Brief 3: More logo development for Marina's Pies.

Although the logo has made some development in the right direction, I now don't think the typeface is very appropriate. I want to use a serif typeface but one that is less horizontally compressed and stylized because at the moment the logo looks crowded and isn't readably from a distance. Also the pie icon in the picture at the moment is very bold in comparison to the rest of the logo and draws the eye away from the text.

I went back to the first logo I designed and tried to incorporate this new typface and format of text into the original logo. I like the way I have deisgned 'Marina's' because it give the logo character and has more feminine connotations of cooking rather than the heavy, male dominated associations with pies. I wanted to be able to incorporate the three stages of development into the logo; the 'Marina' part, the serif typeface, and a vector of a pie. 

Here I went back to step two and placed it in a pie but still didn't think it work because although I want the word 'pie' to be emphasied, I want the word 'Marina' to be the main focus of the logo, the brand is about her and her pie making skills so the logo needs to visually demonstrate this through the hierarchy of text. 

I then proceeded to making Marina's name the main focus of the logo and placing it into a shape. I found that if I extended the brand name from 'Marina's Pies', to 'Marina's Homemade Pies', I had more room to work with and the first logo sat very well within the pie. I had a look at what the logo would then look like if I placed it in other geometric shapes, just to check that the pie was the most appropriate icon to be using. 

I tested out other ways of how I could incorporate the pie icon in the logo if I wasn't placing the whole logo in a pie. I don't think this worked particularly well because I had to increase the height of the pie to be fit equally in the space between the P and E and consequently now looks more like a cup cake than a pie. Although this shape could work and looks like a seal / stamp of approval, I think by removing the pie, the logo loses meaning and context and now looks too general and basic. 

I decided that I would be able to a serif typeface for 'homemade pies' as it contrasts well with 'Marina's. After a few experiments I have made the decision that the pie icon definitely give the brand the strongest identity and context, the other shapes and circles dilute the focus of the brand and make it less unique and pie focused. 

At this point I was contemplating being a bit bold and using a very contemporary, sans serif typeface; Bebas Neue. Initially it was just a random thought to see how it looked but I found that after setting the tracking very high that Bebas Neue could work and I was now slightly torn between a serif and a sans serif font. I knew that using a serif font would be much more appropriate but I questioned weather using a sans serif, more stylised typeface could give the brand an extra edge. 

I asked a few people for some feedback on what they thought about each of the logos, the majority of them chose the sans serif typeface. Although I agreed with them I wanted to find a typeface that I felt happy with, which lead to me to using Optimus Princeps. The logo is above is the final design for the brand, and will be a main focus in the design of the packaging. 

Brief 3: Logo Development // Stage 3

Comparison between the two typefaces; on the left is Rider, and the right is Fine Serif.

Brief 3: Logo Development // Stage 2

 

Brief 3: Logo Development // Stage 1

Brief 5: CQF Laser Cutting session

I brought wooden chopping board with the intension to laser cut the Chadlington Quality Food logo into, and place the food / packaging on to take photographs for. I also wanted to produce a series of stamps which I would use to mark the brown bags act as a seal on envelopes.

This stamp was the most successful but I realised after I had finished it that if I was going to use it as a stamp, then it needed to be flipped so it was backwards! The cut out below was 8.5cm in diameter and I set the laser to cut the design 4 times over. It has come out very well, the 'L' and the 'I' of "Deli' have chipped away slightly but overall the quality of the lettering is very clear.  

I needed to do a couple of test runs on mdf that I found in the laser cutting room, because I didn't know how I the design would work and I needed to work out the size. When I originally mapped out the design on paper, I estimated that the logo should be 7.5cm in diameter but on the final board I changed it to 8.5cm so the type was clearer. 

I brought and ink pad and wanted to create a small stamp, only 3.5cm, but unfortunately the lettering was too fine and small, so it didn't really work.

Originally I wanted the logo to be engraved in the board, but then realised that in reality the doesn't happen because otherwise food can get stuck in the cut out bit, so I thought that just having the outline of the logo would work just as well.

After a couple of runs I set up chopping board, but set the laser to a very light setting so to avoid the burning / blackness around the lettering which happened in the first test. It worked well however when I took the board out I realised that when I was moving the image on the screen, one of the exterior lines fell out of place so the circle is slightly off centre. I am pleased with how it is come out and if I have time left then I will smooth the chopping board over and try again.

laser cutting photos.pdf by Emily Fairbank

I tested out the small stamp with the ink pad I brought. Considering there isn't much definition on the stamp, it came out ok. However the ink pad is too small for the larger stamp so I will have to use acrylic paint for the brown paper bags.

Brief 5: CQF Logo mock ups

Potential Mock ups for chopping Boards

Brief 5: CQF New Logo

It was only when I was applying the logo to the range of identity that I realised I wasn't quite happy with the logo in the diamond. I originally kept the diamond shape because it has some resemblance to the original logo. However the shape itself was too harsh and didn't work well with what I wanted it to represent. 

I am much happier with this logo, especially because I have managed to incorporate the name of the deli within the logo, and it now looks coin like...something to be treasured. 

Trying out effects - I had an idea to make the logo slightly distressed / rusticated but this just looked messy and some parts close up weren't as legible. Due to there being so many parts of the logo already, it didn't need further complicating. 

Experimenting with the placement of 'Chadlington Quality Foods' and the way it arced in the circle. 

Chosen Logo

Brief 5: CQF Rebrand // Logo Development

This brief is to rebrand the local deli called 'Chadlington Quality Foods'. It is a very small deli in Chadlington, Oxfordshire that sells a range of locally sourced and home made produce. I will be rebranding the shop so that the logo and identity reflect the high quality, organic and friendly nature of the shop. The current logo is the one with red type. 

I want to keep the 'CQF' as the main part of the logo, because the name of the shop is too long for it to be a main logo. I 

The two greens look good together, the logo looks better with darker writing on a lighter background. 

These are the colour swatches I created on Kulur; very neutral and rural tones which would contrast well with both cold and silver foiling.