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Anchor Mill Premium Brand Ale

by SHAHED ALI
/ Posted: 9 months ago

5 attachments

I was born and raised in Oldham, a small town on the outskirts of Manchester. Oldham has a deep history of being part of that Industrial Cotton revelation of the world back in its history, where large masses of cotton mills populated the town. To this day a lot of these mills are still standing but standing derelict and abandoned. So I came up with the name Anchor Mill, as it is an abandoned cotton mill that stands next to where I live, therefore it was fun trying to re-brand the mill almost. To start off the project, I brainstormed ideas, words, images that popped into my head I would associate with. I then took out main key words such as anchor, derelict, grunge, urban, red bricks, decay, tall, sea, water and so on. After that I researched into existing logos under those categories I had taken from my brainstorm to fuel my design and inspiration. Secondly I visited the mill and took some photos of the mill, its surroundings, rust, decay, textures, used adobe capture to take live colour palettes from the red bricks. These resources will then help me compose my designs to feel as though the logo and design belong in this environment. I then took my best designs and took to Illustrator to freely compose ideas and see what works and what doesn’t, slowly refining and art directing my decisions. For typography, I focused on type which have the same characteristic as the mill, pointy edged font to resemble the sharp tip of an anchor, tall and patterned font to represent the brick structure of the mill. I experimented with type to help me compose my ideas together. I did 3 ideas, one was to wrap an anchor around the letter a, another a crest and finally one where typographically I tried creating the structure of the mill. I then mocked up my concepts for presentation.

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2 responses

  1. Firstly Sahed, thank you for your submission and for being a great example of how this site can benefit our pro members.

    Secondly, you've blown us away with another submission! We've really enjoyed reviewing this project and we're especially impressed with your creative process, thanks for explaining it thoroughly. I love the history behind the brand you've created and your initiative to actually go out and photograph the factory and use the colour palettes and warn effects within your work so it feels like a part of the brand!

    Starting with the main focus; the 'A' icon: I think the use of the anchor to create the negative space of the A is clever, however, I feel it's transition into a solid shape and then back into negative space is a little confusing on the eye. it works brilliantly in a larger scale, but I feel the detail is lost a little when viewed at a smaller scale, for example, on your first attachment the detail became a little illegible due to the size it's displayed. Perhaps you could experiment with moving the anchor up so it's just the negative space within the A? Or perhaps you could drop the anchor down so the lower part of it sits below the A, then the typography could arc the opposite way from what it is now to compliment the arc of the anchor?

    I love the colour palette and effects you have used and the presentation of the whole concept is spot on, this is exactly what a client would like to see to bring their brand to life. I think the double 'L' being larger in your third concept is really clever as it portrays the large factory chimneys, was this intentional?

    All in all Sahid, really great work, you're a great asset to the Briefbox community. Keep up the good work and don't forget to upload your revised concepts as a new submission so the community can track your progress! Thanks.

  2. Hey James, thank you for the kind words and feedback. I understand how the 'Anchor' and letter 'A' concept becomes very confusing and blocky when reduced to smaller size if it was to appear on a business card for example, and definitely will try your suggestion. As for the double 'L' being taller was intentional by my, i wanted to portray the letters as chimneys, so I increased the size.

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