This is their current logo, as a group we decided firstly the logo had areas that were too intricate and wouldn't be effective on a small scale, secondly it didn't relate to the fact the company rents out office space, instead it looked pretty industrial and old fashioned as its based too literally on the architecture.
We started by doing some research into the company, we found the offices were really modern inside and used bright punchy colours that are very appealing to an artistic and young audience, we wanted our branding to reflect this more than the old fashioned exterior of the buildings.
Because the study task was a one day brief we kept our research short and sweet and saved some images we found inspiring, we liked the idea of bright colours that reflected the companies modern feel and the use of geometric shapes to reflect the architecture.
We felt the most effective way of using the advantage of being in a group was to all create an initial design idea then come back together and choose the best to adapt further. This one was the letters TWL placed onto a perspective grid and made to look like a tower, unfortunately this was a lot more tricky to do effectively in a small amount of time so we decided not to go with this idea. I now think this idea could of been pretty good with more time gone into it and its a shame we didnt try it.
This was another of the designs, its a 'W' for the works part of the name, we actually loved the idea of shortening the name just to works and figured this could be a brilliant idea for the branding. The W is made to look 'impossible' like a penrose triangle which would definitely appeal to the artistic market hoping to rent the studio space. The 3d look of the logo also relates to the towers in the architecture of the building whilst staying modern, geometric and slick looking design.
These next experiments were purely typographical, initially we thought they were too simple and wouldn't stand out enough but in reflection now I think they could've been a more appropriate and professional choice. Particularly the middle one, with some adjustments to the placement of the letters it could've been a really effective design.
Another simple typographic design be regrettably did not develop further. We didn't choose this one as we thought having tower and works in different formats was too confusing.
In the end this is the design we went for, we made sure it was symmetrical and began playing around with in in different ways such as colour variations.
Variations with type placement and stroke size ect.
I didn't like the idea of having the type following the angles within the logo as it looked too childlike (playful) and unprofessional. In the end we decided the type would simply run below the logo to keep a neat and tidy overall look.
More colour variation.
I came up with the idea of instead of focusing on blocks of colour, instead adding lines to represent the parts of the logo 'in shadow'. This meant the logo was effective in just black and white and also could be effective in a range of colours. This diversity is brilliant for a logo as theres no restrictions when it comes to reproduction. So this was our final stand alone logo, I was happy with it as its really simple and diverse. Our overall idea of representing the beautiful architecture of the building whilst incorporating the modern artistic feel was really put across by this. In reflection though I wish we had produced something a little simpler and more typographical based. But this study task did help me a lot in going into the rest of the brief and realising simplicity is a key element when it comes to branding! It also made our group use to working together as a team and made us better as making informed choices together.
Above are some examples of the ways our logo could be used/incorporated into things like a website or leaflet. The typefaces we used are called Big John (family) and we chose them due to their geometric nature they seemed relevant to the modern and architectural nature of the business.
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