OUGD603: Brief 1- Logo Research

'Logo design is all around us. To the general public, logos serve as an instant reminder of a company or a product; to the client they're the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our clients' ideologies into one single graphic.'

http://www.creativebloq.com/graphic-design/pro-guide-logo-design-21221

I haven't often worked with design which is simplistic and digital so therefore this is an opportunity to create a logo using illustrator which can be used across a range of printed and digital products and ranges. A logo which is successful is one which must firstly be designed in black and white before considering colour. 

Already existing logos for baby clothing companies: 

Tumtums needs a logo which will appeal to a higher end market. However the problem with a large amount of baby clothing logos is that they are overly cluttered, complicated and contain too many elements. Much like the ones in the images shown above the large majority of logos contain a mix of fonts which are difficult to read and a mixture of pastel colours, this is because pastel blue and pink are the dominant colours for baby clothes. 

However Tumtums wants to aim for a audience of progressive young and stylish parents. This therefore means that understanding what is considered normal is important as this is something I need to break in my designs. 

From looking at this logo the elements I need to avoid in terms of branding for tumtums are the pastel shades of pink/ blue as they are stereotypical of baby clothing stores. Tumtums strives to be different and this could be done by selecting a different colour. The S built into the babies hair is a clever idea however it does also make it seem quite quirky and difficult to read. Tumtums wants to appeal to a variety of ages but more specifically a higher end audience who want to see a considered logo and for this to stand out as a simple clean design. 

In terms of cliche's for baby clothing stores as discussed above pastel shades of pink and blue need to be avoided due to the long lasting stereotypes and connotations the colours have. The logo also needs to avoid any overly obvious imagery as well such as stitching in the typography or a hanger like found in this logo. However the type which says 'baby boutique' is rather simple and a soft sans serif which is something I want to achieve within the new tumtums branding. 

Again, as a repeat many of the logos including this one include pastel shades as children are often associated with these softer colours. The typography in this logo is incredibly over flourished and is something I want to avoid when creating the tumtums branding. 

Elements within baby clothing logos I want to avoid: 

Pastel colours

High detail and unnecessary textures

Flourishes and 'stitching' edges

Thin scripts or childlike scribbly typography

What I want to achieve: 

Vivid colours 

A simple and bold design 

Clean cut and stylish 

Resembling a high fashion label