Intial Ideas Group Crit

In my first group crit the group analysed my initial ideas and designs this allowed me to make improvements and also narrow down which ideas I would be developing further digitally. Furthermore, this allowed me to understand which design represented my brand most accurately. From my initial sketches it was understood that the idea of a connecting factor would work well to represent the connecting fashions of the different eras that would appear in the store. Although to keep a look of modernity a thinner line weighting was favoured over a thicker one, the idea of an underlining element was more popular than joining together two letters; this is because when only joining a few of the letters it separates the word, which is something that should never be done in a logotype for a single worded brand. I had produced one idea digitally at this point in which I made design decisions such as adding a line by extending the lower arm to create a connecting underline. Although due to the tight kerning and underline to the logotype there was a lot of negative space on the page when printing this is something I wanted to steer clear of to consolidate the idea of simplicity within the design. To add a sense of simplicity I removed the centre arm from the E and also one of the arms of the Y. Although I believe this design was in the right direction I do not think it is very representative of a vintage store, the feedback I had was that it looks more like a streetwear designer, and that the removal of the arms just made the logotype more complicated rather than simpler as it was harder to read. From this cit I gathered which of my designs I should be developing further I will be experimenting with grids to keep the look of simplicity about the Lego type I will also be experimenting with kerning to create connection rather than the line as this is what was favoured in the crit. I will also be experimenting with placement of letters, by using a grid, I will be able to create a logotype that is possibly on more than one level. I also received feedback that lowercase letters look less invasive than uppercase letters this is something I will be exploring in my further development for my logotype as I found in my research, from Blue Rinse, people who shop in vintage stores like an element of playfulness as well as focus on fashion; therefore I will need to create a logotype thats a mix of the both.