Rough Sketches/ Example Artworks
Elder Futhark Runes used in Logo Sketches
Upon first seeing runes I knew I wanted to somehow include them in this project. The sophisticated meanings they can possess, while also having elegance, simplicity and the connotations of power from the association with Zeus they are the perfect tool to showcase what the brand is about. Bringing modern luxury with deep connections to british origins to the car market.
Although the text will not stay the same I chose this font because it emulates the Elder Futhark Rune Style, Matching the flicks at the end of each letter in a similar way to the Runes themselves, This once again compliments the bringing the old into the new design ethic the brand is going for as often serifs like those seen here are now associated with ageing brands and older companies, helping achieve the desired effect. The main reason the brand should not advertise that it is a new company is in order to match the brand guidelines keeping consistent while also avoiding the new car company stereotypes many use as a reason not to buy from newer brands.
Early Car design, Dragon Inspired Example artworks
As I started to get a clearer picture of the car brand and what the brand meant i decided to start work on my first draft for the cars actual design. As I mentioned previously the car I will be designing in particular is a luxury hatchback, competing with the BMW 1 Series, Mercedes A-Class and Audi A3 therefore it has to match up to these luxury brands in terms of both styling and luxury. The main criteria I was aiming to fulfil with this sketch was creating a face for the brand, recognisable, yet also different to other cars on the market. One of the main parts of this is light design, as this is the only thing you would really see of the car in darker conditions, it’s important to be recognisable purely by this alone, this is why light design is incredibly important to a cars overall design and value. So I started with the lights attempting to make them reptilian in nature in order to match up to the inspiration (dragons) i also wanted the ‘face’ to be quite angular, with sharp edges, maintaining that aggressive look dragons are known for.
