Once I had my strategy and idea I decided to design my logo. I knew I wanted to maintain quite a low key idea so the customer wouldn’t feel out their comfort zone actually buying the product but they would feel adventurous due to the marketing they’d seen, kind of like an ‘inside joke’ with the company.
Initially I did some scamps in my sketchbook and I really liked them however they just weren’t working very well because I couldn’t get a lot of the placement right and my cursive script is not good at all.
It was at this stage that I decided to jump onto the computer and try to replicate some of my designs. This process was really interesting as I was playing with the idea of being comfortable but trying to make it look slightly more intriguing that just a normal logo. After many attempts I came to the conclusion that I liked two main ideas, one being the simple type logo and one featuring the oak leaf. However, I felt like the oak leaf did not fit my target market as it was quite playful and almost childish which would not attract my more classy and working market.
Simply creating the logo and having a more solid idea of a company in my head made this brief immediately less complex for me and I quickly found it easy to scamp out some poster ideas to go with my ‘great taste is waiting outside your comfort zone’ proposition.
I came up with quite a few however my favourites were the comparing of cocktails and other ‘fancy’ objects to a simple coffee as I felt like they came across really playful but in a mature way rather than a childish way like my alternative logos did. I also thought they could look really aesthetically appealing, however once I began trying to design them in photoshop they didn’t turn out well and began to take my whole heart out of the design and took me back to square one.
It was also at this time that we had a group crit based on everything we’d done so far and I found this incredibly helpful. My presentation for that crit can be found here.
What people found is that my logo was too boring and was no where near as exciting as it could be while still being very professional. This is something that I saw as soon as people mentioned it and made me initially really worry about but quickly knew what I could do. People also mentioned that they felt my poster ideas wasn’t overly strong and that may be down to the fact that they felt I had two ideas going on, one being the comfort zone idea I was trying to focus on and one being this ‘normal but slightly different’ idea and although the two were similar they were different enough to be conflicting.
From this I’ve realised I have to be much more specific with what I want to do and go down one of these two paths to create not only a new logo that fit the ideology but new posters too. I think at this point I am leaning towards the ‘normal but different’ idea as I feel like this would fit my target market much more as they would be quite a ‘Normal’ working person who maybe wants to be a bit more adventurous and exciting. I also pictured these adverts featuring in the underground and around public transports/billboards so I feel like they are much more ‘Normal’ places that the new theme would fit well with.