OUGD603 - Brief 4 - Offcut Visual Identity - Initial Ideas - Logotype

Logotype Initial Ideas 

Logotype Typeface 

Different typefaces were considered for the logotype. Certain features of typefaces influenced the selection of typefaces.

- Sans serif typefaces would work well in creating a geometric feel which would be reflective of the clean cut nature of the materials  

- A mixture of high ascenders, descenders and large counters would work well in reflecting the variety of shapes and forms that offcuts can be whilst also creating a slightly unique and quirky feel to the logotype.

- Cut off elements within a typeface would reflect the idea of an offcut. Elements such as a diagonally cut top to the t and a vertical cut through a c creates the impression a bit has been shaved off the logotype. Similarly diagonally cut f's create a sense of sharpness reflecting the idea of a cut.

- Using a typeface with a shadow might be effective in creating the idea of three dimensionality and reflecting the physicality of the materials.

- Bolder typefaces create a more blocky appearance which is perhaps more reflective of the materials than a light typeface. However the use of a light typeface may be good at reflecting the idea of a cut.

- Using a typeface that looks like it has been hand cut could work well in reflecting a looser sense of the process of creating offcuts, which is perhaps more reflective of the actual process of creating an offcut which are usually quite mismatch unless from an industrial process.

- An outlined typeface create the impression that the letters have been cut out or will be cut out.

- Some typefaces have different sized f's when placed alongside one another  which creates a quirky feature within the logotype/

Sketches for Logotype 

- a dash could be used between the two words as a way of parting them, with the line signifying a cut. This would also be reflective of a way in which offcut can be spelt.

- The logotype could be adapted to fit along a diagonal cut line. Placing the word over two lines could also help stagger the word and follow the line.

- A forward slash could be used between the words to create the impression that the two words are separated by a cut. This could be similarly done using a vertical line.

- The logotype could be split in two with a cut running through the length of the word. Doing this may make the logotype harder to read.

- Different types of lines could be used to reflect the idea of a cut e.g. dashed, jagged, line, line with cut off ends

Digital Logotype Experiments

Existing glyphs from a typeface could be used to reflect a sense of a cut between words.

- A dash between words separates the two words and therefore making a cut between them. This is also reflective of how the word can be written.

- setting the type all in lowercase allows the different shapes and forms between letterforms to be shown more clearly. These differences help reflect the idea of the variety of shapes and forms that the materials from offcut will be.

Forward slash cuts the word into two reflecting a sense of an offcut, using a horizontal line reflects the same idea.

Using a line through the logotype to cut the word doesn't look effective. 

Underlining the word doesn't really tie in with the concept of a cut.

- The line could be adapted to be dashed to reflect the idea of a cut.

- The logotype could be used in conjunction with an offcut shape, with the logotype following the form of the shape. Perhaps moving the logotype to a different side of the shape would make it look less like the word is on a hill

- setting the the word over two lines with a line between them would create the impression of the word being cut and separated 

- Setting the text on two lines then using a horizontal line between the two would create the impression of the words being cut horizontally, however perhaps this looks too much like a fraction 

- Cutting small sections off letterforms creates a more varied and haphazard look to the design which emphasises the idea of different sizes and shapes. However perhaps doing this for multiple letters within the logotype is too much and could be refined to a section cut off or the same kind of cut used on a few aspects of the letterforms to create more balance.

- Taking sections off a typeface set in capitals creates more extreme and noticable difference within the logotype

- Cutting the f so that it creates a diagonal cut looks a little sharp and a bit too harsh.

- Setting offcut over two lines and joining the bottoms of the f's with the u and t creates the impression of them being part of the same shape and creates balance within the design.

- using a diagonal line through the shapes created creates the idea of the letterforms being cut which is further emphasised by the angle of the line which has created sharp edges within the letters.

- Having a thicker line makes the cut more defined and would be more noticeable at a smaller size.

- angling the line in different ways would cut off different areas within the logotype.  

- Keeping the line within the design would visually show the words being cut, however perhaps this looks a little cluttered and not as clean as the designs before.