Food Revival - Logo 1 Development

logo 1

Logo 1

I began by developing logo 1, which features a banner, echoing vintage logos by using the decorative element. I digitally recreated the logo, creating the banner shape in Illustrator and placing type with the element. Using the typeface Avenir for the word food and making it bold, it contrasted with the rest of the logo to emulate the initial drawing. The first change I made to the logo was to alter the angle which the sides of the banner rested, in the first version (fig 2) the sides are straight which didn't match the angle of the edge of the 'R' in revival due to the type being set on a curve. The change (fig 3) helped the banner look less like I had just placed the text on top. To match the curve of the edges of the main section of the banner, the actual edges of the banner needed to be at the same angle, I made this change in fig 4. In this version I also added decorative dots to each side of the 'yorkshire', however did not carry this element on to the next version (fig 5). In this version I made the weight of the banner thicker, but this didn't suit the heaviness of the type above it, so reverted back to the original weight in the next version. In this version (fig 6) I changed the typeface, but this also had a heavier weight and this had the same effect. I also added an underline to the type within the banner but this overcomplicated the design.

fig 2

fig 3

fig 4

fig 5

fig 6

In fig 7, I changed the typeface for food to Brandon as it is heavy without adding an extra stroked and has more of a rounded appearance which I preferred to Avenir. I added some shadow and depth to the banner by incorporating fine lines (see fig 8 - 11) in the section that if the banner was real would be in shadow - this stopped the banner from seeming as flat. In the next versions (see fig 12 and 13) I kept this detailing and adjusted the placement of 'yorkshire', adding back in the decorative dots to the word and altering its size and placement within the logo. Once I found a placement I was happy with, I altered the kerning of 'food' (fig 14) to make the word slightly wider and make the logo seem more balanced overall. In the next versions, I decided to add some shades of grey into the banner to add in more depth. The first instance of this (fig 15) involved me colouring in the entire banner, with the main section the lightest colour, followed by the flags at each end, and then darkening the sections that were previously filled with lines, as these would be the parts in shadow. I didn't like how the grey of the banner made the black of the type pop less, so instead of colouring the entire banner, just left the folds grey to emulate shadow (see fig 16). In the last instance of the logo (fig 17) I adjusted the 'revival' slightly to allow less space between each letter and make the letters slightly bigger overall.

fig 7

fig 8

fig 9

fig 10

fig 11

fig 12

fig 13

fig 14

fig 15

fig 16

fig 17

I think to develop this logo even further I could have made the banner seem more vintage by hand-drawing it or even adding in some script typefaces into the overall logo. However, I think this may over complicate the logo, the decorative element echoes vintage enough. Developing the logo beyond what I initially drew would potentially have been a good avenue to explore, however, I felt the sketch worked so well, I wanted to stick to it as much as possible in digital developments. I think if I were to adjust the logo further I would lessen the arch on the banner, however, I am happy with the final version I came up with. I will go onwards to develop the other logo, as I think I can do a lot with that too.