Studio Brief 1: Final Crit

After presenting all of the 5 ideas and mockups, the discussion was then focused on the strongest logotype idea.

It was suggested that this design would be improved with slightly more spaced out kerning. A more exaggerated kerning would suit the high-end more and when in context, it would look better. In regards to kerning, it was also suggested that each different context may need may need personalised kerning. The name on the shop may look more appropriate if it was kerned with more space and presented much smaller.

It was decided that the logotype needed to be made to appear more high quality. Without the context, it doesn't easily represent a high-end watch brand. The feedback allowed me to realise that I would need to focus my finalisation of the logotype on ways to make it more high-end and how to clearly illustrate that it is a watch brand. 

The crit allowed me to realise the importance of presentation and how even the colours of the shop sign, windows etc. can impact the way the logotype appears to the target audience. The colour scheme of the small shop sign was thought to be the most successful and should be applied throughout the brand. The light font and dark background help to portray the quality of the products the brand has.

The widths of the strokes that make up the 'O' could be improved further by making it bolder and more similar to the font choice, Bodoni. When the symbol is shrunk down onto a watch face, the current line thickness is not legible.

The placement of the logotype on the watch face could also be changed so that the 'O' design surrounds the centre that holds the hands in place. This would be more interesting that the usual centre at the top. It is important to have some design decision that differ to people's expectations of particular brands so that this brand stands out.