Brief: Create a brand identity for a fictitious London based business. Deliverables: Brand Guidelines

Concept: It has always intrigued me how a silent competition occurs within neighbourhoods concerning appearances. With this in mind, I created 'Outside' - an exterior design company in a marketplace with reasonable disposable income. The main concept behind the identity was DIY tools.

Inspiration: The identity was inspired from a window display of a gentlemen's outfitters, they had spelt the shops name with a range of clothes, It looked bold, fresh and showed off the garments within. Similarly, image as type was used for the product design documentary "Objectified" which uses product drafts to act as characters in its posters designed by Michael C. Place.

Method:The design had to convey the simple message of the brand as well as the variety of the work carried out. It was important that the logo could be read as a word before you noted it was made up of tools and objects. To achieve this, high contrast shapes were used to aid typical letter recognition. The contrast and solidity of the items vary throughout the logo to give rhythm and personality.