Self branding - Logo

6A2

6C2

Old Branding:

My old branding was the simple circle reflecting the open in my name, the name Callum O’Reilly Design was used to be able to represent myself as the studio wanted to be. This year as my aims of changed I thought it would also be practical for my visual identity associated with my branding changed. Therefore, this logo is no longer used.

Old Logo

New Logo:

New Logo 1

New Logo 2

Europa - The combination of geometric reduction and humanistic vitality makes Europa a modern Sans Serif. Despite the distinct geometrical touch and characterful roughness, it can be used for both text and headline purposes, due to optical modulation rather than metrical construction. General proportions provide optimised legibility and reading fluency in small sizes. Modern capital letter widths give a balanced overall impression and the x-height of two-thirds of the capital height leads to economical tracking not neglecting legibility. Slightly narrowed letters (e.g. oval O/o) create visual harmony and good contrast in body text. Articulate ascenders, diagonally cut up-/downstroke endings and pointed angles at the baseline diagonals create distinct dynamics. Fractured stem-curve intersections provide a more open print image in small size. Its name refers to the inspirational origins, two popular European typefaces: the geometrical Futura and the humanistic Gill Sans.

My new logotype is simply the name spread over three levels in the typeface Europa, I decided to use this typeface due to its humanistic qualities allowing for certain element softness between the different had the letters that can be seen within my name, while still retaining a high level of contrast between the strong straight edges and the whitespace/negative space around it.

It is been split over three levels, all of which are left aligned, in order to be able to make the words within the title as such, rather than simply appearing just somebody's name. Due to the fact that it is a left aligned when centred on a piece to last for almost a sense of unexpected and uncomfortability, I enjoy this contrast of the unexpected feels this represents the way in which I always try to succeed brief in an unexpected way, offering more than what the initial anticipation of that brief was attaining.

I decided to use a simple sans serif typeface in order to be able to represent the clarity clean and modern design that is featured within my work. I believe my style has a very distinctive manner of use of space and colour. Therefore, to the use of large amounts of negative space this is represented within the logotype itself. Due to the amount of colour that are used within my work, in bright selective tops relevant to the brief in order to bring to life a visual depiction, I decided to keep my colour scheme solely monochrome. This allows for a black logo to be placed on a white background or a white logo to be placed on a black background, for where necessary white logo can be placed on other colours. This sense of clarity and continuity gives a sense of coherence with my approach to my work, it's very distinctive style, yet ensuring that each outcome is new and fresh.

My name was used rather than the addition of studio due to the fact that I want to go into commercial design within in-house environments, therefore making it appropriate to me to only use my name to be able to advertise myself. I do not want to go into freelancing or set up by myself and therefore this is open appropriate method of banning myself at this current moment in time.