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1. Evaluation

2. logo
I would say that my finished pieces are fit for their intended purpose. The purpose of the project was to essentially rebrand the
charity organisation Surfers Against Sewage (SAS). The things that we were asked to design was a new logo, membership form
and campaign poster, as well as a range of new merchandise.
The first thing which I began work on was the logo. Their existing logo consisted of water-like waves that formed into an eye of
sorts. I took inspiration from the wave aspect and decided to develop it further and use a wave as my theme because it suits the
organisation down to the ground. A lot of their campaigns focus on water quality and marine litter and are called things such as
‘Protect our Waves’ they also use rhetorical questions like ‘what if the next wave never comes?’. Additionally the organisation is
deeply rooted in the UK surfing culture, which waves obviously play a huge role in so it made sense to use this theme.
I decided to use the typography technique for my logo as it is something that personally interests me and I think it’s a really good
idea and allows you to create things with more than one meaning and creating something with more emotion. Each different
word is presented in a different shade of blue, going from dark at the bottom to light at the top. The reason for this coincides with
the appearance of a wave in real life. Usually the water gets lighter near the top due to the fact the wave is not as dense and
more light travels through it so I decided to incorporate this to make the logo more interesting and eye catching as opposed to if
it was one colour.
A more subtle element of the logo is the word ‘against’ taking on the form of a fish. This gives a nod towards the marine life that
Surfers Against Sewage campaign to protect. I played with the idea of adding a fishes head to the end of the word to make it
obvious but found it ruined the logo as a whole and instead I went for the more subtle route.
I am very happy with the logo and believe it is one of the strong points of my design work. It is not over complicated and is easy to
understand at a glance and well as being creative and relevant. I would say as a whole the logo is very effective and appropriate
for the target audience. It is subtly clever and while being simple has a lot more going on than what initially meets the eye.
Furthermore the font I used is called WishfulWaves and is wavy in its raw, unedited form that obviously links in with the whole
theme of the logo. This font in particular was good due to the fact that it was a hollow font. By that I mean it is not a block colour
and featured just the border of the letters. This allowed me to fill the hollow area with colours of my choice that suited me
perfectly.
I have included my original draft idea to show how I developed my logo. It allows you to see the development that occurred
between the initial draft and the final finished logo. At first I was going for a more raw, industrial look which coincided with the
idea of commercial pollution etc. but my idea developed as I learnt more about the organisation and discovered what it was truly
like. I then decided a more casual logo would be better suited and eventually created the final logo design.
I have included the logo for another charitable organisation that focuses on water quality as a comparison. Again the logo focuses
on waves, and like Surfers Against Sewage’s current logo it usually features the charities name in type on the right hand side of
the logo. I do not have to do this for my logo because I went down the typography route meaning the logo is actually made up of
the name of the charity.

3. Merchandise
My merchandise designs consisted of phones cases, mugs, pillows, duvets, tote bags and surfboards. I would say that they are
appropriate for the target audience because they featured the logo and colour way. Due to the fact that the organisation is a
charity and not a fashion brand the merchandise is suitable because the target audience is people who want to support the
charity or have something to do with it, so because of this having the brand logo and the blue theme means that it will appeal to
people who like/support the charity.
A lot of the merchandise which I have designed are actually new products which Surfers Against Sewage have not previously
experimented with, unlike the regular t-shirts and hoodies. The reason I decided to do this is because I thought it was a bit boring
to just do the same old stuff and they already have plenty of common clothing items, all they would have to do is change the logo
on them. Instead I decided to develop a new range of products which gives members more chance to purchase things and
ultimately give money. They can only buy so many t-shirts and hoodies before it gets a bit weird so I thought bringing out phone
cases, pillows, duvets and tote bags gives the customer more opportunity and means new customers are more likely to find
something which suits them.
The surfboards are obviously appropriate because the brand is based around the surfing culture and although a lot of the people
who support the charity don’t surf, there is also a large portion who do. I decided that the production of the board itself would be
outsourced to a brand that actually creates surfboards, OTTER. I chose to do a collaboration because the surfboard company is
good at making surfboards and have the equipment as well as having mastered the art, and for Surfers Against Sewage to actually
begin production of a surfboard would not be practical or financially viable, as well as not being of as high quality. Surfers are
usually loyal to a brand or a select few and wont sacrifice the quality of a board just to support the charity, but if the board is
made by a well known, good quality’ reputable brand as well as supporting Surfers Against Sewage there will be a lot more sales.
Due to the fact that OTTER (who are a up market, good quality and reputable brand of wooden surfboards) would be used more
potential customers would be reached who might not know about the charity but do know about the surfboard brand itself.
I designed 3 surfboards, one of them being wooden and a collaboration with OTTER surfboards which is my favourite. The reason
it is my favourite is due to what I talked about earlier about the benefits of collaborating for this part of the project, as well as the
fact that I find it the most professional looking and aesthetically pleasing.

5. Membership Form
The intended purpose for the membership form is to provide a means for new members to join. It must have sections to cover all
the necessary information to join such as bank details, names, addresses etc. it should also contain some information about the
organisation in an attempt to persuade or encourage people to become members.
On the font page of the membership form I used one of Surfers Against Sewage’s images because I didn’t have the time or
resources to take my own. I slightly edited the image and made it fade to black at the bottom so that the text was more clear and
the whole thing looked more professional. I then included the factual text ‘Approximately 8 million individual pieces of marine
litter enter the sea everyday’. The font I chose for this is very rugged, I did this to reflect the harshness of marine litter and make it
seem grimy. I featured the number 8 in a digital clock-type font and made the number larger than the rest of the text so it stands
out. It also subtly represents how the figure may keep going up, because the digital appearance is usually seen on clocks where
the time is constantly increasing. Additionally I featured the logo which I created on the top left of the page so that people can
immediately recognize what organisation created the form.
On the back of the second page of the membership form I included the actual form that contains spaces for you to write all the
necessary information. The information which is required includes; Names, address information, date of birth, where you got the
form, bank details and how much you would like to donate. There is not much in terms of creativity on this side because it is very
formal and has to be clear and professional. Something that is quite creative is the border. I chose the background to be a light
blue to coincide with the subject and organisation, but the border has little white semi-circles to create little waves around the
edge of the page. I think it was a really good idea for the border to be waves because like I have talked about previously, it relates
and is another subtly clever aspect which helps draw in potential members/customers.
The membership form is set out like a booklet and when you open it you will be presented with the more informal, persuasive and
informative section of the form. The first thing which you notice is the header. It says “Why Join?” which is presented in the same
font that is used for the logo. The first page is made up mostly of text. It consists of four paragraphs, the first one is a little
introduction that talks about marine litter and water pollution, backed up with a fact. The fact states that the amount of marine
litter found on beaches has more than doubles in the past fifteen years. The other three paragraphs are each started by a different
statistical fact to shock the reader and try and persuade them to help. The fact is then followed up by a summarization of the
effect that it can have.

8. PosterMy poster focuses on marine litter and pollution. It aims to
highlight the importance of protecting the marine environment
by using a visualisation of the potential damage which could be
caused if nothing is done and it goes on as it is. It shows a wave
which contains litter and the remnants of dead fish. The water is
murky and a dark, dirty looking colour which shows it is not clean
and healthy and it is suggested that this is the reason the fish are
dead.
I think that the poster is fit for its intended purpose because its
purpose is to raise awareness of the problem of marine litter and
pollution and persuade people to do something about it. It
shocks people and makes them think about the problem and
tries to persuade them to take action.
The message is communicated clearly and is not subtle at all.
When you analyse the poster you can easily distinguish its aim.
The words ‘Protect Our Waves’ are featured in large text and
clearly in view. The font is made up of clouds which coincides
with the pollution side of things and as soon as the see the
contents of the wave it is obvious what the poster is talking
about.
In terms of what impact I think my poster will have on the public I
think that it will make people think and increase the number of
people who are willing to take action against marine litter and
pollution, whether it be actively taking part in protests, helping
raise awareness on current issues concerning the marine
environment, beach cleans, or other campaigns, or by donating
money to Surfers Against Sewage so that they can do more to
help the situation. Ultimately it is going to increase the general
publics knowledge and recognition of the charity Surfers Against
Sewage and increase the number of people willing to get
involved or at lest donate money to help the cause.

9. The poster has a dark and dull overall appearance to show that it is about something
negative. It is showing the problem in a negative light and the reason for this is to get
people to think. As mention previously the font is made up of grey clouds which carry
connotations of pollution and negativity. The clouds in the sky are the same but more
towards the negativity side of things as opposed to the pollution. The sun is peering
out behind them which helps suggest that there is hope and its not too late to make
things better but that there is a lot in the way in terms of what needs to be done.
Additionally the dead fish in the water show that the environmental changes are
having a negative impact on marine wildlife and this is one of the main issues which
the poster addresses.
I made the bottom part of the water in the foreground appear to be darker by using a
gradient on the wave to give it more depth and add to the murky overall appearance. I
also added a gradient to the blue sky so that the distance looks bleak which suggests
that the future is not going to be good for the marine environment if nothing is done
to address the situation. The other items in the water are there to represent the other
main issue which is addressed, marine litter.