George Brown College - Graphic Design
Year 2 - Semester 1
Year 2 - Semester 1
Corporate Design Course
Introducing Birch Canvas
(Note to viewer: The following is a fictional cafe created and introduced in the Corporate Design course at George Brown College)
Birch Canvas is a gallery café owned by Mr. Berkeley, with a target market of adults 35 to 40 years of age. It will be a fine establishment, created for individuals of a higher income who desire an evening as intellectually stimulating as it is visually captivating.
The colour is inspired by the Berkeley name, pertaining to its meaning: birch meadow. Two attributes of the brand are “reserved” and “refined”, and so a natural autumn colour scheme is employed to match the meaning of his name and these words.
The brand imagery is represented through multicultural masks, inspired by Mr. Berkeley’s interest in history and the café’s multicultural fusion of foods. The design is painterly, to reflect the modernist gallery Mr. Berkeley’s café will reside in.
The brand imagery is represented through multicultural masks, inspired by Mr. Berkeley’s interest in history and the café’s multicultural fusion of foods. The design is painterly, to reflect the modernist gallery Mr. Berkeley’s café will reside in.
The typefaces chosen were Colonna MT as a header, and Garamond as a well-designed body serif. As such, each has relation to the “refined” attribute mentioned above.
The historical reference for the designs was mainly Art Deco for the more geometric aspects of the brand such as the patterns and forms.
Brand Attributes
Multicultural
Reserved
Refined
Reserved
Refined
Positioning Statement
It’s more than art.
