The first sample is influenced by military and stencil type. I then looked at army camouflages and incorporated that into type. These two examples were successful through the process however I wanted to explore kerning and making the typeface more bolder.
I then had the idea of associating the two 'ts' together to create a cross to indicate health. However with this design I feel the Logo could be miss-read and not readable towards the audience. It could also be controversial.
I then created another page of samples, however I feel these samples were less successful compared to the previous page, as the idea of 'street culture' was lost. For my first sample, I have overcomplicated the idea of military type, including too many elements within the logo. The second logo did not fit the target market, as it reminded me of more a 'bodyshop' product branding through the medium choice. Finally the third logo, I incorporated sewing aspect influenced though military labels. However doing this I felt created an older target market and reminded me of a sewing shop rather then a streetwear clothing retailer.
Experimenting with Photoshop, playing around with colour:
I then visited Offset in Sheffield, where I researched into a company where they influenced their typography through military font. Dirk Laucke
and Johanna Siebein specialise in book and web design. Their studio is based in
Amsterdam and Berlin. For one of their briefs, they took shapes and repeated elements to create a typeface. The shapes were influenced by military font
I then created samples using shape which I would associate with military context.
I created this sample influenced by leaves as army carmouflages represent this.
I then applied Photoshop skills to create a more vintage, distress look towards the logo.
Creating a positive outcome using Photoshop
Applying context of the colour green representing the camouflage aspect. Creating these samples, I felt they were perhaps unreadable compared to the other ideas which I have created. I feel with these logos they would work better on t-shirt prints rather than a whole company logo.
I then explored with composition layouts:
I felt at this point in the project, I needed to play around with the letterforms from the font Futura as I was experimenting with more media rather than structure.
Experimenting with the letter 'B', applying it below the baseline compared to the other letters. I felt doing this created more personality towards the logo. Also experimenting with the letters 't' adapting a diagonal line to suggest intimidation, power, control.
I then exaggerated the letter 'B' further, however I felt this looked like work for Star Wars or perhaps for a chocolate bar packaging. For my final design, I played around with composition layouts and adapted the star element to introduce the American culture to suggest American street fashion. I also adapted gaps influenced by military fonts.
Final design: I considered what worked well, I personally feel the army camouflage works best where I have incorporated more brown tones. I have also introduced a different layout finish to ensure the world 'battle' stands out.
To develop this further I will create this design onto illustrator.
During the crit, The logo was described as daunting, intimidating, a sense of importance. The element of stars signify the American culture. However the idea of the logo containing too many elements. If I was to refine this I would create something which was more minimalistic. The use of Capitals create a fierce element and also fits the target market of males. It was also compared to Ivy Park clothing range in Topshop.
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