OUGD503 - YCN - Development: Logo - Digital Renders

OUGD503 - Studio Brief 1/Individual Practice 

Development: Logo - Digital Renders

With paper sketches complete, I reviewed the designs and picked the sketched that showed elements of a strong concept that could be extended across the brands identity and aesthetics that would be popular with the target audience. These Selections were still varied in terms of their concepts and aesthetic styles, below highlights a succinct summary explaining the design decisions and concepts behind each of these digital renders. 

This concept was developed from a standard flat text however this looked too 'digital' and corporate, the slight arc in which with type is set adds slightly more relaxed connotations that is more engaging that flat text. If developed this could be paired with a distinct icon to create a strong sense of identity to the brand or reversely could be used as strong independent logotype that due to its simplicity would be extremely replicable over a range of collateral. 

Developed to represent connotations of the environment, this concept has a range of polysemic interpretations. It represents the landscape of the origins of the beans, these hilly plantations can be identified within the erratic positioning of the letterforms. This irregular structuring of the text suggest a more humanist approach to digital design with each letter being positioned as opposed to standard defeat settings. The thick weight of the typeface ensures this concept would stand out and adds a sense of playfulness to the type which will appeal to the target audience, representing the personality of the brand. 

A brand should look the part in order to succeed. This concept is based on the principal of legitimacy, The large serif abbreviation connotes quality and luxury, supported by the full name underneath to ensure the brand name it visible to the consumer. This logo design is well established and provides the user with connotations of success and brand legitimacy, this will aid the adoption rate of the re-design as it will suggest luxury and that it is well-established, which would persuade consumers to purchase the product. 

This concept is very contemporary in its design and uses subtle hints to suggest the brands ethical values though the use of liquifying the text to add humanist features to the design. This suggests an almost hand rendered aesthetic that adds a sense of personality to the brand. The deformed letterforms could connote a recycled aesthetic that fits the brands ethos well, these subtle alterations to the typeface ensure the brand will be unique and stand out to its consumers. This is a good way to build a strong brand identity as the manipulated letterforms can be extended across the collateral and will become iconic of the Grand Cafe brand. 

The custom tracking of the text allows the custom letterforms to create a strong visual aesthetic for the brand. This aesthetic resembles a stamp could connote a reusable aesthetic similar to that used within other coffee brands that were identified as part of research. The large circle would be developed into a custom icon for the brand if developed further however feedback would be needed to identify appropriate icons that could become symbolic of the brand. The slogan 'purveyors of certified coffee' has been adopted into the concept to suggest a higher brand legitimacy and state the USP of the product within the logo. 

With the digital renders finished to a good standard the next stage within the design process is to acquire feedback from a range of students and tutors as to which they feel is the most appropriate to the brand, This will identify which concept/concepts to develop further into sophisticated design directions that will result in the most appropriate response to the brief.