The main feature of the 4 pack that I wanted to redesign was where the bottle top was going to be. I decided that I was going to have the top popping out of the packaging instead of the existing bottle window at the front.
For my bottles, I decided that I wanted to give them a different shape. Although the brief for this states that they want to maintain the bottle shape and logo, I thought I would change it as people don't usually like something until they actually see it. I decided to go for a shorter bottle that I found on the internet as juice bottles are often shorter and smaller than the current J2O bottle. I attempted to apply a engraved text effect on photoshop for the bottle neck in place of the usual paper wrapped bottle neck.
As expected, I have decided to change the logo once again. In a way, this is a good thing as it shows that I am not afraid to change it up and try new things to achieve a successful outcome. This logo was the last addition to my ideas before the client presentation. As it was such a late addition, I hadn't had much confidence in the design as much as my others. For this design I wanted to do something that was really different and out of the box. I also didn't want to use any shapes which the type would fit into such as circles or boring boxes. I wanted it to give the type a sense of 'freedom' in order to reflect the messages which the deaf society as a charity portrays. Another conscious design decision was the addition of the vertical line. The line on this logo represents how far they have come as a society and how far they can go in the future. Colour was also important on this concept. The gradient of colour on the type also reflects the societies rescue from a darker place to where they are going now and in the future (Dark - Light). The type positioning was also super important as I wanted it to reflect the society climbing the ladder to where they are now in reflection to where they came from.
After the presentation: During this presentation, when it got around to this design, their was more of a positive reaction in comparison to my previous design concepts. After the talk with Anthony, I decided to go back to the drawing board and take my last idea and simplify it and strip it back. To firstly visualise this, I just took my last logo and removed all the effects to see what it would look like as a flat logo.
To achieve the type that I've got on the logo I simply added a skew to the type and make parts of type chop off the ends of the circle to make a nice style that I could roll out through different products. The use of shape in this design really gives the feel of 'restriction' to the design which is what I was trying to achieve as this is I imagine how deaf people feel in a normal society. The reasoning to make the type bleed over the edge of the shape was intentional as I feel it reflects something 'breaking away' and become more 'free' which reflects how deaf people must feel when going to the society. This week was the first tutorial that we had with Anthony that was recorded so we could refer back to it to hopefully aid us in progressing. This was the first concept that I showed Anthony in the tutorial. When showing this idea, I expressed that this was not my favourite idea out of the two I had completed. This was echoed by Anthony who felt that it didn't make much sense in regards to the 'hand'. In reflection to this, I had planned on telling Anthony that the hand on the logo didn't make much sense as it just looked like somebody reaching up into the 'D'. It didn't really mean anything. It didn't give any message across that would be useful. Although he noted that the logo needed work. He liked the way logo four looked (blue box) as it looked intriguing and interesting and drew him in first when viewing the designs. Anthony also express his disinterest in the design of the letterhead which I completely agree with. He said that it looks too much and distracting with the waves on the top and the bottom.
With the second concept, Anthony felt that I had got too excited in Photoshop in regards to the effects. He said that it was far too over designed. We both noted the similar style to car companies that use shiny and beveled logos with many 3d effects. During the tutorial, Anthony got out a logo book which displayed current and past trends in the industry. He noted that more recently, companies have started to make the transition from 3D logo's to a more flat style. Some of these companies include Microsoft & Apple. In reflection of this, Anthony encouraged me to strip the whole design back to basics as he felt it would make a great logo if it lost it's 3D feature. |