we were asked each to present our logo examples to the rest of the group. in our presentation we should talk about the aesthetic of the logo to the audience and in relation to the brand, the reasoning for the logo, what we liked about the logo, what we thought the logo did/should communicate, and any other historical or factual information.
my printed material
- tate and lyle -
- blue type colour related to type of sugar (i.e. example was blue and yellow for castar sugar). colour/variety coordination is common in food branding.
- block type face with extensions separate mimics form of sugar cane or sugar cube.
- stencil style font also mimics stamps - could relate to old when used to stamp sacks of sugar?
- simple and effective logo but still somewhat imperial/corporate - not in line with fairtrade 'ethos'
- nutella -
- lower case sans serif font reflects the brand - family oriented, inoffensive, modern, simple but pleasing.
- red and black somewhat harder to decipher reasoning - black 'n' brings attention to 'nut' but why rest of 'nut' not black? good colour combination but black (dark, scary, night) and red (danger, warning, sex) not really relatable to nutella.
- herschel -
- caligraphic, script style font realtes to smart simplicity of the brand - quality, smart look, minimal. looks great aesthetically - slight bow of baseline looks good
- black and white colour simple, clear, readable - stands out but not overly.
- arrangement of subtext with line separation somewhat like old style victorian signage - looks neat and well composed - adds to name.
- monster -
- really like the colour scheme - tonal blend of browns with grey - soft, smart, urban. professional but with style.
- chisel tip serifs mimic stroke pen makes - looks like logo created with the marker - relevant to purpose and product.
- clear and legible while maintaining style and originality.
- JD -
- black and gold one of many colour schemes used by jd - my favourite - classic, stylish, professional but cool - what jd try to encompass.
- simple sans serif, in capitals, basic letterform and no more - legible, recognisable, individual.
- minimal and not over done, trying to move away from 'chav' association and move more into fashion supply.
wills printed material
- D&Ad -
- colour and composition looks like a road sign - garish and unfriendly.
- layout of letters we thought supposed to look like a square shape but the arrangement is off and the mix of upper and lower case is confusing and ugly and doesnt work with the aims.
- design and art direction - name reltes to aims of design but aesthetic and arrangement is off and so makes ineffective.
- Burger Factory -
- fun and friendly, inoffensive, easy on the eye - relates to the family being the target audience.
- cogs and burgers and layers and rough aesthetic - relate to the name of the place and its methods and ethos almost. burger factory - handmade, production process, custom made - bespoke - for the individual customer.
- rustic grainy look & handwritten style typeface both lend to the style of the restaurant - construction, hands on, organic.
- Southern Comfort -
- western/french aesthetic because based in new orleans. smart and simple but warming and comfy - encompasses aura of drink itself.
- soft maroony red on a creamy beige background have similar effects. sans serif type, tall and thin - in style of western/french and simple, legible, bold - represents strength and comfort of the brand.
- decoration around letters gives an almost regal look but not over the top
- Stussy -
- rushed, signature looking logo. messy and imperfect - skate company so relates to lifestyle and apects of sport.
- has that graffiti element - linked to skateboarding culture.
- The Mule -
- thin tall letters - height
issys printed material
- smokeys fish house -
- s like a fish
- ribs look like a grill
- simple/minimal - contrasts with what it is.
- down under steak -
- looks like australia and steak
- dont know about blue - could be sea? brown for steak
- sea factor -
- anchor relates to the name
- minimal but still smart - conveys assumed aura
- airport barber -
- really clever - so simple yet effective - easily understood, humorous and well executed concept
- is what it shows - completely relative to what its communicating
sams printed material
- Sony Vaio -
- va represents analogue wave. io represents digital (binary) code - brand logo communicates the companies progression from the former to latter and also the synthesis between the two.
- simple but simultaneously complex - poor readability might create confusion but understanding of meaning resonates well.
- Zulu Safari -
- looks like a nose and looks done by paint - relates to company and service.
- white on black simple and effective - clear and popping
- more 4 rebrand -
- aimed at a younger audience - fresher, sleeker, more inviting and lively
- multiple triangles - imitates 4 shape and lots of in line with 'more' 4
- museum of london rebrand -
- lots of colour - no thought out colour schemes, colours dont work well together - too much. dont seem to relate to company except for red,white,blue - union jack. seems as though many colours included because targeting a younger audience
- composition of shapes and text poor- text placement not well considered over shapes
- shapes meant to represent increasing size of london chronologically - not too clear - might be over peoples heads
- malen nach zahlen -
- icon clover - encompasses three first letters of name.
- simple and minimal
rineshs printed material
- the hundreds -
- simple aesthetic but logo design quite complex - looks great, slanted perspective great addition, facial expression well captured by cartoon style.
- weight well varied - good inclusion of detail
- word logo simple block capitals - striking and eye capturing
- supreme -
- bit pretentious but more because of brand association
- somewhat cliche - been done before
- striking and recognisable so does the job really
- fed ex -
- really strong brand logo - very simple, legible, recognisable
- arrow in ex so effective - when you realise it you cant stop seeing it, gives audience good feeling having recognised it, stays with them, also relates well with delivery service
- logo colours interchangeable - good for company sector/service colour coding for brand
- personal branding by a designer - very simple but looks good
- terminal of g and r mimic apostrophes - clever addition - subtle but effective - links with her being a designer
- light box theatre -
- very simple, minimal, doesnt look like much at first glance - just looks like an arrow - still neat and classy with black and white
- when you see it you cant unsee it - the perspective of the white arrow also works as the top and side of a light box - so clever and eye catching - so simple but effective - communicates place perfectly
- one of those designs thats almost a designer in joke
charlies printed material
- impericon -
- metal clothing distributer - metalic, sharp typeface relates well to this. slab sans but with spikes on it promotes the metal aesthetic.
- lion roaring logo - masculine, dominance, power, strength - relate to style of music that is metal
- black and white relates well to metal - not much colour involved in the scene and also gives a simplicity to the design
- aldi -
- rectangular, rigid and structured typeface - block sans serif - strong, efficient, legible, simple - mimics what aldi is and their shop conduct
- colour combination is disgusting - way too many colours involved, dont complement each other, all too striking and clashing.
- coca cola -
- spensarian script typeface - never been changed - one of the most recognised brands globally -hints class and quality of product.
- red and white colour combo - supposedly has psychological effect of making viewer thirsty - association with brand to drink and satisfaction of drinking it
- pauls boutique -
- heavy slab typeface - loud and bold - eye catching and attention grabbing - makes audience notice logo.
- gold on black a strong colour contrast - readable, clear cut, pleasing to the eye - relates to style and fashion - so clothing. could also be construed as trashy and cheap though.
- queenies -
- independent coffee shop - aesthetic illustrates this - the little guy, not big corporate, friendly, homely, welcoming.
- soft colours - beiges and browns - calming and inviting - relate to coffee/tea etc.
- illustrative and slightly feminine - possibly to reach target market? cute and nice - inoffensive like the place itself
- coffe cup character nicely personified with crown - relates to name etc
adams printed material
- m & s -
- good simple logo, a bit boring but easily readable, clean, clear, crisp - communicates to target market - older people.
- green ampersand could relate to organic and natural - traits of m n s products and ethos.
- logo overly associated with old people tho
- TY -
- kind of tacky aesthetic but soft and curvy so relates well with kids and parents as target market
- red and white in this sense nice and calm colours - red not too true or strong so less in your face
- bbc radio 3 rebrand -
- classical music - 3 encompasses musical notation - clever symbol to glyph association, still legible and simple
- red on white good colour contrast - clear and there
- boots -
- never changed - another brand recognised well - long standing and founded
- blue and white - medical - relates to pharmacy - clinical and clean colours - good for brand communication
- oak furniture land -
- horrible - so cliche and tacky and the name sucks too
i really enjoyed this session as im interested in logos and logo design and to have a session on the disambiguation of logos, getting into the deeper meanings and communicative strategies, has helped me understand a lot about the reasons behind successful logos, how a logo may be recieved by an audience, about the subconscious understanding of a logo and much more. it was good to talk about each of our logos trying to describe what we liked/disliked, thought worked/didnt, what we understood about the aims of the logo etc. i feel ive learned a lot from breaking down the concepts of different logos to better understand the meanings/messages.
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having completed the session we were asked to look at one or two logos that we were interested in in further depth and detail. we should collect research and gain understanding of the meanings and messages behind the logo, the concept of the logo and its aims, what the designer intended, how it is recieved/understood, and any more information we want to include.
i decided to look further into the nutella logo.
Pietro Ferrero, who owned a bakery in Alba, in the Langhe district of Piedmont, an area known for the production of hazelnuts, sold an initial batch of 300 kilograms (660 lb) of "Pasta Gianduja" in 1946. This was originally a solid block, but Ferrero started to sell a creamy version in 1951 as "Supercrema".[2]
In 1963, Ferrero's son Michele Ferrero revamped Supercrema with the intention of marketing it across Europe. Its composition was modified and it was renamed "Nutella". The first jar of Nutella left the Ferrero factory in Alba on 20 April 1964. The product was an instant success and remains widely popular.[3]
the aestheitc of nutella has changed dramatically from its establishment in the 1940's from a very illustrative and fancy look to a more modernist and Scandinavian look.
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