Logo Development

After discussing possible names we came up with two we liked. These were 'The Central Lounge' and something along the lines of 'eight 2 three' or '8till3'. Here are my initial logo ideas for both names.

The Canteen staff preferred the 'eight 2 three' idea so I chose two of my initial logos to develop. Here are the developments.

I preferred the first set of developments over the roman numeral designs. I asked peers which one they liked best and did some more designs of that one deciding what font I wanted and if I should have an outline or not.

I then mac'd up my design and experimented with colours and backgrounds and decorative features.

 

Here is my design in black and white.

 

 

 Here my first experimentation of colour. I found the design on the left didn't help get away from the primary school vibe, however I was trying to use all the colours found in the refectory. I then developed this to a colour gradient through each letter. These colours don't give off a childish vibe but in general the design didn't stand out against the red wall. I then added a paint splash styled background in white to help it stand out, but this made the design look a bit childish still and not age appropriate for college students.

 

 

 

 

I then decided to experiment using just one colour. I chose orange as it sits next to red on the colour wheel and is therefore harmonious. I then developed this further by adding scanned in drawings of cutlery from the refectory. I found this also made it look a bit childish and no matter where I placed the cutlery, it didn't look in place and therefore looked unprofessional

I then went back to the use of lots of colour. To make it more urban and not childish I chose to use spray paint as the background behind the letters. Although I like this design I decided it wouldn't look good in black+white and therefore wouldn't be successful. In my last design I went back to the use of one colour. I used my basic colour theory notes and chose to use a light green as it compliments a dark red. I think this was very successful. Another benefit of green is it symbolises healthy, fresh food. Due to these positives I chose this design.

 

 

 

 

 

 

 

We also had to come up with a strapline. Some of the ideas were:

• take a pit stop
• the hotspot
• refuel & relax
• the place to be
• breakfast, brunch, lunch

I chose to use 'breakfast, brunch, lunch' as it is catchy and makes it clear that its for food because the name 'eight till three' doesn't suggest that. I chose to have the slogan in medium italic font so it matches the word 'till' in the logo. Here I experimented with lower case and capital letters and the placement of the strapline.

 

I chose the strapline placement whereby 'breakfast' is under 'eight' and 'brunch, lunch' is under 'three'.

 

 

 

 

Here I have drawn the logos in colour and black+white with and without the strapline. From the previous development I have changed the two steam sections of the logo to just an outline of green with white fill rather than just green fill. This is because there was to much green before and the steam blended in with the design. Now it stands out from the text but still matches the logo. I also think it looks more sophisticated. This is inspired by Bryan Patrick Todd as he often uses three colours in his designs and by making this change I have balanced out the amount of each colour. I am happy with how this logo looks in colour and in black and white. 

The font used is September Medium for the logo. September Medium Italic is used for the strapline and 'till' in the logo.

Existing Logo Analysis

I think the Pizza Hut logo will inspire me for this project over other food logos. This is because it features red, yellow and green which is similar to the bright colours found in the Refectory. Also the font is quite funky which is suitable to the target audience and Wendy’s requirements. I like the red shape above the logo which appears to be a roof of a hut, linking to the company name itself.

I like the Domino’s logo because the shape of it links to the company name. For example the logo is made out of dominoes. Also the white text stands out against the blue and red background. This is a logo that could be recognized without the text (if it was famous enough) because the image is self-explanatory.

I don't like the KFC logo very much because I don't see the relevance of the man on the logo. The only thing that links it to food is the small section of an apron that you can see. Luckily the font KFC is in is recognisable which almost acts as a logo itself.

The McDonalds logo is internationally recognised. A factor that encouraged this would have been its simplicity. For example the yellow 'm' is easy to remember and easy to distinguish. However when you think about it the design isn't complex at all which shows simplicity can often be more effective.

Although I think the Burger King logo looks a bit old, I like the way they have included a burger in the design. For example the text 'Burger King' is in a red/brown shade representing beef from a burger. Then above and below this is a yellow semi circle which represent the bun. When I look at the logo I don't initially see the burger but the fact they've created a picture with the text is very clever.

I like the Subway logo as it is very bold and easy to read. Also the little arrows on the letter 's' and 'y' are clever because although its only a small addition to the logo it prevents it from just looking like plain boring text. They also suggest movement which links to the name itself. I like the colours chosen because the green symbolises fresh and healthy which is their unique selling point. I like the use of green and what it conveys and would consider using it in my designs. 

These logos have inspired me for my own logos and made me aware of things I shouldn't include. When you glance at these logos the two main colours you see are red and yellow which are associated with fast food shops. This is not the message the Refectory want to give as they want to be healthy and good quality. Some things that inspired me include the use of three colours. For example Dominos, KFC, Burger King and Subway all use 3 colours which seems to be the perfect balance as  4 doesn't all match and looks messy and 2 can be a bit plain and boring.

Bryan Patrick Todd Research

Bryan Patrick Todd is a graphic designer who believes in a simple approach with a strong emphasis on typography and illustrated elements. Below is a wall mural designed by Bryan. I chose to analyse this piece of work because it will inspire me to create something that will liven up the walls in the refectory.

Here is a photo of the side of a building which is being renovated into flats. Currently its just boring concrete.

Here is the foundation to Bryan's design. Even just painting it in one colour makes the building stand out from the surrounding buildings.

 

 

 

 

Here are two photos of the finished mural design. Now the building stands out really well and catches your eye. Although the plain black wall stood out, adding the design has made it stand out even more and broke up the wall a bit. I plan to do something similar in the refectory by adding designs to the walls to break up the red which covers the whole room.

 

 

 

 

 

Here is another wall design by Bryan. Once again he has used a black background and two colours for the design. The reason he has used a black background may be because it makes the colour on top stand out more. Also on both designs the colour of all/most of the text is white and then the third colour is for decorative things such as patterns, pictures and underlining. I think this is because the text needs to be easy to read and so the colour that stands out most on a black background is white. However if all the designs were black and white they could come across a bit boring and so a third bright colour like red and orange in these two examples is added to make it look more exciting. Something I will use in my designs inspired by Bryan is the use of three colours, one for the background, one for the text and one for decorative things.

 

Johnson Banks Research

Johnson Banks is a design consultancy based in London. It was founded by a graphic designer named Michael Johnson in 1992 and specialises in brand consultancy and visual identity systems. Notable work by Johnson Banks includes the rebrand of the charities Shelter and Christian Aid, and the 2010 rebrand of London's Science Museum.


Shelter's reason for rebranding was that they needed to change their corporate identity. Because they are a famous charity that have been around for decades, they had largely succeeded in their original task which was to help to get the homeless off the streets. They now wanted to concentrate on the issue of the million people living in UK housing that is simply unfit for human inhabitation. They did some research and found that both public and corporate audiences still associated them with people living in the streets. To change this perception they made a new logo which can be seen below.

They only changed the logo slightly. They slightly adjusted the 'h' in the word to show a pitched roof. This symbolizes their new focus which is aimed at people living in places that are unfit for human inhabitation. This logo is very simple but the new 'h' gives it more of  message rather than just the word shelter in standard text. It also allows the word 'Shelter' to branded without the constant use of the logo as a back up. The logo is versatile and can be used on different products and in different colours without compromising how easy it is to read etc. Below is a picture of the logo on a bag in black rather than red showing it is still recognisable.

Another rebranded logo by Johnson Banks is 'Virgin Atlantic'.  The text 'Virgin Atlantic' was brought back and the red fin was redrawn and simplified into a more elegant shape. The text 'Virgin Atlantic' makes it look more professional and sophisticated.

The simple logo and text allows it to be in different colours and on different products. The typography was carefully crafted to allow a two-line version of the logo meaning additional text such as 'upperlass' can be added to the second line.

Material Discussion

Using our primary and secondary research and own inspiration we discussed the materials we could use for the menu board that will go on the wall. Because the prices will change, we cant have anything permanent so need something that can be edited. Some ideas we had were a blackboard or blackboard paint which you write on with chalk pens. To solve the problem of the canteen staff not being able to draw the 'September' font we could make stencils that they can use. Another idea was a magnetic board or magnetic paint and then have magnetic letters and numbers that stick to it. This means changing a price will be really convenient. Someone also mentioned having all the letters and numbers on blocks that slide into a frame on the wall.

Starbucks Coffee Secondary Research

The Starbucks Coffee logo has changed over the years and been rebranded in order to stay modern and relevant. For example when it began in 1971 the logo was quite detailed and brown, most likely to match the colour of coffee beans. Then in 1987 the logo got simplified and the colour changed to green and black. For example the two-tailed siren in the centre of the logo was changed to a more rounded shape and some of the detail was removed. This simplified image was on a black background so it was more eye catching and the green circle had another outline around it to emphasise it. The company probably chose green as it is more eye catching than brown, and represents being natural and fresh. Also the ‘Starbucks Coffee’ text became bolder so it is easier to read. 5 years later it changed again. This time the only change was the two-tailed siren, which was cropped and enlarged to fill the same space. This meant the main part of the logo was easily noticed. In 2011 the logo changed again. This time the outer circle, which has ‘Starbucks Coffee’ on it, was removed leaving the two-tailed siren in a circle. However this was black which didn’t match the company’s famous green, so it was changed to green and enlarged. The logos have always been on white coffee cups so the design looks sophisticated and simple, and the design stands out.

The logo has always been on all the products so it is recognised as Starbucks Coffee shop. For example napkins, cups and cup holders.

 

Now the logo is quite well known and the company is international they have removed the text ‘Starbucks Coffee’ from the logo. This is similar to what other international companies like Nike and Shell have done. They must feel that their logo is now instantly recognisable and therefore the additional text is not required.

The Starbucks menus in store appear to be inspired by pub menus. For example they are a blackboard effect with white writing on. This is probably because they want to achieve a pub style ambience that is cosy and warm. This is supported by the dark furniture and dim lighting in Starbucks shops which is quiet, welcoming and relaxing. This links to the corporate identity as things like the furniture, ambience and signage can personify the personality of the company. I think the blackboard effect is successful because the white writing on a black background means it stands out and is easy to read. If a similar material was to be used in the Refectory then it would probably have to be a real blackboard as the prices and meals are always changing. However the canteen staff are unlikely to be capable of producing this neat and consistent text.

 

 

McDonalds Corporate Identity

I have decided to research McDonalds' corporate identity. Over the recent years it has changed significantly as shown in images above. Originally McDonalds was known for being unhealthy and selling burgers with no real meat in and chips with tonnes of preservatives in. However, recently all the stores have been refurbished matching the new, rebranded McDonalds. The traditional red and yellow which was internationally recognised as McDonalds has changed. The logo which featured the yellow letter 'm' on a red background is now on a dark green background and in fact red is now not associated with McDonalds at all. Green is their new theme which is seen throughout their stores. Also the stores interior has changed dramatically, from small tables on a dirty looking floor with cheap uncomfortable chairs, to a modern, sophisticated finish that gives off a different ambience. By rebranding they have improved the McDonalds experience. The colour green symbolises fresh and healthy food. Also the shade of green is very similar to 'subway', a healthy sandwich store, whose slogan is 'eat fresh'. This new green is paired with more advertisements about where McDonalds get their meat from, for example, '100% British Beef' is a common advertisement. This alone would entice more customers but the interior has also made a great impact. They seem to have tried to achieve a relaxing atmosphere, similar to the popular coffee shops like 'Costa' and 'Starbucks'. For example sofas and comfy seats are now featured in the stores along with wooden décor similar to these coffee shops. This has made McDonalds more appealing.

The reason I have looked at McDonalds is because the College Refectory is needing a similar rebranding. Many people don't like its ambience and think it resembles a junior school canteen. This is a reason why it is not as popular as it could be once rebranded. Although we cannot change the interior or furniture like McDonalds, we can still make a difference with the signs and advertisements. For example McDonalds' new sign on a dark green background without the yellow 'm' makes it look more professional and seems more appealing to people other than children.

McDonald’s material for their menu/advertising is overhead images and meal prices in front of a light. This style of menu would not be suitable in the College Refectory because of the fluctuating prices and changing meals which would require new signs to be made and placed over the light box each time there is a change in the menu. This is not practical and far too expensive.

Corporate Identity Notes

 Malcolm spoke to us about Corporate Identity. He came up with his own definition: "Communication that personifies the personality and character of the brand"

 Things that can communicate this personality include:
-Logo
-Strapline
-Typeface
-Signage
-Visual Material
-Colour Scheme
-Uniform
-Website
-Employees
-Building
-Music
-Furniture
-Ambience

 The world’s most valuable brands are:
1. Apple
2. Google
3. Coca Cola
4. IBM
5. Microsoft

 An example of corporate identity that Malcolm gave was 'BP'. They have changed their logo many times, changing the personality of the company with it.

Colour Theory

 

Here is a sheet explaining basic colour theory. This was very helpful to me as I didn't know anything about analogous colours, tints, shades or tones. Also it refreshed my memory about primary, secondary and tertiary colours. This will help me in my design development as I will be able to use  colours that are complimentary or harmonious and therefore more effective.

 

 

Here is a colour wheel I made myself using Photoshop. I've never really used this program before so I am quite pleased with this outcome. However if I were to do it again I would change some of the shades slightly so it looks more professional and flows better. I would replace the shade I have for pure orange with the shade I have for red orange then add a new shade for red orange which will be darker with more red in it.

 

Using the colour wheel and basic colour theory we coloured in this pattern using complementary colours. First we experimented using pink and green and then blue and orange  . Despite the majority of the patterns being blue and pink I think the orange and green are the dominant colours as they stand out against the background.

 

 

This was our analogous experiment. We chose two colours that sat next to each other on the colour wheel (blue and blue purple) then added white to our original blue for our third colour. This gave us a dominant colour, which was blue, a supporting colour, which was blue purple and an accent colour which was the blue mixed with white. Together these harmonise and are easy on the eye.

Refectory Primary Research

 

This is the section of wall we have been given permission to use in the reception. It is located above a doorway in the corridor that leads to the refectory. This is enough room to have the name and logo of the refectory quite large so it can be noticed. The background is already white so the advertisement/sign would stand out here. It would be effective here as it is high so can be seen above people.

Further down the corridor there is a small sign above the doorway. However it is black and white which is quite boring. It should be replaced with the new name in the 'September' font and in colour.

Just before the Refectory entrance there is another sign. This should also be replaced with the new name in the 'September' font and in colour so it is more noticeable.

 

 

 

 



This is the entrance to the Refectory. As you can see there is no welcome sign or even anything informing you that its the canteen.

 

 

 

 

There is a noticeboard to the left of the entrance which could be used to advertise the Refectory or have the menus on show. This will ease congestion in the Refectory because people wont have to go in there to view the menu.

 

 

 



There is also a section of wall above the entrance which is empty and boring and would look much better if the Refectory logo was on it or a welcome sign.

 

 

 

 

 



This is taken from inside the Refectory, from one end looking towards the other. As you can see it is very boring and the whole room is red. There is blue yellow and red furniture which some students find reminds them of a primary school canteen. We cannot renew the furniture but can make logos and signage that match these colours but look sophisticated and give a more suitable ambience.

 

 

 

 

 

This picture shows pillars that could be used for signage that point to the different sections of food such as hot food, salad bar and drinks.

 

 

 

 

 





This picture shows the main area of wall that we are focusing on as this is where a large menu board is to be put. Currently it is red and quite dark with small text on sheets of paper that is difficult to read.

This is another section of wall behind the drinks machine that can be used for advertisements or menus. Already this area seems lighter because it is next to a section of white wall which brightens the place a bit.

 

This is the salad bar which looks a lot nicer simply because it has a white wall rather than a gloomy red. This wall could also have its own menu board.

 

 

 

 

 

 



 



This is the drinks area at the end. I have bought from here and had to ask the price of my drink when I went to the till. Therefore a smaller menu board where the black and yellow sheets of paper are would be convenient.

 

This is a sectioned off room that always seems to be empty. It previously had computers in but now it seems as if people aren't sure whether they can use it or not. This room features red, blue, yellow and green furniture so needs something on the walls to take your attention away from that.

 

Here is a boring bin that blends into the wall. To make it more funky, noticeable and encourage people to throw away their rubbish, it could have 'feed me' or 'I'm hungry' on in the 'September' font.

 

Here is a picture from inside the sectioned off room, empty due to the multi colours giving off a primary school vibe.

 

 

 

 

 

Here are some photographs of the existing menus, price lists and opening times that are on show, all of which are bits of paper stuck to the wall. This looks unprofessional and cheap.

These two pictures show the small windows that run along one side of the Refectory and the plastic below them. These could be used for advertising or have the logo on at least. Otherwise all the new menus and signage that will make the room look more sophisticated will all be on one side of the Refectory.

Here are some photos from outside the Refectory of areas that could have advertisements or signage on. Firstly there are more pillars outside which could have arrows in the direction of the entrance. Then there is a section of wall either side of the doors that could have arrows pointing inside or the logo. There is also a courtyard which could have footsteps leading to the entrance. All these areas are dull and boring so a bright sign would catch your attention and liven the place up a bit.