Creating The App Icon

In terms of my app icon, it's very simple. I didn't want it to be too busy as it's only going to be seen fairly small, and if it looked too full it may put consumers off. Instead I looked at Company's old Weekly Edit App logo (before they merged the app with the magazine download), which was simple a background colour and the words 'Company Weekly Edit' on.

I am using the same font found on the Weekly Edit app and their High Street Edit magazine so all the brand extensions link together nicely. As of yet, I can't find the exact font used, so in the mean time I've been told to make it myself. I've done this by using the font Helvetica Neue (the closet me and Paz could find to the real text) and extruded it (as seen in the first image). I also tried manually creating a drop shadow by copying the text and placing it behind, but this meant the shadow didn't join up with the text, so the extruded version looks much better and a lot more like the original font. From here I experimented with different colours from the palette I had selected and tried out dip-dyes, which can be seen in the next post. 

I also decided to experiment with some other elements of the icon design. I thought it might look good to have some clothes on the icon similar to the Stylebook icon. I simply drew out clothing shapes and coloured them with shades from the palette so everything is kept ordered then arranged them onto the background. These can be viewed on the next post also. 

Colour Palette

The following colours are those I have taken from both Company magazine and their High Street Edit magazine. The High Street Edit tends to have a fairly monochrome palette with the odd hints of some pinks, blues and purples, mainly however, they tend to fill the pages with clothing and images that it detracts the attention from a plain white page. 

The magazine uses lots of pastel colours within the pages and on the front cover. I think this helps them stand apart from other publications as most others use bright colours to stand out on the newstand. For Company's target demographic, the pastels work really well. They also use a lot of dip-dye and ombres within their colour scheme and backgrounds. They always give the impression of spring/summer and are used more withi the magazine at this time.

The colours I have thus selected for my app are above. These colours will be seen on different pages on the apps, little features and doodles, as well as within the promotion. I've kept the majority of colours from the magazine to retain continuity and also because they're not too bright and garish for consumers to deal with. I think the main colour in the app will probably white as it's easier for the clothing to sit on, however, the main page and other features can experiment with the colour scheme.

Fonts

The following fonts are ones taken from the magazine. I wanted to keep all fonts the same as the ones used by the brand to maintain continuity, plus it's a key part of the assets that the consumers recognise. The most obvious of the Company fonts is Brainflower and Levi Brush as these are used for their headings. The fonts like Courier New and Avenir Light are used for texts within the magazine. Although Brainflower was the obvious font to use within the app, I want to use the fonts more associated with their Weekly Edit app and their High Street Edit magazine. 

Therefore, these are the fonts that will be used within the app. The title font is yet to be found (in the meantime I will be making it via extruding the fonts).  I will be using this text for the headings and home page. The other main text will be the 'KG The Fighter', again until I find the exact font used, I will be using this one as it's the closet match. This will be used for subheadings and within doodle features. For the main font and general text it will be these Sans Serif easy to read typefaces that aren't distracting. These are also found within the Weekly Edit App and High Street Edit magazine.