OUGD403 - Yorkshire Sculpture Park

For the Yorkshire Sculpture Park logo i started off by taking some primary source photographs of permanent sculptures around the park. For these first two i started off by creating a few simple sketches but the lines of the big iron sculpture didn't look right at a small scale and the image of the horse reminded me too much of the Lloyds Bank logo. The bottom image however, I felt really gave off the feeling of an abstract sculpture so I decided to do some experiments with that. I wanted to include a double meaning into the sculpture using negative space however, I found that by changing the shape of the inside too much, you start to loose sight of what the sculpture actually is. 

I explored different ways in which i could give the logo more depth and create multiple meanings. The first thing which came to mind was colour and how could i relate that the image was a natural park. I tested out lots of different colour variations and also tested out making the logo red to relate to a Yorkshire rose and give the logo a resemblance of a rose. I felt that this colour however was not very inviting and gave across the message of danger instead of a peaceful natural park. I took swabs of colour from some of the primary images which was then used in the final design. In the end I went for the colour green as even though it is quite stereotypical for a park, I felt that it worked best on this occasion. I also thought about changing the negative space shape inside the logo to resemble YSP but this took the design too far away from the original sculpture and just ended up looking like a scruffy blob instead of a sculpture. I feel that the abstract shapes of the symbol resemble a sculpture park very well which is why i stuck with the original shape.

The final colour choice and design is below. I included some type to show what context it could be placed in if the whole company was re branded and not just the symbol. I have also looked at different areas which the logo could be placed such as business cards or alongside smaller text.

                                   Business card

Alongside Text

The example below is a mock up of a possible website for the new re branding and it shows off the diversity of the symbol where it can be used small scale next to letters or also very large scale where i have included it creeping onto the webpage with a low opacity.

 This is the symbol in the context of where the website and text have stayed the same but the company has just changed the symbol. The symbol is included alongside the existing webpage.

Tutor Feedback

The design works very well in different contexts

The design is quite playful so that it works well with children but it is still subtle enough that it works for adults as well.

The multiple meanings of the design looking like a rose works quite well