I’ve chosen the subject of designing promotional
materials for a tour company
because I thought
it would be interesting to investigate different branding used for tour
companies, as they usually promote a range of tours and activities. So my
project will include research of tour company logos, leaflets and advertisements
for my own brand.
I started my research by searching the
leading brands on the internet that have a connection with wild animals and
I also researched different advertisements which use animal figures and I found
this page from a russian magazine. The
main figure is a salmon standing in a suit with a red background and white typography
on top. In my opinion, this is
a very striking advert because the colours red, black and white are extremely
contrasting and they make this illustration stand out from the page. Also I
really liked the details of the main figure so I decided to copy this
illustrator’s work. Copying this work also allowed me to improve my skill of
cross-hatching for my main logo. This advert gave me and idea of animal
personification. I started by drawing a
deer in a range of formal and casual attire clothing.
To get a
better knowledge of how different companies use their logos to attract the costumer,
I’ve looked at a very popular tour companies. The main feature of each of the
logos is the use of subtle tones and use of different shades of natural colours
such as green and blue. Moreover, these companies use animals in their natural
habitat as a main part of their logo design, so that the overall image looks attractive
and will attract the costumer to book these tours. The bear head is simplified
to make it appear friendly and appealing.
My primary logo idea was a deer standing facing the
viewer, shown from the waist up. He is wearing black and white suite and his
head is slightly turned to the right.
I’ve chosen to
combine animal figures and human figures for my logo because I think that it
will help the customer to identify better with the topic of wild travelling rather
than just using a picture of travellers on the beach or in the tent.
Also, my company name is “Dear Traveller” links with
“Dear Traveller” which is not only connected to my logo but also gives the
client an impressions of reliability of the company.
The style of cross
hatching and black and white flat colour gives the customer the feeling of
tradition and again links to the reliability of the company. The use of a traditional style gives us a sense of the
history for example of the place or of the tour. The Surreal imagery suggests the
idea of innovativeness
and show the creativity of the company.
also decided to experiment with his clothing to order to create more casual
look. Changing the deer’s clothing means that it’s possible to customise it to appeal
to different target audiences, such as gap year students.
As well as
developing my deer character and experimenting with his appearance I also
included it into the advertisements for my tour company, I created an unusual
deer in the photography lens. He is portrayed in a deer stalker hat and with a
pipe, not only reflecting the image of the greatest detective – Sherlock
Holmes, but making the tour look attractive. Also it gives “the idea” of
searching for the deer. Rather than a shooting tour I wanted to have a cruelty
free holiday and an idea to offer a photography trip which would be alternative
way of shooting a deer.
In addition, the tour company can use it to make the postcards or offer
to the customers to put their photographs inside.
I researched further
illustrations and once I decided that deer is going to be my main motif to
observe different styles and use of media. Next, I produced observational
studies of deer using pencil and watercolour in order to understand the anatomy
of the animal.
Caleb Morris is an American graphic designer
and illustrator, living and working in Atlanta. His works are mainly created
using Photoshop or Illustrator, but he also has done arrange of works in
acrylic, gouache and watercolour. Morris comments on his work in 2012. «Strong
concepts, interesting characters, unique point of view. » «Watercolour, pen and
ink and caffeine = visual problem solved».
For this deer painting he
used watercolour and ink. I wanted to analyse his work because he uses cold
tones to create the atmosphere of a dark forest, he also gives the deer very
human facial expressions to make him appear in agony and powerless trapped by
the tree branches. I’ve made my own
version of his painting in order to practice in drawing a realistic deer, one
using only a pencil and one just like Morris, using watercolour. What I found
challenging is to draw all the fine details of the branches.
To expand my logo
design research, I found these illustrations of a fox.
Andreas Preis a designer, illustrator & artist, currently living
and working in Berlin. He uses fine liners, markers, acrylics, aerosols
etc and all those single pieces get
scanned and put together in Photoshop. He also uses CC
Illustrator to create his illustrations, logos, writings etc. Most of his
illustrations are perfectly symmetrical and contain a lot of lines in order to
create darker tones. I had an attempt in analysing his work and creating one by
myself. I was using a fine liner at first to draw the outlines, then Photoshop
to add all the colours in. Next, I decided to draw with a fine liner again to do
all the fine details. I’ve chosen this artist due to the fact that the main
theme of his illustrations is animals and he stylizes them in order to create a
However, in order to create an
effective tour company logo, I had to simplify my primary idea and also design
a second version of primary idea. My second version of the logo is the same
deer but in a casual clothes and turned sideways to the viewer. In my opinion,
it’s good to have two versions of the same logo in order to be able to
experiment with colours and styles and differentiate for different target audiences.
So I edited the pencil version in Photoshop which improved the quality. Then I
experimented with colours, I painted some parts with orange and some parts with
grey, also I applied a “glow edges” effect to both and put them on black
left the original black and white version to add the tour company name. The
only bit I was struggling with was adding the typography, due to the fact that
there is a basic function in Photoshop to make different shapes out of text, so
I added the text letter by letter.
To begin with, I
created a series of sketches of the caviar cans and then scanned them into
Photoshop in order to apply different effects such as gradient to make then
look more realistic. Then, I used my two logos which I’ve created before and
Photoshoped them onto the caviar cans to create two free gifts to attract the
To expand my logo design research, I found these illustrations of a
During the course of my research I came
across this illustration by Alexander Vorodeyev which is similar to the style I
am trying to create.
Vorodeyev is an illustrator for printing and advertising. He is Ukrainian and
works for well-known companies such as Nike and CEO. He works in his unique
style, creating images where mostly animals are main characters. He also uses a
bright complimentary colours pallet and draws the main figures in more details
than the surroundings. It’s also hard not to notice how Vorodeyev uses diagonal line to accentuate movement. He uses his detailed,
fun and individual style.
I analysed his
illustration, using watercolour paints and a black pen. I think it was not the
best choice of media, due to the fact that watercolour paints are not bright
enough to match with the original version. To get a better match I thought of
using a Photoshop filter.
Daniel Craig is an accomplished illustrator whose work
has appeared on numerous advertisements and book covers. Craig’s illustration is defined by his ability to create atmospheric
scenes with a surrealistic twist. He is accomplished in a precisely managing his
palette with a soft natural lighting. As a part of my research I painted a
watercolour and pen illustration in his style. I used his idea of animal
personification to create a scene of the fish catching a shark. I feel this
adds to the humour. I used the same facial expressions and the same costumes as
Craig. However, in my opinion it would be better to use the softer tonality to
draw the surroundings.
I’ve researched a couple of
leaflet designs to find some ideas for my own. What I’ve highlighted from this
research was that an effective advert design includes a colourful picture
inside the brochure which briefly describes the tour. Also, front cover is very
important to attract the costumer, and moreover, it’s necessary to make everything
bright and colourful. Furthermore, it makes it look better if you use the same
font through out the leaflet and if you highlight the most important
information in mild colours.
Next I decided to design a tour brochure for my company
identified the type of tours available as mountain tracking/hiking,
salmon fishing and deer photography. Next I thought that the shape of my
brochure should be long and thin in order that once the brochures opened it
forms a panorama of the views/tor illustrations. I planed the layout in pencil
to identify where the illustrations and text will be placed. On one side I
wanted to show the tours and activities available to the client and on the
other I have also added gallery with customer feedback to reinforce the the
perception of client satisfaction.
Then, I painted the scenery using watercolours and then I cross-hatched
each individual figure. Using Photoshop, I combined figures, background and
text to create the final leaflet design.
Throughout my project I’ve been researching different methods of
advertisement, such as business cards, brochures, free gifts etc However, it’s
as important to use some creativity for designing different little elements of
decoration, such as hanging portraits to show that you’ve “gone fishing”. To
make these advertisements, I used Photoshop to create a frame from simple wood
texture, then scanned into my drawings and put in the text. I’ve used three of
my drawings, one of them is a fisherman with a fishing rod, which is known as a
traditional advertisement for fishing industry. Other two are less traditional
but still actual. One of them is my
version of Daniel Craig’s work. I personally think that it’s not banal and on
the contrary very innovative and creative to use paintings in such style for
advertisements. And the last illustration I’ve used was my drawing of a deer in
a costume because it’s the face of my tour company. What led me to this idea
was the idea of British Aristocracy and Landed Gentry because this is the ethos
of the tours I’m promoting. This type of place would family portraits, like
ancestors and the idea of heritage. Then this could be used for adverts and
also I thought it would be nice to put in the leaflet as the gallery comments.
I’ve also designed a cardholder and business cards as
part of the advertises for my company. In my opinion, it wasn’t too difficult
to make both of them due to the fact that I’ve had all the pictures already
prepared from my previous research, such as logos to put on the business cards
and deer drawing to use for the cardholder. However, I had some difficulties
with cutting the cardholder from the board because it was a new technique for
my opinion, what creates an effective brand concept is: striking advert,
friendly logo and an informative and colourful brochure, all of these I’ve
combined in my project. What’s most important is to make to the customer clear
what our tours unique selling points are. My tour company is focused on wild
tours, including deer photography, fishing and hiking and I’ve highlighted
these in my leaflet design. I’ve also made it clear for the customer in my logo
design with the play on the visual and verbal imagery ‘dear traveller’.
undertaken a lot of research on animals’ appearance and how different artists
depict them. I think that it’s very important to first think how would you
present your characters based on other artists’ works and then create your own
style. Also, if all my tours are closely related to one and other, it would be easier
to sell a few of the tours to the same customer.