DESIGN DEVELOPMENT

Typography 
In order to take a step back from the design I started laying out some different typefaces in order to get a feel for a written logo. This allowed me to decide what style typeface I wanted to use in the logo design. I had gone into a vector image as a logo but I thought maybe taking a completely different approach would give me some fresh ideas. Using different fonts i played around with the layout of the words to see what had the most effect.

I incorporated these typefaces onto my existing kola nut vectors but I didn't think any of them really worked as a finished logo as the vector is too simple. The logo has also lost its cooperate feel.













I decided to do some new drawings of a more detailed kola nut in order to see if this worked better for the concept of the logo. The feedback I received was that this shape was really effective, but none of the text that I had put in really worked alongside it. I also tried to make custom text to fit into the individual parts of the nut but this doesn't have the clean feel i am going for with the cooperate identity. 

From the initial shape of the kola nut I received some feedback on where I should go next, I was told that the the use of the shape was really nice and I should explore this further maybe in more detail as the current designs are quite simplistic. Feedback also stated the colours work well as they are vibrant but still have the feel of cooperate identity. I needed to fid a better way to incorporate text into the images. 

I also tried taking a step back and simply placing the drawing and the text next to each other to keep it simple. This was effective but still a very basic approach to the brief and doesn't leave anything to the imagination. I need to think out of the box to come up with something less black and white. 

My next idea was to start cutting up letters in order to make the typography part of a logo. This would allow the logo to be a bit more imaginative than my current attempts. I think this look is quite corporate as well. 

I progressed this idea by adding part of the kola nut back into the design. Factoring it into the gaps between the letters filled some negative space and worked quite well. I am still not sure it is really the right tone for an investment architecture firm.