Logo Development

Initial Ideas

I created some quick initial ideas to get an idea of the direction I wanted to go in before going on to screen. (I initially thought of choosing Honolulu, hence the couple of Honolulu designs mixed in) I decided to play around with the idea of using chevrons to represent waves and played around with integrating chevrons with text.

Developing the logo



I then chose my favourite idea and created it on illustrator to see if it would be effective on screen. I created a grid to make the chevrons accurate widths and heights.

I added the text over as I wanted it to look like the text was cut out of the chevron. It looks a bit messy so I need to experiment with the chevron sizes more.

I made the chevrons smaller and it looks neater but still doesn't look like the text and chevrons are fully integrated together.

I made the chevrons a lot thinner and this gives a much subtler contrast between the chevron and text and makes it look a lot better integrated. I also experimented with adding in some block colour space at the top to break it up a bit.

Making the text the same colour really makes it look cut out of the chevrons, but the lines have become very messy around the text as it blends in too well.

Instead of having the text over the chevron, I tried out having it beneath and I think this is far more effective as it gives cleaner lines and is clearer and bolder.

I then further experimented with the position of the chevrons and the space between them.

I think these designs look a little boxy and bulky and are quite complex so could be difficult to adapt or develop for different designs, so I would like to experiment further with simpler and less boxy designs. 

I tired out some more text based designs and simplified the chevrons to 2/3 lines worth so that they were an accent to the text instead of a background. I think this looks a lot cleaner and simpler and will make a more memorable and bold logo. I also tried adding in a small boat icon to further link the the nautical theme.

In the end I chose this simple v and chevron design because it can be used on its own for really simple designs, or added in with the city name so is much more versatile than having the full name a permanent part of the logo. The 'v' also doubles up as a boat, which further links to the nautical theme of the city. I chose navy and red initially and although this fits with a nautical theme, it is a little bold for Venice and something more subtle would work better so I would like to experiment further with colour schemes. I tested the logo to check it would work for the sort of designs I would like to make by placing it over coloured images. I think it looks really effective and is simple enough not to look cluttered over the image so is definitely the logo I would like to take on to my designs. I also made a slogan which helps capture a feel for the city through words and will help bring across the atmosphere of Venice in text based designs. 

I tried closing off the v so that things could be placed within the design, but I think this makes it loose the 'v' letter completely and doesn't represent the city as nicely.

I experimented further with the colour scheme, mainly going for blues and turquoises to match the colour of the water in Venice and fit the nautical theme.

I chose to have a mix of shades of green/turquoise as the colour of the canals in Venice are a lot more green than blue so it links to the city a lot better than my original colour scheme of navy. I carried this through to the text and this allowed me to make the 'love dream' part lighter than Venice so that Venice became the focal point. It also gives a much softer and subtler effect than black and suits the elegance of the city. I tested the logo over some backgrounds that were made in the new colour scheme to check it would still work and I think it looks really effective and still works colours other than my green colour scheme so is very versatile.