The document discusses plans for establishing a mysterious and sinister brand identity for a horror film project. It includes exploring typography, color schemes, and conventions for the film logo, poster, and magazine cover. Feedback was obtained from the target audience which indicated a preference for bolder, rougher font styles that connote danger and mystery. Specifically, fonts 2, 4, and 6 were seen as the most appealing and effective for the film trailer, poster, and magazine respectively. The next step is to get audience input on preferred color palettes to pair with the chosen typography.

1. Planning of overall brand identity I want to achieve
Brand
identity
The brand identity I plan to achieve
through these elements (typography,
colour scheme, and mode of address)
is to create a mysterious, sinister
identity.
In order to achieve this, I must
ensure the aesthetics (overall
house of style) of the film logo
in terms of use of typography,
colour palette must connote
these ideas in order to give this
impression towards the targeted
audience.
A
successful
brand
identity
means
Memorable
Conventional for the genre in order for it to be effective.
Each product I produce, (ancillary products, and
film trailer must follow the house of style I
create, in order to create a brand identity that is
recognisable for my targeted audience).
The main colour scheme I want
to implement onto my products.
The use of reds, dark grey and
blacks associate with the idea of
sinister and connote the idea of
evil.
This will help me to successfully
achieve the brand identity I want
to use for my overall products.
This will help my products overall
successful as it meets the
expectations of my targeted
audience, and what they want to
see.
Due to this it will help towards
attracting and appealing my
targeted audience, as it creates a
terrifying, horrific feeling. My plans
also follow the conventions in
terms of psychological horror
contributing into making it
effective overall.

2. DRAFT LAYOUTS – PLANNING FONTS FILM POSTER
Typography planning
- Font styles
Film poster
Film magazine
cover
I will be finding a wide range of font styles that must follow the conventions of my
genre, psychological horror and the conventions of form for both the film poster
and the film magazine cover.
Conventions of text in film poster I must follow:
FILM LOGO
The film logo is part of the bran identity of the film, through the fonts I must create my own house of style in
terms of colour palette and font style, that follow the conventions of my genre.
My film name for now is – Safe
I will follow the serif font style, consistently as it is follows horror genre conventions, and the overall typography
Differences allowing me to create a brand identity for my film.
These are the main colours I am planning to incorporate into
my ancillary products in terms of mise-en scene – lighting. The
typography for the film logo must follow these colours in order
to create a brand identity for my film and ensure my products
link.
The font styles I have chosen meet to the expectations of my
targeted audience as in terms of colours it is what they expect
to see.
In addition the rough serif writing connotes the sense of
danger and therefore meets the expectations of my targeted
audience and the terrifying effect that my film logo creates
will contribute to making my ancillary products and film trailer
overall successful as it is what my target audience said they
would be intrigued, attracted and appealed by seeing the use
of these conventions.
The film logo will be the largest in
font size and will be placed on the
dominant area (primal optical area
of the page) and as I come to
develop my typographical design, I
will undertaking an audience
interview / questionnaire to receive
their response and evaluate the
strengths and weaknesses (likes and
dislikes) and through this I will
benchmark from my current plans
of font style in order to further
appeal and attract to my targeted
audience.

3. AUDIENCE FEEDBACK ON PLANNING OF TYPOGRAPHY.
- please feedback on my current plans of use of typography for my film
logo.
I love the 4th one from
the top, it really makes
me feel creped out and I
feel like the colour red
will be most helpful in
scaring your audience.
I prefer the bottom row
because it’s unusual and
scary, it doesn’t look like
you’re trying to copy from
anyone, it’s original, I also
like the colour red more.
I like the ones on the
bottom better, they’re good
so far and they achieve the
scary look you would want,
and it looks like it would be
something my friends and I
would obsesses over.
I love the bottom
one and prefer it
in bright red, it’s
really attracting.
I like the bottom row
however I think you
should you use
brighter reds cause it’s
very eye-catching.
My targeted audience overall like this use of font style
for the film logo along with the brightly red colour, as
they feel this would be more attractive and appealing to
them because it creates a sinister feeling and connotes
the sense of danger (which is what I want my brand
identity to be) in which my targeted audience expects,
which is what I need to meet in order to make my film
successful.
A strength of this use of font style is that it differentiates
however still follows the conventions of genre which will
be effective in creating a brand identity for my film, and
allows it to be more memorable for them which makes it
easier for them to identify the film when looking at my
ancillary products as they need to all link together (in
house of style) in order to create the brand identity.

4. BASED UPON MY TARGETED AUDIENCE FEEDBACK
Strengths Weakness To improve on
• Based upon the feedback that I have obtained, I
have to improve on the shades of colours I will
use, e.g. the red to mimic the appearance of
blood more.
• Not having many weaknesses
will limit my improvements,
make it harder for me to achieve
a much more appealing and
attracting overall more
successful.

5. TYPOGRAPHY PLANS FOR INTERTITLES, COVERLINES AND TEXT FOR ALL MY PRODUCTS.
1.) Use of sanserif font is conventional for the psychological horror
genre, the font’s design that appears to mimic graffiti connotes the idea
of danger because graffiti are usually banned and risky, relating to the
narrative of my film. This captures the attention of my targeted
audience meets their expectations and further appeals to them. The
font overall creates the dangerous, mysterious brand identity I would
want to establish for my film.
2.) This again has the use of sanserif styled font in which is reminiscent of graffiti however
this design includes drips to extend some letter in which connotes the idea of blood, and
generates a feeling of violence and mystery which relates to the brand identity I aim to
create through the use of typography as it will relate much to the narrative of my film,
this will further appeal and attract my target group as this is what they expect and appeal
to.
3.) This serif font style too connotes the idea of
violence, the “messy” aesthetics of the design will
create the brand identity that I want to generate
for my film, thus further appealing to my targeted
audience as this will meet their expectations and
what they want to see.
4.) This serif font style has aesthetical features such as religious cross like ‘t’ which connotes
the idea of belief and faith however the sharply curved letters generates the feeling that it
relates to something sinister. This will capture the attention of my targeted audience and
make them feel as though they are put on edge / captivate their interest during the film
trailer. It creates the brand identity that I want which is the idea of mystery and sinister. This is
what my targeted audience expect to see therefore will further appeal to them through this,
helping towards creating a successful film trailer and ancillary products.
5.) The emboldened and block capitals of this sanserif style font generates hype when it will be
used as the intertitle fonts for my film trailer, as it creates the sense that the text is almost
shouting at my targeted audience thus, captivating their attention and interest through the trailer.
This font also creates a terrifying brand identity which is what my audience expect thus further
attracting and appealing to them.
6.) This sanserif style font has more of a modern –
Victorian inspired aesthetic to it, it connotes the idea
of mystery which makes my targeted audience feel at
edge and captivates their interest through out the
trailer. It creates the brand identity of mystery which
relates to the narrative of my film, and will further
appeal to my targeted audience as it meets their
expectations and what they wanted.

6. AUDIENCE FEEDBACK ON PLANNING OF
TYPOGRAPHY – INTERTITLES,FILM POSTER AND
COVERLINES
I prefer number 2 as your intertitles
and for a film poster as they will be
more large and bold and attracting
when watching a film trailer however,
the others are less like this would be
more better for a magazine.
I agree the 2nd is better for a film trailer. I
like number 4 for a film poster though and
number 6 for the magazine as its more fit
for purpose and is more effective.
I don’t really like the others styles apart from
font 2, 4 and 6 I find them more appealing.
The first one is better to
be in the trailer however
number 6 is good for
either the poster of
magazine.
All of them meet my expectations of
what I should see for a typical horror
film however I do find 2, 4 and 6
more appealing just because it’s not
cringe.
I like them all however, 2 4
and 6 is more eye-catching I
feel.

7. BASED UPON MY TARGETD AUDIENCE FEEDBACK
STRENGTHS WEAKNESSES
• It will be hard to decide on what
colour palette to select for these
font styles because my targeted
audience has not commented on
what they would like.
TO IMPROVE:
Identify what my targeted
audience would prefer for
the colour scheme by
undertaking another
interview / using secondary
data from previous
questionnaires and / or
interviews to select a choice
of colours.