Initial Ideas

Clydesdale: A Clydesdale was a term of praise within American Schoolgirl groups to describe a muscly, sporty, handsome, All-American boy a Clydesdale it is generally thought that they fancy/ desire them. Originates from Clydesdale horse, which is big, majestic, and strong. 

Target Market: Individual who is open-minded, quirky, eccentric, unique, fresh, original, interested in the 1980s culture, fashion and brands, appearance is important to them.  The purpose is to feel good, also create innovation and individuality when becoming a young adult. 

The individual will be street wise, experiencing events which may include tech, disco music culture. Outgoing, creative, a good sense of style. 

Geographic: Mainly in the city- more opportunities in venues for youth culture. There are also more boutique stores for competitors, may visit festivals. 

Gender: Aim at females, youth 18-25, the clothes will be affordable aiming at students. Education level: highly creative, unique style, more creative, appreciate art culture, pattern, colour, shape, and innovation. 

Psychographic: Down to earth, humble, might be deprived, street aware, style is an important factor, influenced by American-African culture 80s, values culture, and inspiration, value existing brands, American fashion is the key factor. 

This logo design includes a unique 'S' design. This 'S' design was influenced by the NASA series of graphic design. This example shows force, strength, power to convey an intimidating approach. This style creates a unisex approach for target market. The use of the outlined type creates an aesthetic of neon lights. The outline effect is influenced through 1980s type. The colour of magenta creates a retro approach. During the critique it was stated that perhaps this logo did not convey a 'boutique' feel. 

The Helvetica typeface was used, however applied an outline aesthetic, this creates the idea of decay to emphasise the vintage aesthetic. The use of a wider kerning creates the logo to be more readable. The use of an Bold Oblique effect creates the idea of movement and speed, which relates to the idea of the Olympics in the 1980s. During the critique it was stated to develop the typeface design further by taking away elements or adding elements to create the logo to be unique and individual to relate to the idea of clothing, and the aesthetic of vintage clothing being unique. 

The concept of taking away elements creates the aesthetic of shapes which relates to 1980s typeface using shapes. The 'A' could be developed further by using a triangle and the 'D' being a circle, this may create the idea of symbols but also create a bubbly aesthetic which was gained through the retro typeface. 

The 3-D aesthetic was influenced through the MTV logo, this creates more dimension and depth towards the design. It also relates to comic book type which was a popular aspect in the 1980s. During the critique it was stated to use different colours to emphasise the aesthetic of the 3-D dimension. During the critique it was stated to develop the 'S' further. This could be developed further through Illustrator using the 3-D tool to create a better final quality. 

The idea of taking away elements creates the idea of decay. The shape of the 'A' and 'E' is created through lines, this was developed by taking away elements. This creates a more youthful approach. However during the critique it was stated there was a lack of meaning compared to the other examples. The aspect of a 'clothes shop' may be lost. 

Overall the critique stated the 3-Dimension typeface included more meaning and relating to context of the MTV logo. The idea of developing Helvetica typeface creates a retro aesthetic which relates to the brief. To develop the designs further, explore different coloured backgrounds, perhaps darker to create a more sci-fi, 1980s aesthetic.