In this week we have been asked to explore the semiotics of
typeface design and specifically logos in corporate branding. The teacher
selected a company for my group, which was named ‘Global’ auto care. Working
with distinct letterforms we had to repurpose a typeface to appropriately represent
our given brand. First of all we gather all the important information and
created a mind map. This helped us to understand what the company is about and
what products/services they are offering.
From the six fonts we chose to use a font
without a serif because the original ‘Global’ logo doesn’t feature it. The Sans Serif font makes the logo appear more
contemporary and modern rather than a font with Serif such us Times Roman which
has connotations of being used as a text type and it is generally related to
newspapers. For our final design we chose Futura font because shapes of the
letterforms
are more rounded and curved so it represent the global shape.
Moreover, we looked at different colours and their meanings because we wanted to choose the colours that emulate the objects of the company. We chose blue, green, white and black.
- Blue colour represents professionalism, loyalty, reliability,
trust, depth, stability, and conservatism. This works accordance with the aims
and objects of the company. Moreover we thought about making one part of the
logo blue because it made the image more prominent and interesting with two
tones. We wanted to add meaning to it but maintain professionalism.
- Green colour symbolise growth within out logo it depicts the
hard working nature of the company on that they have expanded throughout the
years. The company has been only based in Leeds but now has developed
throughout the whole UK.
- Black colour is clean, classic, and elegant. We used mainly
because it’s sleek and is not too harsh and bold against the white.
- White colour is visually easy to read and clean looking
making the logo look professional.
Then, we were trying to create an illustration with the
letterforms to create an image symbolising auto care services. At first we were trying
to create a logo that looked like a warehouse/garage over the company name to
express that it was referring to auto care.
Also we were playing a lot with the position of the letters to find the
best way we can put them. Then we decided to make the logo more professional and
simple by adding a pin instead of illustrating the entire logo.
We decided to use this logo, as our final one as we thought
is the most successful one. The intension behind the pin illustration is to
show that the company works everywhere you need them. The glob symbolise that they work with
people’s needs to ensure that the service can be easily accessible.
Moreover
they provide cars from global manufactures but they stay within the UK to work.
Instead of powerpoint presentation we collected all the slides together creating one creative image.
Other team's comments about our project:
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