OUGD403 - Studio Brief 01 Evaluation

Evaluation

Studio Brief 01

Logotype

When creating a logotype for an estate agent I wanted to communicate several different themes, also it was important that my logotype appealed to the specific demographic of young professionals. Therefore, my logotype had to be clean, trustworthy and appeal to young people without seeming condescending or juvenile.

The 5 logotypes I created all used Futura as this font as it is described as efficient and easily read from a distance which makes it well suited to be used on a shop front. On reflection I feel I could have done more research into existing estate agencies before beginning the design process, especially ones in Leeds that are aimed at young professionals. Doing this would have given me stronger foundation to begin my design and also have given me the confidence of knowing what is already successful in the existing market.

My final 5 designs were all reasonably similar. This may have been due to the specific demographic or due to the lack of primary research. I think they seem similar because the same kerning is used throughout 4 of the 5 designs and only one logotype uses lowercase letters. On the other hand, design decision has justified the use of the loser kerning as it makes the company appear premium and the uppercase types give a sense of professionalism.

I took the strongest logotype and placed it in context. The logotype performs much better in context than just on paper. When designing a logotype that will be used on a shop front it is important to consider what the building itself looks like. My final logotype works much better on a white façade building on a high street rather than or glass fronted shop in a mall. I think this is a reflection on the personality of the logotype. It was also important that I considered the white space when in context and the sizing of the logotype in order for the type to be visible and legible but also look clean and concise.

In crits I received mainly positive feedback.

‘Professional and gives a strong indication what the company is.’

‘The modern typeface represents city living'

‘Clean and legible'

Other comments I received where that the logo looked clean and fit for purpose. It looks young and is appropriate for the demographic. It clearly shows a service not a product.

When presenting my final logotype, I was concerned that the house which replaced the A in the logo was gimmicky or childish, things that I was intentionally trying to avoid. The feedback I received found that the house was an obvious choice. I understand this, however. I do think that the word ‘Disanchor’ is not something that is directly related to estate agencies and the house counter balances this. I also found that it the line that came from the outline of the house and surrounds the text represents consistency and the flow of the line represents a clean journey from start to finish.

In conclusion I think I have created 5 logotypes which could be used as an estate agencies logo, I think my final logotype is the strongest of the 5 and is well suited to my demographic and fit for purpose.