Promotion material development (lLogo)

Promotion material development (Logo)

It was decided by the group that a whole different approach was needed for the logo creation. The suggested designs so far weren't fitting the concept of how something contrasts yet works together, this is what needs to be communicated through salt & sauces logo.

We started were I left off with simple type only logos but didn't feel the aesthetics were that nice, the concept was there. A contemporary and modern typeface that contrasts nicely but visually there was more impact needed. We also decided to scrap the "+" symbol and go with an ampersand. The blue is what the whole merchandise and promotional materials will be inspired from as mentioned in the previous development stage. 

Me and Neil began to create a completely new logo. 

Experimented with some sans serif typefaces and manipulating them a little, ended up deciding on a typeface called "ostrich sans". Its a very clean cut typeface but has modern contemporary elements through the extensions on the end of the S strokes and how they sit parallel to each other in a vertical. This would allow us to contrast the too end points of the stroke as shown bellow. The idea of the dotted line was to simulate salt, the top section visualized sauce. 

As the type only attempt failed last time we tried framing up the letterform to stop it feeling like it was "floating about" so to speak. We also added the words "salt & sauce" to give context to the S. It would be nice for the S to be recognized as the face of the company without need for tag lines, like the nike tick doesn't need context its globally known. 

A suggestion was made to try reversing out the colors, to show off the blue color we are relying on to communicate us. This works a lot better now and has much more impact which is what we were needing. We tried adding a ring to give the type a sort of visual guideline to run across, it worked but something felt out of balance.

Tried removing it and moving the ampersand down as there was imbalance caused by the heavier visuals at the top of the logo compared to the lighter visuals at the bottom (due to the filled in section off S). We moved this down to the bottom and removed the ring to try achieve better balance. But now the typography felt lost and needed something to support against. 

The final version brings in the ring to support the typography, a smaller type choice used and a little tracking added with the typography "trapped" in-between the lines. This works perfectly, the words feel secure within the composition now and a better visual balance is achieved now as the ring felt too close to the centre of the circle before, now it sits perfectly framing up the S nicely while supporting the words in-between.