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Luke OBrien

Product, Range & Distribution (OUGD203)

Re-Branding - Re-Cycle Engineering

Logo and word-mark

Full stencil typeface for creating signage and custom stencils.

Typefaces used, Merge Light is the font used for large amounts of text and body copy. C=100 M=88 Y=10 K=1

C=14

M=100 Y=100 K=4

Monotone logo, used for stamps and stencils at various sizes.

Circular logo used on web maps, also works at small sizes for profile icons for social networking.

C=0

M=0

Y=0

K=100

Rationale & Background


This project focuses on product, range and my rationale I outlined that I wanted it to be an distribution, my product, and starting point is the affordable, friendly but highly professional shop. branding of the Leeds based bicycle engineering workshop Re-Cycle Engineering. During the brief I discovered that not only did I need to communicate these values, I also wanted I am calling it a re-branding but really there was to get across a sense of Britishness within the no brand to base the project on, this is one of the visual identity. main reasons for choosing to do it on the shop. In

Product Details
The product in this brief is the visual identity, the range is how that identity can then be used across a broad spectrum of different mediums distributed to successfully communicate the values of the business and brand. is made to be able to work at many sizes and is a flag and colour palette that will become very made to work as a stencil when printed off, this familiar in 2012 with the Jubilee and 2012 Olympic will allow the shop and customers to use the logo games. on whatever surface they choose. The logo can serve as a stamp as well, to help The colours of the branding are the second most lower the cost of point of sale item production as The logo is part of the branding as a whole, it is important feature, based on colours found on it can be done effectively in house. a key part in the visual identity. Firstly the logo packaging in the shop they evoke the union jack

Luke OBrien

Product, Range & Distribution (OUGD203)

Re-Branding - Re-Cycle Engineering

INVOICE () 0113 274 52 29 | hello@rceuk.co.uk | www.rceuk.co.uk 2 Norwood Mount, Headingley, Leeds, LS6 1DU (VAT 827375114) Make, Model & Customers Name: _____/_____/2012 Mech: PARTS 2nd Test LABOUR With Compliments:

Re-Cycle Engineering UK 2 Norwood Mount Headingley Leeds LS6 1DU

Contact: Message:

am/pm

Sub-Toal: TOTAL:

Our works are test ridden and guaranteed (excluding wearntear and abuse) If you have any problems, please stop riding the bicycle and return it, together with this reciept to us as soon as possible. We will rectify genuine problems. Your feedback is greatly appreciated!

0113 274 52 29 | hello@rceuk.co.uk | www.rceuk.co.uk

0113 274 52 29 hello@rceuk.co.uk www.rceuk.co.uk

Range

Range Details
There is also point of sale items in the form of tags and bags (next board) which can be easily produced using a simple hand stamp. This is a cheap and easy way to create a high end professional look to the point of sale items.

The range for this brief is very straight forward, skill or knowelege, essentially this brand was Initially the range is very simple, there is a the challenge lies in creating a professional tone made to be functional and practical for a business letterhead for day to day business dealings, a that is also friendly and approachable. of this kind. compliment slip to give to customers, this can be used to write down details and notes, a business I have tried to achieve this by keeping everything card for people to take with them, and an invoice very simple, by creating such a simple approach slip all carrying the shops branding and contact to branding it allows the shop owner to produce details. his products nearly all in house with minimal cost,

Luke OBrien

Product, Range & Distribution (OUGD203)

Re-Branding - Re-Cycle Engineering

Range Continued
The extended part of this range is the stamp and stencil designs, that help to create point of sale items and a product in the form of a home-made stencil.

Range Details
The shops main commodity at its core is the bicycle engineering it offers, it does also sell products, and this is a great source of income for the shop. familiarity with the branding. To reinforce this The stencil can be used in a range of different my idea is to make simple stencils availble to ways, performing as a functional item carrying customers to customise their bikes, bags, clothing, the branding of the shop. or even to mark the street in a encouraged nonperminant way, as in the example shown above, The bags are in place to package items in a with just a knife, and some flour it is easy to create functional sense, but the key is that they carry an effective street marking. the shops branding, helping recognition and

Luke OBrien

Product, Range & Distribution (OUGD203)

Re-Branding - Re-Cycle Engineering

The logos working as sublte signage in and around the local area of the shop.

A mocked up version of the shop front with blackboard paint, the stencil sign, opening hours and a clear space for putting information about the shop.

Range & Distribution


As a way of distributing the brand and creating a signage system the stencil logo forfils both of these functions.

Range & Distribution Details


The stencil works as a signage system to help cyclists find the shop when they are riding in the local area, simply the bike in from the logo faces the right direction towards the shop, and would be used on the correct side of the traffic in cycle lanes. As a non perminant form of graffiti it can be easily produced using something like flour or chalk powder. Secondly I would propose that it can be used to create the actual signage on the shop front, and I would further propose that the shop is painted in blackboard paint, and that way the shop front can be used to showcase offers, services, deals, and news in a very basic but clear manner.

Luke OBrien

Product, Range & Distribution (OUGD203)

Re-Branding - Re-Cycle Engineering

Online Distribution
The brief called for an online presence, this website, is meant to be simple and easy to navigate, an the wording encourages users to come to visit the shop in person rather than shop online. Content is taken from the current website.t

Website Details
The website serves to drive customers to the shop The words are taken from the current site which its self, rather than shop online, that way can meet does encourage people to visit the shop for help the people who make the shop what it is. and advice rather than get it online, however it does offer good honest advice for people who The branding is simple on the website just as it is cannot otherwise come to the shop. in the visual identity but the difference on the web is that it uses photos, to hint at the interesting business that lies behind the site and branding.

Luke OBrien

Product, Range & Distribution (OUGD203)

Re-Branding - Re-Cycle Engineering

Advice page

Online Shop

Online Distribution
The pages of the site would be fixed, with the blog feed and shop changing.

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