Danielle Muntyan

OUGD603 Extended Practice

Brief # 9 Karen Morris - Dual Branding & Identity

The Brief

Considerations

Context & Target Audience

Solution

To design a dual identity that can be ran across two

different business, yet still be associated with the same
owner - Karen Morris.

There are many elements which need to be thought

through and considered whilst initially developing the
dual identity. These were discussed with my client, and
are as follows:

Karen Morris is a DSA Approved Driving Instuctor

providing professional tuition in the Doncaster area.
Karen has been providing tuititon for around 10 years,
and is seeking a re-brand to re-fresh the look of her
business.

An adaptable logo has been created allowing for an

interchanging profession, keeping the identity clean,
simple, versatile and legible.

Karen works as both a Driving Instructor and a

Photographer.

Brief Type
Live Brief
Client
Karen Morris

- Readability & legibilty in regards to car door magnets.

- Simple & classic design elements.
- Adaptable to both businesses.
- Adaptability to different printed and digital media.
- Versatility with scale.
- Colour - Karen has a white car, so blue, purple, black
and silver are the main colours to keep in mind.
- Cost.

In recent years, Karen has also started taking on

freelance photography work, including weddings and
functions. As this side-business is taking off rapidly,
Karen would also like to brand herself as a Photographer.
With Karen wanting an adaptable logo, or a dual
identity, it is key to keep the design simple to appeal to
a wide target audience covering both aspects of her
business without being confusing and overwhelming.
The target audience will vary from 17 year olds, and
upwards learning to drive as well as a wide age range of
those seeking event, function or wedding photography.

Evaluation
This brief has been very different for me, being quite
corporate and safe, however the identity was developed
through constant feedback and meetings ensuring the
logo was exactly as my client wanted. However this
brief allowed me to design for a different audience
and be more challenging in regards to development
and considerations. My client is really happy with the
outcome - the Door Magnets have been printed and
are in use, and the remaining elements have been
ordered.
1/5

Danielle Muntyan

OUGD603 Extended Practice

Existing Photography Branding

Driving School Branded Elements

The Photography business is larger than ever, and

even more competitive than ever. Ensuring a solid
brand is in tact is key to gaining business. Whilst
researching existing branding it appears that many
immitate a camera lens or a view finder, allowing a
visual connection with the viewer - above shows a
circle representing a lens in a subtle manner.

Driving Schools often have very minimal elements which

are needed to complete the brand, however Learn to
Drive have added a loyalty card to their identity, with a
pay-off of one free lesson.
This is a really good example of marketing a Driving
School, enticing younger customers especially, as
usually posters and leaflet are not created, and rather
self-advertise through the branding on their tuition cars.

Brief # 9 Karen Morris - Dual Branding & Identity

Contextual & Aesthetic Research

Existing Driving School Logos

Car door magnets, or signage on the top of a car with
a poster plate are the main source of promotion for
any Driving School, constantly circling the city allowing
for the general public to recognise the business and
identity.

Many of the logos found through research and whilst

driving on the road, are very stereotypical of a Driving
School featuring L Plates and cheesy associations.
This is something my client has stated she would like
to avoid.

2/5

Danielle Muntyan

OUGD603 Extended Practice

ADI

Brief # 9 Karen Morris - Dual Branding & Identity

PHOTOGRAPHY

Concept

Logo Design

Trying to work aspects of both business into one logo

without being overwhelming or hard to understand
allowed for around 60 variations, aiming to portray a
camera lens and the dynamic movement of a steering
wheel or car wheel.

To avoid stereotypes and obvious branding, the final

logo design embodies a circle as the main feature,
representing both the shape of a camera lens and a
car wheel, whilst remaining neutral.

Karens initials KM have been merged together allowing

for a simple, yet impactful and recognisable logo which
is both legible and readable on different medias and at
different scales.

The typography will distingish the different brands,

allowing a dual identity with interchangeable professions.

Many considerations were undertaken to ensure the

logo portrayed all the elements Karen wanted to use to
reflect her businesses.

Development: Logo and Pattern Design

HELVETICA NEUE REGULAR

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
.,!%&()-

Typography
One typeface has been chosen for the dual branding,
Helvetica Neue Regular. This typeface has been
chosen for several reasons. Firstly, due to the logo
being placed on a car door, the body copy has to be
legible and readable. Secondly, the Helvetica type
family is known as the most legible when used on any
media, at any format and scale. And lastly, the typeface
is simple, clean and neutral aesthetically.

3/5

Danielle Muntyan

OUGD603 Extended Practice

Brief # 9 Karen Morris - Dual Branding & Identity

Branding and Identity Overview

Deliverables: Driving Instructor Identity

Deliverables: Photographer Identity

The branding for the dual identity is simple and young,

yet corporate being clean and smart. The crisp logo
gives a high quality and trust worthy aesthetic to
both businesses, whilst being seen as affordable,
approachable and reliable.

- Logo
- Business Card
- Letterhead & Envelope Set
- Gift Voucher
- Appointment Card
- Congratulations Card
- Door Magnet

- Logo
- Business Card
- Letterhead & Envelope Set
- Gift Voucher
- Appointment Card
- Thank You Card
- Door Magnet

The two sets of Deliverables allows for the business to

function smoothly from day to day.

Outcome - Branding Overview

4/5

Danielle Muntyan

OUGD603 Extended Practice

Brief # 9 Karen Morris - Dual Branding & Identity

Outcome: Product Packaging

Door Magnet Photographs

The Door Magnets were professionally printed through
GRG Print Management, Leeds.

5/5