AC - Initial Idea Refinement

Idea 1

The first experiment which was selected from the initial idea is to be able to present to the designer displays the name in a modern and sleek typographic style. This experiment with this on serif type reflects the large market leaders in which I've investigated within my research. The use of a consistent and even type with a large can last for a sense of negative space around the logo. This is useful when it comes to overlaying over the work itself due to the fact that the work can be quite busy. The use of a large kern and consistent space contrast against the handmade mark making techniques of the prints themselves bringing the brand name and concept to the forefront of the piece itself. This style allows the brand to be able to train should diversify due to its neutral position in the way that it represents the work.

Idea 2

The second initial idea that was selected from the larger initial idea selection is this experimental typeface, in which a sans serif contrasts with unfilled larger elements. In order to give a more open feel to the overall type, the whitespace would allow pieces of the work to actually be shown through the logo when placed over, therefore bringing each piece of the work into the logo itself. Alternating a serif typeface allows for a more modern feel due to the nature of the typeface itself being tested against its traditionalist values. This experimentation against traditional values is represented also within the designers work itself and therefore represented by the typeface. Through being more representative of the work itself this evokes the target audiences such unique parts of a brand that makes it feel like that buying into a brand rather than a company, something which I found important within the research stages. A large can value was also kept within this experimentation for the same reasoning as to the previous, allowing for spacing between the lettering itself to be able to present more of the work when overlaid over pieces.

Idea 3

The third initial idea taken from the largest selection of initial ideas features a serif typeface also. Although it is presented in a more traditional manner than the previous idea. This idea if anything brings together concepts from birth idea one and two, this is due to the classic and traditional nature of the typeface being in its natural form, as it is in one, where a large cone is used to be able to add negative space giving the overall feel of elegance and allowing for the work to talk for itself rather than the brand having voice over what the audience is viewing. Although this traditional typeface is brought to life through the addition of large contrast connecting elements as can be seen in the ‘a’ glyph. This nature of experimentation within traditional values is something that is clearly seen throughout the designer’s work. As the designer takes traditional values and production methods with a handmade feel (represented here in the use of the serif typeface) but adds her own experimental modern twist to them through the designs themselves, represented here through the use of unusual contrast. I've used the word unusual to describe this due to the fact that it is against what a person would normally expect from a traditional serif type.