Studio Brief 2 - Development Of Initial Ideas

Developing on from my initial ideas, I have chosen a logo in which I thought would be the most effective. But however through this process of designing the idea digitally I found many problems with the logo. The main one was making the logo to complicated to be effective enough and also getting the wildlife scene to look like a desert tortoise habitat without over complicating it with the amount of detail.

Below is the process stage i went through.

This is the habitat scene i came up with. Is quite simplistic in order for it to be seen and understood more then over complicating it with colours and shading. In the scene i used a mountain to shape the whole scene along with trees, ravens, remote control car and a tortoise. Everything that sums up what the company does in a small illustration. Also this style is more modern rather then going for something more realistic, which can translate as a bit outdated and complicated.

I then tried adding in typography to balance the whole logo out. The 'labs' with the two lines at the bottom are used to fill in the gaps and giving depth and equality to the overall aesthetics. I felt the best way to go in terms of type would be a San-serif. As the properties of a San-serif is modern and very readable, which i exactly what I'm looking for then a serious looking serif font, also i feel can relate more with the target audience. So this font is using Helvetica.

Lower case Futura. A lot better then Helvetica. Gives off a stronger, rounder feel.

Upper case Futura. Upper case seem to work better then lower case and that's because the ascender of some letters are interfering and not letting the illustration above sit comfortable in relation to the type. But the upper cases allows the illustration to fit comfortable on top.

Different position of the 'Labs'. Using the line to guide your eyes.

Trying out Garamond. However as I've already mentioned serif fonts look to formal and stiff.

Trying out Bebas Neue. So far my favourite out of the lot. Very strong looking, readable, modern and reminds me of trees due to the smaller width that makes the type appear taller. 

Once I approached a few people in class about the logo they mentioned that the illustration was too busy and over complicated, which made it hard to see from a distance. With this in mind i simplified the illustration by taking out the tree and only using the ravens, car and tortoise. 

So here is the finished mock up. I added the circle to represent protection and strength while letting the middle section come out from the circle to communicate boldness and visual attractiveness. Overall i like the logo. I feel like it does indeed represent the target audience, as the audience is pretty much a number of communities from environmentalist, gamers and the technology community. I feel this logo gives of a bit of everything to appeal to each group. Wildlife illustration will appeal to the nature lovers, modern type will appeal to both gaming and technology community. However I'm not over keen about the illustration. To me it seems a bit over done and doesn't really flow as well as i had hoped.