Studio Brief 3 - Logotype Development

Logotype Designs 

After crit feedback it was suggested that possibly elements of the logotype could be modified to fit within the grid more to become more angular.

With this in mind we decided that DIN which we had used in our first presentation, would be a good choice because it was contemporary, slim, so it would link with the blocks, whilst also fitting well within both the isometric grid and square grid. 

Initially the 'S's' were adapted to be more square however these looked too cumbersome and out of proportion when compared with the rest of the letters in the word. 

It was also suggested in crit feedback that we could work more with the three dimensional aspects of the type. To try this, George adapted the some of the letters to better fit the isometric grid which we used to create the cubes. All of the letters could be created within the format however it was hard to get consistency across the logotype. Instead we decided that using the DIN typeface and making alterations to this would make the design more visually the same.    

I suggested that on the typeface perhaps more rounded letters could be angled off at the corners to be more in line with the angular nature of the cubes. The 'S' was initially adapted because this was the most rounded letter within the word. The corners of the letter were angled to reflect the isometric angle within the cubes, whilst the ends remained straight. It was considered that perhaps this did not reflect the original Din typeface form as much, which we liked, but also made the 'S' look elongated when compared with other letters despite being the same width.  

The 'S' was refined further and made to 'curve' more by angling the terminal down in symmetry to the opposite angle, which further reflected the isometric grid. This made the letter seem more compact and finished rather than it appearing quite open ended before.
After adapting the 'S's' it was decided that the other rounded letters within the word would be angled in a similar way to maintain consistency across the design.