Image & Identity

Touch point one:  With the posters we have produced we began to veer too far down our brand essence of 're imagining history' that we began to loose sight of the 'cuba dupa feel'. We decided to go back to the drawing board where our ideas began; we reflected back on our original moodpboard and ideas of creating the different sections. However we felt perhaps we were segregating cuba dupa a bit too much with the individual posters and this was where we began to loose the cuba dupa feel to our designs. We decided to create more chaos in our posters by mashing all the 7 zones together into one poster which reflects back to our mood board representing the overall 'feel' we are trying to visually communicate. We decided to use our original idea of the squiggle line representing an individuals imagination to tie in strongly with our brand essence 're-imagine history'. Touch Point two:  With our concept of creating chaos with the posters we also wanted...

Moodboard:  Poster collection: We have decided to use posters to communicate the different zones further. We have continued the colours from the logo though to the posters and each zone that they belong too.  Our original concept was the bottom row of posters with the small squiggle then forming up from cuba dupas logo into a cloud of 'reimagining history' to represent the imagination of someone looking back into the past (Our Brand Essence). We then started playing around with different techniques to play with the colours, logo and illustrations and using different ways to apply our idea.  The solid background with the 'peep hole' of re imaging history was one of the concepts we decided to take further in week 10. We then started developing this further into animation.  This animation is to represent the different zones joining together again into the logo to represent they are all one.  

.   From our audit and talking with Jerry, we recognised there was a huge opportunity to focus on the history of Cuba street . As Gerry stated, this is a festival which could only take place on cuba st, it wouldn’t work in the middle of Ponsonby for example and we really wanted to emphasise this importance.However when talking with Andrew, he reminded us of the weirdness and wackiness of cuba dupa and how we needed to find a way to flip that on its head, which is how we came to our central brand essence In this initial conceptual stage, we wanted to connect to history and so opted for a clock to be symbolic of this. However, after producing these concepts, we felt that when abstracted out, it didn’t maintain this meaning. Which lead us onto exploring other ways we could convey the history of cuba street and came up with the idea for the alternative histories, we  notice that cuba street gets divided into 7 different zones for cuba dupa, so we opted for 7 dif...

We figured that if we were to rewrite the history of Cuba Street, then Krista and I would first have to be familiar with the current history and determine ways in which we could flip it on it's head. An example of this being, that in 1850 large scale land reclamation occurred therefore an alternative history could be if that reclamation had never happened and that part of cuba street would still be underwater, creating the theme "under the sea"  After a lot of discussing we came up with the following 7 themes for each of the seven zones: Upper Cuba Street -  Bohemian Zone (feat. coffee bean stomping ) - references 1926 when Alfred Fagg started roasting coffee beans for espresso and dropped beans outside the door so when they were walked over, the aroma would be released. Lower Cuba Street - Under the Sea (references land reclamation) Glover Park Zone -  Red light district "speak easy" style (references the saucy culture cuba st used to have)...

Week four/Five: This is where we are at this week.  We are looking at what we have and where we can expand/take it further. We are reflecting on our notes from week two when we listened to Gerry talk:  CUBADUPA NOTES:  Community, independent spirit, multi culture, diversity  Open access breaking down barriers - hippies and young folks dancing together  Community, bringing people together  Acts around NZ and the world  The east pointers canadian music, Han the unclear kiwi folk,  Re usable cups, planting trees,  SURPRISE DELIGHT ENTERTAIN - new ideas, new partners, new technology  OVERDONE: drummers, don’t repeats acts 2 years in a row No festival like this, CUBA street is unique, Wellington is a creative community  Escape from 9-5 Celebration of the weird and the wonderful - bring out your wild side After re-viewing these notes, my partner Holly and I have decided to make a more...

This week Holly and I have been looking at Cuba Dupas identity. We have decided to use animation on the logo to enhance it and help communicate blurring the lines.  The Animation we have so far is staying with the existing branding font colours and 'breaking news' vibe, however we have added an icon to create an abstract logo. The logo we have come up with is the street layout of Cuba Dupa and the different sections within these streets which will represented with different colours (pulled from the existing colours). The reason for the repetition of different fonts are to appeal to different audiences. Holly and I really liked the original logo however we understand why it was changed to a more modern type. Therefore Holly and I wanted to infuse them both. The repetition is to represent the chaos at cuba dupa. The next step for animation will be to have the different sections pull apart with their names on it allowing our audience to understand the lo...