Daniel Nelson

201341251
DESN2948 Graphic and Communication
Design: Professional Practice
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New Laws

The branding for ‘New Laws’ was inspired by the rapid acceleration of scientific discovery,
explored through the theme of forces, magnets and arrows. The consistent use of arrows
create an energetic brand identity which represents how ‘science is on the move’, linking
to the concept of forces, which are fundamental to all of areas of science.
Research
Images of Mind Map Themes
Initial Concept Ideas
To start the design process, mind mapping was done to generate some unique and
unusual ideas which could be used as the channel’s visual concept. Mind maps were
created for the words: New, Laws, Physics, Biology and Chemistry. The key theme which
was identified in multiple of the mind maps was the words ‘gravity’, forces’ and ‘arrows’.
The word ‘arrows’ related to the future as well as ‘forces’ which is a theme present in all
areas of science. These ideas were taken and developed further.

After Mind Mapping, a collection of images were collected to

further inspire a direction for New Laws’ visual identity.
Photographs of different forces inspired ideas of magnetism as
well as different ways of illustrating arrows.

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Research Name: Paul
Age: 54
Name: Emily
Age: 25
Gender: Male Gender: Female

Audience Research What does the name ‘New Laws’ make you think of? What does the name ‘New Laws’ make you think of?

Audience research was done to gain an
understanding of what people like and don’t
like, helping to create a successful range of
deliveries. The target audience is not specific to
age or gender but is aimed at ‘curious and ‘open-
minded’ individuals. Questions about direct mail
and microsites were valuable as they generated
ideas of how New Laws could best target
potential viewers.
Interviews
’New Laws’ makes me think of maths and physics. It makes me think of
forces and movement such as gravity and Newton’s formulas.
What area of science discovery do you find most exciting?
For me the ocean is one of the most fascinating things. I read somewhere
that we’ve barley investigated the bottom of the ocean so there could be
loads of species we’ve never seen before.
What are your thoughts on receiving direct mail and what would make
it successful?
Direct mail seems mostly annoying however, I have had a few interesting
things which I liked. Direct mail which gives me a gift would be much more
successful on me.
’New Laws’ sounds like the invention of a new force. It makes me think
about magnets, movement and gravity.
What area of science discovery do you find most exciting?
Investigating space seems like the area with the most potential. Getting
humans to travel to Mars would be incredible.
What are your thoughts on receiving direct mail and what would make
it successful?
I bin any business marketing leaflets I get though the door before reading
it. I might be more inclined to read and keep a piece of direct mail if it
interested me or if it got something from it.

Name: Laurie
Age: 20
Gender: Male
What does the name ‘New Laws’ make you think of?
To me ’New Laws’ makes me think physics and space. ‘Laws’
makes me think of gravity so perhaps new laws would be the
discovery of another think like gravity.
What area of science discovery do you find most exciting?
I personally find space crazy. The fact its so immensely big and
we know very little about other planets is exciting.
What are your thoughts on receiving direct mail and what
would make it successful?
What type of device would you use to check out a microsite sent to you
by a friend? Would you use a laptop?
I only really use my phone so if a friend told me to visit a website I’d just
open it on my phone. If I had to open it on a laptop I’d have to have near
me and then I’d need to turn it on so I probably wouldn’t get round to
opening it.
How could a microsite be exciting and worth sharing to friends?
Maybe a website which was interesting and made me think differently
would be worth sharing. Maybe if a microsite had a little game I could play
I’d send it to my friends to see if they could beat me.
Initial Audience Design Theme
Audience Characteristics
What type of device would you use to check out a microsite sent to
you by a friend? Would you use a laptop?
I’d just use my iPhone to open a link sent to me. Unless I was already
on my laptop I probably wouldn’t have the effort to get it out and visit a
website even if my friend insisted.
How could a microsite be exciting and worth sharing to friends?
A microsite which was interactive and taught me something about
science would be interesting. Perhaps if there was a game or quiz I might
be more inclined to share with friends.

I’m not really a fan of any direct mail. I tend to throw away any
leaflets from businesses before reading them. I perhaps might
keep a menu for a takeaway. I suppose direct mail which I
didn’t want to throw away would be better.

What type of device would you use to check out a microsite

sent to you by a friend? Would you use a laptop?

If I got sent a link to a website on snapchat or whatsapp

I’d open it on my phone. If I needed to open it on a laptop I
probably wouldn’t bother.

How could a microsite be exciting and worth sharing to

friends?

I guess a website which taught me something I didn’t know

which I found interesting might encourage me to share with
friends. I only really tend to send my things which are funny so
if a microsite could be funny that might work.

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Research

Logo Research
Research into general TV channel
Research into TV and Science logos was done to understand
logos was useful in understanding the
competitors and identify a way in which the New Laws’
importance of typefaces and visual
branding could be unique, ensuring it stands out. These
marks to represent a channel. All the
science channel, magazine and museum logos follow some
logos are type based, featuring strong
common themes. All the logos are 2D and are designed
and clear typefaces which are carefully
to be minimal. They all use sans-serif typefaces which are
edited to symbolise each channel’s
visually strong, easily legible and appear modern. Another
personalty. The TV channel logos have
characteristic is the use of only one colour alongside the
inspired the New Laws logo to be 2D
black typography. This research inspired the New Laws logo
and type based with small adaptations
to remain 2D and minimal with the use of only one additional
to make the logo represent the
colour.
channel’s visual concept.

The next logo which inspired the

The largest competitor of ‘New Laws’ is most certainly the
development of the New Laws logo is
‘Science Channel’. The ‘Science Channel’ has had numerous
the ‘Science Museum’ logo. Designed by
redesigns each with a unique concept. The original logo,
creative studio ‘North’, the re-branded logo
inspired by the periodic table, was re-branded to the morph
is based on the concept of illumination,
logo in 2011. The logo ignited a visual theme which saw the
depicted through the reducing font weight.
logo morph into various shapes during TV stings. Design
Following the common theme of other
agency ‘Sibling Rivalry’ re-branded the channel again, creating
science genre logos, the logo captures it’s
a more minimal flat logo with features an “optical illusion
strong concept whilst staying minimal with
that hints at science as unexpected and mind blowing”. The
a bold sans-serif typeface.
Science Channel’s logo inspired the New Laws logo to remain
minimal, containing a visual concept which is consistent
throughout all the deliveries.

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Research
Direct Mail Research
World Water Day
Perhaps most inspiring to the New Laws brief, is
this example for ‘World Water Day’ which, when
ran underwater, reveals a hidden message. This is
inspiring as it gets the audience to interact with the
direct mail rather than simply being read before
getting disposed of. The experience this creates will
be far more memorable for the audience, making
the marketing tactic more successful in achieving its
purpose. This example inspired the investigation into
using magnets to hide a secret message.
Tomato Splat, LavOnline
Build a Recyclable Helmet, Smart
This example from ‘Smart’ inspired the investigation
into ways in which a piece of direct mail could be
used to get recipients to build an object from the
‘8 Simple Science Experiments You
paper. This extensive engagement would create an
enjoyable and memorable experience, making the Can Do at Home’
campaign more successful.
https://www.businessinsider.com/8-awesomely-
simple-science-experiments-you-can-do-at-home-
2016-7?r=US&IR=T
After being inspired by creative direct
mail examples, research into science
experiments was done to generate ideas
for how the New Laws’ direct mail could
use science to provide a unique and
memorable experience for recipients. A
science experiment people could do at
home would ignite their imagination for
science and encourage them to watch the
channel. This investigation led to the idea
of using magnetic field detection paper as
part of the direct mail.
BMW and Mercedes
Different to other examples, these car company direct
mail attempts use the paper and illusions to create
an interactive experience which directly relates to the
product. This inspired the generation of ideas thinking of
ways to make the physical paper of the packaging part of
the direct mail experience.
This example is from a laundry company who engaged
its target audience by asking them to squash a tomato.
This is again an example of getting the audience to
interact with the direct mail, inspiring the final direct mail
solution for New Laws.
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Research Every Last Drop, Waterwise

Research Into Science Themed

Website Design

Microsite Research

My Creative Type, Adobe

Waterwise’s successful microsite created by design

studio ‘Nice and Serious’, is an example of how
powerful a microsite can be. The site navigates the
user through an interactive journey, educating them
and making them think more deeply about the topic
of water waste. Visual research into science themed
websites was done to generate ideas
of how to structure the New Laws
The Data That Lies Beneath, Lucidworks microsite. The research inspired the
use of a header with a share function,
allowing users to spread awareness of
A significant piece of research which had an influence on the microsite and channel. The Space X
the New Laws brief’s final outcome was ‘My Creative Type’ website inspired long scroll pages with
by Adobe. This microsite is highly interactive, asking users small bits of text on top of images.
to answer a series of questions. This interaction inspired
the idea of having an interactive quiz as part of the New
Laws microsite.

This microsite example inspired the New Laws site

stylistically. The long scroll pages with bits of text work
well on mobile devices, creating an immersive journey
which teaches the user about data.

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Research OtvN

Animation Research

Channel 4 ProSieben MAXX

OtvN’s repeated use of the circle shape was significant in

inspiring the visual use of arrows in the final New Laws
animation as well as the rest of the branding.

ITV
Channel 4’s TV stings inspired the simplicity of the
final New Laws TV sting. The short 3D animations
use two colours, a plain background and one simple
animation style inspired by forces.
ProSieben’s fast paced animation and single use of red
alongside black and white inspired the simplicity and
energy seen in the New Laws logo sting.
Kinetic Animations

Following the development of a magnetic and force

theme, research into minimal kinetic animations was ITV’s iconic TV sting sees sheets of metal layering up to
done. The animation of letters rotating to follow the form the logo. This consistent minimal style of animation
word ‘kind’ was significant in inspiring the final New inspired the use of one simple animation technique in the
Laws TV sting animation. final New Laws logo sting.

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Development

Logo Development

Initial Sketches

Following on from initial mind maps and concept

generation, numerous logos were sketched. Alongside
other research, a theme of forces and arrows was
developed leading to the creation of logos which are
specific to this concept.

Digital Logos

After sketching some initial ideas, digital

development refined the brands concept moving
more towards forces and arrows. The use of arrows
symbolise the advancement and unpredictability of
science innovation as well as physical forces which
are building blocks of all of science.

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Development

Direct Mail Development

After direct mail research, mind mapping was done to generate

unique ways New Laws could engage with its audience to create a
memorable experience. Following on from the development of a
theme based around forces and physics, the idea of using magnetic
field detection paper to hide a secret message was born. This direct
mail idea would engage the viewer, challenging their curiosity
and making them feel proud when they work out how to view the
message. The audience could then keep the magnetic field detection
paper and use it on other things around their house.

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Development

Microsite Development
Following useful audience interviews, it was decided that the microsite
would be built specifically for mobile devices, as it’s aim is to be shared
and go viral which is easier and more accessible to do via mobile. The
microsite takes users on a journey, making think about significant
science discoveries in the past which they could not imagine not
knowing. By doing this it creates excitement for the future as it shows
there is still so much we don’t know and still room for discoveries which
would transform our understanding of the world and universe. The
microsite is exciting and worth sharing due two small quizzes which
ask users to organise discoveries from oldest to newest. Users can then
compete with friends on a leader board, adding a fun competitive
element which causes the site to be shared. The visual appearance
of the site is minimal, using small bits of bright blue which contrast
against the black and white well. After development, the visual idea
of having arrows pointing towards text was created and is present
throughout all the channel’s deliveries.

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Development

Animated Logo / Sting Development

Alongside other deliveries, experimentation was done to find a

strong concept and theme. Initially, 3D animations were based
on magnets with multiple balls attracting and repelling from
different objects. The visual idea of having arrows pointing
towards moving text was chosen as the strongest idea as it’s
simplicity and originality would make it memorable to viewers.
The use of these arrows throughout all deliveries will create a
strong and recognisable visual identity. The animation is uncut,
using one camera which slowly moves backwards, uncovering
the wall of arrows.

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Final

Final Logo

The final logo is inspired by the rapid acceleration of

scientific discovery, explored through the theme of forces
and arrows. The 4 arrows which point left, right, up and
down create an energetic brand identity which represents
how ‘science is on the move’ and links to the theme of
forces, gravity and magnets. TV channel research inspired
the logo to be 2D and minimal, with a strong emphasis on
typography rather than icons. The typeface has a futuristic
and scientific personality which perfectly resembles the
channel’s purpose of exploring new discoveries in the world
of science. The logo’s concept creates opportunities to
continue the arrow theme in other environments.

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Final

Final Microsite

The New Laws microsite challenges users to look back at the

past to truly understand the possibilities of the future. It can
sometimes feel like we already know everything there is to know
about science however, by looking back at significant discoveries it
highlights how scientific discovery is only a few hundred years old,
opening the door to more discoveries in our life time which could
change the world and our understanding of it. The microsite is
designed to be shared, generating interest for the channel which
is achieved through the use of an interactive game. The game asks
users to organise past discoveries from oldest to most recent as
quick as possible. Users then get a score which they can compare
to their friends, creating a competitive element. Ultimately, the site
takes users on a journey, resulting in them being asked to think
about the next scientific breakthrough, igniting their curiosity and
encouraging them to watch New Laws.

Site Walkthrough

YouTube Link: https://youtu.be/dNTG7IfBoTg

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Final

Final Direct Mail

The final direct mail application continues the theme

of forces and arrows. The direct mail envelope, which is
small enough to fit through a door, contains a small piece
of magnetic field detection paper and a piece of card with
the text “Nothing to See Here”. Within the card are small
magnets which reveal the text “Science is on the move”,
“follow the journey with New Laws” when the magnetic
field detection paper is placed on top. The magnets
also reveal a QR code which directs the audience to the
microsite. This direct mail aims to spark the curiosity
of the audience as they are challenged to interact with
the mail, feeling proud when they work it out. Instead
of disposing of the mail, the audience can keep the
magnetic field paper and experiment themselves by
holding it over other things around the house.

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Final

Final Animated Logo / Sting

The final TV sting continues the strong visual concept

of arrows and forces. The 3D animation reveals a wall of
arrows which are attracted to the New Laws logo as it
goes past. Inspired by ITV and Channel 4, the New Laws
sting is minimal, with one uncut animation technique,
placing emphasis on the strong visual concept rather
than various different animation styles. The unique
concept of having arrows pointing at text is consistent
throughout all the channel’s deliveries, making the
channel easily recognisable.

TV Sting in Mock-up

YouTube Link: https://www.youtube.com/watch?v=e-

OLeI8dPKGU

TV Sting Animation

YouTube Link: https://www.youtube.com/watch?v=X-

2mOChTuOMU

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