LOOK AGAIN LOGO

AMY CAUSER
GRAYS SCHOOL OF ART

Experimenting colour with typography to see what works best.

Logo Development
This logo concept invites you to look, but look again closer at what you already have;
this reinforcers the aims of the Look Again festival. The colour is bright to symbolise
the thought of a festival and bring light and colour to grey Aberdeen.

Grayscale

Colour

Final Logo
As the festival grows and expands, this concept could develop as one line of type as an
ambigram as below. The colours could be kept the same as green, pink and yellow and
depending on where and when they are used they can be changed. e.g. Three different
posters, three colours of logo, a different colour logo on each.

Using The Raleway Font:

AB C D E FG H IJ K LM N O PQ R STUVWXYZ
abcdefghijklmnopqrstuvwxyz

I chose this font as it was designed by several people bringing thier

creativity together, which is what I believe Look Again Visual Art and Design
Festival is about, bringing the community together.
This font also sits well with the visual identity that I have created for the
Look Again Visual Art and Design Festival.

Changing the G within the logo to be more like an arrow

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This is created within the logo to go back, anticlockwise, as if to look again. This G
could in the future be something that is used alone, for example the Look At Me
Sculpture Walk this could be a pointer as to where to go next/ where the sculptures
are in the city.

A wee example of what these icons using the G could look

like for the the Look At Me sculpture walk.

Colour Theory: What do they represent?

I wanted to bring colour and light into the Grey City, Festival Colours. These colours
combined, and/or used together create a innovative, vibrant and creative Logo that
represents what Look Again aspires to.

Friendly, Happy, Cool, Calm, Compassion, Balance,

Communicaton, Focus, Creativity
- This colour relates to the digital age and the world of
computers, and communication on a large scale.

Understanding, Love, Warmth, Hope, Energy, Maturity,

Confidence
- Pink lacks any aggression or anger, although the
deeper pinks as this one is more assertive and confident.
Brain Stimulating, Perception, Optimisim,
Academic, Wisdom, Logic, Original,
Creativity,
- Yellow creates new ideas and new ways of doing
things. It can also be impulsive.

Colour Examples:

You could make the G stand out more by making it slightly more bold.

You could make the G stand out more by making it a different colour

VISUAL IDENTITY
AMY CAUSER
GRAYS SCHOOL OF ART

Visual Identity - Initial Launch

The main element of this concept is incorporating portraiture photography, evoking the
feeling of actually looking, turning and then looking again. Using double exposure the visual
uses three faces and three colours to represent the importance of three within the festival.
This concept can be further developed if the client and festival wishes for example; a range
of different portrait photography could be used to populate the triangle to emphasis the
diversity of The North East.

The Development Process:

This triangle has been positioned in the way that it includes as much of the North East of
Scotland as possible.
The North East of Scotland, including Aberdeen, Aberdeenshire and Robert Gordon University.
After a meeting with Smart Consultants the importance of three was highlighted. This is why a
shape of a triangle has been chosen.
The three places, the three years, all combining into one festival with the three points joining.

Visual Identity:
Colour

Grayscale

The logo as the header on this website could be a gif, changing between green, pink and yellow.

Visual Identity Development

As the festival matures the photography within triangle will be interchangeable where the image in the
centre doesnt always stay the same. Look Again Festival Triangle will always remain consistent with
this particular angle. The content of the triangle will change rather than at the festival launch showing
the people of the north east, it will now represent the art and design of the festival.
For example this is a mock up version for the Aberdeen Sculpture Walk using the sculpture Two
found in Aberdeen City Centre.

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To emphasise the idea of interchangeable images within the triangle I have have provided
several examples to show. This means the festival can have ownership of the identity.
It educates, develops, and engages the viewer that the Look Again Visual Art & Design Festival
strives for.

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Amy Causer
www.lookagainac.tumblr.com