Cad variations

A broad range of typefaces were explored in order to gain a better understanding as to the connotations they express. 

Hand rendered scripts:

• convey uniqueness 
• express an organic aesthetic 
• niche/small scale 
• feminine 

Serif:

• strong 
• legible on a small scale/body copy
• embed a historic understanding 
• appear sturdy 

San Serif:

• contemporary 
• easy to read
• impactive 
• independant 

Through this stage it became evident that a sans serif would be most effective at conveying a contemporary logo in which expresses the previously listed criteria. In conjunction to this, a range of sans serif were outlined, with Avenir Next Italics appearing the most suitable.  

The word avenir is French for "future". As the name suggests, the family takes inspiration from the geometric style of sans-serif typeface developed in the 1920s that took the circle as a basis, such as Erbar and Futura.

A range of weights were explored in order to express an impactive piece of typography in which still inherits a sleek nature as a result of its italic characteristics. Symbols were briefly explored, although it came apparent that if the symbol was to physically interact with the text, a two tone variation would have to be applied, this meaning that a black and white variation would not be assessable.

A large variety of symbols were explored with weight and balance being influencing factors. The shapes themselves were kept simple so that they would be visible on a variety of scales, and may be impactful when filled with a block colour.

Some shapes appeared to have pre-associated connotations such as the internet symbol. In order to ensure client satisfaction this must be removed.

All the logos devised felt extremely sharp, with a need for a more natural logo symbol appearing apparent. This relating to the organic, outdoor nature of the brand.

To combat this circles were explored with, as well as type alterations. By altering the typeface, a bespoke type would become the image of the brand.