Once I decided on the name of the brand / zine I needed to
start mocking up logos. My initial start point was to work
solely with type. This is because of the content and the concept
behind the design being based on experimentation through only
type and layout.
The first thing I did was list what I wanted to the brand to
say to the audience through type choice.
My decision was basically made for me. I knew the 'lyrical'
had to be in a classic serif font that is universally recognised
in Britain. I then knew I wanted a condensed serif for
'Extension' to relate back to my concept. A condensed type
would reflect connotations of the word extension, whilst the
sans serif aspect would create and interesting contrast against
the lyrical above it.
So I began playing around with typefaces, and eventually chose
Times and gotham book condensed. The light angles of
this typeface give it an intelligent yet approachable and
friendly - the exact message I want to give because of my
target audience. I don't want to alienate them.
My next step was to begin playing around with different
layouts and weights. In this case bold and light contrast
effectively against eachother. A consideration that I will
keep consistent.
Experimenting with layouts was more difficult because the
isn't in context and could look totally different in the correct
environment. However, there is argument that the logo
shouldn't have to be seen in context to gain an understanding
of its success.
Next step: Layout experimentation.
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