Initial Ideas

Initial drawings...

Decided to ditch any ideas surrounding art or the medical industry! I started by drawing waves - as I was thinking about water being calming...

The first idea isn't very refined, it doesn't seem to have the flow the other ideas have. The second one works well, it's much tidier. I like how the waves come to a point to direct the eye to the 's', similarly this is the same with the third except the wave joins on to the 's' which makes the logo flow.

Colour Scheme

To get into the mindset of creating a brand that portrays calm, I did some visual research on my Context blog then I can colour pick and select some appropriate colours. This is the set I came up with based on sky and sunset images:

I could use just one colour, or select two colours that would work effectively. Although looking at this now, it seems rather feminine. Time to do more research...

Preparing Visuals for Motion

I really wanted to use film for this brief, but due to the demand of my other briefs, I will have to cheat and use static images, which could work quite well and it may be easier for me to capture the jerkiness of CCTV camera footage. The images are purposefully out of focus, for aesthetic and identity reasons. I originally took 110 photos! Here are some screen shots of my images:

I don't feel its necessary to upload the other 50 or so I have managed to narrow down! But here's my file with them anyway! Colour coordinated so I know which image sets belong together!

Font Choices

First choice for type, something sketchy/art looking...

After reviewing this selection I decided my first message of communication for my logo isn't about the art, the most important thing to me is that the logo has a friendly/informal/relaxing air about it. Something too arty/sketchy might come across child like. Serendipity is a place to cheer people up, not all of the art works will be for everybody.

The next set of fonts I looked at started off very simple, sans serif, and as the list progresses they become more hand-written, some script some not. I think the handwritten approach seems friendly.

I do like pretty much all of these choices, but what I have to be careful about is the script fonts as they may portray a more feminine look - I have to make the logo appeal to as many people as possible. Based on this, I need to narrow down a list and begin developing ideas. Some of the fonts I think the type on its own could work as a logo!

Thinking About Names

For the names I became torn, do I choose a name that makes it clear what the place is, or do I create something that may arouse curiosity? Referring back to the brief it specifically says it shouldn't be typical, which can rule out all the names with the word 'art' in... Although 'Pastiche' seems obvious I do quite like it. These are a visual expression of the names I came up with in my earlier post.

The final shortlist of names:

Serendipity - to come across something pleasant.
Panacea - a remedy to disease.
Cynosure - a focal point of admiration.

I love all of these names, they are apt in their own individual way, in terms of pronunciation I may have to rule out Panacea to avoid audience's confusion, unless I could incorporate a way of showing the pronunciation within the design. Cynosure may sound a little too scientific. For now: Serendipity seems perfect.

Crit Feedback

I don't think I have ever dreaded a crit so much!! Dissertation week spent ill with swollen glands and no voice = no work and sleepless nights! If it wasn't for Amber's support I would have probably cried. Lucky for me my crit group acknowledged there wasn't much development from last time but they agreed to give me feedback in anyway possible.

Gutted for myself, and I have promised myself to get more sleep in order to stay well, but now I have a shed load of work to do. 

The comments were of great use and have helped to inform my direction from here.
Here is my action plan for both my Practice and Context:

Progress Crit