OUGD504: Brief 2 Idea's for Crit

My first idea was to somewhat show how the product can be part of the logo perhaps by using a keg drawing as the centre of some sort. I also liked this idea because I had been looking at old fashioned stamps and how this circular shape could then make a logo. 

Idea 1: Using a keg

(Google image search)

When starting to draw the keg I thought about using neat and precise lines but I changed my mind as a gritty and more natural look could resemble the company more in its logo as they describe themselves as a farmhouse style business. 

After spending so much time on my cross hatch drawing It didn't leave me much time to create some hand rendered type to go with it so I decided to just mock up by using a traditional looking serif font. 

Idea 2: Modern hand rendered type.

Idea two was based on the influences of France and Belgium within the creating of the beers for this company. I began looking at the visuals of different brands which are from these countries and this design really stood out: 

So this therefore lead to me looking at similar elegant script fonts however I feel as though these are far too delicate for a logo based on this brand as it is for a brewery and I feel as though this would work for wine packaging or something which is far more elegant. 

So after realising I liked the font and the femininity it has I began looking at ways I could change it to make it much bolder and add some "masculinity" back into the font as I don't want the logo to be too feminine as this may scare off the larger audience. 

After playing around with different letterforms I found that the "r" is best legible by using a normal r rather than the ones found in usual script fonts as in a logo this is highly illegible. I also like how some of the letters have a pointed edge and this could really work to make the logo type more masculine. 

As you can see here I experimented with a few different ideas of the weight of the letterforms and decided that the logo looked best when it was more bold looking.

I neatened my logo type and scanned it in before going over it in illustrator. I took these two ideas to my critique along with all of my sketches beforehand. 

The critique wasn't extremely helpful as the amount of mixed ideas still left me unsure as the majority of the group preferred the keg drawing I did but I'm not too sure it best shows the company in comparison to my second idea. Some other comments included that I could look at using different shapes to show how the keg could be used so I will try some sketches out. Other comments included that I could use the old drawing with modern computerised type to show the companies old and new influences but I'm not sure this will aesthetically work. 

Sketches of Keg idea development: 

Im not too sure on taking this idea forward so I will relook at my second idea. Danny was incredibly helpful as he explained that the logo type looked quite flat and needed more shape for it to fit into a circle. He explained that the type that I had drawn reminded him of Kate Moross' work and told me to look at her typography, thankfully I already know of her and own her book so it was probably coincidence that my logo looked a similar style. 

Examples of her typography:

Her typography definitely fits the shape of the letterforms more than my logo does at this current stage so I think I definitely need to re work into my logo and try to make it fill the circle more with the letterforms shape. I also love the use of bright colours that is within these pieces and the use of bright colour could definitely also show a more modern and progressive approach of the company as they are creative with their beers.