Logo Development:

After assessing my logo, and getting some feedback, I thought back to the guest lecturer and what he had mentioned about the BP logo, and how it looks like lots of things; lotus flower, sunrise/sunset, flower, pattern etc. and how everyone who looked at it had a different perception. I thought this was a great concept, and gave it a try for the Sustenance logo. I used the same font, and this time limited myself to one spot colour of black. I arranged apple slices in a cylindrical format and put apple seeds on the inside of the circle, so it looked like a pinwheel, an apple and a sun.

I was happy with this logo, but had concerns about how it would go with size reduction on packaging. My next logo attempt used the original apple image, but instead of having the apple beign held by the hand, i flattened the hand and turned it into a bite mark with chubby child fingers. I didnt use a fill which i think weakened the design, but I was happy with it.

The next step i took was to give the apple a fill and incorporate the text into it. I used the same blue as before and the same typeface and came up with the logo bleow:

This was my final design. I played around with it a bit more, changing thedirection of the hand, but when i moved it, i lost a lot of the thumb length and it looked less and less like a bite mark.
Overall i am happy with the final design and i think it matches the brand image well and will appeal to both the parents buying the product and also the children who will be consuming it.

 

 

Logo Development

For my logo, I started by looking for suitable typefaces that matched the brand image while still being fun enough to appeal to the children sector of the target market.

The typeface that was chosen to be most suitable was 'Hurry Up'. I had some doubts about readability at small sizes, but one the vector graphic was reducced to a small size, the typefface was still legible.

I started to develop the logo with the idea of a hand picking up an apple, to represent choosing healthy choices, but after some class feedback, decided to simplify the hand and apple as to not lose detail when the logo is reduced in size.

To simplify the design, I took away all the detail of the fingers and tried some solid colour blocks for the apple and hand to see how it looked with colours and solids, versus the outline.

I chose the outlined hand and apple with white fill. Once the design was chosen, I applied different CMYK combinations to find a suitable colour for the logo. I read the logo colour meanings article to see how different colours are interpreted by the consumer and went with a dark blue made of C100 and M100 with Y0 and K0.

Here are some mockups with the logo and typeface together in the chosen colour. And below is a mock up of what the chosen logo would look like on a business card.

Colour Meanings as used in Logo Design:

 

RED:

Red is a color of blood, it means it is a color of life. It is one of the most popular and warmest among all other colors. King of flowers ‘Rose’ is red, and red is chosen for the bridal dress in most countries.
Red shows energy, strength, love, passion, romance, warmth, excitement, blood, desire, enthusiasm, danger, joyfulness, speed, courage, prominence, intensity etc.
For businesses red can be used for portraying passion, excitement, and attention. Red can bring enthusiasm to your brand.

BLUE:

When you see blue, you feel like relax and cool. Blue is one of the coolest color. The sky is blue, the ocean is blue. Everything which makes you feel comfortable and relaxed is colored blue by the nature.
Blue portrays creativity, wisdom, gentleness, calmness, trust, loyalty, intelligence, devotion, confidence, comfort, ideas, harmony, friendship, patience etc.
A business can use blue to represent loyalty, confidence and trustworthiness. Most businesses use blue to build customer loyalty and brand reliability.

GREEN:

Green symbolizes the nature. Natural things which give your mind comfort like grass, fertility is in green. Balanced personalities prefer green. Green also shows good health and fortune.
Green typifies success, fertility, growth, endurance, freshness, nature, immortality, environment, good luck, youthfulness, safety, contemplation, joyfulness, hope, dependability, friendliness etc.
Companies often use green for food and health products. Green can represent healthiness, plentifulness and dedication.

PURPLE:

When red and blue are blended, the purple is formed, so purple has the qualities of both the red and blue. Purple is cool like blue and powerful like red. This color gives the essence of spiritual fulfillment, and symbolizes magic and mystery.
Purple depicts spiritual power, knowledge, dignity, influence, royalty, mystery, enlightment, extravagance, sophistication, cruelty, arrogance, empathy, imagination, déjà vu, fame, sensuality, luxury, elegance, majesty etc.
Purple is generally used for premium service businesses. Purple represents businesses as wise, celebrated and sovereigns.

YELLOW:

Yellow is a representation of brightness and purity. Yellow is favored by intelligent people. Yellow is usually used for showcasing creativeness and intellect. Sun is the great example of yellow which lightens the earth and humankind.
Yellow represents brightness, light, intelligence, imagination, social energy, respect, shine, happiness, optimism, purity, honor, perception, understanding, dishonesty, wisdom, betrayal, curiosity, mellowness, confidence, jealousy, mellowness, summer, philosophy, glory etc.
For businesses yellow is a color of happiness, warmth and awareness. Companies use yellow to bestow feeling of relaxation.

ORANGE:

Orange reflects the physical and mental comfort. It is a color of power and healing. Thoughtful and sincere people usually admire orange. This color is a mixture of red and yellow, so it has features of both the colors.

Orange symbolizes enthusiasm, vibrancy, vitality, balance, justice, flamboyance, attention, attraction, endurance, steadfastness, fascination, heat, determination, autumn, creativity, encouragement, social structure, uninhibited, fun, kids, youth.

Vivacity, potency and playfulness can be portrayed through orange. You can use orange if you want to display youthfulness and liveliness to your customers.

WHITE:

White is a reflection of all the colors. It enhances the presence of all other different colors. White means peace and prosperity. Brides wear white because it represents purity and virtue.

White exhibits peace, purity, spirituality, virginity, goddess, innocence, simplicity, precision, cleanliness, winter, snow, sterility, fairness, safety, innovations, holiness, feminine, chastity, positivity etc.

White can be seen in medical and health services or in women’s products. Purity, cleanliness and youthfulness can be pictured through white.

BLACK:

Black is opposite of white, but it works like a counterpart of white. White and black both make the greatest combination of all time. Black mostly refers to as darkness, death, fear and horror, but on the other hand it represents the corporate culture, power, credibility and seriousness.

Black means power, formality, classy, protection, sophistication, wealth, elegance, fear, depth, sadness, compunction, empowerment, bad luck, authority, reliability, prestige, seriousness, binding etc.

Most corporate and high-end branding is done through black. Black gives the feeling of credibility, elegance, power, and strength.

http://www.logoinn.net/logo-articles/meaning-of-colors-in-designing 

Logo Research

I just started with a basic google search for health food logos, to get a feel for colours and symbols, to make sure it was consistent with my mood board. I found this great logo

 http://www.123rf.com/photo_9812032_healthy-apple-hands-design.html 

Then I went on to look at some healthy food logos, but instead found some diet food logos, which were still a good reference for typography and colouration.

Top 10 Diet Food Logos

1. Healthy Choice Diet Food Logo Design

Nothing says healthy like a rich, natural green, which is what makes this such an appropriate color for the Healthy Choice logo. The use of two different greens creates visual interest in the health logo, while the rounded letters are nonthreatening and inclusive. While there is no image, the L in ‘Healthy’ and the dot of the I in ‘Choice’ are cleverly drawn to create an exclamation point. This gives the impression that this is a safe yet exciting choice for people trying to lead a healthier lifestyle. 

2. ZonePerfect Nutrition Bar Logo Design

 

The Zone diet is touted to be about balance and combining foods in a way that encourages health and weight loss. For this reason, the divided circle that is contained in the O of ‘Zone’ in the brand’s logo design is very appropriate and communicative. The bold block letters of the first word combined with the graceful cursive of ‘Perfect’ further the sense of balance. Blue is a calming choice for a dominant color, while the reds and yellows used as accent colors are commonly associated with food. 

3. Weight Watchers Raw Diet Food Logo Design

Again we see a calming, serene blue as a dominant color in the logo design along with rounded letters to create a friendly feeling. However, the brand shows its strength with inverted triangular shapes in the letter ‘W’. A natural green and a sunny, attention getting yellow are combined to create a wave shape, which communicates movement. The sense of calm and the positive attitude that permeate this logo have likely been a large contributor to the brand’s success. 

4. Kashi Go Lean Food Diet Logo Design

The logo design of this all natural company’s weight loss products is cleverly arranged to imply weight loss. The lettering goes from very thick on the left to extremely thin on the right, showing the change that prospective customers are hoping to see in themselves. The deep brown and rust red used in the words is eye catching and earthy at the same time. The Kashi logo is prominently displayed above the lettering to tie the product in to its parent company. 

5. EDiets Food and Diet Logo Design

This website is a little different from its competitors because it offers not just a line of diet foods, but a virtual support system and tools for tracking and managing weight loss. The aim is to make weight loss easier and more convenient, making the blue color scheme used in the logo design once again an excellent choice. The writing is rounded and, once again, drawn to become thinner as it moves to the right. The star used to dot the I implies success, which is definitely a positive image for people trying to lose weight. 

6. Lean Cuisine Diet Plan Logo Design

Instead of the calming blue used by so many weight loss companies, Lean Cuisine uses a youthful and positive orange, again with a mix of thick and thin lettering. The letters are otherwise simple, with an image of a chef’s hat implying gourmet quality food. The tagline below implores consumers to ‘Do something good for yourself’ in a modern gray color. This logo design offers a brand promise of quality food that will be relevant to people who don’t want to give up their favorites.

7. Nutrisystem Weight Loss Diet Logo Design

The Nutrisystem logo uses a simple, sophisticated black for its letters, along with the size variation that is common in this niche industry. The effect is stark and modern, with the only image or splash of color being a leaf used to dot the eye. This gives the logo design a natural, green image that will appeal to many customers. 

8. Atkins Nutritionals Protein Diet Logo Design

A bold ‘A’ pulls the eye to this logo design and helps the product stand out on the shelf. The Atkins diet is one of the most popular in the United States, so a blue ribbon showing the brand’s ‘blue ribbon’ status is very appropriate. The wording is bold so that customers can see that this brand is part of the well known diet. The edging on the ribbon adds visual interest and detail. You can’t look at this logo without knowing which diet it supports, making it an effective design. 

9. Diet Pepsi Max Weight Loss Diets Logo Design

It was only a matter of time before one of the many diet soft drinks on the market decided to get in on this huge market by creating a product designed to offer more for dieters than a zero calorie beverage. Diet Pepsi Max is surely the first of many. The logo design features a blue circle for a calm, friendly feeling, along with the familiar Pepsi logo. The word ‘Max’ is written in bold, pointy letters for an edgy feeling. The serifs are pointed in a way that contributes to a feeling of movement. 

10. South Beach Living Health Food Logo Design

This logo design attempts to set the brand apart from the others in several ways. First, a square shape is used instead of a circle. Second, instead of emphasizing dieting and weight loss, the logo prominently accents the word ‘living’ by giving it a different font. The blue-green and the palm tree are both tropical images that tie into the ‘South Beach’ concept around which the brand and the logo are designed. The South Beach Diet is popular, so South Beach Living has a lot to gain by being obviously related to it.

What do these logos have in common? While the similarities in shape and colour are obvious, they, like all good logo designs, communicate a promise to the consumer. In this case, the promise is weight loss and a generally healthier lifestyle, but a logo can say just about anything if designed by a qualified logo designer.

http://web.logodesignworks.com/cms-ecom

After seeing the diet pepsi max logo, I did another google search, and found the image below. I will never be able to look at the pepsi logo again without laughing!

http://www.mint400.net/pepsiLogoBlowatlife.jpg

Week 1 Tutorial
Activity 3
Create a Moodboard. 

The moodboard I created uses images of sustainable and organic foods, in contrast with the junk food that ends up in childrens lunch boxes. I used some images of parents eating or preparing healthy food with their children, and some Australian standards images.
From this mood board, some main colours appear, which can be used for the logo or style guide.

Activity 2Part 1

Based on your preliminary research for Activity 1, choose a well known
Australian symbol that you think will work to represent the client objectives.

For this activity, I chose to replicate the platypus on the 20c coin used in Australia.

Once replicated and filled with no stroke, I created these abstract designs.

 

Activity 2 - Part 2

Snowy Mountains

For this activity, we took an image of a landscape and eye dropped some colours out of the image, we then noted the CMYK values of the image, and then converted the colour to a pantone, and noted the pantone values as well.

Week 1 Tutorial

Activity 1

True blue branding promotes Australia Day

Aussie pride products are popping up all over the supermarket

This week, national pride will hit its yearly peak as preparations commence for Australia Day: firing up the barbecue, putting on some summer tunes, and... munching on Australia-shaped biscuits?

 The Sydney Morning Herald reported this morning that several Australian products have ‘Aussified’ themselves in celebration of Australia’s discovery by the First Fleet: MasterFoods is offering “limited edition” blue bottles of tomato sauce, and Arnott’s has Australia-shaped Shapes biscuits they’ve named “Aussie BBQ meat lovers.” (The latter is currently a sore subject for Tasmanians, whose state is not included in the box.)

http://www.businessreviewaustralia.com/marketing/viral/true-blue-branding-promotes-australia-day

Revamped logo for Arnott’s

22 JANUARY 2009 NO COMMENT

One of Australia’s most famous brands – Arnott’s – has revamped its logo.
Reassuringly, Arnott’s famous parrot has remained the mainstay of the fresh new mark, which has already started appearing on the Company’s packaging in-store.
According to Arnott’s Marketing Director Susan Massasso, the parrot, which was first registered as a logo in 1888, has a strong affinity with Aussies.
‘The parrot is as famous as our biscuits, so there was no way we were going to ruffle any feathers by playing with him too much,’ said Ms Massasso. ‘But after more than 120 years in virtually the same position on his perch, we felt it was time to let him stretch his wings a little and turn face-on for a better view of the world!’
As well as making over the parrot, Arnott’s revamped logo features a contemporary new font and stylised background to drive greater visual impact.
In 2006, IP Australia, the Australian Government agency responsible for administering registered IP rights, including trade marks, recognised the Arnott’s logo as one of Australia’s favourite trademarks during the 100th anniversary celebrations of the first federally registered trade mark.
The Company confirmed it will phase-in the revamped logo over the next 12-24 months.

http://www.eatdrink.com.au/2009/01/revamped-logo-for-arnott’s/

http://www.arnotts.com/downloads/page/3579_Arnotts®Logo_Small_large.jpg  

1. What symbols has the company used to represent the brand? Does the brand use any 
Australian symbols or Icons in their design (if so; identify the symbols and their meanings)

The company has used a banner and a rosella eating a cracker as Australian icons in their logo design. The rosella is a well known Australian icon. The logo parrot was drawn by William Arnott’s (The founder of Arnotts) daughter in law. The rosella logo came from the Arnott’s company motto, “Polly wants a cracker”. The rosella eating the cracker has been used as a part of their logo since the very beginning over 120 years ago, although the logo we see today has been refined somewhat.

2. What colours have the company used to represent the brand?

The main colour of the logo is red, with green, blue and yellow featuring on the rosella, the text for Arnott’s in white, and the smaller text and outline of the banner is gold.

3. What sort of message do you think the colours are trying to convey?

The colours used in the logo are bright and vibrant, which are trying to grab the viewers attention. The yellow is used minimally, as to not overpower the logo. The white is used for the letters to contrast with the red background while still being simplistic.

4. What style of typography has the company used (serif/san serif/italic/bold) and what does 
this say about the brand?

The typography style used is a bold san serif block letter. In the word ‘Arnott’s’ it uses a capital letter, with the rest of the word written in small caps. Under the logo, the text “There is no substitute for quality” written in san serif capitals.

This gives the brand logo a certain level of simplicity and class.