Food Revival - Initial Ideas + Designs

Brief considerations 
Revival:

• Food that is destined for bins at supermarkets being revived and put to great use
• The revival of family sharing of food and cooking 
• The revival of old skills and knowledge around using food 
• A revived awareness of food and associated waste and its cost globally in financial and global terms 
• The revival of education about food in schools

Things to consider:

• Avoid green as the main colour – we want to stand out from other environmental organisations 
• Think about the idea of revival – vintage might be a good look, with a celebratory feel 
• Avoid brash colours 
• Whilst we are relatively open about what we are looking for, there are a few things we don’t want to see – forks, cutlery, foxes and bins

The Junk Food Project to me is about turning waste into food, which in turn has links to sustainability as well as saving money. These are elements I can play off of and incorporate into the design of the logo.

Initial Designs

One section of the brief that is interesting to me is the concept of revival, breathing new life into something. I attempted to convey this idea by giving movement to some type, in the form of arcs (fig 1), using elements within the designs such as circles (fig 2), which to me symbolises change and renewing something, as well as pictorial elements such as food growing (fig 3) or leaves sprouting (fig 4). I decided against the leaves though as the idea has been over done - and the brief called for no green in order to stand out from other food/sustainability logos.

fig 1

fig 2

fig 3

fig 4

I also found the hint towards "vintage" in the considerations section interesting, and the celebratory feel instantly made me think of food and its importance during the war and VE - Day as well as during that era, even extending to Queen Elizabeth II's coronation. The design involved in campaigns from the war era use big, bold type and look very patriotic. I like the look of propaganda style but the patriotism is an element that isn't needed. The colours and typefaces in these posters are very distinctive and can be translated across to the logos.

Extending on from this, celebratory to me can be symbolised using theatrical elements which add to the type of a logo - in the form of icons or even lines signifying movement or ones that could represent confetti. A celebration means a joyful occasion which includes festivities - this idea of festiveness can be displayed through logos, and I have attempted to represent this using bold, literally theatrical type, as well as in additional features such as decorative elements (see fig 5 for both).

fig 5

The vintage side of the project was the most interesting to me, so I experimented with vintage style logos. Vintage logos are primarily type based and have a heavy focus on handwritten type, contrasted with sans serif type. As the brief called for vintage, I decided to focus on type based logos. The logos often use elements such as banners and flags to accompany the type, and I experimented with some of these features in logos in my initial designs. One of the ideas I wanted to convey with these logos was revival through the idea of new life or taking an existing idea and reworking it to make it more modern. This meant I would have to keep the logo looking vintage as per the brief and find a way to incorporate modern elements into it. Below are the logos (fig 6 and 7) I decided to develop upon as they look vintage but have modern twists to them. I will develop them onwards to see if I can further display these characteristics within the logos.

fig 6

fig 7