LOGO DEVELOPMENT

When considering my brand logo it is important for the final outcome to be cohesively aligned with the ethos of my brand. A successful logo should reflect a professional and contemporary look that emphasises the fashion brand and final major project.

From my tutorial sessions with Laura Marsh and feedback gained from my target market I have decided to re-design the brand logo and develop the name slightly. My original brand name “L.A.Sole” has been replaced to just “LSole”. When discussing this with Laura she made several points suggesting that the “L.A” part of the logo linked too closely to the State of LA in America which did not associate with what I wanted my brand to signify. My surname Sole, also meaning “Soul” paired with the “L.A.” evoked strong connotations of an American theme, which is not how I want my brand to be perceived as.  After careful consideration from Laura, my peers, and target consumer feedback I have removed the “A” and decided that “LSole” embodies the structured and conceptual nature of my brand identity more cohesively. 

The first hand drawn/ watercolour paint logo taken from my blog I feel does not make a strong enough impact on my target consumer. From consumer feedback it was noted that the design does not appear to be bold or striking enough to symbolise a successful fashion and lifestyle brand. When discussing with Laura and my classmates it was clear that my logo should embody a more sleek and luxe aesthetic that illustrates the identity of LSole. Taking this on board I played around with graphic layouts, compositions, font and size as seen here.  

 

I liked the idea of combining my own fluid handwriting style with the structured bold lines of digital fonts; this resulted in a creative juxtaposition of graphic styles. As you can see from my development pages I have experimented around with watercolour shapes and colours in the prospect of being able to incorporate these into my logo. Due to the free nature and unpredictability of watercolour as an art medium it was difficult to get the precise outcome that I wanted. To solve this issue I played around with the scanned watercolour images on Photoshop using digital manipulation as a way of being able to control how I wanted the paint to appear. After further experimentation I felt that the watercolour graphics took too much away from the text. 

After taking feedback on board I decided that the visual contrast of digital font and hand drawn font together looked graphically appealing by itself. I felt that the watercolour imagery was too specific; it suggests a very specific 'grungy' concept that I felt would immediately limit my design concepts. After progressing further with sourcing visual inspiration, it became apparent that the visual connotations of watercolour paint swatches did not reflect my genuine brand aesthetics. LSole’s identity became focused on incorporating architectural lines, urban wear and sports luxe influences. This was down to my own personal preference that had become clearer as I progressed through the process of collecting inspiration. 

Considering my pictorial inspirations and concepts, I created the logo below. I feel that this logo is minimal yet portrays an understated refinement and style which coincides with my brand's ethos. Its simple appeal enables the logo to be feasible and accessible to a wide audience; its simple design is powerful which reflects the brand's aesthetic.