The Netherlands | A place full of culture, water, tulips and art. This board is my inspiration to make something amazing. Many great artist made impacts here and many great people continue to make this land thrive. As I dive into this project I plan to explore how the art and culture are influenced by one another.

Mind Map | Through this I wanted to express the history and culture so I could be lead into the proper direction on how to design for such a simple yet colorful nation.

Perona | Ava is an art student who has just graduated with their BFA. Her parents have given her tickets to see the Netherlands for her graduation gift. Ava is nervous because she has never been too far from home, but she is excited to experience the art world that the Netherlands has to offer her. Confidently she packs up her supplies and prepares herself for the self awakening journey ahead and hopes to capture the hearts of the people of the Netherlands in every breath and brushstroke.

Mood Board Color | Red, white, and blue are apart of the Netherlands flag now while orange used to be where red was. Yellow is a popular color of the tulips and apart of their art history from Vincent Van Gogh and Piet Mondrian, a few of the Netherlands finest artist. White and Black are natural accents for font and page color.

Mood Board Typography | Through my research there seems to be a lot of bold yet adapted and geometric typography in their design so I gathered reference photos that expressed that.

Mood Board Design | It seems that Dutch design can be heavily influenced by vector art and geometric shapes so my design mood board reflects the direction I wish to go for this project.

Logo Sketches | I tried to incorporate rich art history and Dutch symbols into my ideas while also keeping some geometric design in mind but also going outside of those borders. 

Logo Choice | I've designed two of the same logo to fit different applications. The square one is the most prominent design. The rectangular design will be for applications that require more of a landscape setting.

Logo Without Type | Here I've included my full size and half size logos without the type that I've saved a spot, process, K only, reversed and greyscale format.

Logo With Type | Here I've included my full size and half size logos with the type that I've saved a spot, process, K only, reversed and greyscale format.

Brand Guideline Sketches | The image to the left holds four options that I researched while the right two images are the more refined version of the last option shown to the left.

Brand Guideline Sketches Refined | I used Indesign to mock up how the twelve pages would look on proper 8.5x11 paper. I also incorporated a fifth design that still fit the grid but was more geometric and held a small amount of information appropriately. 

Building Up Brand Guidelines | Above is a more thought out process of information on how I will brand the Netherlands for this project.

Presentation Board | Above is the presentation board of my brand guidelines. The board mimics the design of the whole booklet.