SUBSTANTIVE ORIGINAL ARTWORK 1 (DEVELOPED FROM MASTER PLAN)
Rooted in Hull have recently set up a new pizza parlour called “The Peoples Pizza”. The first year students of BA Graphic Design at Hull University have been tasked to create a logo and promotional flyers. The client gave a breif description of what was wanted and a rough sketch of a logo. The logo they wanted has to be a variation of the Hammer and Sickle but with pizza tools instead.
Figure 1: The peoples pizza design 
Figure 2: The peoples pizza alternative design
Figure 1 and 2 show different variations of logos that were created to fit the clients brief. Both of the designs have the same contents, a star, a pizza cutter and a pizza shovel. Figure 1, the area of the star is patterned like a brick wall as the client requested for an ‘underground/edgy’ style. Before gaining feedback from Mr Fisher, the logo in figure 1 contained the words ‘REBEL SLICE’ rather than ‘The Peoples Pizza’. The colouring of the text was taken directly from the Rooted in Hull logo and was used to tie in the pizza logo with the overall business. To create more depth, there is two layers of text, the red at the front and the yellow to the back. This helps the wording to stand out from the brick wall. In figure 2, the same images are used but the brick wall is replaced by a green star. Just like the wording in figure 1, the colour green was taken directly from the Rooted in Hull logo for the same reason. Figure 2 was kept simple as the intention was to develop it further into the project.
Figure 3 is the A5 promotional poster using the logo from figure 1. Since having the feedback, the name was altered to ‘The peoples pizza’ just as Mr Fisher requested. The same colour pallet is used as the previous 2 images. This piece didn’t turn out as well as hoped, it didn’t feel like it fit the clients brief. It didn’t portray the vibe the client wanted and overall just looked dull.
Figure 4 is the updated promotional poster. With this poster the brick wall pattern has been taken from figure 1 and used it as the background for the poster. In order the fit the underground/edgy theme, spray paint brush has been used to create the star, something which you would usually see in an ally or in a subway. The star has been positioned onto a poster that is torn and damp which again is something you would see in a setting like this. The text was mate to look like a neon sign to highlight the key information and to also make it standout from the background. To add edge into the poster, the word ‘people’ has been crossed out and been replaced with the spray painted word ‘rebel’.
Figure 5: The peoples pizza personal logo 
Figure 6: The peoples pizza personal alternative logo
Figure 5 and Figure 6 are personal designs for the peoples pizza logo. Figure 5 is a similar style to Figure 1 where the same shapes and objects have been used. The main difference between the two is that the area of the star in figure 5 is a liquified image. All 3 colours have been taken from the Rooted in Hull logo and used them in the liquified image. A figure has been added to the left hand side of the star to make the logo less sharp and aggressive. Figure 6 is similar to figure 5 but instead of a star it is shaped as a circle. Circles often represent community, love and unity which fits the brand very well.
Figure 7 is a A5 promotional poster with a personal design. The background was made to be a light shade of blue as this colour represents freshness. The main focus of Rooted in Hull is that everything is fresh so this colour is fitting. The figure has been added to this image to portray a man holding the world. Rooted in Hull is heavy on being environmental friendly and sustainable and often this kind of imagery is used to portray this cause.
Figure 8 is an A5 promotional poster with the other personal design. This design has a beige coloured backdrop in order to replicate a pizza base. The pizza cutter and the shovel were recoloured to white in order to lighten up the piece. A neon effect has been added to the star to make it more dramatic which is good for advertising. The text is black but have red text behind in attempt to add depth to it. Black text was used as it was the most contrasting colour against the lighter background.
Figure 9 is the Rooted in Hull pizza packaging with the personal design on. The text has been placed onto the shovel as it looked more of a log that way. It also didn’t stand out when placed on the pizza box background as the colour is already dark. On the bottom of the box the Rooted in Hull logo has been placed so that the original branding was still present. The text ‘handmade with love by’ has been added to create a personal touch.
References
istockphoto. 2013. Hammer Sickle stock illustrations. [ONLINE] Available at: https://www.istockphoto.com/search/2/image?mediatype=illustration&phrase=hammer+sickle. [Accessed 29 December 2021].
istockphoto. 2013. Hammer Sickle stock illustrations. [ONLINE] Available at: https://www.istockphoto.com/search/2/image?mediatype=illustration&phrase=hammer+sickle. [Accessed 29 December 2021].
Sign World. 2018. 8 Undeniable Benefits Of Neon Signs. [ONLINE] Available at: https://signworld.org/8-undeniable-benefits-of-neon-signs/. [Accessed 29 December 2021].