I decided to place my favourite logotype design into context to see if it worked, as this was a key step in helping me realize my previous design did not work. I personally felt it worked really effectively within the context; it looked very simple but had at the same time had a high visual impact. I liked the pop of colour used as it helped my company stand out whilst also adding an element of light-heartedness rather than sticking to a uniform, serious black and white. I felt this logotype was appropriate to my company as demonstrated the idea of efficiency and forwardness, without any ‘faff’ or frills. I wanted my company to be portrayed as a ‘no-nonsense’ business that is straight to the point but also approachable and friendly, and I feel my logotype definitely portrays this. The sans serif typeface helps prevent the company coming across as too formal and serious, whilst the simplistic aesthetic emphasizes the functionality and performance.
I think my initial approach the brief was quite naïve and I felt I strayed too far away from the company ethos – I definitely should have looked at this more to help guide my design decisions. I believe I got carried away by adding imagery and texture that did not suit the company’s purpose and did not appeal to my target audience. After placing these designs into context this became apparent to me, so I am glad I took that step as it helped me look at my logotype in a different way. Once I stripped my logo back to basics and worked with the company’s focus and purpose at the forefront of my mind, I was able to design a more appropriate and effective logo that had a much better visual impact.
The main skill I have learnt during this brief is to always have a clear focus in your head before you begin designing – know your target audience, know your focus and know what you want to portray. I have learnt that this is a crucial factor in helping a project develop successfully. I have also learnt more about typeface terminology and what helps make up a logotype, which will help me in future life as I develop as young designer.
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