Food Revival - Logo 2 Development

fig 1

Logo 2

Above (fig 1) is the logo I have chosen to continue developing onwards. While rough, I thought my sketch reflects vintage/retro well and had the potential to become something refined. I found a script typeface that would work well in the logo called Viktor (fig 2), so experimented with this as a starting point. I adjusted the weight of the type, adding a stroke to 'revival' (see fig 3 and 4). As I felt the word could be hard to read, I widened the kerning (fig 5 and 6), however, this looked odd due to the nature of the typeface which has each letter leading into the next. At this point, I decided to alter the typeface to suit the purpose I intended it for more.

fig 2

fig 3

fig 4

fig 5

fig 6

In the next development stages (fig 7 and 8) I removed the serif from the v and i in the word to make it more legible and less complicated to read. I also adjusted the 'R' in revival to remove the curl on the stem of the R - this makes the typeface look a lot more modern. However, this meant the curl on the other leg of the R looked unbalanced. To rectify this I extended the leg below the word (fig 9). I then played with the end of the leg to add a slight curl to it (fig 10).

fig 7

fig 8

fig 9

fig 10

fig 11

fig 12

fig 13

During the next stage of development, I experimented with different typefaces for 'food', in the hierarchy of the logo, it is the second most important part. I wanted a typeface that wasn't too thin, or it would be lost against the background, and not one that is too thick as 'revival' is in a thick typeface and I need some variety in the logo. Following this, I experimented with the placement of the word food as well as styles of the circle (fig 12). I wanted to add something extra to the logo to make it appear more 'vintage', so added in lines spanning the circle, and cut out the letters from this background (fig 13).

I decided that 'revival' was still hard to read in the form it was in so decided to remove the sections that lead each letter into each other, leaving the letters to stand on their own. This made the word easier to read (fig 14). I also decided to squash the letters slightly, making them wider and shorter (fig 15).

In fig 16, the new style of typeface is employed and in these versions, I lessened the rotation on 'revival', and I have also begun to experiment with curving text to reflect the circular shape of the logo. In fig 17, I have incorporated 'food' into the actual circle itself - a look I liked but didn't think it was appropriate in this way as it leaves a lot of space within the circle itself. Reverting back to the previous style (fig 18), I added in some detail into the circle, again using lines to add decoration in a vintage style, however this time the lines are small and do not detract from the actual words in the logo.

fig 14

fig 15

fig 16

fig 17

fig 18

One problem I found myself having during this logo was the surplus of space within the outer circle. I attempted to fill this space with decoration but ultimately the space was too big for the contents. I attempted to rectify this by altering the shape of the outer boundary. Cutting off the bottom of the circle and creating a kind of semi-circle instead (fig 19) cut down on the extra space I had and made composition of the contents easier. I preferred this shape as it looked more interesting and less overdone than a regular circle. I continued using this shape through the rest of development (fig 20), cutting out a section of the bottom line to include 'yorkshire' within the line. I also added in line details (also fig 20), and experimenting with banners for 'food' (fig 21). I settled on a banner for the word 'food', with the addition of small lines each side to add more interest to the logo (fig 22). To make the logo appear more modern, I chose orange for the main colour - I have refrained from using the typical green as per the brief specifications.

fig 19

fig 20

fig 21

fig 22