Studio Practice: Studio Brief 2 - Back To The Drawing Board Continued

Continuing on from the previous blog "Back to the drawing board" I started to mock that idea up digitally in illustrator to see how it turns out. Below are the different variations of that logo idea.

This is the mock up of the tortoise. I simplified the tortoise so it would be a strong icon to use without type if i ever wanted to do so. Also it's easier to use on a range of products. As you can see the world is the focus point and is the most dominant aspect of the logo as to show a world wide community of people.

Here I've implemented the logo with type. The main thing I learnt from the previous logo that failed is that the font Bebas is the font that very much suits the look and feel I'm trying to achieve, so that's the font I'll be sticking with. Stacked logo flows a lot better. The position could also represent being at the top of the world. showcasing the importance of the company's objective.

Testing out different positioning. Isn't as strong as the stacked version. Looks lopsided.

Testing the logo out within a box to represent more of a contemporary style. Also using dotted lined at each end of 'Labs'

Using the same typeface, I modified the type with the eraser to give the type a chiseled representation. I also applied this effect with the white strip covering 'labs'. Using this effect communicates a hand crafted feel, almost like someone has hand crafted the type on wood or the typography over time has been weathered down by nature. Giving a greater link with nature and the wildlife.

I used the circle around the icon to represent strength and security, linking in with the company's true values of protecting the tortoises. I also used the same effect on the circle as i did on the text in the previous image.

Added text to see how it all works together.

So i started to apply colour to the tortoise. Obviously colour is important if the logo is going to be used on a wide variety of products. I didn't want the colour scheme to become to vivid and cliche looking so i decided to stick with soft colours. Using soft colours communicates a modern, contemporary feel to the overall aesthetics. Also from the feedback from Tim Shields (CEO of Hardshell) He mentioned that he didn't like the current logo because it felt to 'garnish' and 'contrasty' taking this on board i used complimentary colours that were different in colour but similar enough not to appear to 'contrasty' as Tim put it.

Another variation of colour.

Reversed version to show what it would look like on a different background. Looks great to me.

Overall I feel like this logo is pretty successful in communicating the company in a simplistic manner. And is the strongest so far by a long shot.

Also, while i was in the zone i mocked up a few more ideas that i wanted to test out. None of them really worked for me but they are below any how.