Logotype - Logo development

Following on from my most recent sketches and after receiving feedback during the group critique, I began applying new ideas to my development work. This included, looking at new serifs that may work on my word and playing around with the kerning again.

• Here I went back to using a uniform structure of the letters so that I could see whether the kerning would look to be effected by this change. However, this did not make much of a difference as it made both the 'D's in the word looked more exaggerated.
• I also responded to feedback that some of the letters appeared to be 'too formal' in the word. One way that I tackled this issue was by using unbracketed serifs that were shortened and rounded at the ends, giving a more subtle and friendly impression.

• Here you can see that I have practiced the idea given to me at the group critique about making the letters turn opposite directions to one another. I think that by doing this to the letters at the start and the end make the letters look as if they are 'guiding' or 'sheltering' the middle of the word.

• I then created this sketch which demonstrates how I combined my two previous ideas into one.
• This way I can see if my logotype will appeal to more people in the next group critique.

Illustrator developments

I also began applying my ideas in illustrator edits of my word for more accurate representations of my intended company.

• I started by applying this idea to the most successful sketch from the initial ideas stage, which was originally a sketch done in Bodoni Italics. However, after the critique I found that it would be best to construct the ideas in Bodoni Book.

• Here I tried to make my logotype based on the suggestion to alternate the direction of the letters. As the previous designs showed the start and end letters facing inwards, I decided to try and use all letters facing inwards, leaving the middle letter in Bodoni Book. I feel that this development didn't work as well as I had hoped, but I will still try to make another final piece that uses italics like this one.