Food Innovation - Logo Development 2

Cross culturally the design may not be instantly understood so development lead to the stripped back version that would use less of a colour scheme and be more applicable to more outcomes. The aim was to achieve a modern aesthetic with a strong sense of Indian heritage. We looked at some typefaces used in Indian branding and stumbled across this reference image - figure 1. Using Adobe Typekit I uploaded a reference image of the typeface in order to identify some similar ones that could be used as part of the branding. Figure 2 shows the typeface that I liked best and thought worked well to modernise the logo and ensure legibility. The logo in figure 1 has some traditional Indian lettering above the main type so obviously I could not identify this, but I liked the look of this so I had a look on a few different typeface websites to see if I could find anything that would work well. On the website dafont.com I found Samarkan (fig. 3) which aesthetically worked well. 

Figure 4 shows the start of the logo development, focusing on the idea of reuse rather than introducing new technologies in replacement, a recycling symbol worked well as a visual reference. The development started with the use of small triangles to act as arrows to show the movement but this did not hold enough of a reference to the farming that this brand was aiming to. In order to reference this more I drew out some wheat icons as they are commonly associated to farming across all cultures. The development then shows the way in which I took the circular symbol and designed it to look like a speech bubble to represent the sociable community that this platform will offer - rounding the triangular shape so that it fits aesthetically with the rest of the logo. 

In terms of colour it was established that the use of three colours would be the most appropriate number because there are 3 stages in the supply chain that the food innovation company will be able to offer advice on how to enhance the process. Figure 5 shows the different colour combinations that we came up with based on the idea of earth, wind and fire - all natural elements that can also affect the farming process. With some feedback from peers, the colour palette was narrowed down to the combination of 3 fairly vibrant colours that seemed to compliment each other well. 

The difference between the typefaces in figure 4 and 6 shows how I manipulated the type to look how we wanted it to, achieving a much bolder logotype. This manipulation could then be experimented with colour wise as shown in figure 6. The final colour being shown in figure 7 with the outline in both black and white so that it can work on a number of coloured backgrounds. 

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