Logo Design

As part of the research I saw that each poster for each year had a different kind of logo/ type design for the promotional poster. I decided to create my own one that would be relevant for this years theme. I want to use the logo across the range of products, so it has to be carefully thought out and considered to work properly over different media and products.

I started by looking at some of the previous and current type that I liked and trying to see if there was anything I could take inspiration from.

I started looking at different ways to incorporate a wood/tree-like appearance into the design as it would link nicely to the deforestation factor. Out of all of the above examples I liked the bushier looking A character as I thought it would work best with the cartoony style that I had already developed more. 

Next I tried to use the same style but with the entire word and came up with these starting examples. 

My favourite example that I came up with was this one below.

Next I took it into illustrator and traced around everything with the pen tool so that I had complete control over the outcome. 

After this, I live painted it and removed the outline to keep it in the same style as the other drawings that I have done. I tried out these two combinations of colour and I'm sure that the lighter result works the best. 

After asking a few people, it became clear that the reference of a tree didn't really come across brilliantly as the green parts look a bit ambiguous. As a solution to this I experimented with putting on some leaves as well to avoid any confusion. 

The second variation definitely works a lot better than the first in terms of position of leaves and slightly subtler colour. I also tried experimenting with a wood grain effect on the body of the type to make it even more obvious that they are related to trees. I started by crating this wood grain effect by hand and giving it a script-like stroke, then defining it as a pattern and applying it via livepaint to a duplicate layer of the original. 

I think that the wood grain effect works pretty well but also might be a bit too detailed for use as a final logo. I will have to see if anything is taken away from the logo when it comes to adding it to posters/mailshot/ticket etc. 

For now, this will be the logo that I will use for designing the posters.