// Logotype in Context
// Feedback
I asked the following questions, next to my statement of intent that read...
"I wanted to make officers club more identifiable with the target audience of 12-24 year old boys. I also tried to introduce the Officers Club history and values of their military roots".
1 // Can you tell that Officers Club is aimed at 'younger men' (12-24)?
In response, 10 people said "Yes, it is definitely identifiable with a younger audience". 3 people said "No" with no justification. 2 people said "No it looks as if its targeted at an audience below 12" and that it "was not appropriate for the older end of the spectrum"- but received no real justification as to why.
2 // Can you see that the military is a underlying theme within the logotype?
In response, 8 people said "Yes, it is definitely identifiable with the military, without being too overbearing"- which is the response I wanted to achieve. 3 people said "No, I cannot see any military connotations within the logotype". When I looked at the written feedback it seemed the reason for this was the chevrons were not automatically associated with the military for them, whilst they thought the star was to emphasise the childish element.
3 // Which looks more effective - White on black or Black on white?
The majority of 12 said White on Black, as it referenced a "masculine style, whilst being typical within the mens fashion industry". 4 People voted for Black on White, and to change the colour scheme of the website/ app thusly. It was interesting to ask this question as one person created a new column and stated Blue and Green together. Their justification was
4 // If you saw the final outcome on the website/ in its intended form- would you want to look further/ browse?
Fortunately 12 people said Yes. Many reasons were given, mainly "yes if they needed something from it/ fancied a browse". 2 people said "No, it doesn't appeal to me so feel i'd be wasting my time".
Written Feedback:
"It has the potential to be stuffy and old man orientated but the font has younger connotations"
"I originally thought the design was quite immature and childish, but when I read that the target audience was for 12-24 I think the aims were definitely achieved".
"Young men prefer more stylish fonts, I think this logo is not mature enough..." is contrasted with "It looks sophisticated and sleek".
"The simple imagery portrays the army uniforms and styles- I totally got it!" and "The chevron stripes are clear it is military/ naval but isn't too army suggesting negative connotations", is contrasted with "Do not see military at all in the design, too child like, need to be bolder and a serif font".
"Yes you can definitely tell that the Officers Club is aimed at younger men. The limited use of colour is effective for a logotype and the font, especially where the I and L are connected together. The text is clear and readable even from a distance. The use of the blue colour is suitable for the target audience".
"I'm not keen on the star" is contrasted with "The star is the main point that shows your target audience as you often don't see this in older mature brands".
With this feedback all correlated I will try and find a happy medium of improvements if I was to adjust my logo accordingly.
//Evaluation
When considering if this logotype has been a success, I referred back to the intended brand identity and personal aims I set myself. As the target age group is 12-24, I tried to include this 'young mans' style through my branding. Despite these intentions, I feel I may have gone too young when assessing my qualitative feedback. I feel I have captured the younger end of the spectrum, and perhaps negated the 20's demographic- which means it is not fully a successful logotype. On the other hand, the subtle military connotations seem to have been appreciated well through my feedback, by incorporating the chevrons and like iconography, complementing the dark masculine colour scheme.
When placing the logotype in possible set ups and redesigning the website, I was very conscious about the composition in regards to the circular logotype as a centrepiece. I tried to keep the overall set up to a minimal, with simple crisp photography not detracting from the brands as a footer. Furthermore, blue was introduced instead of the red to indicate sale, emphasising the mission statement of Officers Club further. As the 5p tax has just come in on carrier bags, when designing the bags I opted for paper bags only- not only pursuing the 'indie' barber graphics trend I was inspired by, but also reducing cost as a 5p charge is unnecessary, thus complying to their 'low cost' philosophy.
In conclusion, I feel this brief could have been amended and extended in numerous ways by making the san-serif more mature and possibly getting rid of the star- making it appropriate for all age groups. Regardless, I am happy with this outcome and especially the app/ website which accompanies it as it is my first time experimenting properly with typography. I have learnt a lot about kerning, colour combinations and the feedback received has made me evolve as a designer for the future.
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