final variations....

After reflecting on my print outs I wanted to try a few different variations of the circular emblem I have been using accoss the designs. I like the logo, but I don't think that it is quite perfect yet.

I have tried a number of variations and applied them at different sizes and opacities. I am going to choose one and then stick with it for the further designs as I don't want to spend any more time on this aspect of the brief.

Working with the Waitrose brand

I have been working on how to work with the Waitrose brand effectively - after some research I found that the Waitrose typeface is a custom typeface not readily available for public use - however it is based on Futura Md Bt which I was able to get hold of.

I altered the tracking to try to achieve the most accurate replication of the Waitrose type. I am ultimately using this for the body text of the Picnic recipe cards as well as the 'Waitrose Picnic' identity that I am creating. I am using sky blue rather than the brands usual green, because after some research I found that they change the colour of the logo depending on the range (e.g. 'Waitrose Summer' and 'Essential Waitrose').

I created this doily stye shape to use as a template for the logo to sit in and to transfer across other elements of the promotion. I think that it represents the 'British' spirit of picnicking and works well with the gingham.

Logo development

I have been working on the logo for my Olympicnic brief. I have been experimenting with white blue and red as the colour palette as I felt that my initial idea of using all of the olympic colours wasn't working. I think that blue red and white convey patriotism as they are the Team GB olympic colours. 

I created some patterns using these colours to combine with an illustration of a picnic set.

I wanted to highlight areas of the design with this pattern

Experimentation with pattern and flat colours as well....

After some experimentation I think that this is the best balance of flat colour and pattern.

Samples of the plaid patterns I created....

Experiment with the plaid pattern applied to the design :

Second plaid sample :

Second plaid sample applied to illustration....

I used a box to help me rearrange the elements of the illustration so that it works better as a composition. 

I am not satisfied with this composition entirely, but I am using it as a rough guide as to how my finished logo will look. I intend to add in the other elements that I have drawn.

I have started to experiment with type to accompany the image. Due to the hand rendered asthertic of the illustration I think that a non-hand drawn font would balance the aestheitc.

Here are my experiments :

                             

I have mainly looked at british fonts - Futura and Gil sans to mimic type associated with London. I think that these cleaner sans serif fonts work better with the style of illustration.

Pizza menu logo design

I have decided to design a logo for the 'hyde park social pizza's' - mainly just for aesthetics but also to use as an opportunity to incorporate a bit of branding into this brief.

I found this vintage pizza sign and I really love the type. I am going to try and trace it and bring it back to life in my own design.

Experimentation :

I have been researching logo's that I like, and one theme I like is mimicking the shape of pizza with a circular design.

I don't think this particular design has worked in the way I had hoped for....

I think that this shape I have created reflects the shape of a pizza moreso....

I dont think that this type works very well with this design. I also think it looks a little cheap at the moment. I think that texture could overcome this issue.

Experimentation with circular forms....

This type 'Hot Pizza' gives more of the aesthetic I was aiming for.

Experimentation....

I want to incorporate the name of the social within the logo...

I think that 'available here' is too much type within the logo.

I have edited the ligatures to be more fluent which I think is a lot easier on the eye.

I have started to play with the textures I found to soften the logo. I think this works well but is a little faint at the moment.

Gingham doesn't work at all.... the text has become illegible.

Not happy with the logo yet but I'm getting closer to the aesthetic that I want.