Study Task 01-Group collaboration

After developing my own unique ideas surrounding the Crosswater logo, I then shared and discussed my ideas with fellow group members. We discussed each others work analytically, suggesting what worked well and not so well. This then lead us to manipulate one of the ideas further using the strong quality's of our initial logo ideas to aid us.

Initial idea's

C.A.D ideas

We discussed the typeface in depth and found that we didn't like the sharp edges that came with using Futura. We collectively decided to change the typeface as overall we found it highly aggressive, something in which we wouldn't want to promote the company as. Although saying this if the sharpness was diluted, it would work much more effectively in promoting the brands ethos as the sharp edges would give an modern feel towards the logo. 

We decided upon Helvetica to represent the company within the new logo. We decided upon this font due to it being highly familiar and trusted, which are aspects that apply to the Crosswaters ethos. We decided that as we all collectively liked Futura we would manipulate the basic Helvetica typeface into having an component of Futura which didn't appear overly aggressive. This therefore contributing to an typeface that looks trusted but also modern.

As the logo would be distributed using many formats we decided to manipulate the colours to show an expression of design.

The below image displays our logo upon the current Crosswater website.

As a group we had to make collective decisions, some in which I did not agree with, the colour scheme being one. I didn't feel that the light blue used gave the correct ethos to the brand, as I feel that it appears very new and as the brand has been established for 20 years I didn't find this suiting. As a group we discussed this but the majority preferred the light blue and therefore my design decision was out ruled.