- The document summarizes research and design work done by Tom Waumsley for a rebranding project of a football club located in York, England. - The initial research provided background on the club's history and fan base. Further research including surveys and focus groups helped inform the rebranding design. - Through an iterative design process incorporating feedback, Waumsley ultimately designed a modern badge incorporating elements representing the club's Yorkshire roots and connection to York Minster cathedral through color, symbols and typography.

1. Tom Waumsley
The initial researchthatI didformy companywas justsome general backgroundinformationonit.This
containedwhere the Footballclubwasfoundedandinwhatyearit was.I alsoresearchedinthiscase when
it wasre-foundedasthe clubhadgone bankruptand had to be reinstated.Ialsoresearchedthe nickname
and whatthe clubs groundwasand howmuch capacityit couldhold.AfterthatI researchedaboutthe fan
base and whatthe nickname hadincommonwiththe local cathedral calledYorkMinster.
Thisresearchwas verysuccessful asthisgave me the buildingblockstostartmy workon. AfterIhad
completedthe researchIthenhadto evaluate how Iwouldanalyse the datainorderto make sense of it to
workout howand whatI wasgoingto rebrand aboutthe club.By lookingatthe researchI diditgave me an
ideathat I hadto rebrandthe badge andthe kitsof the club as I feltitdidn’trepresentthe clubandthe city
as well asit couldhave.
The data that I had gatheredwasinthe formof questionersandafocus group.I didthisbecause Ifeltthat
havingquantitative andqualitative researchwill helpme alotin the designprocess.
From the pie chart and the graph resultsIfoundoutthat the audience were mainlyteenagersandfootball
lovers.Ifeltthataskingpeople if theylikedfootball wouldhelpme astheywill know whattheywantto
expectfroma badge.Fromthe data I foundout that the audience alsolikedthe colourof the badge. This
thengave me the basisto start a focusgroup onwhat I shouldinclude aboutthe clubandthe current
designsof it.Andfromthe focus groupthisbackedup the data that I have frommy graphs andcharts they
the colourof the badge representthe clubwell howeverthe groupalsofeltthatthe badge didn’treally
representthe clubverywell.“The lionslookcheap”wasone of the commentmade on the badge which
gave me an indicationtheydidn’tlikehowthe lionswere drawnastheyfeltthatitwasdone at last minute
and that itwas rushed.
My fontandcolour testingwentverywellthroughoutthe designstage.Ihadcollatedall of the fontsand
coloursthat I had thoughtaboutusingandI put themintoa mood board.Once I had done thisI had asked
my tutorand my peerstohave a lookat the fontsand coloursandgive me theirfeedbackonit.Thiswould
thenhelpme gauge where Ishouldstartin editingthe fontsandcolours.Isettledona white fontandthe
textas BebasNeuBold.
The feedbackthatI receivedchangedthe waythatmy designswere goingasIwasgoingto incorporate the
lionsintomydesigns howeveruponshowingthistomypeersI realisedthatthe Liondesignlookedvery
childishasthiswasa professional designandnota kid’slogo.Itriedto dothe lionslike the clubhasthemat
the minute buttheydidn’tworkwithmydesignswhichmypeersshowedme.Inthe endIdecidedtoscrap
the ideaof the lionsasthiswas heavilypointedpoutthroughthe designstage.
ThroughoutthisUnitI have hadto do an extensive amountof workonthe pentool in Photoshop.Thiswas
a verytricky andhard to work tool at the start but myperseverance withitmade the designprocessvery
enjoyabke andunique tome asall the designswere drawnbyme usingthistool.I noticedmydevelopment
withthistool as at firstI had to ask forhelpa lotwithit whereastowardsthe endof the designprocessI
didn’thave toask for helpasmuch as I usedto whichmeantthe designprocesswentasa fasterpace.
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What Colours Would You
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Blue York Themed None Black Orange
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How Old AreYou

2. Tom Waumsley
The problemsthatI overcame withthe workwastryingto make sure thatall of the ideasthat I hadin my
headand howI wantedthe clubto be representedworkedonmydesigns.Ihadto getin the Yorkshire rose
alongwiththe York minsterandI alsohad to getin the “M” for the Minstermenasthat istheir nickname.
In the endI had achievedthismymovingaroundthe designs,changingthe size of the itemsandchanging
the transparencyof the sotheywouldall fitonthe badge effectively.
My final designcommunicatesall of the thingsthatI wantit to. Asyou can see onthe picture Ihave
managedto incorporate all of the thingsthatI said I wantedto,alongwithall of the thingsthat my focus
groupand the questionerspickedupon.I have totallyremovedthe lions
fromthe previousdesign andIhave
keptthe badge shape as I feltthatit
isunique tothe club.I have added
inthe Yorkshire rose intothe design
as the club isbasedinYorkshire and
thisisa keypart to the historyof
the club.The York minsterwasthe
mainfocusfor my badge as thisis
the mainattraction inthe city and
wheneveryouare passingitthere
will alwaysbe peopletakingphotos
nextto it.Thishas been
incorporatedinthe middle of the
badge as I want itto be the mainfocusfor it.I have alsoaddedthe “M” intomy design asit representsthe
Minstermenasthat istheirnickname.
My designmeetsall of the original intentionsthatIwanteditto be.My designcommunicatedtothe
audience all of the keythingsthata football clubshouldrepresentandall of the heritage behindit.My
designshowsthe audience thatthisclubisfromYorkshire andwe are the Minstermenandthe Minsteris
the mainattraction inthe City.Thisis everythingthatI wantedmylogoto be and represent.
My designisveryappropriate tothe targetaudience asmydesignshowstothe audience notjustthat were
a football club.Thisdesignshowstothe audience thatthisclubisproudof the local attractionsthat bring
people tothe City.My designisappropriate because ittargetsfootballloversbecause itrepresentsthe
nickname of the cluband the story behinditwhicheveryfootball fanlikesabouttheirbelovedclub.
My final designisveryeffective asithashitall of the criteriathat I had setout forit.The criteriawasset
aftersome extensive research thatincludedquestionersandfocusgroupsandsome of my ownthingsthat
I wantedinthe design.Uponreviewingall of the dataand askingforpeerfeedbackthroughoutthe design
stage I came to a setof ideasthatI wantedthe designtobe. I feel thatitis veryeffective becausemy
designhall all of the thingsthatI wantedand thatall of the data showedthatI had gathered.
I like everythingaboutmyfinal design.Ifeel thatbecause Ihave haddrawnall of the designwiththe pen
tool thisdesignisveryunique.The aestheticqualityof thisdesignidsthatithas verysmoothedgesandan
array of differentcolours.The blendof the curvesandthe coloursworkwell tomake the design
aestheticallypleasing.
The style of the designisverymodernwiththe heritage twistonit.The blendof the moderncoloursmixed
withthe heritage of the minsterandthe Yorkshire rose workwell togethertomake the designeasytolook
at and easyto admire.The designisn’tverycomplicatedbutithasall of the correct featuresinorderto
make it successful.

3. Tom Waumsley
The technical qualitiesformydesignsare thateverythingissymmetrical and everythinghasbeenmade as
halvesandthenhas beenduplicatedtoensure thatthe designsare qualityandthatthere isn'tany
imperfections.
The area for improvementonmydesign Ifeel thatthe “M” on mydesignthatstands forthe Minstermen
couldbe smootherandlessjagged.Ifeel thatthat isthe onlythinkthatI couldchange fromit. The reason
for thisisthere wasthingsthat I wasn'thappyhoweverIhad changedthose as theywere majorones .
My final designs comparestopastpractice as the outside of the badge isthe same and the ideaof the
outline of itandthe theme includingthe coloursare the same.
There wasnothingI wasn'table to do.There was a couple of ideasthat I wantedtoinclude intoithowever
uponplacingthose designsintomyfinal design itdidn'tworkas my designfeltasthoughitwas too
clutteredanditlookedverymessy.