OUGD503 - Studio Brief 01 - Go Higher logo design

Following from the initial experiments, further research on the HEART partnership allowed the initial ideas to develop. A colour palatte was created using the colours of the HEART partners in order to demonstrate their partnership. The original brand's typeface has been kept in use in order to make the partnership recognisable. Although it is necessary to give the partnership a new image, it is important to ensure that it is still recognisable by it's partners.

The following experiments take advantage of the colour palette drawn together and playing on the graph concept.

The use of too much colour made the design too busy and particularly when using the whole palette, the design would distract too much from the content. The experiments creating a logotype, prevent a busyness and the use of colour is successful. Experimenting with the partnership's original colour scheme also allowed the branding to be familiar once again, however the current colour scheme isn't engaging and doesn't stand out against other logo designs.

The following designs experiment with the current colour scheme and the new colour scheme. Green and orange were focussed on heavily as these colours connote enthusiasm, success, growth and ambition, pairing well with the connotation of progression through the use of the growing graph symbol.

The orange and green that is in use connotes an energy supplier tone of voice, purely due to the association with these companies using these colours in their own branding. A darker green prevents this connotation and works successfully.

The following design is most successful and will go forward into experimenting with website layout and letterhead designs.