follows –


I have measured the margins, column widths, and tried to copy it as closest as possible using CorelDRAW –

Lorem Ipsum 3

Used following fonts :

Title of the article – ‘Huma Qureshi helps a fan’ – Franklin Gothic Heavy [Sans Serif typeface] [almost similar to the original in the printed article].

Introduction Paragraphs – Arial [Sans Serif typeface]

Body text –Times New Roman [Serif typeface] [6.94pt size]

There is use of dropcap with four lines dropped and the text of about 200 words is left aligned and is divided in three columns of equal width arranged below the photograph, first one of it is longer in height than other two. The gutters between the columns are equidistant and use of margins can be seen. There is an introduction paragraph on the top of last two columns below the photograph. The photograph serves as the visually supportive background element for the title and the introduction paragraphs. The title is tight in kerning, tracking and leading is very low, making it bit stressful to read and hampers the visual movement. Similarly can be said about the kerning and leading of the highlighted introduction paragraph. The name of the reporter is written with typeface ‘Arial’ [Bold] & placed below the left bottom side of the title and photograph. The leg of the uppercase ‘Q’ is not dissecting the bowl. Except the title, everything is well balanced considering the typography and layout.

If the fonts are changed while maintaining the layout, the result can be seen like this –

Lorem Ipsum 4

Used following fonts :

Title of the article – ‘Huma Qureshi helps a fan’ – Bookman Old Style [Serif typeface]. By adjusting sizes of the words individually helped to make the whole title appear legible, visually attractive as well as with sufficient kerning, tracking and leading. By one single change in font helped t achieve this effect.

Introduction Paragraphs – Century Schoolbook [Serif typeface]

Body text – Century Schoolbook [Serif typeface] [6pt size]. Minor decrease in size helped to place and distribute the whole text throughout the three columns.


Part 5 The French Hen

A logo is required to be designed for cafe / wine bar named ‘The French Hen’ near the city centre, by Newton and Ridley, who are already known for the pub ‘The Rovers Return’. 

The targeted viewers are young men and women.

The logo will be used on – 

  • Food and cocktail menus
  • In coloured version on a signage outside
  • In coloured version as a cutout on window detail
  • On t-shirts for staff
  • On paper napkins
  • On beer mats (side 1 contains logo, side 2 contains an advice on sensible drinking)

I have researched some logo ideas regarding hen and café / wine bar –

















My rough sketches for the logo –



Used the sketches to combine and develop the logo from them.

Used only two slab serif typefaces overall – 

  1. Chaparral Pro
  2. Copperplate Gothic Bold.

Three ideas vectorized for the logo design using software, CorelDRAW – 

The French Hen Logo

Logo no. 1 can stand out as a separate logo even if the text is removed. People remember the logo, even if the text is not used, considering that the brand-name is famous and popular.

Logo no. 2 looks similar to that of Starbucks a bit.

Logo 3 is combination of text and graphic. If observed the logos of the alcoholic drinks, the use of banner is seen. Even on the wine bottle labels, the use of banner is seen.

Personally, I think that all three logos are stylish and attractive, but, to finalize one of them is bit difficult task, as it all depends on the client.

I have finalized the logo no. 3, as it doesn’t look common –


Mockups – 

(1) Food and Cocktail Menu – 

The French Hen menu

(2) Outside Signage – 

The French Hen outside signage

(3) Cutout For Window – 

The French Hen window

(4) T-shirts for staff – 

The French Hen t-shirts

(5) Paper Napkins – 

The French Hen paper napkins

(6) Beer Mats (Sides 1 & 2) – 

The French Hen beer mat sides 1 & 2

Logo works well on all the mediums without losing any details. So, no issues in finalizing it.

Just to be sure, with the timely feedback and discussions with the client, I will able to know and ensure the needs of the client and fulfill them, making them satisfied and happy with the result.

Part 5 Chance Housing Association

A typographical logo (selected one from three basic sketches) is required for a housing association. The logo will be used on the stationery (as a part of brand identity). 

First of all, I have studied and observed some logos of builders, estate agents, etc. as follows – 

Conclusion :

Most of these logos are combination logos, made with abstract graphic and text or abstract graphic, mainly. Most of them are really very similar. They look generic and not distinguished or unique. Not much innovation is recently seen in the logos of the housing market.

I would like to know whether the client needs a total redesign or just an enhanced logo version of the current logo, by site visit and by studying the design of the whole brand identity (logo used on the letterhead, business cards, ads, hoardings and banners, website, files and folders, etc.). I will suggest them a total redesign or a new design if they are new in the housing market or an enhanced version of the current logo, if they are well-established by now. 

There are actually infinite possibilities to create a logo for a housing association. 

My initial ideas for the logo – 

Sketches –


Vectorized logos using software CorelDRAW – 

Chance Housing Association Logo 1

Chance Housing Association Logo 2

I have finalised the following logo idea –


Logo worlks well on the black & white version too, without losing any details. Only single colour paired with white makes logo perfectly suitable for any layout.

Considered following typefaces –

Chance Housing Association typefaces

I have maintained consistency in appearance by maintaining limited colour palette used in repetitive way and only two typefaces – Eklektic Normal (decorative typeface) for logo and Chaparral Pro (serif typeface in varying weights and point sizes, bold and regular as wel as Italic) for the text. 

Mockups – 

(1) Letterhead – 

Chance Housing Association Letterhead


(2) Business card – 

Chance Housing Association business card


(3) Advertisement – 

Reference Advertisements (as suggested in the exercise) –

001 marvel 16x25 CREDAI Suppliment ad



Melrose Ad 02



My client’s advertisement (8.5 x 11 in) –

Chance Housing Association ad

(4) Presentation Pack – 

Chance Housing Association presentation pack

As suggested by my tutor in the report, I have tried this logo too –

Chance Housing Association presentation pack 2

Feedback –

Friends, family and the most important, the clients liked the styling of the logo, which looks corporate and distinguished from the typical logos for housing associations. So, the design is finalized as it fulfills the needs of the client. Also, the design is cost efficient and can be printed on high-end printers as well as simplest photocopiers. It is compatible for digital mediums as it is vector and be scaled to any size without losing any details or change in appearance.


Part 5 Research Point [Logo Design]

From historic era to today’s corporate world, the businesses are reliant on the logos to represt them and their values on which the businesses are based on firmly. Logos are crucial and integral part of the brand identity.

The logos can be categorized basically as

  • Text only
  • Text with graphic
  • Graphic only

The types of logos :

  1. Lettermarks (or monogram logos)
  2. Wordmarks (or logotypes)
  3. Pictorial marks (or logo symbols)
  4. Abstract logo marks
  5.  Mascots
  6. The combination mark
  7. The emblem

Some logos can stand as separate elements (as only text or as only graphic), though they are combined together initially. Currently, the animated logos are trending too, due to the advent of technology and high-end softwares as well as ease of creating GIF.

In logo design, modernism has sought to create simple and recognizable symbols that transcend cultural context.

The use of typography in logos is a deep field of study nowadays.

As per asked in the coursework, I couldn’t recall the logo of OCA at ease, to be frank –


The logo is combination of wordmark and lettermark, a striking combination of black and red colours. Yet, seems very simple to remember actually but not much unique or rare that it will be etched on the memory by even a glance once. It is not much distinguished characteristically. So, I found it hard to recall it.

I felt I have seen some logos similar to this logo. For ex. –


I have researched logos of following companies :

(1) Google :


Colorful and long, the Google logo has an important message to convey. It has two aspects – repetitive use of color and letters [typography]. It is a wordmark logo. This logo signifies a varied range of globalized content, just like the brand is known for. It is visually appealing.

(2) FedEx :


The white space between ‘E’ and ‘X’’ in the FedEx logo makes an arrow, suggesting a business moving forward. It also denotes ‘speed’ (in delivery), which is one of the key features and differentiators of the company. It conveys to customers why to choose FedEx over others for their logistics woes without explicitly having to say so in words. The logo of the famous shipping company is one of the best-known designs that carry a hidden symbolism. Even people who have been seeing the FedEx logo for years might miss catching the hidden image. The design has received more than 40 awards and has been ranked as one of the best logos in the last several years. The logo is wordmark logo.

(3) Amazon :


Thousands of people see the Amazon logo every day. However, not everyone notices the subtle meaning it conveys. The arrow from a to z conveys subtly that the brand offers just about anything and everything from A to Z. Also, the orange arrow hints at a smiling face, conveying a happy customer. It is a combination mark logo.

(4) Mercedes Benz :


Another of the most iconic logos known the world over, Mercedes-Benz showcases its triumph over the land, air and the sea with its logo which depicts a Tri-star surrounded by a circle signifying security. It is a combination mark logo.

(5) BMW :




BMW is one such example of tryst with history. With a color scheme of blue and white, signifying the harmony of air and speed propellers, the BMW logo traces its role as a part of the World War II when the company was intrinsically involved in creating airplane engines for its home country, Germany.

(7) Audi :



Audi probably has one of the most recognizable car logos ever created. The Audi logo is a representation of the merger of the four founding companies in the year 1932. The four companies that merged are Audi, Horch, DKW, and Wanderer; as a whole they make up the Auto Union.

(7) Baskin Robins :


The ‘B’ and ‘R’ in the Baskin Robbins brand logo, introduced in 2005, are made of two colors – blue and pink. When you focus on just the pink color, you will notice the number ’31’, which denotes the number of flavors the brand offers! So, the logo showcases the company’s ideology that the people have the opportunity to relish a new ice cream flavour every day of the month! It is a combination mark logo.

(8) McDonald’s :


A brand that is as iconic as its logo, McDonald’s is the perfect play of color that stays in the minds of its target audience forever. The red and yellow shades and the iconic arches make us feel tempted for the french fries and burgers immediately. Logo is combined as well as abstract lettermark logo too.

(9) Barbie :



The Barbie logo is among one of the most popular and instantly recognizable logos in the world. First introduced in March 1959 at the New York Toy Show, it has undergone several modifications throughout the years; however, its signature light-hearted, minimalist style has remained same. The current version of the Barbie logo consists of a simple wordmark which features the brand name in a hand-drawn, italic typeface which has an elegant, playful and traditional look and feel. Pink is a color that feels soft, gentle, sweet, young, feminine and optimist. All these qualities makes its use perfect for the Barbie logo.

(10) F1 (Formula One) Race :

Old Logo –


The logo design of Formula One reflects the core values of sports. The red color stands for energy and passion, while the black color represents determination and power. If you focus on the negative space between the two colors, you will see the numeric ‘1’. The F1 sign, along with red racing stripes, makes the logo truly representative of the brand. It has been used for almost past 23 years.

New Logo –


F1 revealed the new much simpler design that will be used from the start of the 2018 campaign.F1 commercial chief Sean Bratches said that the decision to change the logo had come about because the old design was neither useful for modern digital platforms nor merchandise. Logo was simplified to make it compatible for digital mediums.

(11) Penguin Books :



A flightless bird might seem an unusual logomark for a company that revolutionized publication of books. But in the 78 years since its first iteration, Penguin’s charming icon has become one of the top brands with cultural and political significance. Edward Young was asked to design the covers of the first set of 10 Penguin paperbacks, which appeared in the summer of 1935. In 1946, Young’s amateurish logo was modified by forward-thinking German typographer Jan Tschichold, who was invited to give Penguin a uniform aesthetic. In 2003, Penguin logo was refreshed by Angus Hyland in 2003.

(12) Microsoft :



The new logo was launched. According to Microsoft it takes its inspiration from their product design principles while drawing upon the heritage of our brand values, fonts and colors. There are two elements to this logo, the logotype and the symbol. The logotype uses the Segoe font in gray and although very different still keeps the joined up ‘f’ and ‘t’. The symbol of four coloured squares (red, green, yellow and blue) is said to be “intended to express the company’s diverse portfolio of products.

(13) Apple :


The original logo was designed by Ron Wayne, who started Apple with Jobs and Woz in 1976. In 1977 White sold his portion of Apple back to Jobs and Woz when they incorporated. The image is a pen and ink illustration of Sir Issac Newton leaning against an apple tree with a portion of a William Wordsworth poem running around the border: “Newton…A mind forever voyaging through strange seas of thought…alone” (Prelude, Book III, Residence at Cambridge). Steve Jobs decided to scrap this image because he felt that Wayne’s logo was too cerebral and not easily reproduced at small sizes. Regis McKenna Advertising Agency was approached by Steve Jobs to redesign and the Rainbow Apple logo was created. Later, gradually, Apple began placing sizeable and Monochrome styled logos on its products.

(14) Nokia :


Engineer Fredrik Idestam built his second wood pulp mill by the Nokianvirta River, which gave the Nokia its name. In 1871, Idestam and his friend Leo Mechelin, renamed and transformed the firm into a share company, thereby founding the Nokia Company. The first logo of Nokia was created in 1966 showing the image of a fish, inspired by the salmon fish of Nokianvirta River. In 1898, Eduard Polon founded the Finnish Rubber Works, which later became Nokia’s rubber business. In 1967, three companies, which were jointly owned since 1922 by Nokia, officially merged and created Nokia Corporation which adopted the logo which was all black rounded shape emblem, in which “Nokia” was written in white. At the start of its telecommunication equipment manufacturing, Nokia adopted the logo which was quite similar to the current one, but with the light blue color and the arrow like shape pointing upward. Arrow in the logo represents the Nokia’s progress and advancement in telecommunication industry.

(15) Samsung :



In Korean, the word Samsung means ‘three stars’ The name was chosen by Samsung founder Lee Byung-chull whose vision was for his company to become powerful and everlasting like stars in the sky.

Part 5 Poster and Flyer

To create A3 poster and A6 double sided flyer for a singing course by an organization named SingOut who have low budget and less efficient printer, I first needed to research how posters related to music and singing are designed when budget is limited. Some of those are as follows :

Conclusion :

Most of the posters are based on typography and simple vector artwork with limited colour palette which is used in repetitive form.

Following information is provided in the brief –

SingOut Brief

Some information is missing :

  • Age group of students as a part of the targeted viewers of the poster]
  • Duration of the singing course in which it will be completed
  • Name of the city / town where this course will be undertaken
  • Places where the posters will be stuck up or hung up

Other considerations are how to :

  • arrange the hierarchy of information
  • divide the information up to fit on both sides of the flyer
  • link the design for the poster with the flyer
  • make the poster eye-catching and effective using limited colours
  • explain the typefaces used and why they are used
  • plain white paper or coloured paper can be used for the background

I have sketched some ideas for the A3 Poster :





Typefaces considered for this project –

SingOut typefaces

I have created the A3 poster –

(1) Layout 1 –

SingOut 1

I have arranged the name and the attention-seeking statements and interrogative statement on the top along with the vector silhouette of hand holding a microphone at bottom left, denoting singing. The text is centre aligned as well as right aligned and bold, easy to understand, precise. Only two typefaces are used throughout the design – decorative typeface Beyond Wnderland and slab serif bold typeface Bevan. The colour palette is limited upto only black on dark yellow paper, to be cost efficient. Typeface hierarchy is bit interrupted at the centre of the layout as the text gets wrapped from the right of the silhouette. Yet it looks well-balanced.

Mockup –

SingOut mockup 1

Name of the organization catches the eye along with the silhouette of hand holding the microphone, denoting singing. The dark yellow catches the eye even from the far away distance. The use of black for text is perfect for legibility.

(2) Layout 2 –

SingOut 2

Everything is same like layout 1, except the hand-drawn style of typeface for ‘SignOut’. I have sketched it too thin by intention, to prove that a thin script or hand-drawn typeface isn’t good for a poster.

Mockup –

SingOut mockup 2

The name of the organization ‘SignOut’ is barely readable from the far away distance. Just dark yellow background or other elements of the design aren’t enough.

(3) Layout 3 –

SingOut 3

Here, I have deviated a bit and adopted a bit feminine touch with the use of pink coloured background along with white and black as well as softer, rounded sans serif typeface Arial Rounded MT Bold paired with script typeface Ballpark and decorative typeface Bauhaus 93. I have maintained hierarchy throughout the design. I have used silhouettes of male and female singers as well as the microphone, making it appealing visually.

Mockup –

SingOut mockup 3

The design is overall attractive even from the distance, but by night-time, the pink background might look different due to the street lights unlike throughout the daylight. The white colour has enhanced the design.

Over all, the layout 1 is perfectly suitable. So, I have created its double sided A6 flyer too.

A6 Flyer Side 1 –

SingOut A6 Flyer side 1

A6 Flyer Side 2 –

SingOut A6 Flyer side 2 png

I have arranged the name and the attention-seeking statements and interrogative statement on the side 1 along with the vector silhouette of hand holding a microphone, denoting singing. Those who love singing will surely turn over to the side 2 to learn more about the ‘opportunity’ mentioned on side 2 which contains all the remaining information. The text is centre aligned and bold, easy to understand, precise, only two typefaces are used throughout the design – script typeface Ballpark and slab serif bold typeface Bevan. The colour palette is limited upto only black on dark yellow paper, to be cost efficient as is the poster and looks similar.

Part 5 Research Point (Posters)

A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Generally, the posters include both textual and graphic elements, although a poster may be either wholly graphical or wholly text. Posters have a rich history documenting everything.

The posters are created for various purposes and intentions, for example =

  • to sell goods and commodities
  • to create social awareness
  • to promote art, films, plays, sports
  • to announce events
  • to make requests to volunteer something

I like posters with designed with the influence of minimalism, graphical, typography as well as bright colours that are attractive visually and also posters from vintage and retro feel. Some posters are created in series too.

I’m presenting some of those which I liked –











Series of posters :








Part 5 Birthday List

I have created a birthday list as per required to include the method to convey the birthday wishes through card, text and present.

I have sketched the idea on the rough paper initially –



Using software CorelDRAW, I have created and edited the design layout (as per suggestions by my tutor)  –

Birthday List edited

I have used bright, vibrant as well as complimentary colours to create a feel of spirit and cheerfulness throughout. I have created and used the vector graphics like party-hats, glasses of juices and drinks, balloons and used a photograph of cake with candles rather than using vector graphic of cake. I have used decorative and script typefaces combined with the sans serif typeface ‘Hums521 BT’ [bold]. Used table tool to facilitate the creation of the tabular list.

Mock-up –

Birthday List edited mockup

I have photographed a corner of my room where the list would be easier to look at if stuck up on the wall / pillar.

Part 5 Giving Information

It is asked to create an infographic about the immediate surroundings . Hence, I have decided to create a location infographic of an area surrounding my home.

I have researched some similar styles of location infographics as follows –




I have sketched some of my ideas with pen on paper –



Reference maps of the location –


I have used vector software CorelDRAW to create my infographic –

Giving Information Infographic

Used only two typefaces :

Arno Pro Semibold [Serif typeface] and Arial [bold] [Sans Serif typeface]

Used flat, solid colour scheme throughout to maintain simplicity, making it easier to understand. The arrows denote the direction of the traffic.