Cherrytree Bakery - Logo Further Development

After the critique session, I decided that more exploration was needed to be able to establish some idea of what direction to further take the rest of the branding idenitity in.

Figure 1

• Within this first experiment, I wanted to create a logotype that further explored the use of sans serif type within the typeface, to be able to correlate with the findings of my research which identified that the artisan bakery industry uses a lot of simplified type in order to be able to represent the simple and stripped back methods in which the products are actually created. 
• The 'of Lancashire' below, is in a serif type, and italics, to represent the traditionalism and heritage of the origins of the brand itself. 

Figure 2

• Within this exploration I wanted to experiment further with changing around the typefaces that were used, here Europa is used within a caps context, in order to give the first line a strong visual impact compared to the more scriptive type that is used below.
• I selected to use a more handwritten typeface for the content below to be able to offer a visual point of difference which makes the audiences eye be drawn towards it and therefore take on the information, as it may be lost against the heavier weighted larger type used for the name. 
• The handwritten type also adds a sense of personality, which was an important factor to the offer bakery branding identities which I researched.
• Adding the handwritten font into the Lancashire element rather than the Name itself also brings the location into the personality of the brand, something which the name 'Entwistle' does for itself being a family name and therefore doesn't need to extra visual point of reference. 

Figure 3

• To be able to combat the extreme difference in the weights between the two typefaces I experimented with using a thinner type. Therefore giving the flow between the name and the location part of the name. Therefore giving the transition between the two parts a smoother visual flow.
• This brings together both parts of the name and makes it seem more coherent.
• To be able to give both lines a sense of equality I decided to add in two break lines which equate to the edges of the line above, and therefore further visually tie together both lines in terms of importance. 

Figure 4

• Within this experiment, the type stayed the same, although the sizing was altered to be able to offer more visual equality between the flow of the two typefaces. 
• This is further exemplified with the removal of some of the weighting of the handwritten type.

Further Experimentation: