- My research has helped to inform my initial font selection. Having looked at a range of the leather brands with some being direct competitors to Severn Cooper it was apparent that I should choose a serif font to help t fit with the traditional heritage that belongs to leathermaking.
- By selected a range of traditional serif fonts I was able to compare them together to see which would be the most appropriate to the Severn Cooper name.
- I also selected some contemporary serif typefaces because of the clientele that will be purchasing the goods - modern gentleman which has the appreciation for high-quality products with British heritage.
- Seeing all of the fonts clearly differentiated it made it easier to whittle them down to the best choices - I was able to work closely with the client to find a suitable font that they wanted to use for the bespoke logotype.
Selected Fonts
- When selecting the fonts I took forward my two favourites from each category as well as asking the client to select their prefered font.
- Lucky we landed on similar choices which have made the process a lot easier as we were able to agree on which font would be most appropriate.
- at this point we also decided that the name should not be in capitals as this could give the wrong tone of voice - the lowercase helps to make the brand feel more approachable to the customer as well having more interesting characters when in lowercase.
- From this stage, I suggested that the most appropriate font would be Suisse Neue - which we were both able to agree on. By agreeing on this font we were then able to make some notes from other fonts for the bespoke logo-type e.g. taking inspiration from the Caslon "e".
Early Developments
- Very early ideas using the traditional typeface with inspiration taken from Charlie Borrow as the client liked this brand the best so wanted to show how we could make Severn Cooper similar - since choosing a font these ideas will remain at this stage as the client wants to have its own style rather than it is similar to a close competitor.
Bespoke Logo-type
- Having decided on a suitable font for the Severn Cooper brand I wanted to make sure the logo wouldn't just be the as the generic font as the brand is making high-end leather goods I need this to be seen through the logo-type
- Taking influence from Caslon "e" - giving the "e" smaller counters helps to give the logo a more traditional style to it as the regular "e" is rather exaggerated.
- I also removed the bottom serifs as there was only three of them I thought that would add better consistency to the bottom of the logo-type. Makes the font a good mixture of modern and traditional as it is now a very sublet serif type.
- I wanted to continue the consistency on the top of the letter as well - the "v" has had its left-hand serif removed so that all the series are pointing to the left.
Logo-type development
- Having come to a final decision with the custom logotype I was wanted to get a feel for how it could be placed and whether any other assets needed to be added from looking back at original designs.
- I decided a long with my client that the Severn Cooper was good for the brand and that nothing else should be added to it, however, this does not mean that this could change in the future when the logo might need to have extra assets added but for now we have come to a final decision for the bespoke logo-type.
(Client communication - finalising the logotype)
Secondary Logo-type (social media - thumbnail)
- Having decided on the final design for the logo this meant that the client now had to purchase the typeface from the type foundry. This is something that is very important when working on a live brief as you need to make sure you have the appropriate licence for the font that is being used.
- The font itself cost 50 CHF for one weight - this got us a licence for up to 10 computers for desktop and web.
- Buying the font also meant that I needed to make the decision for the body copy - having thought about using a different font for the body I deicded that it would be more cost effective and more consistanct is we were to use the same font for teh bot as the logo.
Secondary/social media logo
No comments:
Post a Comment