Studio Brief 3: Identity Developments and Feedback

After feedback, we decided to work more on our identity; to simplify and make the logotype more fluent. Below are our logotype development explorations.

My Logotype explorations

My logotype explorations

At this stage, we were not sure which degree/amount of 'halftone' and in what direction we should use to apply to the letter 'O'. Therefore, we put up this decision for feedback in order to help us decide which is the most appropriate and effective.

Feedback:

"Halftone Rationale: A simple approach to the screen-printing element of the exhibition, experimenting with the positioning of dots to form the 'O' of 'Halftone'. Accompanied by the Bold font Helvetica to produce a simplistic and minimal logotype and colour scheme, to not draw attention away from the artwork itself."

"Do you prefer white on black or black on white?" (For the logotype)
- Have you considered colour, because we think the black on white design looks too cooperate.
- Black on white, but consider a more interesting typeface.
- Consider the whole typeface out of halftone, and to fade it.
- Consider using lowercase type.
- White on black looks like supreme so it's doesn't work.
- Doesn't need to be chosen between the two as they could be used in both in both settings.

"Which treatment of the letter 'O' do you prefer/like the best. Why?"
- We like number 1 the best out of the typeface list because it makes the most sense in terms of 'halftone'.
- Number 5 looks too much like tartan, and number 7 is too circle, so we like numbers 1, 2 or 3.
- Number 1 is most successful as it flows with the way you read it.

Other comments:
- 'Halftone' reminds us of an ink supplier.
- The logo would take away from the artwork due to the bold nature and use of dots in 'O'.
- The design would work well in social media - gifs.
- 'Halftone' is too long, think about separating it, maybe into 'Half' and 'Tone' with one on top of the other.
- You could halftone one half of the word, so either 'Half' or 'tone'.
- Think about how it references Leeds, as it doesn't currently.

Feedback Response:

In response to the feedback, we chose the pattern of 'O' that we and the feedback though was the most appropriate and effective. We also took into consideration the comment made about the word being "too long", and so as suggested we split it into two halves, 'HALF' and 'TONE'. We also acknowledged the comment made about the usability of the logo, and therefore decided to not confine ourselves to just white on black or black on white, and created both versions of the logo so that it can be applied to various backgrounds of the design materials to come.