Studio Brief 1 - Logotype Part 1 (Research)

Studio Brief: 

Produce a series of logotypes for a rebrand of your given company. Using only type, experiment with scale, stroke, spacing, contrast and alignment to interpret your company. You should consider the following:

Who is the company?

What do they do?

Who is the target audience? Where will the logo appear?

We would begin developing the logotype by picking from a box of given words. I randomly selected the word Cartway. I did some initial research into the word and the definition is rather uninspiring - a way or road for carts.

fig 1

fig 2

I began to brainstorm using a mind map, which gave me a few directions to explore.

fig 3

From the mindmap I came up with company ideas including

• vintage store (selling clothes, books, vinyls)

I particularly like the idea of following a vintage theme as carts (how people commonly picture them, see fig 1) are not used in modern times to sell from. I think that the vintage theme could fit nicely with my word and company.

• a jewellers (stemming from carts used in diamond mines)
• a car company (renting/buying)
• driving instructor
• travel agents
• a supermarket
• a clothes stall
• a food stall (both of these at markets/ festivals)
• a market in general
• a street food van 

Leaning more towards the market ideas, I visited Kirkgate markets in Leeds to take pictures of the stalls they have there, ranging from cafe stalls, to fruit/ veg, and clothes.

             

                fig 4

fig 5 

From the markets I found that the logotypes used were clear, often in sans serif fonts and in bold to ensure people would be able to read the company name. Most of the stalls inside had signs showing the company name, whereas the stalls outside lacked any logotypes. However this was not the case for all stalls (see fig 5). This got me to thinking that instead I should create a logotype for a generalised market - one that sold clothes, food, merchandise, books etc.
In order to create a successful logotype for my market I need to research competition/ other similar brands, to see what works well with their logos and what I should avoiding trying in my own logo.

fig 6

The Kirkgate Market logo is comprised of both a sans serif, decorative typeface and a simple serif font in a light stroke. The contrast of the two typefaces works well together and placing the name in a bordered box really makes it stand out.
The composition of the logo brings the markets an air of sophistication - added to by the image of a tudor rose and the serif font.
The decorative font makes the logo seem modern, in my opinion attempting to appeal the markets to a younger audience. However the serif font hints at an older element - perhaps linking to the history and reputation of the market. 
As the meaning behind my given word has a historical context I am leaning more towards a serif font to reflect this.

fig 7

I also decided to analyse some more logos I found online.

This logo, designed by Tony Godzik, puts a modern twist on a traditional event. The sans 
serif typeface and contrast of bold and light type accompanied by the stylized illustration works well to bring the farmers market into the 21st century.

fig 8

The type in this logo, designed by Genevieve Olivia uses script as the predominant typeface, the secondary being serif.
The logotype appears less composed and arguably more fitting towards the rustic feel of a farmers market.
The earthy colours reflect the premise of a market well.

fig 9

Levenshulme Market, based in Manchester has a very modern vibe to it, using a bold sans serif typeface placed in an arc alongside an illustration of a skyscape.

The Spitalfields market logo is a sans serif typeface which provides a more traditional feel - this compliments the age of the 
markets. The addition of an outlined 'e1', representing the postcode of the area the markets are in gives the logo an edgy, more urban feel.