OUGD503 - Luke Holland Brief Design Development

Design Development:

After a second discussion with Luke about his logo designs he had a slightly clearer idea of what it was that he wanted. 

For the Burley Bootcamp Logo we looked at typography that would work with the style which he was hoping to achieve. ITC Garamond Std, Ultra condensed is the font which was chosen. He wanted the design to have the Royal Marines commandos beret across the 'B' of Burley. He also asked for the detail to be kept in the crest on the beret. He wanted this to be the focus more so than the colour of the beret although he wanted to keep the colour as well if possible. We talked about trying the logo on both a black and white background and making sure that the beret hung to the right of the 'B'.

The logos above are the designs I created after speaking to Luke about what he wanted. Once this design was created I spoke to Luke about how we could develop it further as I felt that the beret across the 'B' looked to fake and didn't have the aesthetic we had hoped for. He said that the main thing that he was wanted to be present in the design was the crest and he wanted it to contain as much detail as possible without making the logo too complicated.

In order to do this I took the crest and traced the image in order to get the basic outline of the shape. This gave me a silhouette of the crest which I then added a small amount of detail too meaning that it wasn't completely filled in but it wasn't too complicated to include in a logo. I explained to Luke that I couldn't include much more detail than this because the detail would be lost or just look messy when the size is changed to be printed onto merchandise and branding. 

I experimented with the crest in a few different positions and also more detailed as well as less detailed. The use of the typography inside of the crest didn't work as effectively as it being used as one of the 'O's' in Bootcamp. This is because the space that was available on the inside of the crest was not large enough for the text to fit comfortably and make a large enough impact on the person viewing the logo. I therefore continued to experiment with the use of the crest as the 'O'. I tried using just the silhouette of the crest but as I didn't think it would have enough detail in the crest for Luke to be happy I also tried using a more detailed one. He said he wanted to see what it would look like in both black and white so I therefore tried both. When I put the detailed crest into the typography the detail became very faint in the middle of the crest and much more bold in the leaves. This is something I need to look at editing to make it more consistent across the whole of the crest design. Luke preferred the one with detail in the crest but agreed that I need to alter the detail in the crest in order it to look more consistent across the design.