The initial idea was to take the full shape of the Lyra constellation and place it within the word 'Morpher' in the place of the 'O'. The idea to replace the letter seemed to work well, but having the extra part coming out of the rectangle did not work well and made it look like the wrong letter. Removing the top part of the shape was a good design decision as it now looks like the intended letter.
As part of the logo development, I constantly looked at the ways in which each of the logos could be included as part of the overall imagery and content that is released onto social media platforms or just to the general public. The overlaying of the logo across some of the official imagery that the band have already seemed to work well and pleased the band.
I then wanted to try and illustrate the fact that there are three members in Morpher. I attempted to do this by splitting to shape into three with the intention of adding colour to represent each of the members. Working with one of the band members, we played around with different colour combinations that he suggested and I tweaked.
The developments mainly focused on the sizing and positioning of the shape rather than the colours for this next part of the design process. Having the shape slightly larger than the other letters seemed to work the best, but not too dramatically as it needed to look as though it was in replacement of a letter and the viewer can read it as a word.
Once the sizing had been decided, the colour scheme needed to be concentrated on. On first impression the colour scheme made it look like an 80's sportswear brand. It is the bright but slightly muted colour combination with the lightweight font.
There was then a large amount of colour experimentation to try and figure out if there was something that would work consistently as the band's identity. We started by looking at common colours that each of the band members usually wears on stage. It was still visually not suiting the image of the band and the kind of music that they create.
In terms of colour I then went back to my research and looked at their current social media presence. The common colours used on this were blue, red and black. These colours could make up the design work from now and development should concentrate on the best way to apply colour as part of the branding, whether it is through the logo or in other ways.
The development started by applying the colours to the shape which worked well and initially the band members seemed to agree that this with development would work effectively.
I then started to experiment with the use of colour and the ways in which it could be used in different aspects of the logo. Development started by using each of the 3 colours, which visually worked but the idea that each colour represented each of the band members would then be irrelevant.
Once again I took this logo development and applied it to some of the official imagery in a different way this time. I took the coloured shape into isolation to see if this could work over the photo, taking away the need to have the whole name across the photo and maybe the logo in isolation would form enough recognition from the target audience.
With some time to think and lots of discussions, I decided to take the design back to basics, use the Futura typeface and focus on the shape as a lined shape rather than a filled one. The experimentation started by having the one rectangle as the letter 'O'.
I then developed the concept further and thought that there could be three, each one representing each of the band members. As the music is very expeimental and a bit 'crazy' when comparing it to the more traditional Jazz, I took the three rectangles and sporadically placed then overlapping eachother. This represents this idea but also the overlapping shows that as a band they work together and are still able to take their own direction with each of their instruments.
Although this looked good, the band said that it could be seen to be a bit messy and although they didnt want to create an identity that was boring and really structured, an element of seriousness is needed so that big promoters will take them seriously as a band.
Taking the feedback from the discussion on board I started to look at how the Lyra shape could be organised in a more appropriate and reflective way. I started with the layering as a way of showing that theband all come together and layer each of their own instruments and styles to create a unique Jazz sound.
The final development takes three of the Lyra shapes, places the corners together and with a slighlt change in angle for each of them the final logo is formed. The idea is that the corners are all toughing because they are closely working together but each of them bring something slighlty different to the band which is reflected by the angle changes.
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