TASK - In groups, re-brand a company that sponsors Leeds United Football Club.
My group and me where given the company Monarch. An independent airline travel agency, that aims on offering cheap budget holidays with a high end feel. We firstly looked into what the company was about and how the original branding looked. We thought it came across as the same sort of 'style' as Premier Inn. It tries to communicate a high end feel with the brand name and aesthetics used. The purple and yellow colour scheme tries to represent this idea of 'Monarch'. It come across as this 'royal' experience when actually it is a middle market brand. The idea of the brand being called Monarch again tries to show high class service. The logo I actually quite like as it plays both on the theme of 'M' and a crown, combining the main two aspects (name and meaning) together:
As well as looking into the aesthetics for Monarch, we also looked into the brand as a whole. We researched into the companies aims, values, slogans and vision. This was to get to grips with the brand as a whole and what it prides itself in being. We came to the conclusion it was extremely similar to this idea of Premier Inn, trying to show a high class feel while keeping the cost as low prices. We thought these gave us enough of a feel for the company that we could starting brainstorming ideas based on the research we had found:
As a group we came together to discuss and compare the research we had found. We then started brainstorming ideas that we could possible use for concepts for our re-brand:
A main concept we had found was the playing on the definition of what a Monarch actually was. As well as bring royalty, a Monarch is also a type of butterfly. Playing on this idea, we thought of combing this and the idea of flight. We thought the idea of a butterfly would combine well with a airline company as both have this use of flight, freedom and agility. We also thought the colours of a Monarch butterfly (orange and black) would still convey the regal element that the original branding went for:
After we had thought of our concept, we discussed logo ideas. An idea that came to mind was combing the wings of the butterfly with the wings of the plane. This would combine all aspects of flight, agility etc together. We overlaid the plane onto the butterfly to not only match the wings together, but also how its composition of the planes body represented the body of the butterflies. We again used the same colour scheme of the butterfly to give this a stronger link.
We researched into the Monarch butterfly and found some interesting information that we could link into our branding. We found that 'Monarch butterflies migrate up to 3000 miles to warmer weather in the winter' we thought this would be a nice theme to continue in with our brand to give a strong link to both holiday and butterfly, we would have a series of this type of slogans for out re-brand, for example, 'Monarch butterflies migrate up to 3000 miles to warmer weather in the winter, they know a thing or two about holidays.. and so do we'. We feel this would be an interesting touch for brand which would make the whole concept stronger:
We then mocked up a series of merchandise that would relate back to airline travel. I think the concept of our re-brand is really strong in terms of why we chose to incorporate the butterfly, but feel the aesthetic of it would need tweaking slightly as I personally feel at this moment it could look quite 'tacky'. Then again, it fits in nicely with the whole company being middle-market so maybe this suites the brand:
No comments:
Post a Comment