OUGD503: Branding Developments + Feedback (11)

Taking inspiration from the Greenalls Logo, in particular the decorative aspect with the banner, connoting to British shields and quintessentially royal aspects. I wanted to showcase World Gin Day in the Greenalls British spirit, further linking the event. 

I experimented with a range of banners which could contain information, or in this case the date. Reflecting on the identities I have researched, often simpler is better so I do not want to create an overcomplicated and restrictive design. Furthermore, the logo needs to work at small and large scale, working in conjunction with bright imagery and a multitude of contexts. I have experimented with black for now to allow maximum legibility and room for development. 

 These were my initial type experiments, experimenting with the banner and warped type. These were not successful as the compositional qualities feel quite out of place and inappropriate typography. I have experimented with Futura (both medium and bold), however the kerning and style needs developing further. In addition, I feel the designs are too over complicated and from a distance/small scale will be harder to distinguish. The necessity for the date within the logo is unnecessary, so I will not be holding this at high importance. 

My intentions for creating the logotype was to reflect Greenalls core identity, in an alternative way to promote difference to the event. I have incorporated Caslon, a quintessentially British typeface, to reflect the heritage and aura of the event. To add a modern twist (and relate to Greenalls), Futura Bold has been incorporated with -65 kerning to give a rigid stamp composition on the page, as well as the boldness and increased pt size (and line x-height) to reflect the proud heritage of gin and the brand.

As the Gin market is expanding to a millennial 'trendier' target audience, a contemporary aspect may could be applied through the branding. I experimented with a mixture of traditional vs modern juxtapositions within typography and type warping. 

The previous logo for World Gin Day was stacked Helvetica bold with wide kerning and a justified composition, I have tried to incorporate this in the later design

Cocktail/G&T signifiers

Possibility of incorporating a lemon icon or signifier. This is a prominent feature in Greenalls drinks, as well as the photography. The lemon design could possibly work as a stamp effect, stamping the logo over aspects of imagery to create a contemporary effect. 

At this stage I felt it necessary to seek feedback to aid my decision:

• The Lemon isn't really working in terms of composition. The circle looks unconsidered and the bottom two do not need to have a outer circle.
• Perhaps be more subtle about the incorporation of the lemon- just take a piece and experiment further
• The circular effect could be quite restrictive when designing with the imagery, especially when reducing the logo to small scale.
• The stacked type design is effective in relating to the previous World Gin Day logo, and has definitely improved it! (Result)
• The stacked type design can be broken down and redone in many ways, you could try and incorporate the banner to mix a traditional and more contemporary aspect.
• Explore the modern type mixed with the regal aspect of the banner

I asked which banner does everyone prefer, and if they feel a contemporary or modern style is preferred...

• The regal qualities of the busy banner works well (no3)
• 5 graphic design peers said the use of Futura was quite modern, especially if developed, therefore to incorporate a more traditionalist aspect then simple type with a regal banner would be the most effective.

We discussed perhaps having the two aspects as individual entities; World Gin Day as a fluid consistent logo used for future events, not just this year), and the banner containing the date or some form of information about the event.

I had a few quotes/subheadings in mind for the posters which I also ran past everybody to see if the tone of voice/copywriting is appropriate and fluid for the concept:-

"...Proudly brought to you by Greenalls, The Original since 1761"

• Simple and appropriate for Greenalls tone of voice
• Simple is better and the shorter the reference can be is preferable 

"The Original Dry Gin since 1761. Yes, 256 years of stories. Are you ready to make some more?"

• Too suggestive that alcohol consumption leads to amazing stories, therefore encouraging drinking and pushing a rule within the marketing alcoholic beverages act.

I also asked, when considering colour in the logo, how should I incorporate this?

• Colour isn't really needed if legibility is there, however keeping to Greenalls colour pallett with the dark greens, lime greens and yellows would reflect the aspect of cocktails and summertime.
• Keep it summery- colours from cocktails or even bold colours which contrast the imagary

Further developments

I pushed the design further and experimented with the use of widely kerned Futura Medium, again inspired by Greenalls logo. The typographic composition resembles a crest/cote of arms slightly, reflecting British heritage iconography. 

After seeking feedback it was apparent this reads as 'World Day Gin', yet I wanted to add emphasis to the Gin as it is the centre aspect of the subject matter and what the audience will get drawn in by.

 These compositions when positioned on the images looked quite unconsidered and did not work fully at small scales. As the images are quite vibrant and busy, the viewer had to really look for 'World Gin Day', therefore not serving the purpose of immediate recognition through a logotype/identity. I went back to the stacked type composition and experimented with banners, incorporating further aspects of Greenalls logo. When considering the design and layout on the image, I do not want to restrict legibility so will allow the banner aspect to be separated from the main typographic logo.

Colour considerations stemming from Greenalls Branding and Guides. I have broken down the guidelines for use, as well as incorporate #54DFEA blue, which fuses nicely between colour combinations and #E0DB2F yellow, which is colour picked from some background colours and bares citrus connotations when considering it will be used to promote G&T's/cocktails.