Brief 2 : Client Brief : CARNAGE Cricket Bat Decal Designs

Brief

In September whilst working as head designer at a small Graphic Design company called FX, the studio was approached by a regular client who required a 2016 Limited Edition sticker set for his cricket bats.

Contract and Contact with Client

"Hello David, 

Just a quick message about your designs. I'm back in Leeds now and technically working freelance. In order to design everything on my own time, I have an hourly rate which I usually charge £15 an hour. I have worked out, it will take me *roughly 15 hours to finish both designs. 

When I get close to this estimated time scale, I will let you know.
I allow 3 amendments on each design, if more are needed an additional charge of £25 will occur. I will notify you before I make these changes. 

Thank you
Taylor "

*Only an estimate. I will let you know if this changes before I go ahead."

Above, is the message sent to the client. The client responded right away and agreed with the terms and conditions.
 It was arranged with the printers (at FX) to provide the client with a good deal on having packs of these stickers made up. For security, they will only print one set as a mock up for Mr. Murray, until final payment is made.

Time Scale & Pricing (*Estimate)

After speaking to the client, he reiterated that he only wanted one of the designs for the moment. Below is the work and pricing for this brief, estimations only.

9 Hours x £15 an hour = £135

3 Amendments = Free

Total = £135

Client's Previous Designs

2014 Edition

These are the original cricket bat decals for Carnage that FX designed and printed (2014).

 The bold bright colours are eye catching and when combined with the striking shape of the stickers themselves, ensures that Carnage bats will stand out amongst the others in store.

 The florescent green, although attention grabbing, is similar to that of graffiti and does not connote 'professional' or serious associations.

Carnage Definition:

The violent killing of large numbers of people, especially in battle or war

These strong, harsh shapes represent the definition of this word well. The name itself is used figuratively in the terms that 'you will 'kill' your opponent with this particular bat'. This connotes that using this bat will give you an advantage in the game as it is a 'weapon', as such. These sharp sticker shapes reflect and connote this further.

 The simple 2 colours (the white is transparent- the wood will be revealed below) keeps the design minimal and classy which juxtaposes the word 'Carnage' with something more clean cut and simple. This connotes that this battle can still commence, whilst done with class.

The type used was created by the designer at FX, yet he only created the letters 'CARNAGE/CCE' used on the bat. As to ensure that all work done for Carnage is continuous, a full typeface was previously designed (CARNAGE Typeface) to keep the consistency within the brand throughout.

2015 Edition

This sticker set is a very similar to the 2014 edition. The only amendments are to the colour (outlines and fill) and positioning of the type. This design is more minimal and uses the bats colour and texture to fill the stickers which is an interesting technique of merging the decals and bat together to make them appear as one product, rather than the decals simply being an addition to the equipment.

It is essential to to create something which is different to the two previous years designs as to stand out and hopefully allow the customers to visually recognise that a different designer has worked on this project and also for them to recognise that this is the newest edition.

This is an example bat that the client brought in to compare to his existing designs. From this it was realised that size and shape is not limited or restricted.

 It was agreed that the luminous yellow and use of skulls/death link to 'graffiti', similarly to his 2014 Edition bat and thus connote negativity and vandalism. This is the opposite to what the client would like the new 2016 Limited Edition bats to signify.

Material

- Decals : Adhesive Vinyl
This 'sticky back' vinyl means that the designs can be applied straight onto the bat itself

- Protective layer 1 : Thick Protective Adhesive Vinyl
This will cover all of the decals to give them more strength and durability

- Protective layer 2 : Threaded Tape
This is simply so that the corners and edges of the bat do not splinter with use over time

As FX have printed the decals previously, they will be used again as the client has a goo existing relationship with them. In addition to this, their materials have proven to be strong, durable and reliable in the past.

Cricket Bat Decal Research

As to ensure that the client and designers were on the same page, a meeting was arranged to research and collect images that would influence the work for him. This allows the time to be planned more efficiently.

Puma - 2014

- 3 colours : Black, Grey and White (halftone)

   Using a limited colour palette creates a more minimal and classic design whilst still providing variation within the design. The halftone allows the design to appear to use more colours/shades whilst actually only using three- pushing this idea of 'variation' whilst still being minimal.

- Decal colours match the handle

   Selecting the colour of the handle to use within the decal designs provides continuity and pulls the stickers and bat itself together to appear as one piece of equipment, rather than two pieces of design.

- Various (odd) shapes and large size of decals

   These odd shapes provide an overall interesting appearance to the product, drawing the audience in to look more closely at the decals, discovering the shapes and design in more detail. Using large stickers shows that the company are proud of their design and product and happy to make it stand out, using their branding as a main visual selling point.

      The decals on the front are shorter as this is the side that will be used the most, this makes sense design and durability wise- after all, the customer doesn't want the design to start deteriorating after usage.

- Classy and simple : Minimal type 

   Using the combination of pattern and colour allows the design to appear 'busy', yet minimal and classy. It reduces the 'need' to fill the product with unnecessary type.

- Logo is very large and repeated

   This will attract more customers as they recognise the logo and know that this is a company that supplies high quality, durable equipment. Most people would choose a branded product over an unbranded one as they feel that they can trust in the companies values.

What Is Halftone?

Puma - 2015

It was important to analyse this along with the Puma - 2014 design, shown previous.

 The only differences are as follows;

- 3 Colours : Black, White and Blue (halftone)

  This years design shows that the grey has been replaced with blue which connotes something that is new and fresh. This works extremely well to represent a brand new design and year. In addition to this, it also makes each years edition recognisable by looking at the altered designs, shapes and colours. The use of blue has been continued throughout the whole product. The bat handle is created using black and blue, tying in the piece of equipment and visual design together as one.

- Decal Shape

   The shape of the stickers on this 2015 Edition are much more 'regular' compared to the unusual design used on the previous bat. This, again, provides a visual difference and makes it recognisable as a different edition simply by appearance.

     Minimalism and the simplicity of this design compared to the previous (2014) design creates a more basic and classy visual. This is something that visually interestingto take influence from when designing the now 2016 CCE bat decals.

SS : TON

Similarly to the previous designs, this one too holds the following traits;

- 2 colour : Black and White (Halftone)

- Decal colours match the handle

- Type/Logo is very large - More recognisable

- Image/shape dominated - yet more type than the previous examples

- Simply designed, yet the sticker shapes on the back are very irregular

- Size of the stickers are rather large and tend to cover most of the bat (Back)

- The decals on the front are lower (half way) down the bat - yet they are still shorter as this is the          side that will be used the most

- Extra features/techniques include engraving some of the type (TON) into the wooden bat

Although the above image is another brand, the visuals and techniques used are very similar to the ones used on the Puma equipment (both editions).

 This is obviously a design that is popular in the cricket community and must sell well (visually) otherwise the designs would have been changed dramatically from edition to next edition.All three of these images and the information gathered from the analysis will influence the designs for CARNAGE.

Further Sports Logo Research

Nike Tick Logo

Looking at the very popular Nike logo, it is obvious to see that the simple 'tick' is used to connote a positive message and links well with their slogan "Just Do It" (sports/exercise). This is perceived as a motivational message. The tapered line of the tick represents speed and movement, again referring back to sports and exercise.
 'Nike' is written in a tall, bold, sans serif typeface which provides a very strong, athletic aesthetic. This provides a representation of how people should look and feel when wearing this particular brand (powerful, strong and confident). This logo strong visually and is recognisable whether something is branded with solely type or 'image'. The logo is even stronger when used simultaneously.
 Using black means that it is not seen as being gender biased and is a very neutral brand. The dark, strong colour also allows it to be placed on top of any other colour or pattern and still be easily recognisable to the potential customer. Having a bold logo shows that the company is proud of their brand and values, as are their customers that pay for this brand.

Spartan Gold Golf Club

Spartan Gold is a sports brand that supplies Golfing equipment. The 'half moon' shape is created through using the influence of the movement within the sport, whilst the size of the sections symbolise the speed and power behind the swing.
 'Spartan' is written in a tall, slender, classy, sans serif typeface which provides a very clean, athletic aesthetic. This provides a representation of how people should look and feel when wearing this particular brand; powerful, strong and confident.
 Using black means that it is not seen as being gender biased and is a very neutral brand, although the image of the played seems to be recognisable as a male. The dark, strong colour also allows it to be placed on top of any other colour or pattern and still be easily recognisable to the potential customer. Having a bold logo shows that the company is proud of their brand and values, as are their customers that pay for this brand.

Typeface

CARNAGE Typeface

As a collaborative brief, a typeface for Carnage Cricket Equipment (CCE) was created so that when ever type is used within the brand, it will be continuous between designs (from year to year).
 This makes the designs, company and brand appear more professional as they have their own personal typeface and also more recognisable.
 This makes is much easier and faster when designing for this company in the future as this is now a working typeface.

Client Design Decisions

As to ensure that the client and designers use the time efficiently, a meeting was arranged with the client to go through some design decisions. After looking through the research images, previous, the following was agreed;

- Use a restricted colour palette (2 colours: Black & Silver)
This will look more minimal, similarly to the images from the research above. The decals which used less colour, yet in more interesting ways, seemed more basic and 'classy.

Designing using black and silver will appear more classy and 'high-end'. Silver was chosen as the handle of the bats are grey/silver, although customers can ask for a coloured handle, this limited and 'neutral' colour palette will still look aesthetically pleasing with a bolder coloured handle. The black is seen as a 'neutral' (even gender neutral) colour and will not limit the audience or potential customers. Looking back through the research, block has been used a lot and it looks very professional and effective. These colours, in combination, will appear more classy and 'high-end' aesthetically.

- Simple, 'Regular' decal shapes
Using more 'regular', simple sticker shapes, like the colour palette, creates a more minimal feel to the overall aesthetic. This is something that was agreed by all parties, this would be in the interest of the new edition. Not only will it appear more 'high-end', but it is 'on trend'- similarly to the decals seen on the more recent 'Puma 2015' edition.
 Minimalism is becoming more and more popular as the lack of image and type, creating a clean, almost more 'abstract' aesthetic makes the brand name and logo stand out more. Using the logo/type purely alone (almost individually) shows how strong, bold and confident they are as a brand. Named/designer/high end brand products will sell just because it is associated with this particular company.

Ralph Lauren Polo - Grey

For example, this Ralph Lauren polo is a basic polo shirt, nothing special, yet it has a high price tag and people will pay it, just because of the label.

Bat Measurements

As to design the bat stickers more precisely, the bat was measured and will therefore be able to design the stickers 'to scale'. This shows how the bat will look in addition to ensuring that, once ready to print, the designs will not be pixelated and unprofessional.

Decal Measurements

Although the measurements for the bat itself are avaliable, it is essential that the stickers fit within. This is to ensure that they do not bend around the edges which could damage the decals and speed up 'wear-and-tear' of the stickers.

 Using the sizes of the bats, 0.12 inch will be subtracted from either side and design the decals within this space, represented above.

Above are the sizes of the decals

These are the specific measurements to be used when designing the actual decals

Initial Sketches & Client Feedback

  

   

 

Using the inspiration from the research inspired the design of the tapered shapes running to a point to represent speed and agility. The shape of the bat has also influenced the model of the decals as they appear to be curving as the bat does. This creates a high-end, tailored appearance.

 The bold typeface shows that CCE/Carnage are proud of their brand and this product itself. Using black creates a professional, classy aesthetic whilst the silver connotes something important and higher-end.

After showing the sketches, previous, to the client, it was agreed that the second one, above right, is the most appropriate and aesthetically pleasing. In addition, the design features and visualises the idea of minimalism and more 'regular', simplistic shapes. This creates the classy, high-end appearance that was requested to run throughout the brand.

It was also agreed that the design would look much more classy and minimal once the silver circles are removed from the background. The means that the focus is purely on the shape and type. In addition to this, the client mentioned that he wanted to alter the sticker shapes slightly so that they have more of a curve. This would reflect the model of the bat itself creating an obvious link and inspiration of the bat within the decals and throughout the whole design.

Adjustments

- Remove Silver Circles

The circles in the background were deleted to create a more minimal, simple aesthetic which provides a more high-end, professional appearance. The circles where put there as a basic design choice to reflect the light more to attract customers when displayed in store. The circles were inspired through looking at the technique of 'halftone' on the Puma and SS bats. Yet, since the shapes were not being used to alter the appearance of colour, it was rendered unnecessary.

- Shape of Decals (towards point)

These lines are more curved as mentioned by client. These curves were inspired by the rounded edges and shape at the end of the bat.

Whilst making these changes and looking back at the research, it was decided that the newly altered shapes as smaller decals in the centre, back on the bat. This removes the negative space and creates a more 'complete' design overall.

 The client really liked the new addition to the bat and thought that it looked classy and still in keeping with the design so far. As mentioned, it removes the negative space and creates more of a 'full set'. When looking back at the research, the other bats are decorated a lot on the back using various shapes and different images, this was used as inspiration.

 

A design problem was picked up on that could cause some trouble when applying the decals to the physical bat; the pointed stickers may not be strong enough to bend and stay in place when folded around the 'spine' on the back of the bat.

 The above left image (red circles) show the highlighted problem areas which need to be altered. These shapes, as mentioned, are not appropriate to use on the spine of the bat and for fear of being too weak to keep their shape. To solve this problem, the point will be altered to a flat base (as shown on the image above right).

 Although the shapes of the other decals (highlighted in yellow) do not need to be altered because of where they are placed, it would provide a much more professional appearance if the same shape was continuous and used throughout (all alterations shown on image above right).

Digital Developments & Feedback

After FX received the design they proceeded to print and apply the decals to the bat, supplied by the client. As you can see from the images above, the design is not quite perfect which is something that both the studio and client agreed with. The appropriate amendments will be made to resolve this issue.

- Increase width of the back decal to fit more perfectly
- Alter the width of decal on the bottom/back 'V' to be in line with the largest back design

This will create a continuity between the back and the front of the bat, presenting a more professional aesthetic.

Final Amendments & Final Design

- Size reduction: -0.35cm on either side of the 2 back stickers (-0.7cm in total)

Above, you can see the reduction in size (0.35cm on either side of the 2 back stickers, so 0.7cm in total). This will leave a 'border' around the decals, revealing the wood just as it does on the front and sides of the product. This creates continuity throughout, providing a more professional aesthetic.

Colour Experiments

 

 

As to provide the client with a wider choice, in the case that one of his clients want's a more personalised bat, various possible colour choices have also been created.

All in all, the client says that he "...much prefers the silver and grey, but the blue one may also be used at a later date"

David at CCE, had the grey and one version of the blue stickers printed as he liked them both.

Final Time Scale & Pricing

11.5 Hours x £15 an hour

= £172.50

£25 x 2 amendments
= £50

£172 + £50
= £222.50

Final Feedback From Client

"Hi Taylor, 

I have just had your designs printed and put onto one of my bats. They look just as I wanted them to! Brilliant! Thank you so much. 

I have some other work that I would like you to do in a couple of weeks time if you are up for working with myself and another client in India.

Thank you
David "

As you can see, the client seems very happy with the work and has in fact asked to collaborate again in the future. Sketches for the clients 2017 designs are already on their way.

Bat used in Context

 

Photoshoot

 

 

 

Advertisement/POS (Point of sales) Example

 

The type and photographs of the bat have been used in context, showing how it could be used within an advertisement.

 The type is black to reflect the type also used on the bet itself. An off white background was chosen as reflect the colour of the wood in a subtle way. Whilst the horizontal, thin shape of the ad was simply to reflect the shape of the bat whilst also being the right dimensions for a billboard ad.

Evaluation

 

The final product and outcome has turned out better than expected. It looks aesthetically pleasing, interesting and professional which is what the client asked for. The limited colour palette and clean use of lines ensures a more minimal design which is inspired not only from the client, but is also how the latest 'trends', when it comes to cricket decal designs, are also presented.

 The use of the mirrored silver within the design connotes a higher-end and more expensive product. This almost justifies the price, subconsciously, to the potential customer.
 The official CCE typeface used, also designed and created within this module is more than appropriate to use as it was generated for this brand and product originally. The additional typeface 'Limited Edition', is in script as to stand out against the bold, harsh lines of the type and other decals themselves. This text presents itself as being important as it differs from the others.

Overall, the design and final aesthetic are professional and appropriate, as discussed and evidenced throughout this blog.

https://www.behance.net/gallery/33926922/Carnage-Decal-Designs