Food Revival - Logo Refining

Upon feedback on my previous logo (fig 1), I realised that the logo looked very American and possibly echoed a car/motorbike company logo. Whilst looking vintage, it didn't quite fit the brief so I decided to ditch the shape around the type and just look at type based logos. In the previous logos, I struggled with placing 'food' into the logo due to the ascenders in 'revival'. To combat this I initially arched the 'food' around the curve of the 'r' and 'i' in revival (fig 2), but this didn't look very clean so moved onto the next idea. Taking inspiration from placing 'food' in a box/banner in previous logo designs, I repeated this (see fig 3), and varied the size and placement of this box through figures 4 - 8. I added some additional detail in the form of 'screws' in fig 7, and wood detail in figure 8.

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In fig 9 and 10, I removed the border from 'revival' and added a background to see how the logo would fare against a background. I didn't like how the logo looked without the border I had just removed so reverted back to the previous design. In fig 11 I added a border to the 'food' box which makes the box look more like a sign - this is a positive association as I think it looks good with the script type. Figures 12 - 15 are in black and white to make sure that the logo works in monochrome. In these examples I have changed the typeface to something thicker, which furthers the appearance of the box being a 'sign'. With these experiments I also changed the style and placement of 'yorkshire'. In figure 16 - 19 I experimented with the angle and placement of the elements within the logo, and in 20 - 21 I finalised the size/placement of 'yorkshire' by altering the kerning to a wider setting.

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Final Logo:

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