PPP start of week two - branding

Today we were set our PPP week 2 task and given feedback on initial ideas as well as our Her posters. In the morning we had a brainstorm in our groups to try and establish the identity for our film festival. There were lots of ideas on the table as we were encouraged to think about the characteristics of the festival and its potential key selling points. We discussed how the festival consists of a wide range of films and TV from cooking shows to thrillers. We could not think of a cohesive link between all of the films to decided the identity should reflect the eclectic collection. I suggested the name CMYK as these 4 inks can make a multitude of colours within an inkjet printer. The name had obvious graphic links and a lot of visual potential however the general consensus was that it wasn't related to film or the festivals aims strongly enough. It was decided that cyan, magenta, yellow and key would instead be out brand colours.

Another strong idea was to include an element of pot luck within the festival, within which participants would not know which film they are to watch until they arrive. The aim was for this spontaneity to put them out of their comfort zones and encourage lateral thinking. The crit session then suggested that we incorporate a fun fair theme to give greater visual presence. However we decided this theme could quite easily look vulgar and non aesthetic so didn't pursue it.

It was decided that the main ethos of the festival should be to inspire young or aspiring designers through a range of industry recommended films. Once we had discussed the message we were trying to get across it was time to decide on a name so that we could start building the identity. Right at the start of the brainstorming process I had suggested animus, meaning heart in Latin due to its links to the word inspiration. However it was decided that it probably didn't fit in with the newly cemented diverse aesthetic. We looked into more inspiration synonyms and came up with spark as a nicely visual theme, representing the sparking of new ideas. The name seemed quite organic and is short enough to be easily memorable.

Instead of delegating tasks at this early stage we decided everyone should create a logo type of their own for spark and the winner should be picked at the next session.