Below is my final logo along with some variations. So, my logo is aimed at the technology industry, mainly because I felt out of all the different audiences I could of chose, the technology industry is worth billions and billion, therefore if you design for them then the possibility of a big investment or funding would be extremely beneficial. Other then aiming the overall look at the nature side of the company, where the biggest advantages that would come from that would be a pat on the back and a good public image. And to me money is the most important aspect for a start up company.
With that in mind, tech is very modern, it's advancing and many technology companies are aesthetically modern and are pushing limits in the 21st century. You only have to look at companies like Apple, eBay, adobe, Microsoft and Hp, all companies that hold modern styles. Modern design lets your audience know that you're in the 21st century, coming up with ground back technology and leading the way for future advances, so the design is a big game changer when trying to convey a certain message.
The logo it's self represents a modern style. I took what Hardshell wanted to change about their current logo and simplified it. I had to make a huge decision to go against most of what they wanted but me as a designer, i trusted myself with the decision making. The logo is a simplified version of the current logo but with a modern spin. The current logo is to over done and complicated making it look outdated. You need a logo that will stick in your mind and be recognisable within a glance and i feel this logo does just that. Cleverly using the two main aspects of the company, the world and the tortoise, and with that simple combination you have yourself a logo that can be as effective without the use of type; due to the icon's visual semiotic of the company, it does what it says on the tin. Using a world wide community to help tortoises.
In terms of the type. Apercu translated a readable, solid and modern typeface. With the typesetting I decreased the tracking and kerning to tighten up the space between the letter. By doing this the type communicated a strong link, almost looks like a compact object expressing security and strength, which relates back to the tortoise. 'labs' at the bottom with the two lines either side have been placed in that position to give balance to the tortoise icon. Through experimentation it seemed that the tortoise made the overall positioning look a bit top heaving, so having this feature of the lines either side of 'labs' counteracts this top heavy problem.
I've also shown the colour version of the logo. Taking on board the comment from Hardshell, they didn't like how 'contrasty' the current logo was. With this criticism, I made the two colours a shade of green, mainly to represent the nature part of the company but also this allows the colour to still look different in terms of shade without becoming to garnish.
Lastly you can see how the logo would work with just the icon. Visually strong with such a simple shape that can be mocked up on any product or collateral. an overall representation of Hardshell Labs.
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