OUGD503 - Studio Brief 1/Individual Practice
Development: Logo - Further Development
With a strong logo concept identified the next stage of the design process was to experiment further developing more intricate components of the logo to ensure the most appropriate resolution is reached. Based on tutor feedback the first area of development was choosing experimenting with different typefaces as it was suggested a thicker weight may be more effective in standing out to an audience. I trained three variant typefaces Langdon (top) GT Pressura (middle) and DIN (bottom) liquifying each one individually to create unique manipulations. Reviewing these variants the GT Pressura manipulation stood out from the rest, the thicker weight have it more presence demonstrating how it would stand out as an bold, iconic logo. Asking a range of participants which variant they preferred 63% said they liked the middle one (GT Pressura) Followed by 27% voting DIN. Comments contextualising this decision included 'it stands out the most' and 'theres good spacing making it proportionate and professional'.
With a strong logo concept identified the next stage of the design process was to experiment further developing more intricate components of the logo to ensure the most appropriate resolution is reached. Based on tutor feedback the first area of development was choosing experimenting with different typefaces as it was suggested a thicker weight may be more effective in standing out to an audience. I trained three variant typefaces Langdon (top) GT Pressura (middle) and DIN (bottom) liquifying each one individually to create unique manipulations. Reviewing these variants the GT Pressura manipulation stood out from the rest, the thicker weight have it more presence demonstrating how it would stand out as an bold, iconic logo. Asking a range of participants which variant they preferred 63% said they liked the middle one (GT Pressura) Followed by 27% voting DIN. Comments contextualising this decision included 'it stands out the most' and 'theres good spacing making it proportionate and professional'.
Using the liquify tool in photoshop allows a uniquely crafted aesthetic to be produced, this eliminates the digital rigidity that can come from many typefaces. Subtle manipulations to each letterform add humanist features to the logotype that adds a sense of personality to the logo. This effect fits well within the brands ethos of sustainability and the environment as the letterforms look more natural and imperfect representing the organic nature of the brand. Whereas the original typeface could be seen to represent a mass produced product that that focuses of uniformity, This logo allows the brand to articulate its ethical production values that adds a sense of human interaction as opposed to a fixed typeface that has a very mechanical aesthetic and connotations.
To focus more on this sense of human interaction and adding personality to the brand, I took the original typeface, printed it and physically traced around the letterforms which created a hand rendered aesthetic, this was aimed at reducing the digital production of the logo all together as this could replace the liquify option. However when scanned in and vectorised the hand rendered logo showed too many imperfections to be effective, this hand rendered variant looked shabby and didn't connote professionalism whereas the liquified design strategy looked high quality and contemporary, this suggesting humanist features within the logo without detracting from its professional connotations.
The final logo uses GT Pressura with custom tracking and adjusted leading to create a unique logotype that has a strong professional aesthetic. The typeface is then liquified in photoshop to remove a sense of digital rigidity from the logotype. This adds subtle humanist detailing that give the logo and brand identity a stronger sense of personality and adheres the the prescribed tone of voice of the brand. This promotes organic connotations that will appeal to the brands personality and highlight their environmental production values and ethical ethos.
Due to the designs monotone colour palette it will fit in nicely to a range of environments with opportunity to add bold colourful detailing within the packaging design to really bring the brand to life. The contemporary aesthetic will allow the product to reach new audiences such as urban cafes and boutiques whilst remaining loyal to existing customers articulating its ethical ethos within the branding concept.
 |
| Final Logo Design |
No comments:
Post a Comment