Cherrytree Bakery - Initial Ideas

The logo itself I wanted to create something that is based around typeface, with the possibility of adding a logomark, or an additional mark that would enable me to include an abbreviation of the logo on some of the outcomes that would be required of this type of business. 

To be able to begin to explore the ways in which the logo could be presented, decided to create an Illustrator file in which I could experiment with many different types of layout, as well as different typefaces themselves in order to give the best representation of both the business and the morals and key values with which I've researched in depth.

In order to be able to begin to experiment with the typeface, I needed to investigate the different types of typefaces that artisan bakeries used, both on a logo front and also on a customer facing front. From this research, I would be able to delve into the type of styles that this industry requires, and cross-reference them with also the research I've created on the brand as far, and therefore be able to select a typeface which is fitting for them both.

Examples of typefaces in artisan bakeries:

 Figure 1

 figure 2

 figure 3

 figure 4

 figure 5

Within all of his examples, there are different levels of a type of bakery with within the industry although all of them are classed as Artisan, the way in which artisan bakeries are growing within the UK is at an immense velocity. They are popping up in everywhere that has available space as can be seen above with figure 5 even something such as storage industrial lock-up can be transformed into a bakery. An example of such would be temple doughnuts found in Leeds, built into a warehouse storage unit of an industrial estate within the city centre.
The type of customers that these bakeries are enticing are all different figure 1, two and five are all enticing a hipster type of audience, which can be seen from the modern clean branding, mixed with general athestetic. Whereas figure 3 and four, are both encapsulated with a stronger typeface in which is coming to the audience about more honest back to basics route to the product, evident throughout the selection of the typeface due to its standard nature, in comparison to the more delicate and handwritten alternates from the given examples. A common theme also found here which I found previously within the research that hand-drawn type to use throughout in order to create an element of personality to the brand. Within the industry of artisan bakeries, it is important to add a sense of personality, due to the nature of the brand being about the traditional and handling methods of the products themselves.

Influence on my branding:

From these different designs, I've established the type of typeface should be used within my design branding, in order for the brand to exemplify its true values and morals that behind everything the brand does, the type they should be clean and simplistic. Yet contain traditionalist nature, for example, the use of a serif font would work better than others due to its natural link to it being a more traditionalist method of creating lettering. Although this needs to contrast against another element of typography was in the piece, to doing so it allows a sense of personality, which I found out in my research both previously and throughout these previous examples is an important part the artisan bakery industry. The word Artisan itself comes from the form of being handmade in each product being slightly different, therefore be interesting to include an element of this within the branding itself.

Type Experimentation Examples:

Exploration 1

Within the first experimentation I wanted to use and extremely contrasting typeface terms a contrasting meant the way in which the different elements of each glyph contrast against each other so that they create a strong display font. In doing so it creates memorable logotype due to its distinctive nature, this was then contrasted beneath it by the use of established by Cherry tree bakery, in a smaller sans serif typeface to add some simplicity to the piece and therefore emphasised the drama of the original line of text once again making it more memorable and impactful of visual impact upon first viewing to the audience.

Exploration 2

Within the second experiment, I wanted to test out the window much more traditionalist font with work within the logo, this type is could be considered more traditional due to the way in which the service extend off a thinner limb than the previous. The sense of more equality throughout the entire glyph gives a more traditional look also as it seems to be more traditionally letterpress style due to the way in which text was printed with order publications and documentation. Wanted to complement this with the words of Lancashire but not in a way that would distract from the other two styles of text, the entity established by Cherrytree bakery and the name of the baker itself to stand out and not got lost within the exploration in order to do this I added a bit more spacing between the type itself, as seen with an exploration three.

Exploration 3

Within this exploration, I also felt it was important adding an additional lining beneath the of Lancashire as it adds an extra element of separation between the established original bakery and the new business, while still retaining the information about the other business remaining relevant as part of the family. 
A sans serif typeface was also considered within this exploration just to see the way in which it works against the serif typeface of Lancashire,  as this business is new but the of Lancashire part the name is referring back to the history and heritage of the business and the people who run it.

From these ideas I will further be investigating new ways and ideas which I can explore the branding concepts, although I will originally be taking these ideas to create and be able to get feedback from both my peers and tutors in order to gain a direction of which I should be focusing on to next move to within the brief.