OUGD403 - Study Task 1 - Final

 

 These were some developments which we came across when producing our final logo. We moved away from the initial design above because the brief was to use just text and we thought that, even though the logo was created using text, it was more focused on the logo rather than the typeface. The logo below was a development using kerning in a the opposite way and connecting the lettering to represent the connected pipes of the plumbing and bathrooms. I personally also liked the full stop but thought that we could integrate the water drop from our original mock up. I also felt as if the black text was too harsh and felt that subtle changes in shades of grey between the type could be more effective.
We moved from smaller thinner text to bigger more bold type, this was mainly due to the fact that we wanted this design to work on any scale, whether it be billboards or business cards. We also looked at target audience which was more of the 25+ range which is why we kept the design as mature and professional as possible.

 Some of the group notes which were used as starting points for the presentation are below

Brand Identity

Crosswater is a modern company: the website used words like Next Generation’ ‘pioneering’ ‘innovating’ their designs seem to look to the future. Despite this their logos and brand identity altogether are outdated. We wanted to follow the same values as cross water and create a new, simplistic and modern design.

Crosswater branches out to Simpson's and Bauhaus which made us consider Futura. Although Renner, the designer of Futura was not associated with the Bauhaus, he shared many of its ideologies.

Research

We also looked into other logos whether they’re bathroom competitors or general flowing logs that would fit well into our flowing theme. We took some ideas such as movement between letters through to out own experimentation

Final Design

I looked at Vignellis Canon and was heavily inspired by the chapter on Ambiguity in design

This is the idea that by using subtle differences in your design and making parts of your work more vague, you can create very effective art. However, it is a technique, which can be hard to use, and some of the outcomes can cause unpleasant results.

I believe that this has contributed quite effectively to our final typeface by creating subtle differences between the shade of grey in the text and the shade of grey in the experimental punctuation.

I was also responsible for the gradient around the edges of the logo which i believe bring the logo out at the viewer and act almost as a boarder for the lettering which gives it more depth.

We decided as a group that keeping the design monochrome was important to keep the design modern and sleek. The company focuses on using chrome and metal for all of their products which means that this relationship between the product as and the logo was essential.

Tutor Feedback

- Good appreciation of the current logo

- Good research into the ethics and theory's of type and the language that the company uses

- Must undertake broader research next time

-The tracking at a big scale is good but at a small scale it would not work as it would look connected.


- Overall if we were trying to sell the product to a client, we need to be more confident in the work that we have done. It is important to look passionate about the work which we have done and avoid using the words nice and good as they are more of an insult rather than a compliment.

- Speak about the most challenging aspects of the project.

- Don't over complicate your ideas.