CWTS - Logo Development

After further investigating into other brands in the way they visually put themselves across within the industry of the local area, it was decided that we would go against the idea of using any sort of actual tree visualisation within the logo. This was due to the fact that every other company had a net. Rather we would focus on a mix of the two visuals of the word crown, mixed in with different visual aspects of the tray such as the leaves.

Shape Reference

In order to begin the initial ideas of the development stage of the logo, I decided to ask the client what the most popular trees in the area where they work with. Through doing this I could gather imagery related to that type of tree and be able to use it in the digital development of the initial sketches.

The hawthorn and popularly for two of which were handed over, through gathering visual references I decided to create flat line art illustrations of these. I decided to create the logo on a flat line art illustration style in order to keep it simple as possible, this is a consideration due to the fact that multiple leaf types were going to be used to be able to make up the shape of the crown itself. Therefore to keep simplicity monochrome style was also used at this stage.

Hawthorn Leaf

Poplar Leaf

As can be seen below an arrangement in the shape of the crown using the visual reference of the illustration as seen above was created out of the leaves, this was done in a flat style in order to keep the sense of simplicity as previously discussed. Depth was added through using sizing of the lease themselves rather than using colour or making the logo mark 3D.

Crown Arrangement

In order to give context to the business, it was decided that the logotype which was previously explored would be used in a circular motion around the logo itself. Giving a circular logo that offers a point of difference in comparison to the straight horizontal logos that can be seen within the research. Therefore, yet again making the branding stand out against the competitors. To do this it also indicates with a sense of equal hierarchy between the logo mark the logotype itself. This is due to the fact that half of the taxes above and half as below, therefore, the audience are not viewing just the logo mark itself before the type, offering a concise way to be able to get the name and the logo mark across the same time.

Age Ring Experiment

I also experimented with the addition of further visuals related to the industry itself. Looking into the fact that trees have age rings, so I decided to add this behind the logo mark, to doing so it offered a further visual reference to what the business actually does. As well as the visual link it is also a direct link to what can be seen once a cut has been made through a trunk of a tree, once again visually directly representing the business itself. Although it was felt, through feedback from peers, this added to many complications to the Logan Markham was moving away from the simplistic nature in which I was aiming. Therefore it was removed and reverted back to the original solo logo mark itself.

Due to the different line weightings and positioning is of the lease themselves, I felt the logo was still too busy. Therefore, I decided to refine the illustrations ensure a thinner line weighting, as well as the smoother realistic representations of the variations of the leaf itself. Through offering a more simplified and realistic variation of the leaf it allowed for the illustration itself to become more personalised, and more realistically focus towards the concept, whilst retaining a simple and modern nature through the illustrations itself.

Simplified Leaf

Simplified Logo Mark

Through bringing the veins of the leaf itself back towards the centre of each of the illustrations allow for more negative whitespace and therefore a simplistic more modern feel. Through doing so it also allowed me to remove the veins of the leaf behind, further adding a point of difference to show the way in which it is representing depth. The peak of each of the lease represents the peaks that can be found in the Crown, as can be compared to the visual reference is shown above. The text itself has flipped around in the correct manner in order to show the logo in a precise circle that has been placed around the logo mark, exemplifying the visual hierarchy equality which I've previously discussed.

This design will now be presented to the company itself, in order to gain feedback with how any forward with the development.