A few weeks ago I conducted some primary research regarding my logo design and I wrote a blog post about how I had confirmed my logo (which I thought I had). With more research and tutor guidance, I have since developed my logo which I am now more happy with.
I was always slightly concerned that my logo, that I thought was confirmed, was too simplistic. Taking into account the level of creativity of this module, I thought maybe I could have explored my creative ideas further. Though I had these doubts, my logo idea could definitely be justified by the fact that the brand is high-end and luxury; it’s quite common for luxury brands to simply have their brand name in one typography as their logo. For this reason, I was content with what I had created and moved onto the other brand identity elements such as colour palette and typography.
This morning Mishka and Simon, our lovely Vis Comms lecturers, provided us with a valuable session surrounding branding and logo design, that made me rethink my logo design. During their session, before I had the chance to show them and get personal feedback, I began playing around with Illustrator. I thought, ‘is there a way that I could incorporate an icon or shape, or even edit one of the letters, to better represent the brand and give the logo some sort of meaning and/or recognition?’ After having an experiment, I then shared what I had done with Mishka and Simon on the live session to see what their genuine thoughts were. I showed them 3 logo designs; my first one which was simply ‘Fortitude’ in an a singular typography, and then two which both incorporated a shape to represent the whoosh of a wave which I replaced the ‘O’ with. The feedback was highly valuable. Mishka rightly pointed out that although luxury brands do tend to just have typography as their logo name, their establishment and brand story and history behind the brand can make up for it. It made me think that because my brand is fresh and contemporary and it’s not well-established, maybe I needed to add another dimension to the logo to make it unique, stand out and better reflect the concepts behind the brand.
I am glad that I spent some time further experimenting with my logo to incorporate another dimension to it by adding the whoosh wave icon to replace the ‘O’. I have decided to go with the whoosh wave icon that is a little bit more subtle and artistic, as I experimented with one that was more weighted and icon-like, and it looked like it could be associated with a surf brand. I have mostly been designing the logo in white to be displayed against coloured backgrounds such as cobalt blue, but I would still like to see what the logo would look like in black, or even the cobalt blue as this is a key colour part of Fortitude’s primary colour palette.
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