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Design is a style-driven media, and part of solving a visual solution is picking an appropriate style for any given project. In this movie, you'll see how picking the style for your project, whether it's a logo or an informational graphic, can help to improve its appeal to the intended audience. Style and context of design works like a personality; it can either attract, distract or even repel those who interact with it.
This is why it's so important to gather upfront information as we discussed in the previous movie. Your concept maybe sound but the personality of the style you choose can still be inappropriate for the intended audience, so pay close attention to the style you select. Let's take a quick look at an identity project I worked on and the rationale I used to determine what style to execute the designs in. My client, Red Lion Christian Academy, is a private school who needed to re-brand their image, their old identity was sinfully ugly and needed some graphic redemption.
I ended up creating a two-part identity for them. One was a corporate mark and the second was a sports-oriented design. Each work together as a brand family, while still having their own distinct style. The school has to operate in the realm of the business community and communicate daily with the public at large, so the styling I selected for the corporate market is clean, graphic and iconic. This specific style is professional and sophisticated; it's well-suited for the front office as they deal with families, the public and doing business in general.
The sports-oriented mark however was geared for athletics and the student body specifically. It's more of a fan-oriented design. The public sees it but it's secondary in it's positioning to the primary identity. Since the context of this marks used with sports I picked the styling that was far more active, aggressive and fun. This catered to the students who were the intended audience and they love their new school mascot.
The styling on this identity project has helped the school market themselves more effectively and a large part of that success is due to the appropriate application of style in the design directions I created. Whatever type of project you're working on take the time to discern who the intended audience is and what style will be best suited to deliver their message appropriately. Whether it's a logo, a package design or a tradeshow banner, the style you select will ultimately play a huge part in how effective it turns out.
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