The logo development for Luke was very straight forward as he already had the basis for how he wanted the logo to look but it just needed updating to look a little more clean.
Above is the original logo that Luke had created for him. I felt that the combination of different typefaces did not compliment the logo very well. I thought that the typeface used for the word 'Hirst' looked very stretched and I also didn't like the small serifs on the letter 'I'. I therefore recreated the logo but played around with the typeface to make it look more clean and consistent.
Above shows the redesigned logo with the different typeface experiments. After discussing with my peers I narrowed the experiments down to two different typefaces and then showed Luke to see which one he preferred.
The image above shows the two typefaces that the logo was narrowed down to. We decided to go with the top logo and the use of a little more negative space in the inside of the circle rather than the type filling the circle completely. The chosen typeface is called 'Acumin Variable Concept'.
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