Major Project Initial idea
Major Project initial idea
Project Sign Off: Preparation for Meeting your Tutor
Subject Area: Graphic Design
Project Title: Identity for McDonalds x Ukrainian style
https://www.instagram.com/flubblebubbledesign/, https://www.instagram.com/thestudioarcadia/.
I will be using the following Digital Software: Figma, Adobe Illustrator, Adobe Photoshop.
Project background
My major project called "mcU". I am going to create a brand identity for a restaurant using national Ukrainian cultural symbolic, cuisine, clothes. The main idea is to popularise Ukrainian culture through the very famous brand.
Nowadays Ukrainian traditions and national features becoming more and more popular. So, I want to show you what happened if McDonalds have been invited in Ukraine. There some examples of national Ukrainian symbols and patterns.
RESEARCH
Why McDonalds is successful?
McDonalds at Caltex Answer 2 by creavity on DeviantArt (no date)
1. Design board for my project below:
"Traditionally, vyshyvanka is a hand-made blouse sewn of natural materials and embroidered with threads of various colours. Most often, the frontal part of the shirt and sleeves are embroidered.
Since Ukraine restored its independence in 1991, vyshyvanka became super popular again. If you wonder how to wear a vyshyvanka, the answer is quite simple. Today Ukrainians rock it with jeans, shorts and trousers, skirts and costumes — and it looks nice with everything! We choose this shirt for big celebrations, business meetings, or casual walks around the park." (Ukraine Ua)
2. The Graphic designers’ that inspire me
There are few examples of integration some companies with McDonalds:
My favorite designer who inspired me - Leta Sobierajski. She had her own style, lots of colour, patterns, shapes. This all really bright and memorable.
When I hear her name I always imagine colourful and happy picture. I am gonna use my ideas (Ukrainian patterns) in the way to make it known and memorable as she did.
"The target market of McDonald’s is located globally and covers a broad age group, from kids to senior citizens. According to 2020 data, the average customer is a married woman, aged 41 to 56, who particularly enjoys the McDonald’s breakfast.
Most of McDonald’s audience is lower to middle income families in both urban and rural areas. They are loyal customers, visiting a McDonald’s restaurant an average of 44 times a year."(Carmely, M.)
As I am doing collaboration McDonald and Ukrainian style - out target audience - the average customer is a married woman, aged 41 to 56, who particularly enjoys the McDonald’s breakfast.
4. My moodpboard consists of Ukrainian national symbolic, patterns and specific items.
5. Design style
6. Typography
I was searching some websites on https://www.awwwards.com/awwwards/collections/free-fonts/, and I found really interesting Ukrainian font which inspired me. Each letter tells us something about Ukrainian history, Ukrainian heroes and culture.
https://abetkaua.com/en/ - this is amazing work which I will try to use in my project.
"A powerful role of typography in graphic design is to establish and grow brand recognition. This is especially true when it comes to logo design. When you think about popular brands like Coca-Cola, Harley-Davidson, and Disney, you can easily visualize their unique logotype in your mind." - (No date) Why Is Typography Important in Graphic Design?
I will use bold, colourful and authentic typography with patterns inside.
7. Colours
The main colours of McDonalds are yellow and red. The main colours of Ukraine are blue and yellow. But Ukraine also has lots of red symbolic. I will use 3 colours as main, and will add a white one.
"The Ukrainian flag colors are blue and yellow. The flag displays these colors in two equally sized horizontal bars, with blue on top and yellow below. In modern times, the blue is said to represent peace and the color of the sky, while the yellow represents prosperity in the form of the golden wheat fields that are an important element of Ukrainian history."-Ukraine Flag Colors and Meaning (2023)
8. The use of images in graphic design:
When two people are talking - it is a dialogue. Some tries to convince other, or just to show his thoughts. But company can't talk with a customer straight. That's why advertisement exist. That's the way of comunication between designer and customer. Using text, images, their collaboration - all this makes a massage to the customer. (pixartprinting)
MOODBOARD
REFERENCES:
1. https://app.milanote.com/1QTO5310hY0cdB/new-board?p=H8cITve1koB
2. Mclaughlin, A. (2019) French fries show the way in the new McDonald’s ads, Creative Review. Available at: https://www.creativereview.co.uk/french-fries-show-the-way-in-new-mcdonalds-ads/ (Accessed: 20 October 2023).
3. McDonalds at Caltex Answer 2 by creavity on DeviantArt (no date) by creavity on DeviantArt. Available at: https://www.deviantart.com/creavity/art/McDonalds-at-Caltex-Answer-2-326000052 (Accessed: 20 October 2023).