Existing Florist branding:
I looked online for existing standard florist branding
I was found disappointed by the usual designs which are created for Florists. Many of these include a large amount of colours which wouldn't work across a range of media. The designs aren't considered and a number of these logos I find difficult to be legible as they use a largely flourished script font, this means that they wouldn't work on a smaller scale. The logo for Flora needs to be completely different to these as they do not represent higher end quality flowers.
Examples:
This design style wouldn't be suitable for FLORA because of the over usage of flourishes and curls within the typography. FLORA needs to portray class and elegance and this would be through simple lines rather than a busy logo. The use of several flourishes also makes it difficult to read and this wouldn't be suitable to be placed on the side of a van or shop signage.
In terms of the FLORA branding, this logo style wouldn't be suitable as it isn't simple enough. The use of photographs instead of the letter o makes the logo difficult to read and therefore isn't a strong enough concept, this could maybe work if the flower was alongside the typography as a separate icon.
Although this logo isn't necessarily bad design, it wouldn't work well for FLORA as it contains too many details, the delicate flower in several colours would be difficult to put across different aspects of branding including various coloured bunches of flowers. The design requires a minimal approach to show off the flowers so therefore when designing the logo I need to think about how the logo can be discreet.
Again, similar to the above logo. This design is rather delicate and beautiful however FLORA is a high end and modern florist so therefore dainty lines with soft edges are not something that would portray the brands ethos. FLORA requires more defined lines through created of artwork on illustrator instead of hand rendered.
What I found when looking at luxury florists for wedding or flower designs for events were a selection of logos like the ones below:
The simple design of the above two images are perfect examples of how florist branding can be used in a simple way but still look effective.
The above two here are more script based and floral but the type is still simple, they are the opposite to what I was previously looking at. The main point to get from this is that small flourishes are allowed by the design as a whole needs to considered and subtle.
The two designs above have beautiful typography which is incredibly simple and elegant through tails in the serif. Serif fonts are considered traditional and formal and this is definitely something to remember when I am designing for Flora as they want to be seen as a brand who is sophisticated. The tails within the serif allow for a feminine edge and within a florist brand femininity is a great attribute.
The design above with a black background and white text is possibly my favourite as the idea is great, it is very rare florists are seen using a black background but it really works. I have seen colours used in this way through fashion and perhaps this is something to explore to give Flora something different than the large majority of florist designs.
Flora want to be branded as a high quality florist, therefore to understand the conventions of high quality within brands it is important to research what key elements are used within logo designs and the overall aesthetic.
What I noticed most about these logos and the design of these brands is that they are all extremely simple and refined. A large number of the designs tend to use serif fonts for brands that want to show they have heritage and perhaps trustworthy as this is an old style that seems to show class and style. Some of the more modern designs include sans serif fonts with large amounts of tracking between the letterforms which brings attention to the typography. Occasionally script fonts are used but this is generally for more feminine brands, and therefore not as common. For flora, the designs need to mainly focus on sans serif and serif fonts with the option of creating a small image to work alongside.
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