Responsive: Deeb Brothers_ Audience Research:

The next stage of my design process is to really get a great understanding of my audience, This is the main thing i must pin down if i want to create a design that is going to be 100% appealing to them making sure that the design is specifically for them. 

I will have to generate research into not only who my audience is but also what interests them_ 

I have began by looking at a what the audience is specifically_ 

Sovereign Wealth Fund: 

A sovereign wealth fund (SWF) is a state-owned investment fund composed of financial assets such as stocks, bonds, property,precious metals, or other financial instruments. Sovereign wealth funds invest globally. Most SWFs are funded by foreign exchange assets.

Some sovereign wealth funds may be held by a central bank, which accumulates the funds in the course of its management of a nation's banking system; this type of fund is usually of major economic and fiscal importance. Other sovereign wealth funds are simply the state savings that are invested by various entities for the purposes of investment return, and that may not have a significant role in fiscal management.

Asset Management

1. The management of a client's investments by a financial services company, usually an investment bank. The company will invest on behalf of its clients and give them access to a wide range of traditional and alternative product offerings that would not be to the average investor.

2. An account at a financial institution that includes checking services, credit cards, debit cards, margin loans, the automatic sweep of cash balances into a money market fund, as well as brokerage services.

Also known as an "asset management account" or a "central asset account".

I then went onto look at a few visuals in the form of logo designs and identities of existing asset managers to see if there are any general repetitive themes that are consistent throughout. 

In looking at these logo designs i have gained a real understanding of what it is they are wanting to communicate in my opinion, I have gone onto break down the logo designs and have interpreted the designs in how they communicate to me_

for example i feel that the use of wings is to represent a legacy in this case i feel that the wings are to represent the legacy of the company and is obviously trying to convey this to the viewer maybe an attempt to make the company look like it has a strong successful past

I think that this idea of a successful legacy is backed up by the use of stars within the design as stars are generally awarded when an achievement is accomplished.

I have also noticed that nearly all use a serif typefaces, i feel that this is all about the audience they target and the messages they communicate in terms of audience i feel they would want something that is viewed as very important especially when their money is involved. Another interpretation of mine is that the audience will want something that is safe serif typeface really represents traditional to me whereas sans serif typefaces used within logo design to me gives of a modern progressive feel and in terms of money i don't think people would be up for something new as with all things new the is always worry.  

In terms of what i feel is ineffective the design to the left to me shows a logo design to the left that seems to be de creasing and to me this is the worst possible approach to communicate to people when they are meant to be trusting you with their money a design should represent power and saftey.

I feel that there is a re occurring theme of a combination of success and safety being communicated this to me is shown above and below the light house is a clear representation of a safety measure and the shield below in combination with the rosette and the crown represents safety and success and there are all attributes you look for when trusting people with your money.   

   

Government Agency:

A government or state agency is a permanent or semi-permanent organization in the machinery of government that is responsible for the oversight and administration of specific functions 

a government agency is normally distinct both from a department orministry, and other types of public body established by government. The functions of an agency are normally executive in character, since different types of organization (such as commissions) are normally used for advisory functions, but this distinction is often blurred in practice..// .. A government agency may be established by either a national government or a state government within a federal system. (The term is not normally used for an organization created by the powers of a local government body). Agencies can be established by legislation or by executive powers. The autonomy, independence and accountability of government agencies also vary widely. 

Read more: http://www.investopedia.com/terms/a/assetmanagement.asp#ixzz2MEsiRfWq

Responsive: Deeb Brothers_ Merchant Banking & Private Equity

To begin this brief it is a necessity for me to gain an understanding of what Merchant Banking and Private equity Firms actually are. 

Looking into what Private Equity firms are_

Definitions:

A private equity firm is an investment manager that makes investments in the private equity of operating companies through a variety of loosely affiliated investment strategies including leveraged buyout, venture capital, and growth capital. Often described as a financial sponsor, each firm will raise funds that will be invested in accordance with one or more specific investment strategies.

Typically, a private equity firm will raise pools of capital, or private equity funds that supply the equity contributions for these transactions. Private equity firms will receive a periodic management fee as well as a share in the profits earned (carried interest) from each private equity fund managed.

Private equity firms, with their investors, will acquire a controlling or substantial minority position in a company and then look to maximize the value of that investment. Private equity firms generally receive a return on their investments through one of the following avenues: 

• an initial public offering (IPO) — shares of the company are offered to the public, typically providing a partial immediate realization to the financial sponsor as well as a public market into which it can later sell additional shares;
• a merger or acquisition — the company is sold for either cash or shares in another company;
• a Recapitalization — cash is distributed to the shareholders (in this case the financial sponsor) and its private equity funds either from cash flow generated by the company or through raising debt or other securities to fund the distribution.

Private equity firms characteristically make longer-hold investments in target industry sectors or specific investment areas where they have expertise. Private equity firms and investment funds should not be confused with hedge fund firms which typically make shorter-term investments in securities and other more liquid assets within an industry sector but with less direct influence or control over the operations of a specific company. Where private equity firms take on operational roles to manage risks and achieve growth through long term investments, hedge funds more frequently act as short term traders of securities betting on both the up and down sides of a business or industry sector's financial health.

What is a Merchant Banker

A merchant bank is a financial institution which provides capital to companies in the form of share ownership instead of loans. A merchant bank also provides advisory on corporate matters to the firms they lend to. In the United Kingdom, the term "merchant bank" refers to aninvestment bank.

A bank that deals mostly in (but is not limited to) international finance, long-term loans for companies and underwriting. Merchant banks do not provide regular banking services to the general public.

Read more: http://www.investopedia.com/terms/m/merchantbank.asp#ixzz2MEVuQVeT

Research into Existing Merchant Bankers looking into what services they offer.

I have decided that i should look at merchant bankers in general and look at what each has to offer to see what attributes each one offers this will inform me on what businesses look for in their bankers. 

 From looking at a these websites i have found that merchant bankers are selected because of the services they provide for example all of the bankers work around the fact that they offer the upmost security this is somthing i will work around for my design conveying a message of security and stability.

Responsive_ Deeb Brothers_Brief Analysis

The Brief_

The brief is basically asking me to create a logo design for a merchant banker/Private Equity Firm. The main reason for me picking this brief is that it is an opportunity for me to work within my main interest at this moment in time branding and Identity i felt this was a great opportunity to be able to generate strong conceptual ideas and then bring all that together in the form of a Logo design. If i allow myself enough time i will aim to extend this into some sort of Branding and Identity project.

Job Type Logo Design

Task Outline Create a Logo Design

Task Description design a logo that exudes elegance and class for a merchant banking and private equity firm with international scope. corporate colours are black, gold and grey. classy wins the day

Logo Text Deeb Brothers

Logo Styles of Interest Wordmark Logo Word or name based logo (text only) Lettermark Logo Acronym or letter based logo (text only) Pictorial / Combination Logo A real-world object (optional text) Abstract Logo Conceptual / symbolic (optional text)

Deadline Tuesday, February 12, 2013

Target Market(s) international sovereign wealth funds, Asset managers, government agencies

Look and Feel Each slider illustrates characteristics of the customer's brand and the style your design should communicate.

Requirements Must Have: - must be formidable, elegant, intimidating and present a sense of a serious and professional financial firm with a impressive legacy and a courageous view of the future Moving on from the brief_  The main aspects that i took from the brief where that the design must exude elegance and class this is giving me a greater idea of what approach to take with my design direction. Another aspect that the design must be displayed is the design should have an inter national scope and that the design that will excel will be one that displays all of these aspects in a classy design outcome. Another aspect of the brief that i feel is very useful is the fact that i have been supplied with examples of logo designs the company find effective. This will allow me to look back when pushing along with my design development making sure i am designing to fit their specific requirements.  Wordmark Logo Word or name based logo (text only) Lettermark Logo Acronym or letter based logo (text only) Pictorial / Combination Logo A real-world object (optional text) Abstract Logo Conceptual / symbolic (optional text) One aspect that i will need to look closely at is the target market the brief states that the specific audience is International Sovereign Wealth Funds, Asset managers and government agencies.   Target Market international sovereign wealth funds, Asset managers, government agencies There is also some useful notes that are displayed at the bottom of the brief giving information on assets the design should have. must be formidable, elegant, intimidating and present a sense of a serious and professional financial firm with a impressive legacy and a courageous view of the future

Healthy Eating_ Trending Restaurant food agencies_:

I have decided to look further into how Food companies that become trends generate such large audiences. I feel this could again all be down to the branding of the company for example i have gone onto explore a few of the most popular as shown below.

From the beginning of my primary research i have found that Nando's is definitely the most popular of the restaurants, In my opinion it is all down to how the company is branded in my opinion the design is aimed at, 16 to 25 year olds. I feel this is represented at the fairly reasonable  prices. 

The actual branding of Nandos to me represents,

Red_

Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. In heraldry, red is used to indicate courage. It is a color found in many national flags.
Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites. In advertising, red is often used to evoke erotic feelings (red lips, red nails, red-light districts, 'Lady in Red', etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.

Light red represents joy, sexuality, passion, sensitivity, and love. 

Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness.

Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.Brown suggests stability and denotes masculine qualities.

Reddish-brown is associated with harvest and fall. 

Orange_

Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.

To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is symbolic of strength and endurance.

Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design. Orange is very effective for promoting food products and toys.

Dark orange can mean deceit and distrust.
Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action.
Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.

Green_ 

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.
Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote 'green' products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.

Dark green is associated with ambition, greed, and jealousy.Yellow-green can indicate sickness, cowardice, discord, and jealousy.Aqua is associated with emotional healing and protection.Olive green is the traditional color of peace.

The branding of Wagamama is very different to Nandos, 

Since 1992, Wagamama seems to be living up to its name. The noodle chain's dozens of outlets—mostly in the UK but also in countries including Belgium, Dubai, and Australia, plus a US location in Boston opening in 2007—can be identified by long lines of customers seeking a bowl of hot ramen soup or other items from a diverse, pan-Asian menu.

True to its tagline—"Positive living, positive eating"—the unique Wagamama flavour is inspired from the traditional ramen (noodle) stalls of Japan, where quality ingredients are used to prepare food intended to be both nutritious and tasty.

Although the menu represents ancient cuisine, ordering is very 21st century: your wait for udon noodles or kare lomen is shorter than in the average noodle shop because Wagamama's waitstaff key orders into a PDA-like handheld ("rugged mobile computers" by Symbol are currently replacing consumer PDAs) that immediately transmits your dinner desires to the kitchen.

We logged onto wagamama.com to see if the site reflects its distinctive flavor and appeals to virtual foodies.

Given the limitations of the Internet, it's impossible to translate a true culinary experience online, so at every turn one finds an emphasis on Wagamama's locations—a constant invitation to taste the fare in person. On entering, the homepage highlights the next locality where Wagamama will be landing and offers a quick search option that allows you to search for the "nearest noodle" by entering a postal code.

Just like its neatly classified menu card, the top navigation bar on the homepage clearly highlights various sections of the website, allowing users to comfortably browse each section. 

Yo sushi is attractive in my opinion because it offers an innovative eating experience, I feel this is the most desirable aspect of Yo sushi. The fact that the audience can eat in this innovative way makes the experience almost like a treat. I feel this is a very effective method of attracting an audience innovation makes a design stand out amongst the crowd. The only problem that i could really find with Yo sushi is the take away aspect, from initial research i found that one of the main reasons for the public eating unhealthy is not been able to eat healthy on the go in a busy environment. Yo Sushi does not really offer this aspect. So i must take this into consideration when putting together my design ideas.

Mcdonalds_

this is by far the worlds favourite food stop off, the reason for this is price, and most of all the service the main selling point for me has to be the service mc donalds provides it is possible for you to walk in and leave with a meal in a few minutes this to me is why it is a favourite because its quick and easy however obviously the down side is the food being so unhealthy. I aim to apply the take out aspect to my design tis will allow the public to eat on the go with a busy schedule and be healthy whilst doing this.