Graphic design brief. Developing the graphic design for SofER 2014

Transcription

1 Graphic design brief Developing the graphic design for SofER 2014 Call for designs from Chapter members and guests of: 1066 Hogsback Invicta Oxford Thames Valley Winning designers will receive two free SofER 2014 tickets and the admiration of 2,000 happy Harley riders! Dik Gregory Director, Hogsback Chapter UK on behalf of the South of England Rally Committee (SofER) 7 Dec 2013 director@hogsbackchapteruk.org

2 Graphic design brief Objective Design new graphics for the 2014 South of England Rally (SofER), for use as a year-specific cloth patch and metal pin, and motif for T-shirts and other 2014 Rally merchandise. Client The South of England Rally (SofER) Committee, comprising key members of the five organising Harley Owners Group (H.O.G. ) Chapters: 1066, Hogsback, Invicta, Oxford and Thames Valley. SofER is the biggest H.O.G. Rally in England. It has been operating for 10 years and is unique in that it is organised by a number of neighbouring Chapters who cooperate to deliver all of the necessary elements for a highly successful 3 day event each August at the National Rifle Association (NRA) shooting range complex at Bisley, Surrey. The Bisley site provides a relaxed arrangement of colonial style buildings and lodges with plenty of camping, bar areas, and room for outside and inside music stages. It is ideal for a chilled weekend of riding, eating, drinking and socialising for around 2,000 people who pay 30 per head to do so. Many photos of the 2013 event can be found at (browse for the SofER 10 galleries). Design constraints! New, distinctive artwork should accommodate within it (somehow and somewhere) an existing gunsight graphic element (see Exhibit 1, this page) that has been associated with SofER for the last 10 years.! The patch and pin graphic designs must be identical except in size. Exhibit 1: SofER Gunsight logo! Patch and pin design should avoid excessive intricacy and use of colour should not be too ambitious in order to keep unit costs reasonable. See also Creative direction (next page). Graphic design brief 1

3 ! Designs may not incorporate any device, motif or design (such as the Bar and Shield) which is a trademark of Harley-Davidson or H.O.G., and all designs must be consistent with the ethos of H.O.G. as a family-oriented organisation. Please see 'Project Management' for further information. Creative direction! Exhibit 1 has dominated previous year designs (see Exhibit 2 at the end of this brief for the 2012 and 2013 designs).! The dimensions of the patch at Exhibit 2 is 5 inches (125mm) wide by 3 inches (75mm) high. This is considered too large: the new design should therefore aim at a smaller profile, which does not have to be an ellipse.! The dimensions of the pin at Exhibit 2 is 1.25 inches (32mm) wide by 0.75 inches (18mm) high. The new design can be larger than this if appropriate for the graphic, but the profile must be the same as that used for the patch.! Because patch and pin designs are to some extent constrained by both production cost considerations and reproduction capabilities, designers may exercise more freedom and present an entirely different graphic for use on T-shirts and other merchandise provided that the design(s) incorporate the gunsight element of Exhibit 1.! While designers are encouraged to submit both a patch/pin design and a T- shirt/merchandise motif, they are free to submit designs in either one of these categories. For patch, pin and a potentially quite different T-shirt motif, we wish to include the gunsight logo within a potentially radically different design from Exhibit 2 that will be year-specific. This will allow a new and attractive design to refresh the look of the Rally and stimulate sales of merchandise each year, while at the same time retaining the Rally s legacy identity. We want the new graphics to create a strong desire in rally goers to wear a distinctive, year-specific pin and patch, and to really want to own the T-shirt. See Exhibit 3 at the end of this brief for a range of non-prescriptive ideas that would offer different kinds of radical departure. These ideas are not suggestions, but rather a non-exhaustive set of starting points for creative ideas based on radical thinking. We anticipate that subsequent years would operate with different, equally distinctive designs, but with the same design constraints outlined above. Target audience Rally goers comprise some 2,000 riders of Harley-Davidson motorcycles and their guests. They come from all walks of life with many being highly successful people running their own businesses. Most are at an age where they have disposable energy, time and money. Graphic design brief 2

4 They are all attracted by the freedom-loving, independent-thinking, chilled lifestyle that the Harley-Davidson brand represents. They are intelligent, perceptive and fun loving, and while they may have money, they are keenly aware of the concept of value for money. The Harley-Davidson motorcycle is a large, high performing, and expensive machine, which their owners love and respect. They also quietly expect - and often receive - similar respect from non-harley owners and non-motorcyclists for both their choice of brand as well as their physical ability to ride it. The SofER patch, pin and T-shirt are a traditional part of the H.O.G. Rally experience, providing a shared identity and a subsequent memento. It is felt that these functions may best be realised if distinctive images are associated with particular Rally years. While existing designs (as in Exhibit 2) have served their purpose for a decade, they have now become too familiar to attract new sales or spark the same levels of visual interest as in previous years. Deliverables! Logo versions suited to reproduction as large T-shirt design, small sewn patch design and small metal pin design! Print-ready logo artwork files for use on cloth and metal as above, plus printed promotional materials, tickets etc.! Screen-optimized logo artwork files for use on website and in ! Any graphic and font licenses plus any font files that may be needed Timescales and rewards Initial designs are required for consideration by Fri 24 Jan Final designs will be required by 31 Mar The successful designers will receive two free tickets for SofER 2014 and the respect of 2,000 Harley riders! Intellectual Property The selected designs will become the exclusive property of the SofER Committee and are expected to be used for the patch, pin, merchandise and promotional materials for the 11th SofER to be held 1-3 Aug, Project management The design project will be coordinated on behalf of the SofER Committee by Dik Gregory, Director of Hogsback Chapter (director@hogsbackchapteruk.org ). Graphic design brief 3

5 Further questions should be ed to Dik as soon as possible, and initial designs (pdf or jpg) ed by 24 Jan Any members of the five SofER Chapters or their guests may submit designs as long as they are received by 24 Jan The designer(s) of the most promising entries may, if necessary, be asked to refine their design(s) further, and the final decision to accept any of the submitted designs will be made by the SofER Committee as a whole. Graphic design brief 4

6 Exhibit 2: Designs for SofER in 2012 and 2013 Used for pin, patch and T-shirts

7 Exhibit 3: Non-prescriptive exemplary ideas Note: all these designs are copyrighted by redbubble.com They are reproduced here as illustrations only of designs that are radically different from previous SofER graphics. No thought has been given to how graphics such as these could accommodate the gunsight element, nor how they could be made to work as patches and pins as well as T-shirt graphics Sons of Bisley/SofER