CRITICAL REFLECTION

Contents:

1. Introduction 2. Brief Sub Heading

3. Mapping & Planning

4. Consequences Of Research

5. Concept Development

6. Further Development

7. Conclusion

8. Bibliography

The Critical Reflection

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1 Introduction

As I embarked onto this journey to create a brand identity/campaign, I looked at current issues in the world today and was faced with the main topic of Global warming. This sent me back to the drawing board to find a unique advantage from what has already been done. From this, I was able to move onto concentrating on the ‘Things I love’.

The diagram above varies from Self Development, Typography, Music, Driving and Branding, showing topics that are of my interests.

I then began to look further into Driving and Formula1. Being a driving enthusiast and as Formula1 being a passion to my Family, and myself. I couldn’t have thought of anything better than these two passionate topics. Once it where finalized, I was able to start researching the relevant topics, i.e. Global Warming, Driving and Formula1.

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Through research I discovered a growing change in the motoring industry, vehicle companies such as Toyota, Lexus, VW and Audi are all offering Hybrid Drive cars, where they are challenging themselves to reduce their carbon Footprint. This is via using new technologies, as you may have heard or seen Hybrid vehicles whizzing past silently. These Hybrid Vehicles are combined with two engines, one being your conventional petrol engine and the other being an Electric Powered engine, where power is generated from a special lithium battery, which is able to recharge itself from when the driver applies the brake.

I then began to combine these methods of Hybrid Technology and what impact it would have on the Formula1 racing industry. I therefore started to develop concepts on how Hybrid is seen today and what the future of this technology is.

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The idea I had at first was in a hypothetical situation, to re-brand an entire F1 Team whom highlighted the Hybrid notion. I thought this would be a good place to start, but the Hybrid Notion had not been established yet, so I would have needed to re-brand right from the beginning.

My objective from then onwards was clear, I would be producing a concept on how Hybrid Technology would be entering the realms of Formula1. My first thoughts were to manage this project as if it was a live project, therefore meeting my own personal deadlines and achieving what I had set out to accomplish

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2 Brief Sub-Heading

Brief: - The aim of this project is to Build and Promote the notion of Hybrid Technology entering Formula1.

3 Mapping & Planning

The way I conducted my research was through a variety of means, those being Primary resources such as, Questionnaires, Focus groups and the others being secondary research such as Websites, Blogs, Online Interviews and Newspaper Articles.

For this project I knew time keeping would be essential, meeting deadlines etc, therefore I made sure I finished each task before moving onto the next. This helped me get the project completed, as I was constantly writing a ‘To Do List’ at the end of each day, guarantying further progress for the following day.

My research started by visiting my Local Car Garage, where I was given the opportunity to test drive a Toyota Prius 2006 model, which offers a Hybrid Synergy Drive. This helped me get a better understanding of what the Vehicles are like on our roads today. The key features for me were running costs, low carbon footprint, interior display constantly showing battery progress and the stop start acceleration. The most effective and important features was the low cost in fuel and the miles per gallon. The Toyota’s negative points are as following, engine noise is very quiet, this makes the driver think the car is not fully powered, interior lacks looks and feel and the use of cheap lightweight materials.

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The next stage of research was a two-part questionnaire, which helped me understand my audience and their needs. The questions where structured to give me the best results, i.e. are you aware of Hybrid Technology, would you be more interested in Fomula1 if it became a Hybrid powered sport and do you think hybrid motor racing would have a negative impact on conventional roads car (petrol vehicles).

Majority of the questions asked, were open, so I could consider people full opinions.

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The next stage of my research was to focus on what Hybrid Formula1 brand would look like, therefore researching existing logos and brands. This involved me looking into Design Consultancies like Future Brand, Interbrand, Walf Orlins, Pentagram and Imagination Designs. All these design groups helped me develop an understanding of what was expected and for it to be a sustainable piece of design. For example colour choice in the logo was crucial, Formula1 becoming Hybrid was not a small change, it had to adopt a whole new style and theme, but still represent the traditional ‘F1’ logo. The colour I chose was a blue/green, which I believe sets the tone and clarity of the sport, also Green denotes global warming, which has a lot of positive aspects, such as Green means go, food labeling for healthy etc.

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The final logo was developed and chosen due to its modern approach, having a drop shadow and gradient helped make the logo and brand futuristic. I felt this was essential to ensure the brand could and should uphold a level of high performance, Formula1 being a World Class Sport.

Final Logo

4 Consequences Of Research

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Poster Development

Once the logo was finalized, I then began to develop the branding campaign concepts, which was all Based around ‘Cleaner Greener Energy’, this being my strap line for Hybrid Formual1, it was crucial it met the audience’s expectations. I believe this short, snappy, meaningful and straight to the point strap line is very informative and is a great representation of what Hybrid Formula1 stands for.

My original idea was to highlight the key characteristic of Hybrid Formula1, being powered by an electric engine, so on the poster I incorporated an electric circuit board to indicate the power and energy. This clashed with the main centered image, which was good for the audience’s eye as it travels around the poster. Below show the developments of the poster campaign I created.

5 Concept Development

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Further Development

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Final Poster

The posters are brand related and convey the tone of the new Hybrid Formula1 Notion, these posters are there to show change and positive qualities, that the new sport has to bring, such as engineering, design, performance and being eco friendly. The positive points where gained from what I had researched, when looking into what Hybrid road cars have to offer, so only focusing on the positive points was a better way to grab attention, this leads to not only promoting the notion of Hybrid in Formula1, but also educating people, that do not know the benefits of Hybrid technology and also helping to gain interest from new and existing Fans. The posters are powerful and very visible, this was completed by using bright, electric colours, denoting electricity. This is also beneficial making the posters visible to commuters.

By treating the project as a live project, I then produced T-shirt designs as merchandise, which would be sold on race days as memorabilia, also creating the interface for HyridF1.com, which offers the latest news, up and coming technologies, gallery and much more. I also created additional celebrity endorsement posters which would create a more personal mean, with caption from the race drivers, commenting on the new changes in Formula1 becoming hybrid, setting the tone, ‘we are ready for change’, and so should the Audience.

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6 Further Development

The way I would further develop my concept, would be simply to create more merchandise to showcase the Hybrid formula1, build more notion of the sports Changes, by recording interviews, Producing TV Ads, and consider to create a App to show and to keep the audience in the loop of the seasons records and latest news. This would allow me to challenge my self in reaching a wider audience, so having the ‘Greener Cleaner Energy’ spread across the globe as a world-wide brand.

7 Conclusion

In conclusion, creating and finishing my project on time was essential, therefore time keeping was one of my biggest challenges, always making sure I had a ‘To Do List’ for the following day was crucial to maintain a steady progress. Keeping a time schedule helped me meet my personal deadlines and constantly updating my blog, which shows the growth from research, concepts, designs and evidence of referencing.

This project was quite a challenge, due to having an open brief, which is entirely my choice of what I wanted to build my portfolio on, so finding a project suitable to my set of skills was difficult, which I managed to prosper from, establishing the importance of Hybrid Technology and building the notion challenge as it has not been handled before.

The idea to portray Hybrid Formula1 in a way that engages new and existing demographic was difficult, as I had to follow copyright regulations and had no financial backing to pursue further, but only the use of visual communication. I also learned that using black background through out my work sets a negative tone, but from the outcome, I believe I have met the brief requirements of what I set out to do.

I also learned paper selection was critical, when printing out my ‘Racing Tickets’, the colour had gotten darker with the heavier weight of paper, so dropping down paper size made the design more superior and boosted the colour contrast, which overall made the ‘Racing Tickets more vibrant and shocking, which was my objective.

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Developing a good relationship with my printers, led me to get all my design work printed on time and professionally, allowing me to have control over what was being printed and for when it would be completed, so constant feedback was needed and professional advice was given during the printing process.

I learnt from this project that it is perfectly acceptable to take the original Logo concept (Formula1) and develop it to improve its effectiveness in a whole new concept, as it can be as effective and influential.

If I could change certain aspects and processes of the project, I would consider doing more test prints, to double check colour pallets, as accuracy is essential i.e racing tickets were not vibrant enough to act as racing ticket. This caused me an inconvenience of money and time as it was close to the deadline.

Overall I have enjoyed working on this project. Constant progress has showed me time keeping is important, as much as the design outcome, so it brings me great satisfaction to finishing this experience.

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8 Bibliography

Online Articles:

1: Formula One cars to use hybrid-style electric-only mode in the pitshttp://crave.cnet.co.uk/cartech/formula-one-cars-to-use-hybrid-style-electric-only-mode-in-the-pits-50003619/

2: Formula 1 will adopt new 'green' engines in 2013http://news.bbc.co.uk/sport1/hi/motorsport/formula_one/9255871.stm

3: Economic Factors On the Automotive industryhttp://swotanalysisexamples.org/pestel-model-of-toyota/

4: PESTEL Model of Toyotahttp://swotanalysisexamples.org/pestel-model-of-toyota/

5: Earth Car or not, Button will emit over 50 tonnes of C02 http://www.guardian.co.uk/environment/2007/mar/02/formulaone.sport

6: 20 things you didn't know about F1http://www.evo.co.uk/features/features/226401/20_things_you_didnt_know_about_f1.html

Websites:

1: Formula 1 official webpagehttp://www.formula1.com/inside_f1/rules_and_regulations/

2: Existing Brand Identity for Formula 1http://www.formula1.com/trademarkguidelines.html

3: Facebook Page (Formula 1 page)http://www.facebook.com/pages/F1/115183428496570?rf=110366292319499

Youtube:

1: logo Development of Formula 1 logohttp://vimeo.com/31135059

2: Mclaran TV adhttp://www.youtube.com/watch?v=Rd7jIbJttwA

3: McLaran Viral adhttp://www.youtube.com/watch?v=4zf40OzfwOo

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4: Bmw Introduce Full Electric Vehicle For 2013http://www.youtube.com/watch?v=s7Fj83WEu_s

5: How Hybrid Workshttp://www.youtube.com/watch?v=5zLPOm70rHc

Questionnaire:

1: Survey Monkey (copy of Questionnaire)http://www.surveymonkey.com/s/C2QNP6W

2: Survey Monkey (results of Questionnaire)http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=I75ncnULbmQAps3mQm4katKMxcgV06mFwL7HaMXFcSc=

Blogs:

1: High Resolutions Formula 1 Imageshttp://www.f1fanatic.co.uk/f1-pictures-wallpapers/

2: Attention Seeker Designs (my Blog)http://attentionseekerdesigns.blogspot.co.uk/p/final-major-project-fmp.html

Design Consultanices:

1: Future Brand- Olympic Branding – Fiat Brandinghttp://www.futurebrand.com/

2: Interbrandhttp://www.interbrand.com/en/Default.aspx

3: Wolf Orlins – Launch 3 New Businesses for Mercedeshttp://www.wolffolins.com/

4: Imagination Design – Ford Brandinghttp://www.imagination.com/

5: Pentagram – Work With Nissanhttp://www.pentagram.com/work/ - /all/all/newest/

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