Unit 10 – Brief 2: Authentic Visual Identity – Development: Logo Finalisation

Today has been super productive! So far I am at around 6.5 hrs worth of work and I have managed to do all of things on my To Do List.

So I have started working on the feedback from Friday. Starting off with experimenting with the shape and seeing if I can rearrange it for each college. I also looked at the idea of greying out the other colleges when the logo is placed on one website : e.g Camberwell, you won’t need to know about the other colleges while your on that website.

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I also started to think about colour. I was thinking that I should totally disregard the colours already used, however, I would probably just end up swapping the colours that the colleges used around. Therefore I stuck with that they already had, but thought I could look at different shades instead.

While thinking about colour and drawing, I started dividing the solid shapes into smaller triangles, this was the starting point on where I could add extra shades of the same colour, while maintaing a solid shape. I used adobe Illustrator to draw my shape and quickly divided it up into triangles and dropped some colour into each area. ( Very roughly ! )

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I had pretty much decided that this shape and colour idea was going to work so I moved onto typography, as I believe this shape is going to need accompanying text as it isn’t 100% obvious that it spells out UAL. I chose a typeface that is geometric as my logo is geometric in itself so I want to use a typeface that has similarities. I did look at other typefaces, however they were either too light, or just looked like Gill Sans. I made an effort to make sure that I aligned the text to points within the shape. The most irritating part of this project is that there are long names such as London College of Communication. I will need to keep playing with the type as when this is a lot smaller, it may not work.

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The shape was still rough, so I remade it, using a lot more care, and also used a lot more colours in each section to show more diversity and randomness as the shape is quite structured. I am really pleased with the way the shape turned out. I think the colours look much better as well as the variety of colours.

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