The word I have been given is 'transmission'. I started looking at different definitions for this particular word, which ranged from the transmission of diseases such as HIV to the transmission signals from radio and television.
After some quick research, I decided to go with the electrical side of things as I felt this would be easier to communicate and explore a range of ideas with. Following this, I have decided to brand an electrical appliances retailer, selling electrical components such as light bulbs, cables, plugs etc.
To help with development of my logotype, I have chosen to analyse a few different logos for already existing electrical appliance companies.
DC Electrical Company:
The D & C have an instant visual impact - this is what you are immediately drawn to once you look at the logo. Combining these letters with a slight bit of imagery creates adds a more relaxed element to the text, making it clear exactly what the company's focus is by including a lightening bolt and a plug - both naturally affiliated with electricity. The text is in a bold, sans serif font which creates a high visual impact and demonstrates the company's sharp, straight to the point focus. The italic text also adds an element of movement - relating to a flowing electrical current. The red and black colours work effectively as they are fairly simple yet the red adds an extra eye catching element, whilst ensuring the logo still works in a grayscale variation.
The Electric Company:
This logo's main focus is on the 'E' in 'electric' - it resembles a power on/off button, which helps demonstrate what the company is about. I dislike how there has been different typefaces used in this one particular logo type - both the words 'the' and 'company' are in a blocky, sharp sans serif font, yet neither are the same size or weight. The 'the' looks very stretched out and distorted, decreasing legibility. Alongside this, the softer, rounded letters of the 'electric' look odd and out of place - almost as if they are for a different company altogether. I am also unsure as to why the 'company' text is in a bar at the bottom - this makes the logo disjointed and takes away from the power button 'e' which is meant to be the main focus. Overall I think this is an ineffective logo due to the combined variety of type and styles - the only positive for this particular design is I think the colours are fairly suitable, and I like the contrast of the light and dark blue.
Positive Electrical:
This logotype immediately stands out for me, firstly because of the colours used - the dark grey creates a softer, more visually pleasing background, less harsh than a black. This is nicer to look at and also engages the eye. The flashes of yellow used also attracts attention and adds colour without being too bold. This logotype would also work well in grayscale which is a crucial element within its design. I like the consistency of using the same typeface for both words, but changing the style slightly adds an extra visual element. The simple imagery highlights the focus of the brand without it becoming too complicated.
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