brainstorming
I wanted my branding to reach out towards my target audience - people who are predominantly over 60. A simple but classy, catchy but not 'cringe' brand name and identifier was what I was aiming for; with strong connotations towards mental health, reaching out and sharing stories. The name 'Cognote' has been derived from 'cognitive' and 'note', which combines the core values of my campaign together.
identifier sampling
After trying out many visual variations of 'Cognote', I decided to create my own identifier by hand, using Adobe Illustrator. I think the hand drawn design evokes emotion - with distinct references to the past with an old fashioned, yet warm and inviting feel. I also like the reinforcement of illustration, keeping up with the theme throughout the campaign; from art works and text.
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In the end I chose a hand written identifier with two small 'lines' shooting off the end; which I feel represent expression and being free, and also speaking out. Overall, a positive but simple design
choosing my typeface
colour
I wanted my brand to feature warm, colourful tones which emphasise Cognote's positive message and creative USP.
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I especially wanted a bold, warm yellow as a main body of colour for my branding. It would look good with bold black lettering
Alternatively, a more neutral light olive green as my background would be less distracting and I could pair this with bolder secondary colours.
mockups
extra (previous choice)
Previously, I was going to use a different illustration for my identifier, however I thought the small flower didn't relate enough to my campaign and therefore had to rethink my design.
