Loyalty Card Design

I was instructed to design a loyalty card for the Beta Cafe company. I wanted the design to depict the activities of the company by possessing a cyber look. I wanted the colour scheme to incorporate cool colours to depict electricity and technology. I wanted the design to look smart yet futuristic. But above all I wanted the design to be simple.

Store Floor Plan

I was instructed to create a plan of the layout of the store floor of Beta Cafe. Below is the image of my design. I imagined that the store itself would be quite large, with plenty of seating areas with space to spare. I wanted the seating arrangement to be social.

Anticiation

I believe that the touchcreen phenomenon at the moment is somewhat of a FAD however is certainly evolving and becoming a trend within society worldwide. You only need to look at the iPhone and iTouch to understand the scope of their success. The touchscreen is not only useful, but successful and popular.

Internet Cafe

An internet cafe or cybercafe is a place where one can use a computer with Internet access, most for a fee, usually per our or per minute; sometimes one can have unmetered access with a pass for a day or month, etc. It may serve as a regular cafe as well, with food and drinks being served.

The online cafe phenomenon was started in July by Wayne Gregori in San Francisco where he began SFnet Coffeehouse Network. Gregori designed, built and installed 25 coin operated computer terminals in coffeehouses throughout the San Francisco Bay Area. The cafe terminals dialed into a 32 line Bulletin Board System that offered an array of electronic services including FIDOnet mail and in 1992, Internet mail.

Internet Cafes are a natural evolution of the traditional cafe. Cafes started as places for information exchange, and have always been used as places to read the paper, send postcards home, play traditional or electronic games, chat to friends, find out local information. Cafes have also been  in the forefront of promoting new technology.

As internet access is in increasing demand, many pubs, bars and cafes have terminals, so the distinction between the  modern internet cafe and the traditional/ normal cafe is eroded as the traditional cafe is offering the same services as the cyber cafe. In some areas however, internet terminals are decreasing as technology now allows individuals to carry portably internet conneceted systems such as PDAs, and iPhones for example.

These internet cafes sometimes are set up in order to help bridge the "digital divide" providing computer as well as internet access and training to those without home access. It is now apparent that gaming has become increasingly popular within these centres. Online virtual internet cafes are being set up in order to render the user being anonymous and also protecting their computers and information  from malicious software and  spywares.

Touchscreen Technology

Touchscreens are an electrical visual display that can defect the presence and location of a touch within the display area. The term generally refers to touching the display of the device with a finger or hand. Touchscreens can also sense other passive objects, such as pens/ stylus. 

The touchscreen has two main attributes. Firstly, it enables the user to interact directly with what is displayed, rather than having to use a mouse, stylus or touch-pad. Secondly, it allows one to interact with the display n the screen without requiring any intermediate device that would need to be held in the hand. Such displays can be attached to computers, or networks as terminals. They have gradually evolved from the stylus and screen setup and now play an prominent role in the design of appliances such as the personal digital assistant (PDA), satellite navigation devices, mobile phones, and video games, MP3 players ATM's etc.

Touchscreens are now very popular and successful in the digital world, and are still improving. The latest touchscreen technology can be found in appliances such as the iTouch, iPhone and iPad. These products are especially successful.

Additional Roles & Awareness

Project Manager : 

A project manager is a professional in the field of project management. They have the responsibility of planning, execution, and closing of any project. They are in charge of team coordination and communication through project organisation. They are accountable for accomplishing the stated project objectives. Key project management responsibilities include creating clear and attainable project objectives, building the project requirements, and managing the triple constraint for projects, which are cost, time, and quality. (Scope)

A project manager is often a client representative and has to determine and implement the exact needs of the client, based on knowledge of the firm they are representing. The ability to adapt to various internal procedures of the contracting party, and to form close links with the nominated representatives, is essential in ensuring that the key issues of cost, time quality and above all, client satisfaction, can be realised.

Marketing Manager: 

A Marketing Manager is an individual who is responsible for focusing on the practicle application of marketing techniques and the management of a firm's marketing resources activities. Marketing Managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. The role of a marketing manager can vary significantly based on the size of the business, corporate culture, and industry context. Marketing managers must possess detailed. objective understanding of their own business and the market in which they operate. They should understand their customer base and the business's competitive position in the industry. This role occasionally overlaps with strategic planning/ market strategy.

Market Research Manager:

This role is responsible for carrying out research in order to collect the data required to perform accurate marketing analysis. This role can overlap with Marketing Management. Market research is conducted to acquire vital information.  Collecting this research has several techniques and methods such as: -

• Qualitative Marketing Research, such as focus groups who provide information such as perceptions, opinions and attitudes toward a product. (Questionnaires & Surveys)
• Quantitative Marketing Research, such as facts and statistics.
• Experimental Techniques, such as test markets.
• Observational Techniques, such as ethnographic (on-site) observations.

Market Researchers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and fads. This information will help to inform the company's marketing analysis.

Finance Manager:

A Finance Manager is responsible for managing the company's funds. Finance often includes saving money, lending money and borrowing money. A finance manager has to assess the concepts of time, money and risk and how they are interrelated. It also deals with how money is spent and budgeted. Financial managers oversee the preparation of financial reports, direct investment activities, and implement cash management strategies. This role can help to develop strategies and long-term goals of a business/ organisation. The position of a finance manager varies depending on the business. The various titles include, controller, treasurer or finance officer, credit manager, cash manager, and risk and insurance manager.

BETA Cafe Logo Designs

Our new company will be called Beta Cafe. I have created some logo designs for our new company. The images below are my own work of various different designs.

The design below was the logo that was voted the most suitable.

With these designs I have attempted to integrate the old with the new - the traditional with the modern. I wanted a cyber feel to the design and text/ font which I believe I have achieved.

Logo Research

The images below are examples of existing cafe logos found on the Internet.

I have looked at various existing logos for inspiration.

Research

I have conducted research  into companies with similar ideas, and there were not really any existing companies that offered such variety, and a perfect blend between a cafe and an Internet cafe.

The elements that will cost the most are perhaps these touch-screens which cost up to £2000.

Furniture that accommodates these touch-screens will have to be made specially.

Change of Idea

This change of idea was rather sudden, and in my personal opinion, maybe unwise to change the idea so late in the pipeline when the submission date is only a few days away. I was told that our original idea for Forge Studios was too difficult to research in as far as finance and we may not have been able to render our idea "bulletproof" when it came to the deadline.

We have now come up with an idea for a company which is similar to an Internet cafe. The element that drives this idea is the use of waterproof state of the art touchscreens. We have been inspired by the new touchscreen technology introduced by manufacturers such as Apple, with their iPad and iTouch. The idea is that these touchscreens can be used for ordering your refreshments and meals, as well as accessing the Internet, playing games and listening to music etc.

iPad Touchscreen

Because these touchscreens are waterproof means that we can incorporate food and drink into the equation more easily. These can be places where people can meet, socialise, eat & drink, play games and listen to music. It is a multi-purpose environment. The possibilities are vast. 

The idea is that this will be an interior environment and the layout will be much like a cafe or sushi bar, however built within the tables are tilt waterproof touchscreens, that have Internet capability and have blue-tooth and wi-fi built in. These touch-screens will we be connected to the shops system so that drinks and food can be ordered digitally. This also enables Internet monitoring. 

This is a place where people can unwind, have fun, have access to the Internet if there is no Internet service at home, the Internet can be used for business purposes such as receiving and sending emails and of course it is possible to buy food and drink.

It has been suggested that software such as iTunes, MSN, Skype etc will be installed within the machines, earphones will be provided when asked for behind the counter, which could cost 50p - £1. If they are returned then your deposit is given back to you. You will also need an in store account so that important information is not misused. Another idea we had is that the store could hold a monthly gaming tournament and an annual gaming championship event.

We also discussed the idea that there should be a fee for internet usage: 30 mins = 50p 1 hour = £1 2 hours = £2 etc. The max time u can use the internet is 4 hours. There can be unmetered access with a 1 day pass, 1 week pass, 1 month pass and 1 year pass. There could even be special offers with completely unmetered free internet usage. Ou target audience will be from the age of 13 - 19.

We have conducted questionnaires to ask people if they would be interested in this store idea and what times they would enter the store to see if there is a "peak time". 

We have come to the conclusion that an experimental store would have to be set up as a trial to see if there are areas for improvement and if there really is interest in this sort of store for a year to two years.

Internet Cafe

This is a cafe layout. This is the kind of modern feel we are looking for.

An Internet Cafe

Presentation Feedback

I believe our presentation went rather well. The tutor assessing our progress mentioned the fact that our idea already existed, yet he liked the idea behind our concept company. He suggested that there were areas for improvement such as refining our idea yet perhaps adding more detail in certain areas so that our idea is "bulletproof" / "solid". He also suggested that market research and finance research should also be investigated more thoroughly.

Company Idea

The name Forge Studios was voted the most suitable of all the names and the logo design that was picked is below.

Our company idea is basically a cross between a production house/ visual effects house that is accessible to young professionals fresh out of University. This company serves as a bridge to the film and gaming industry. The work that is produced is to a high standard yet achieved at a low cost.

Several  Companies such as this exist such as escape studios which help to train students to become professional and employable within the film and games industry.

Equipment: -

Probably the biggest problem is the purchase and instillation of equipment such as Hardware complete with installed software, Desk Spaces and layout.  

Apple Macs, PC's, Keyboards, Wacom Tablets & Pens, Mice, Monitors, Hard Drives, Memory Units, Printers , Scanners and a Render Farm will have to be purchased. Computers will have to be specced with the latest versions of digital software such as Maya, 3Ds Max, Maya, Photoshop etc.

Company Logo Designs

Here are my own company logo designs using Photoshop CS2.

I have experimented with various different fonts, designs and layouts. I was trying to demonstrate artistic creativity through each design, always remembering what the logo is trying to convey to the consumer and that the logo represents the activities of the company. I wanted the logos to stand out yet at the same time look slick and professional.

I have shown these designs to the group, and were well received. I think I prefer the Spark Studios name and design. However I think as a group we need to decide which design is best by having a group vote.

Concept Company Name Ideas

I came up with two initial names for our company which I have shown to the group. It was well received.

The names were:

Forge Studios

(The idea behind this name is that artistic design is created/forged).

Spark Studios

(The idea behind this name was that the word spark would be used in context with the phrase "bright spark" which suggests talent and innovative ideas).

Similar Company Ideas and Their Logo Designs

These are some logo designs for existing visual effects houses in Soho, London companies offering similar services. These images were found on the internet.

Cinesite.

Framestore.

Framestore: 

Framestore was founded in 1986 by Sharon Reed, William Sargent, Jonathan Hills, Mike Mcgee and Alison Turner. Starting with London's first application of computers for the creation of graphics and visual effects the company's work covered award winning imagery in commercials, music videos, television graphics and TV Drama to begin with. In 1994 its film visual effects department was set up.

The have been involved in partnership with The Computer Film Company (CFC) since 1997 which was one of the first digital film special effects companies. They have worked on projects such as Superman Returns, Batman: The Dark Knight, Avatar and Cash of the Titans.

Examples of Company Logos

This an image of a collection of numerous different well known company logo designs

Research: Marketing

Marketing is the process which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integral process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Marketing is used to identify the customer, to keep the customer, and satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. The evolution of marketing was caused due to mature markets and over-capacities in the last 2-3 centuries. Companies then shifted the focus from production to the costumer in order to stay profitable.

The term 'marketing concept' holds that achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organisational objectives, an organisation should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

Research: Brand Salience

Brand salience measures the awareness of the brand. "To what extent is the brand top-of-mind and easily recalled or recognised? What types of cues or reminders are necessary?"

The tendency of a brand to be thought of in a buying situation is known as "brand salience". Brand Salience is "the propensity for a brand to be noticed and/or thought of in buying situations" and the higher the brand salience the higher it's market penetration and therefore its market share. Salience refers not to what customers think about brands but which ones they think about.

Brands which come to mind on an unaided basis are likely to be the brands in a customer's consideration set and thus have a higher probability of being purchased. Advertising weight and brand salience are cues to customers indicating which brands are popular, and customers have a tendency to buy popular brands. Also, an increase in the salience of one brand can actually inhibit recall of other brands, including brands otherwise would be candidates for purchase.

It is widely acknowledged that buyer's do not see their brand as being any different from other brands that are available. They buy a particular brand because they are more aware of it, not because it is more distinctive, or has a point of difference.

Research: Brand Awareness

Brand awareness refers to a customers' ability to recall and recognise the brand under different conditions and link to the brand name, logo, jingles etc to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. A new term that has emerged in recent years known as "brand love" is a measurement of the level at which society regards a company or product.

Research: Brand Manager/ Management

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase

brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from combination of increased sales and increased price, and/ or reduced cost of goods sold, and/ or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit & Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in orginisations as a broader and more strategic role than Marketing alone.

• First impressions count. The face of every company, a brand will be seen before anything else, therefor it is the Brand Manager's responsibility to make sure it says all the right things.
• Using clear brand guidelines, a Brand Manager must make sure everything the company produces is right for its audience.
• Research is a key part of the role, especially to keep the brand up to date. This can involve anything from looking into how effective a piece of marketing is, to monitoring the current market trends.
• Social interaction and frequent communication is required.

Research: Logo Designer

The job of a logo designer is to provide a new and innovative way to express the key message of a company through an image. Logo designers take the information given to them by a client and work, using their own creativity along with marketing strategy to find an appropriate image that their client can use to represent what they are trying to encourage, sell, or what they are.

Research: Brand

A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a proprietary name.

Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the "brand experience." The psychological aspect, sometimes referred to as the "brand image" is a symbolic construct created within the minds of people and consist of all the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organisation towards its brand is called brand orientation.

Careful brand management seeks to make the product or services relevant to the target audience. Therefore cleverly crafted advertising campaigns can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that a consumer sees the product as being worth the amount that the advertiser wants him/ her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, £25 which cost 50p to make, or £3 for a breakfast cereal that contains a few pennies worth of wheat.

Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of metal working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. Failing to recognise these assets, will set an enterprise at a serious disadvantage.

A brand which is widely known in the marketplace acquires "brand recognition." When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved "brand franchise." One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo).

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic, which is known as "brand promise." From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the product. Sometimes however consumers purchase a product either for its reputation and status or because it is simply what is familiar to them.

Roles (Group L)

I have volunteered to be brand/ logo designer as well as Brand Manager.

List (Group L)

Team Members & Roles:

Chris Caldow - Brand Manager/ Logo Designer - (Animation)

Laura Haile - Market Research Manager - (Animation)

Kofi Opoku-Ansa -  Marketing Manager - (Animation)

Harry Warrener - Market Research - (Animation)

Ashraf Abdallah - Finance Manager - (Post Production)

Hatice Ozbayir - Project Manager/ Presenter - (Post Production)

Peter Hewes - (Unknown) - (Post Production)

George Alton - (Unknown) - (Broadcasting)

Research: Logo

A logo is a graphic mark or emblem commonly used by commercial enterprises, organisations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organisation (a logotype or wordmark). In the high street a company's logo is today often synonymous with its trademark or brand.

Initial Ideas & Final Studio Concept

We have been allocated into fixed groups consisting of individuals from various fields with different talents and skills in order to come up with a concept for a product or company as a means of providing us with an understanding of how to construct a new business from scratch. Our concept will be judged by tutors who will assess whether our idea is "watertight" and "solid" and has potential for becoming successful.

Initially our group as a whole found it difficult to come up with an appealing idea that we were happy with and that we felt was interesting. However we soon came up with an idea of a studio which provided artistic talent for games and film. The concept of this studio was to house artistic, professional individuals who had skills across the artistic spectrum. For example this studio would house concept artists, story-boarders, 3D modellers, texturers, riggers, weighters, animators, lighters, cameramen, compositors, editors etc.

The idea is that this studio would be used by film and game companies to hire talented individuals to aid them on their productions.

E & E Brief

We have been instructed by our E&E tutors to form our team made up of various students from different courses in order to come up with a business concept for a company or product. We will then pitch our idea to the tutors who will carry out constructive criticism highlighting their strong points and finding holes in the concept.