Evolution of the Vittles logo

At first I played around with a paint splash effect but after review, I started going in a different direction - using kids handwriting to emphasize the artistic theme I was going for.

^ There were more trials in the crayon-esque 'font' that were not saved, above is a sample of the type of effect I was trialing.

Vittles logo ideas

Vittles logo concepts

Vittles sketches

Intital concept sketches for Vittles logo + packaging

Developing logo design further - experimenting with thickness of 'S' shape and with different fonts.

moodboard

Vittles Moodboard

The designing process

Experimenting with text focused ideas.

Circle shaped. After the first attempt I thought the design in the middle was too thin, so tried one with a bolder curve.

I liked the simplicity of the circle shape, however the 'S' design in the middle ended up reminding me too much of the 'Strepsils' logo so I configured the shape differently to make it slightly more original and unique.

Narrowing down ideas

The concepts I liked best

These are the concepts I liked best and decided to bring into class

brainstorming for assignment 1

My Moodboard.
Divided into four themes: The left hand column is indigenous/ cultural Australian. The second two columns to the left is Modern Australian culture / lifestlye. Second from the right is organic fruits / natural stuff and to the far right Australian wildlife.

This is the initial brainstorming I did in response to the mood board:

^ The idea of a lunch box (four squares/ rectangles) and having something organic inside.

^ A beach sort of concept, experimenting with wave shapes and surf boards.

^ Native animals and their connection to nature: scavenging and hunting for foods / surviving off the land.

^ The great barrier reef / plants. Sun + earth + water.

Week 1 - Activity 3

For activity 3 I used this picture to get colour samples:

I aimed to get the brightest shades possible from the picture and this was the result:

The original CMYK colour samples taken were different, and had to later be modified to best match the Pantone colour. It was a lot easier to match CMYK with a pantone colour than the other way round.

Week 1 - Activity 2

The icon I choose to  experiment with was the akubra hat.

 I started off with this basic shape of the akubra hat.

At first I just experimented with positioning the shape next to itself to make a pattern.

I then went on to experiment with the shape overlapping itself to make interesting silhouette patterns:

Research: The Arnotts Logo

Research: The Arnotts Logo

Old Arnott's logo

New Arnott's logo

1. What symbols has the company used to represent the brand? Does the brand use any Australian symbols or Icons in their design?

Arnott’s famous icon is the parrot eating a biscuit. It is said that it was first drawn in 1888 by founder William Arnott’s daughter in law Leslie Arnott. While many people today would say the parrot is based off the native Australian bird, legend has it that the model used, was actually a Mexican parrot given to William by the captain of a Newcastle coal fleet.

Over the years the parrot has become synonymous with the Arnott’s brand and is recognised as one of Australia’s favourite trademarks due to the company’s deep Australian heritage.

It was important to the company to maintain the parrot in its 2009 revamp of the logo, changing only its position slightly, as it has such a prominent place as an Australian icon.

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

The company’s primary colour is red, with a touch of gold. The font colour is white outlined in a light blue.

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

The red is very bold and eye catching, especially in contrast with the lighter colours used in the font. The hint of gold surrounding it is to emphasise the high quality of the product. The slogan ‘There is no substitute for quality’ is written in gold to reinforce the statement, as the colour gold is associated with prestige.

4. What style of typography has the company used? and what does this say about the brand?

The font is a minimal serif, with only very slight accents on the characters. The type is written in bold and in lighter colours compared to the background to make it stand out and eye catching to the consumer. The font is clean, crisp and easy to read while the light blue outline and serifs on the letters give it personality and make it distinguishable from other brands.

The shape of the logo is a block with accents on each end, matching the font. The logo as a whole used bright, bold colours, fonts and shapes and gives the message of a solid, trustworthy brand to the consumer. The trademark parrot represents the Australian history of the brand, and serves as an indication of the brands reputation of quality.

References:

http://www.eatdrink.com.au/2009/01/revamped-logo-for-arnott%E2%80%99s/

http://www.arnotts.com.au/history.aspx