Project 3 - Final Logo Design
- Nov 22, 2020
- 3 min read
To continue my work I started on finalising my logo because through doing this I was able to establish my colour scheme, font and graphic elements. I want to keep everything fairly paired back because Zaha's work though they are a statement they are actually quite minimalist and simple.
Research
To start off I did some research on dynamic identities and how designers create visual identities which have a lot of different content but still create a coherent identity. Both of these examples I found in the book:
Nes, I., Hughes, P., and Drunen, G., (2013). Dynamic Identities. Amsterdam: BIS Publishers.
LA Transat - Studio Dunbar
In this identity you can see poster which have used three main elements to make a coherent scheme. Through the use of grid, type and colour the poster has been able to establish a clear identity. This was useful to see and study because it made me understand more what I need to do to create a visual system.
The Brooklyn Museum
The image above showcases Brooklyn museum's innovative dynamic logo. Conveying the many different sides to the museum. I want to do this with my own logo by incorporating the sketches of the different places the exhibition will be displayed.
Logo Development - Typeface
I started off by looking at Zaha Hadid Architects use of font to get direct inspiration. I also knew from previous research I wanted a sans serif typeface which was also dynamic. In order to convey Zaha's work in the type. I used two free font spaces to get these fonts; Google Fonts and Velvetyne.
I chose these two fonts because for the header Titillium I wanted something bold and modern but where kerning/spacing was more tight making the letters more fluid almost like the were connected. I then chose Maven for the other two font styles because the shape of rounded letters make the letter seem to be one fluid line, similar to Zaha Hadid's work.
Development - Colour
To create the logo I then scanned in my lines I had made for the Vitra fire station. I traced the lines in illustrator and made them into a path, meaning I could infinitely scale and reshape without losing definition because the paths will make it a vector file.
I then started to consider adding bit of colour into my logo. This where I went away and did some research to find the right colours for my identity.
I looks at my inspiration images of Zaha's building and found the overall colour in her buildings. Her colour scheme is full of neutrals and each buildings material colour also seems to reflect the colour of its surroundings making her buildings blend in more.
I then picked the colours I thought worked best together and was a good representation of the overall colour scheme. Looking at this colour scheme I wanted to refine it down to four colours I knew I wanted the black and white to be main colours because they are the most neutral. I then chose the blue because it was grey enough to represent the colour of materials used in Zaha's designs but it also links to water representing the fluidity in Zaha's designs.
Above is my final colour scheme. I added in green because through my previous research I knew Zaha was influenced heavily by nature, and green also represents new beginnings, purity which all links to her vision of a 'utopia'.
Development Continued
Final Design variations 1
Alternative Logo
Graphic Elements - Lines
In order to make my logo dynamic and work for every space the exhibition is going to be in. I decided to create a line drawing of Zaha's sketches. I found most of these sketches on her website. I first sketched these in my sketch book and then scanned them into Illustrator and traced them like I did for when I started experimenting the a logo Idea.
Vitra Fire Station
Zaha Hadid's Sketch:
My variation:
MAXXI
Zaha Hadid's Sketch:
My variation:
Cincinnati Arts Centre
Zaha Hadid's Sketch:
My variation:
Final Dynamic Logos:
Vitra Fire Station
MAXXI:
Cincinnati Arts Centre:
Dynamic Logo:
I decided to make the logo actually dynamic. I created this through using Adobe after effects I have more of an explanation on how to do it in this post.
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