Brief
Design a Coat of Arms for the Guildry of Dundee. The Guildry of Dundee is a charitable organization whose aims are to promote the trade and industry interests of Dundee, as well as to uphold its traditions.
Outcome
Firstly I focused on researching the history of the Guildry and the nine trades of Dundee. I wanted to create something that represented all nine trades in the one shield. Struggling to creatively piece everything together, I created the motto ‘With Diligence’ or ‘Diligentia’ in Latin. The meaning behind this was ‘careful and persistent work and effort’ which I thought tied in well with the nine trades and also represents the Guildry’s aims. When designing the shield, I wanted a crest design that would say tradition, historical, strong, solid.The lilies first appeared on the sealof the city in 1416. The lilies as well as the blue colour symbolise Saint Mary, the patron saint of the city. I felt they were both very important pieces to bring my shield together.
Initial Ideas
Branding Book
Branding Mock-up
