The colour of the logotype changes depending
on context as colour is not the characteristic that defines the branding
of this watch company. The colour scheme that works best at representing the
brand is the dark background and white letters on the shop front. This
shows the high quality the best and suits the target audience the most
appropriately.
The form of the logotype of horizontal with
spaced kerning to illustrate the type of brand and what expectations the
customer should have. The designer may have chosen the wide spaced kerning to
represent the high quality that the brand provides. The high contrast line
weights of the typeface work well to represent the watches as being fashionable
and this is a typeface characteristic that holds that association.
The designer’s choice to focus the unique
aspect of the design on the 'O' works well because it is the centre letter
of the word, automatically engaging the attention of the audience.
The line design illustrates what the brand sells and as a stand-alone symbol on
signs and products, it would be recognisable enough to
work effectively. The designer may have been trying to communicate the
simplicity of time and the modern look of the design may have been to
communicate that the products being sold are stylish.
If the logotype was to be further developed, the
size that it has been presented on the watch face could be adapted so that
it isn't as big. The product may appear of a higher quality if the
typeface is smaller and it will also match the way it is presented on the front
of the shop.
Th typeface may look more memorable if the line
weights are made to have a higher contrast. The contrast it has now is similar
to a lot of brands associated with quality fashion, so this should be
maintained but emphasised more so that it stands out.
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