Invisible Identities

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A book by second year students working on the project: Invisible Identities - Experiencing a brand with all the senses. BA Graphic Product Innovation, London College of Communication 2011


  • Student: Name email address 1

    Invisible SignsExploring a brand with all senses

    BA Graphic Product Innovation London College of Communication | 2011

  • Invisible SignsExploring a brand with all senses

    BA Graphic Product Innovation London College of Communication | 2011

  • BA Graphic Product Innovation 2011| LCC Invisible Signs

  • 5Content

    6 Course desciption7 Students/Profile Staff 8 Brief9 The Process Student Projects11 Yum Icecream Store 39 FOUR Gallery59 Echoes Music Store 77 Maternal Baby products 93 IRD Graphic design studio 101 Nivea Cream 119 Taste Buds Food delivery149 Q DJ167 Aquafresh Toothpaste 193 Jlaudesign Web designer 207 NANG! Magazine

    227 Pictures of Preseantation

  • BA Graphic Product Innovation 2011| LCC Invisible Signs

    Graphic Product Innovation Course desciptionBA (Hons) Graphic Product Innovation at London College of Communication is an interdisciplinary course which allows students to focus on ideas and design principles that can be applied across and outside of traditional design disciplines. The aim is to understand how design thinking can be used to analyse existing situations, communicate with a user and solve problems. The course focuses on why we design and who we design for, how our designs are going to be seen and how they are going to be used. We look at using design as a tool to see and to influence the bigger picture. Most briefs focus on design methods and processes and are not prescriptive in terms of the medium or discipline for the final outcome. Innovation is defined in the Cox Review of Creativity in Business as the successful exploitation of new ideas and the process that carries them through to new products, new services this course will give students the tools necessary to become an innovator that understands the changes that have taken place within the design industry. Students are not constrained as a designer to any one medium or philosophy but may design a service or re-evaluate existing objects and situations in order to add value or change their audience or produce environmental design (for instance typography in the landscape or systems to improve communication or architecture, combining interaction, digital or sculptural components). Students are user centred and engage with sustainability. Students are offered experience of a broad range of media in both two and three dimensions and seek to challenge preconceptions of what constitutes graphic, and product and in doing so are encouraged to adopt an innovative approach to the development of ideas and concepts.

    For more information on the course check the course website on

  • 7StudentsSecond year students on BA Graphic Product Innovation involved in this project:

    Chiara Ambrosoli, Fabienne Ayton, Jasper Baruah, David Bushay,Cecil Campbell, Anabela Ferreira, Lauren Harewood, Kathryn Henderson,Alex Kemp, Roland Koves, Jeffrey Lau, Catherine MacDonagh, Andrew Nangpi, Jon Pickering, Christopher Sayers, Dami Soluade,Loiuse Steyaert and Freddie Villiers.

    Profile Staff Hugh Huddy leads RNIB campaigns for Inclusive Society. He works with commercial and public sector companies, government and developers, to help them re-design the way they communicate, so people who primarily gain information through touch and hearing can participate fully in everyday life. Hugh is also active in hearing research, has recently started a new collaboration with architects on the acoustics of urban spaces, and audio blogs the sound of Hackney, amongst other things.

    Silvia Grimaldi is a product and multidisciplinary designer and Course Director for BA Graphic Product Innovation at London College of Communication. Her interests lie in practice-based research in design focusing on the role of narrative in creating emotionally engaging objects.

    Stephanie Jerey is a graphic designer who works from her London studio helping clients to communicate through multi-disciplinary projects involving identity, print, editorial, packaging, environmental graphics and exhibitions. She believes that the best solutions demonstrate versatility and curiosity, and the ability to emotionally engage people with a striking simplicity.

  • BA Graphic Product Innovation 2011| LCC Invisible Signs

    Invisible Identity The Brief1. Create a brand you can not see. How does it sound, smell, taste and feel?

    2. What changes need to be made so that a blind person can experience the brand? Find a way to communicate the values of the brand in a non visual way.

    Background:Branding is more than the visual identity and goes beyond the logo. It is an experience linked to environments, sounds, smells... It communicates via different media the values and attitudes of that enterprise.

    Audience:Consider your audience. Include people with limited vision in the design process. The brand has to work for people with average vision and for people with limited vision.

    Consider what it means to be visually impaired. How do people with limited vision experience the brand? Spend time with your focus group and understand who they are and what their unique needs are.

    Aim:Engage with the user. Research and define issues. Explore design languages. Learn how to present/document ideas.

  • 9The ProcessThe brief was written by Stephanie Jerey in collaboration with Hugh Huddy and Silvia Grimaldi. The idea was to take students out of the comfort zone of designing for sighted people and asking them to consider a blind and partially sighted audience. This was an exercise in semantics and how the visual signs can translate across other sensory experiences.

    Students were initially asked to choose a brand. They were asked to define, analyse and design a logo for this brand as a short workshop, considering the visual elements they were using such as form, colour and type and how these affect the perception of the brand.

    Hugh Huddy came to speak to the students and outlined who the RNIB is, what their aims are as well as gave the students an idea of life as a blind person. There were some very interesting questions and answers.

    The students were then asked to put themselves in the shoes of a visually impaired person, don eyewear simulating different types of visual loss, and try to make their way around first the college and then the city in small groups. They were asked to document the ex-perience and any problems they encountered as well as any possi-bilities for design.

    After this initial research phase the students designed several itera-tions of their brand ideas, testing them with similarly blindfolded audiences as well as in a crit with Hugh Huddy.

    The final results and a selection of the design process is shown in this book.

  • BA Graphic Product Innovation 2011| LCC Invisible Signs Brand Name Student: Name email address 2YUM Chiara Ambrosoli BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

  • Chiara Ambrosoli 11

    A Brand for an icecream shop

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

  • YUMYUM is an idea for a possible branch of Italian icecream shops. Its aim is to create a fun, inviting and layed-back environment with no restrictions in terms of target audience.

    Chiara Ambrosoli 13

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

    Visually impaired




  • 15Chiara Ambrosoli

    AudienceThere is no target audience at YUM. There is just one objective: to create a welcoming space where visually paired and impaired users of all ages can come and enjoy an italian icecream or a range of other products.

    We pay particular attention to our visually impaired guests, making sure they are perfectly at ease with the location right from their very first visit.

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

  • 17Chiara Ambrosoli

    Branding YUMYUMs branch of italian icecream shops is different in its kind. Gelaterie in Italy, are minute, ugly looking and badly branded shops, where you go in, grab your icecream, and leave.

    YUM, instead, invites you to sit in its spatious and welcoming environment by offering tables and couches where to sit down and ejoy your icecream in good company.

    Its logo is handrendered, to convey its home-made nature. It is overlayed with braille for the visually impaired. YUM is recognisable both for visually paired and impaired users already from the street for its vibrant look and braille signage.

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

  • 19Chiara Ambrosoli

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

  • 21Chiara Ambrosoli

    Understanding my visually impaired audienceEating an icecream without being able to see it properly, or at all,can be difficult, nervewrecking and possibly embarassing.

    YUM wants to make this easier. In order to understand my audience with low vision I decided to test and document a friend eating an icecream blindfolded.

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

    What is it like to be blind?Eating an icecream without being able to see it

  • 23Chiara Ambrosoli

  • BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

    Improving the experience of my usersI prototyped funnel shaped paper aids to prevent the icecream from dripping all over your hands and clothes.