I have chosen this project which is a bag for traveling, camera gear, students, and 'adventures' created by 'WANDRD'. I chose this bag as I really like the concept (although not a first) and the design, except from watching their videos and reading up on their brand, I don't feel that their current logo and branding fully communicates what they claim they're about.
WANDRD
'Life wasn’t meant to be planned. It was meant to be lived. There are those who find solace in the comfortable, the road oft traveled - we are not the company for them. We exist to encourage the unexpected, the deliberate leap into the unknown. Yes, we make camera backpacks, but only to provoke the WANDRD'
I get the concept behind the logotype where the 'W', the 'A' and the 'N' are joined up to represent a path and someone 'wandering' but other than that I think it is very sterile and far too minimal.I'm not sure exactly what fonts they use but it's again very modern. It's a sans-serif and fairly geometric, the light weight adds to the minimal look. They use the same type for both title and body copy.
When it comes to colour they use primarily black and white, which is very modern and minimal but when it comes to logos it always looks good, although some colour does go a long way in conveying your brand which is why I think it needs improving.
The bottom image can be found on their website and I don't think it fits with their brand at all other than the logotype, and even that has been split into two parts. This is the only image used with colour so it seems out of place.
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