‘You could have followed the horizontal thirds format inside and used a vertical 6 column grid.’ Tutor Feedback
Continuing addressing the issue form my last assignments feedback the next area to address was how I’d arranged my text on the book pages. Retrospectively they seemed okay, but lacked verve. And looking at the vertical six column arrangement I went to further consider my options.
I played around with the original format to see how may variations I could generate before settling on the one that I felt visually comfortable with.
The final format sees the two points of interest move to the top, the heavy yellow boxes replaced by a lighter yellow border and the text box centred within this with the main text body formed below by two drop down columns. This seems to be more balanced and keeps the visual layout cleaner and less confusion. It also eliminates any hierarchy in the information chain. Hopefully.
‘Again a sound range of ideas for ‘Chance Housing Association’. In many respects you over-complicated the solution by adding door illustration therefore your logo design has two illustrative features; the word ‘association’ doesn’t merit emphasis.’
Never has a truer word been spoken in jest. The more I looked at what I initially thought was a great idea the more I realised I’d strayed into illustration territory, perhaps goaded by some of the images I’d collected on Pinterest. Some of which may have looked nice, twee. Kitsch. I think its very easy to be taken in by snazzy logos, bright colours and wonderful motifs, yet they rarely add anything to the overall design.
The desire to overcomplicate or not let the text speak is strange and indeed when I searched for simple estate agent logo’s there were surprisingly few that relied on lettering and simple decorative devices. That puts the designer up against it as straight the way you’re having to be innovative. So to that end I revisited the work I’d done previously for this exercise and drop the door opening motif, ensuring the simplicity of the design returned (though I kept the roof motif as it didn’t interfere with the lettering), and any manipulation of the lettering was reflective of the theme.
I’ve done a couple of mock up’s with two different designs and hopefully these are closer to the intent of the original brief.
Of the two designs the one on the left is my favoured as it’s simpler, cleaner and visually more balanced and the one I’d submit for assessment.
As they say a good designer has room for development and flexibility, and so here I am. My recent feedback from my tutor included a line which has made me chuckle a bit as well as think about how an idea I’d shelved could be developed. Here the comment:
‘…a sassy hen with sophisticated confidence.’
Now who am I to deny the world a sassy hen? So a return to the shelved idea and an attempt to create a hen with sophisticated confidence. Folk, before you laugh it is possible to do. I merely developed the idea, and thought about sassy, strutting your stuff, and a little bit of Pinterest research gave me the shot of inspiration I needed.
The logo wording was added above this time and I used Thirsty Script Extrabold and placed it on a curved text line above the chicken.
Now the final mock up of the new design, which I have to admit I rather like.