In preparation for todays workshop we each brought in 5 examples of logos, with the idea of breaking each down in order to understand the intention of the designer.
As a group we all looked at the original NASA logo to get an idea of how we should approach the other logos. We looked at colour first, as the logo is often exhibited in red, a warning colour often hinting at danger, but similarly when combined with the white and blue themes of the typical American space shuttle it denotes a sense of patriotism. On top of this the type appears futuristic, which is fitting given that no matter what the era, space travel will always seem scientifically advanced. However, NASA rebranded as it became associated with the Columbian shuttle accident.
In a group of 8 we went through each persons logo selection. Here are a selection of the ones we broke down:
Apple:
- neutral logo, kept marketable to the whole world by exhibiting neutral colours
- Geometric (made up of circular shapes), allows it to be scaled and translate effectively when digital
Liz Earle:
- minty teal colour hints at a natural product
- grey logo against the colour is very neutral, another colour may have appeared harsh
- simple type and set up also makes product seem natural.
Ogio:
- Light sans serif font, in neutral colours
- Only hint of colour is from the product itself (transparent circle in label design - for the O)
- A style that would sway younger people but wouldn't change an older markets opinion - large market for it.
Next:
- Black, white and grey logo - not gender specific so fits men, women and children.
- modern san serif font, appearing simple and sophisticated.
All Saints:
- Very unique style of branding, vintage approach
- Uses a trendy and upmarket font
- 'Spitalfields' label makes logo appear industrial looking.
Jo Malone:
- Minimal logo, the simplicity hints at sophistication
- Clinical appearance (fitting for a soap brand)
- Name exudes the status of the product
The Botanist:
- Victorian and decorative logo
- Illustrative and decorative design keeps the logo modern in spite of Victorian approach.
Elemis:
- flowing and natural looking logo
- Change their packaging seasonally to keep current
- varies between two separate logos
Chloe:
- Very specific target market - very feminine packaging (ribbon and bag)
- French name and design makes products seemingly high-end
Yoobi:
-Simple and all natural connotations
- Seemingly eco friendly (capitalises on natural aspects of sushi)
- Old meets new
Snog:
- Chatty and youthful ("You never forget your first snog")
- Younger market but more adolescent that childish
Four Seasons:
- Indian branch - not made to look very comfortable
- Looks as though it was aimed at more corporate clients - business like, not a holiday
Puma:
- active animal used in logo (day and night animals)
- powerful image of athleticism
Twinings:
- Serif type implies an older audience
- Sometimes change logo to gold - bold change
- Very stereotypically british - how the British are seem by other nations
Vaio:
- Analog and digital designs
- Name made itself apparent after the letters were seen in the shape
Braun:
- Logo that works on a lot of varied scales (huge range of different sized products)
- geometric A, made to be a recognisable trait in the logo
Kandoo:
- Appropriate to target audience (children and parents)
- green and purple considered fun and gender neutral colours
- Playful type - 'frog-like'
UP:
- Negative space exaggerates the shape and pun of the logo
- Arrow direction implies progression
BarCode:
- Interesting merge of two images
- Colour choice cheapens the logo - makes it obvious
Wave:
- Ocean wave shape, implies natural and clean products
- Looks like another language
Hitchins Centre:
- kept simple and clean with just two colours
- Serif font implies history in the name
NBC:
- Colourful logo makes it seem universal.
- Colour is representative of different aspects of the country (Sports, Enterprise, Entertainment etc.)
Belle Ninon:
- Minimalism and serif font hints at sophistication
- 'Paris" under logo makes products seemingly high-end
National Geographic:
- Historical in font and it's simplicity - shows there's a story behind just the logo
- Simple yellow box - yellow border on the cover of the magazine has stayed consistent since first issue.
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