OUGD505 - Studio Brief 2 - City Patch Project - Refining the Logo and Logotype

Refining the Logo and Logotype 

Refining the Logotype

When both the finished logotype and logo are combined within the branding these would be placed side by side. Spreading the logotype over the three lines means that the logo can be scaled to match the height of the logotype creating balance within the design.  

Using grey for the word city works well in reflecting the urban nature of the city. Using green for the word patch highlights the fact that a patch is a green space.Having two shades of green within the logotype creates contrast however is not necessary as the idea of urban vs nature can be reflected using two colours within the logotype. The darker grey stands out more in the logotype whereas the lighter grey perhaps does not create enough distinction between the two colours. Using Basic Sans as a typeface throughout the logotype creates consistency whilst reflecting the geometric nature of the city and having organic elements in the curvature of the 'C' creating a sense of urban vs nature within one typeface. Having a slab serif for patch mimics the designated space idea used within the logotype designs which reference car parking spaces.

Refining the Logo design

For the final logo it was decided that the patch of green space reflected the concept of a patch well therefore representing the name of the charity. The use of the 'stitch' lines around the patch also cerate a sense of pin pointing the area or location suggesting that the project helps you find the patches of green space. The use of diagonal green lines takes reference from markings within car parks which show areas that cannot be used creating a sense of designated space for nature that is protected, within the design. Using grey as an outline for the green area and for the stitches suggests how the green space is within / surrounded by the urban environment reflecting the contrast in environments within the city. 

The overall concept for the design it was thought was strong however it was considered that the design would have to work in a variety of colours including black. When the whole design was changed to black it was found that the stitched sections interfered with the diagonal lines too much making it loo busy. Also the length of the stitches meant that they looked a little like a target.Having 'City' and 'Project' grey made the design emphasise the urban aspect too much however this emphasised the green within the word 'Patch'. It was consisdered that 'City' could be in grey and the rest in green to reflect the colour of the environment within the word however because this is the first word it was thought too much emphasis would be placed on it, especially when the patches are the main concept. Making City and Patch the same colour created hierarchy within the logotype suggesting this was a phrase whilst the use of green for both these words suggests that the project aims to make the city green. Using grey within the same design creates contrast and reflects a sense of urban vs nature with nature aiming to be the stronger.

The stitch lines were made shorter to make them look less like a target however this now looked less distinct and possibly it was considered that the stitch lines inside the patch might not even be needed. Refining the stitch lines to only the outside of the patch implied that the patch was stitched and created a sense of location without looking like a target.

The use of Basic Sans and Proxima Nova for the logotype creates a sense of contrast in organic elements and geometric elements reflecting a sense of nature and the city using the clean and precise sans serif typefaces. The use of Proxima Nova is very similar to Basic Sans however the 'C' in City is perfectly circular when compared with the 'C' in Basic Sans. Patch Project have been made so that they create a block like formation fitting within a square framework seen within the logo.