I have been experimenting with my initials and altering them in Illustrator in order to create a personalised logo for my business.
After typing AJR in the Perpetua font, I selected the letters, clicked Object/Expand/OK and then ungrouped the selection. This enabled me to click on the path and change the shape of the letters.
I started by straightening up the A, then joining the bottom of the A to the curve of the J. Then I removed the upright of the R and the cross bar of the A to create a continuous flowing line. It still didn’t look quite right so I extended the sloping arm of the A to below the bottom line of the J. Still not entirely sure I had created the right look I experimented a little more.
The next thing was to play around with colour to see what I liked. As the letters together look a little like the word ‘air’ I thought perhaps a blue might be quite nice but I will have to see how my photos look next to the colour before I make a final choice.
I wasn’t entirely sure that that logo suited me. I had already seen a modern logo with an art deco feel that I really liked. So I had another go.
This time I started with a font called Argo. I removed the upright on the R and the curl from the bottom of the J and tried a few different positions before I found one I liked.
Then I drew another line just to the right of each letter to add a little extra interest. I felt that this made it look a little too traditional and chose to go back to an earlier version.
I feel that I will still need to add my name to the branding and have experimented with a few ways of laying out my name with the logo. I have tried a couple of stronger blues this time which I think I like better.
The next thing will be to ask around and get some feedback from clients and my target market to see what they think.
This week we looked at some of the different types of font that is available and how we can change the feel and tone of a piece of artwork by the different styles and colours of the type. Particularly that letters close together create tension whereas letters with lots of space around them give a much more relaxed feel.
I’m looking for a font that looks elegant and modern but as I am also planning to be doing some wedding photography I would like something that also has a traditional feel to it.
Colour is important too. Red is a powerful colour, one that can signify danger and anger. Using closed up letters, in a bold font, coloured red adds to the feeling of fear in this Jaws poster.
Other colours have different meanings, as the chart below demonstrates, pink is a very feminine colour, purple indicates individuality, fantasy and royalty, green reminds us of nature, growth and sanctuary while orange says warmth and optimism. I can easily think of a number of brand logos that use each of these colours but the chart below highlights some of the most popular.
I would say that the shade of colour also says something. Pale colours are a wishy washy and a bit vague whereas darker or stronger colours indicate commitment and strength.
I think the colours pink, purple and navy say the most about me and what I hope my business to be like and aim to use at least one of those colours in my branding.
This week we have been asked to consider fonts and which fonts we like or that seem to suit us.
When I first put my logo together I wanted a font that was elegant but modern and after looking around, chose Lane by Apostrophic Labs
I also wanted a handwriting font to use as a highlight and chose Loved by the King, designed by Kimberley Geshwein.
Since looking again I quite like the font Argo by Anthony James. I like a lot of things that are art deco and this font, with a combination of thin and broad strokes has a lovely art deco feel. It does give a feeling of elegance, optimism and freedom but it also has a traditional feel which may give the illusion that my business has been around longer than it has.