DM Inspired
Daniel Murray's protfolio
ORIGINAL LOGO CRITIQUE
Understanding why the client is looking for a new logo is the first stage of the redesign project. I wanted to redesign the logo so that it would better fit my portfolio and website. The original logo struggles within package design and doesn't convey quality. When this original logo was designed the circumstances on which the logo would be placed wasn't taken into consideration, it becomes unrecognisable within small scale on social media and thumbnails. At the time of designing this logo I liked this concept, since then I have wanted a logo that better represents me and what I enjoy doing. The meaning behind this logo comes from colour psychology and not the form of its design, this means the logo doesn't mean anything in black and white. The logo becomes illegible if printed as a monochrome logo.
LOGO AIMS
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To produce a logo that would reposition the branding to a more professional status.
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To produce a logo that is recognisable on large and small format.
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To produce a logo that has a meaning behind the form of its design.
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To produce a logo that can still be legible and recognisable in a monochrome version.
DELIVERABLES
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3 vector logos.
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A range of small and large scale mock-ups for each logo.
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An Instagram carousel for each logo.
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A monochrome version of each logo on black and white.
LOGO 1
For logo 1 I tried to represent the design process, always moving towards an end goal but never a straight line. In a design process things can be done in parallel and things can be done in loops to redefine ideas. It's a simplified representation that also produces DM, this simplified logo with clean cut lines means the logo has a more professional status compared to the old logo. To make sure this logo was legible at large and small format, I increased the while space between the crossover lines. By only using blue and black the logo can be used in a monochrome version. Logo 1 was then mocked up into small and large scale mock-ups.
LOGO 2
For logo 2 I tried to make the logo into a stamp of quality and standard. Adding stars into the logo allows the stamp to feel like an award as if it's the best of the best. Using gold instead of the blue ties into the idea that it's an award of quality. This logo has different levels of viewing, at small scale or viewing the logo from a far, only the overall shape and brand name are legible, it's not until the logo is properly viewed that the whole logo becomes legible, this makes sure people look at the logo while also know what it is without looking. The concept behind this logo works when the logo is placed on something such as a product, but the concept breaks down when the logo is used as advertising on the side of a building. Logo 2 was then mocked up into small and large scale mock-ups.
LOGO 3
For logo 3 I tried produce a logo that represents me and design engineering. There is a structured and calculated engineering side, with a closely linked design side that's more flowing and unconstrained. The D represents my more structured engineering side, and the M being more creative and flowing. The M loops inside the D to symbolise the link they have inside me and design engineering. The problem with this logo is versatility, because the strokes are thin in comparison to the overall size of logo, therefore would struggle in certain situations such as the logo sown on a t-shirt. Logo 3 was then mocked up into small and large scale mock-ups.
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