Studio Brief 1 - Logotype part 5 (developed logo)

My rework of a previous logo started out this way, using Futura as the primary typeface. I decided to adapt the letterforms slightly, by altering the body height and apex's and adding terminals to the 'A's and the 'W's. I was inspired by Wes Anderson's film posters, as he uses Futura in this way also.

I decided to keep the additional text, I think the 'markets' is needed as otherwise the logo is not clear otherwise. I also added the 'EST. 1852' to keep some historical feel to the logo, and as an extension of this, keep the history of the market.

After this point I came across my first major problem. I attempted to create a drop shadow for my 'Cartway' letters using a copy of the word, filled in black and placed behind and offset to the frontal type. I then blended this using a specified distance of .5mm and this worked whilst the logo was on a white background.

However when I took the logo across to try on top of a block colour, I could not make the logo a block colour as the fills were white, and if I removed them the acting shadow would show through the front letters.


After a good half an hour attempting to rectify the situation I managed to find an alternative solution which would give me the outcome I wanted.

I created another copy of the same type, and filled the front piece white with a black stroke. Then the piece of type sent to the back was filled with black, and offset to the bottom right. Following this, I used the pathfinder tool to divide the white type. I then used the minus front tool to remove the white fill from both the front and back type leaving a gap where the fill used to be. The final step was to unite all black shapes in the type, and adjust anchors to give me the dimensional drop shadow aesthetic I was reaching for.

In doing this I overcame a very frustrating dilemma that had me puzzled for a long time and I think the outcome is very successful.

The favourite of my peers was this logo.

The logo has a sense of balance to it, and the separation in the bordering box to include the date seemed to work very well. I will continue to develop this logo, experimenting with colour, stroke width and lowercase letters.