Mexico Tourist Office Branding Guidelines - WIP
For this project, I am going to design several different kinds of deliverables for tourist campaign of Mexico. I will be using Mexico's traditional colors and patterns as a part of design components. My target audience would be female college students in Korea who wants to travel the foreign country with their friends.
Research
Research about Mexico
I researched about Mexico in many different sections: History, people, culture, tourist attractions, tradition, and flag. As ancient civilizations, Mayan and Aztecs lived in the past in Mexico region, there are many ancient civilizations are still preserved. Also, because Spain once colonized Mexico, Mexico's culture and tradition are similar to Spain.
Mind Map
Mind Map
This is a mind map based on the research.
Moodboards
Moodboards - Tourist attractions, culture and food, Day of the Dead, traditional patterns, color schemes, types, and grids
These are the basic research mood boards that are separated in six different subjects: Tourist attractions, culture and food, Day of the Dead, traditional patterns, color schemes, types, and grids. My design component will be the Mexico's traditional patterns and color palettes also will be the traditional colors that are usually printed in fabrics. Also, for the font, I am going to use organic fonts. More specifically, it will be a sans-serif and handwritten texture font. Lastly, I am planning to use photographs for one of my components for the design of fact book. My fact book's grid is going to be the grid like as a magazine's.
Persona
Persona
This is a persona of the customer:
Soo Hyun Choi is a student who is 21 years old and currently attending a college in Korea. She is organized, friendly, positive, and loves to challenge new things. She always goes domestic tourism with her best friend but she has never traveled foreign countries. So, in this summer vacation, she decides to travel the foreign country with her best friend. Soo Hyun is excited with experiencing and learning new history, culture, and environment. Yet she feels anxious about a language and worried about communicating with Mexicans. (She can speak basic English but Mexico people basically use Spanish.) Her goals during the travel are taking lots of photos with her friend, trying many Mexican foods, and taking a V-log with her friend for a memory. Now, she is ready to travel passionate country Mexico with her best friend!
Sketches - Logo
Logo Sketches 1
Logo Sketches 2
Logo Sketches 3
Several logo sketches in the first and second pages look very common and cliche. So, I did more research and got inspirations from El Castillo and talavera tiles. Then, I developed and added more features of Mexico on my original inspiration.
Sketches - Grids
These are the brand guidelines grid sketches.
Rough Brand Guidelines Sketches
Rough Brand Guidelines Sketches
First and Second Logo Designs
Although I designed the logo based on my sketches, it looked very complicated. Thus, I changed/developed the logo three times to reach to the final design.
First Logo Design - Spot, CMYK, grayscale, k-only, reverse logo (in order)
Second Logo Design - Spot, CMYK, grayscale, k-only, reverse logo (in order)
These are my first and second logo designs.
Screenshot of Logo Design Progress
This is a screenshot of re-designing a logo. I changed and developed the logo several times from the first design.
Final Logo Design
Final Logo Design - Spot color
This is a final logo. This logo contains several symbols/meaning. The overall shape of the logo is a stairs silhouette of El Castillo which is a famous Aztec civilization. Beside of the stair symbol, I tried to depict Mexico traditional pattern and colors (that often printed on Mexican fabrics) into talavera tiles' style. The talavera tile is one of the proofs that shows Mexico was colonized by Spain. By combining Aztec civilization, talavera tile and traditional pattern, I, as a designer, wanted to represent a Mexico's identity and combine their long traditions and history into one component.
First Brand Guideline Design (Semi-Final)
Screenshot of First Draft of Brand Guideline Progress 1
Screenshot of First Draft of Brand Guideline Progress 2
These are the screenshots of the brand guideline document. I created 7 to 8 grids for the overall layouts.
First Draft of the Branding Guideline Pages
This is a first draft of the brand guideline book pages.
Final Brand Guideline Design
Screenshots of Final Brand Guideline Progress
This is the screenshots of final brand guideline precess. All the pages are created based on 5 rows and 2 columns.
Final Brand Guideline Pages
This is a final brand guideline book pages.
Presentation Board
This is a presentation board about the logo and brand guidelines book.
This is my final PDF brand guidelines.