Uruguay Brand Guidelines | WIP
Through an extensive amount of research, I've discovered so much about Uruguay. I took time to read all about their colonial history, vibrant atmosphere, and rich culture. I'm most interested in creating a brand guideline to capture the electric energy of the country, with the use of vibrant colors, playful language, and organic design elements.
Mind Map
Here's a mind-map showing my thought process of which direction to go in based on the research I've done for Uruguay
Moodboards
Mood board 1: This board shows a variety of architecture, activities, and symbols in Uruguay
Mood board 2: This board shows a variety of activities in Uruguay as well. This is my favorite mood board in terms of colors and photographs
Mood board 3: This board is all about Carnival in Uruguay; bright colors, interesting attire, and organic lines inspire my design choices. This board also shows possible typefaces for both the logo and brand guideline
Persona
Matteo is a 21 year old college student from Tampa, Florida. There, he studies International Studies in hopes of traveling the world. He's excited to visit Uruguay, one of his favorite Latin America countries, during Carnival season to experience the festival and enrich himself in Uruguayan culture
Thumbnails
Thumbnail sketches of 20 different possible logo designs for Uruguay, each representing a different element of the country and playing a lot with the shape of the letter U
Thumbnails of potential grids for the brand guidelines, playing a lot with negative space and separating images and text
Illustrator Process Work
Original logo mockup with color variations
Second logo mockup, much more simplified than the original
Third and final logo mockup, much like the second mockup with tinted shadows
WIP of incorrect logo usage and color hierarchy for brand guidelines
InDesign Process Work
Example of incomplete brand guideline page layout: persona page
Another example of incomplete brand guideline page layout: logo page
Final presentation board, showing some spreads from the brand guidelines
