Campaign Logo: Development
Developing this design direction resulted in trailing a range of different typefaces to explore the different connotations these presented and would result in the most appropriate type selection for the campaigns logo.
This development experimented with a range of typefaces to analyse the different connotations these placed on the campaign. Helvetica Neue Bold is the typeface used for the existing Hawarden Estate Farm Shop logo however concluded this was too similar to the exiting branding already having taken inspiration from the form of this logo, the campaign should be repressive of the Hawarden estate however should create its own sense of personality. Based on this concept of personality I identified GT Walsheim Bold as the most appropriate typeface for the campaigns visual identity. GT Walsheim is a friendly but precise typeface. Unlike other geometric sans-serifs, it sports warm curves and wears a broad smile this friendly personality makes it perfect for the campaign logo, the Hawarden community is friendly and supportive which makes this use of type more appropriate and reflects the ethos of the campaign well.
Final development included a dark grey colour palette to soften it from the harsh black, this further adds to the approachability of the logotype and will ensure it compliments the bold use of colour within the illustrations. The Campaign logo is the primary symbol of the ‘Eat Local.’ campaign, representing the entity of everything associated with the ‘Eat Local.’ Campaign. The design of the logo reflects the original branding opting for a landscape profile of logotype that mimics the ‘Hawarden Estate Farm Shop’ logo. This continuity positively reflects on the original branding and is consistent when applied to the existing promotional materials.
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