OUGD603 - Brief 4 - Offcut Visual Identity - Development - Further Refinement of Logotype

Further Refinement of the Logotype

- From the crit it was suggested that any elements that were cut off the adapted logotype should be kept as shapes to use as brand elements. This would reflect the process of reusing things which is what offcut stand for. Each design had different variations of shapes created so these were collected when making the logotype.

- Moving the line down a little so that the line cut just below the top of the u and left a section of it in place aimed to centre / balance the o above it, however this is more effective when a larger portion is left behind as perhaps it wouldn't be as visible at smaller sizes.

- Having the line at a higher angle meant that more of the f's were cut off, the u became more elongated and sharper angles were created which were perhaps a little harsh

- Keeping the left hand side of the u perhaps doesn't flow aswell with the design. 

- Making the c smaller to fit with the line didn't work 

- Adapting the c so it stopped at the cut line again didn't look right and made the negative space within the c more noticeable potentially creating imbalance in the design.

- The cut line was extended through the whole logotype at different angles so different parts of the logotype were cut off.

- Using the line at a lower angle allowed the very top of the c to be cut off however this only left a sliver of the top which didn't look balanced in comparison to the rest of the design, this also meant that alot of the top of the t was cut off making it look less like a t

- Having the cut line at a higher angle allowed more of the t to be left however still left a small section of the c left which didn't work 

- Cutting through the c so a bit was left at the top again would mean this wouldn't be very clear at a smaller size

- Cutting off the whole top section of the c and leaving the bottom created a strong cut through the whole design however what was left of the c was perhaps less recognisable and created a lot of negative space between this and the o.

- Overall it was decided that this design would be the strongest as it created impact reflecting a sense of the shape, solidity and physical nature of the materials, showed the idea of the cut in a clear and simple way, whilst also still being legible.