Casestudy for 052B by Family Park
Family Park – 052B – The preparation of the brand identification and basic promotional materials. The problem of previous brand identification was low clarity of the logotype and lack of integrity of promotional materials. Numerous elements and complex colouring negatively affected visibility and the very recognisability of the brand. It created additional technological problem while printing. Family Park is a place of active recreation for all family members of different age. The character of the centre is resembled in the logotype due to dynamic, slightly wavy form which implies movement and fun, and softly finished, non-aggressive hand lettering matching association profile of Family Park. Line thickness and light between the letters were selected to ensure optimum balance between readability of the sign when small, and its powerful message when magnified. It allows the sign to separate itself from other graphic elements e.g. in newspapers or other promotional materials. “Smile” functions as KV of the brand, which had been applied in the following examples of branding in the shape of “Dragon scales” referring to the new mascot of the centre. The idea of whole visual identification is to combine the logotype with already existing mascot of Family Park. The bonding part is the graphic element in the form of multiplied “Smiles” resembling scales. The company’s business card uses both identification elements: the logotype and “Dragon scales”. The essential rule is to maintain appropriate sizes of components of the KV in order to keep disproportions between particular elements not too big. “Dragon scales” may be applied on all promotional materials constituting identification elements of the brand. They should not be used as an independent graphic element but as an addition to the logotype. The mascot also is not a self-contained part of the image and should be used together with the logotype. Our task was to design and implement new, attractive interface of the website. Bounce rate i.e. rejection rate. Website’s responsiveness was a key factor due to the lifestyle of modern parents who constantly struggle with lack of time. The abundance of graphic elements created certain problem with the amount of transferred data and prolonged time of loading of subsites on mobile devices.