Logo Development & creation

Logo Development & creation

As a group we created a set of logo ideas each to decide on what to use as the main face of the identity. The logo will appear on the social network sites and the promotional materials of the event so it needs to be something eye catching and communicate the concept of "salt & sauce". I began jotting down a few concepts that could link to salt & sauce.

The idea of something contrasting is inspired by how salt & sauce is a contrast of 2 food stuffs but complement each other as a result. The best way to communicate this was to use typeface classifications & weights to create a contrast, along with simple color contrasts. 

A more illustrative idea would be too create the logo with inspiration from the fluidness of sauce and the straightness and the sharpness of salt grains.

My favorite idea was the idea of visualizing the chemical information behind an acid (sauce) and alkali (salt).

Rough selection of initial visualizations for the previous word associations. Not keen on the idea of illustrative type, too playful. Were involved in a charity event and something more clean cut will be better than playful typography. 

Chemical/molecule profile of sodium (salt) for inspiration imagery.

Chemical/molecule profile of an alkaline. 

Joined the 2 molecules together to visualize how two things go together. Like the concept behind "salt & sauce" I quite like how this visual is going.

This idea visualizes a contrast of 2 different elements through block color contrasts of black & white. The idea of reversing out a typeface also visualizes contrast like the contrasting flavors of salt & sauce. But much like these contrasting colors these two flavors do still work well together. 

The second idea is again visualizing the idea of something contrasting but still working well together, the boldness/heavy weight of the word sauce contrasts with the light crispness of the  word salt. 

Another way in which I visualized a contrast that works together was to use 2 different type classifications. A sans serif and a serif typeface.

An afterthought was to place the groups name within the "molecules" this simulates how a group is formed within the visualization of a molecule. The idea of a group or a collaboration is to combine each others personalities & styles to create one combined outcome, much like the combination of single molecule elements to create a full molecule chain. 

Neater molecule structure drawn up ready for vectoring using equal length lines throughout 95% of the image to create consistency and good accurate structure.

Began to create the digital mockup, kept everything to a set format to crete a very symmetrical mechanically accurate illustration. 

The final vector was too tall, creating a quite condensed feel too the logo. 

To combat this I shortened the top half of the illustration creating an illustration with more structure. 

Vector version of the illustration, single lines are used though now as apposed to the double lines used in some of the previous molecule sections. Wasn't keen on the aesthetics of the double lines. The spacing between the glyphs within the individual molecule elements works perfectly though it has great balance. The type choice could do with changing though (ampersand could do with been a few pts larger) but as a mockup to present to the group this gives off enough information. 

Taking the reversing out technique used in my sketches for the solid molecules I added a black background. This created more impact to the whole logo and incorporated the contrasting concept (visualization of how contrasting elements can work together, like salt & sauce) I wanted to visualize. What wasn't intentional was how the 2 solid black molecule elements abstractly present 2 figures, so this was an interesting outcome that could loosely connote members of a group. 

Began vectoring up the black & white block contrasting colors. Wasn't keen on the spacing of the 2 words within there box surrounds so brought things together into one solid rectangle for this version. Presented an abstract contrast within the 2 tone anpersand. Looks a little like a magnet so this visual kind of does simulate how 2 opposing things can go/come together.

Rounded the ends off but now it looks like a tablet, or an eraser. No relevance to the concept at all. 

Began trying to create an abstract visual of a salt shaker by adding holes into the end of the "shaker" Doesn't really represent a salt shaker well though. 

Decided to create a bottle to represent the "sauce". Although im not keen on this as its a little too literal and visually I think it causes in-balance between the 2 words within there framed space of the bottle due to the neck of the bottle giving the word "sauce" less negative space to breath in. 

Changed the typeface to 2 contrasting typefaces that visualize salt & sauce a little better. Salt was the sans serif Univers, it was very straight cut and crisp that visualizes salt grains. Newmaster was the serif typeface i chose, it had crispness and elegance within the curves of the stem on the "S" and the bowl curve of the "U,C" this simulates the fluidness of sauce. Aswell as the 2 different type classifications that contrast so do the stems within the "sauce" typeface, a very light and bold contrast with some of the strokes and stems especially in the "U" glyph. 

A more simplistic logo with just entire type. Using Univers again for the "salt" but this time a more heavy/onvious serifed typeface called Lucida fox. Presented here is a contrast of regular and bold, too much contrast though I want something more subtle for a type only logo. 

Lightweight Univers & Regular Luicida in uppercase created the perfect balance with the smaller pt size ampersand been framed up by the single vector lines that run level to the Cap height and baseline framing the whole logo up as a block through the straight edge of the E and S following a horizontal guideline. 

As sauce is quite fluid I decided to soften things up on the "Sauce". I added a 0.25 stroke to the expanded letterforms within the work and rounded caps and corners, this took away that sharpness of the serif points and the tails of the glyphs. 

Final logo ideas ready to present to the group. I added salt shaker holes to the bottom of the bottle to create a relevant visual for the "Salt" word to sit within the words context & meaning. In terms of revisiting and editing the logos if there deemed appropriate I feel the magnet one could have good potential if I played around with the type choice and sizing and positioning within the frame. Also experiment with complementary colours within it to simulate how the concept of salt & sauce go well together through the use of colour application. Also the Molecule logo needs addressing as it still appears too condensed a little, maybe smaller glyphs or lighter glyphs within the frame work of the molecule chain, or even a round serifed face that could contrast with the straight cut lines of the illustration? Or lighter weight lines within the illustration.