I had not been thinking about logos until I realised it was a week before the presentation to present my initial ideas…
The lecturers thankfully provided us students with past year examples of Brand Proposal Presentations to help us and use as a reference point. These given examples I thought were really good and so well presented, and I was slightly worried as to how I would create mine. I noticed that they all included already designed logos and created a consistent colour palette that was consistent and tied all of their work and slides together.
At this stage, I hadn’t particularly thought about a logo; I was instead focusing on the brand foundations and confirming a name. However, I realised that it was about time to create a logo. There is no reason that this could be better changed or altered at a later stage before the submission of the A3 boards and Brand Launch Pack, but I came up with something.
As aforementioned, my designer envisions her brand being very high-end and luxury. When I thought about it, I realised that most luxury brand logos are very minimal and mostly consist of the brand name in a simplistic font. Therefore, I decided that that would be the route I would likely go down with a logo for Fortitude. At first I was a bit unsure about this, and was worried that I should be pushing my Adobe skills to design a creative, visually impressive logo. But that is not always necessary; it really depends on the brand. I recently conducted an online survey (see methodology section for further details) to gain insight into thoughts and opinions surrounding brand names and logos etc. to aid my brand development strategy. One question asked what characteristics people think a logo should have for an extroverted, statement fashion brand that is also high-end/luxury. The survey is still open for respondents so the results cannot be properly finalised, but as of the moment, the most popular characteristic with 63% of respondents selecting is ‘simplistic’, followed by ‘bold’ with 47%. Therefore, I thought the best route for a logo would be the word ‘fortitude’ in an appropriate font.
I spent some time looking through lots and lots of fonts, and highlighting those that I thought would be most fitting for the Fortitude brand. As a form of primary research, I conducted two Instagram polls to help confirm my ideas and to see what the external public think. The first contained the word ‘Fortitude’ written in 4 different fonts, and I asked people to pick which they think best suits a statement, colourful, luxury, womenswear brand. To further consolidate this, I took the font that proved the most popular, and I posted a second Instagram poll, then asking people if they thought upper or lower case would be best. Upper case stormed ahead with more than 90% of people selecting it.
I have taken these insights and used them to finalise a logo and font choice for my presentation. I may wish to change this at a later stage when completing my brand boards and Brand Launch Pack, but for now I am happy.
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