Evaluation

Due to the fast paced nature of this brief strong time management was essential, with separate tasks being set for each half day, (this is evidenced within the accompanying timeplan.)

Research undergone was precise, ensuring that the most relevant information was correlated, this including visuals in which highly informed the structure of the end product. The main forms of inspiration throughout this brief have focused upon visual research and peer feedback, with peers providing comments upon legibility and structure. These comments most importantly exhibited confidence in the usage of both a symbol and type combination, as there were previous uncertainties surrounding its effectiveness.

The final outcome itself reveals the character of the brand, whilst communicating the company's ethos. Quality is established as a key component of the brand's image through the well established typeface of Avenir, which has been used by brands of status such as Apple and Disney. In adjustment to this, type alterations have been applied in order to formulate a typeface in which evokes speed and agility, with these characteristics relating to the initial brand statement. The accompanying symbol, explores dense outlines, creating balance, this again a factor in which complies to the sports outlined with the initial statement. In terms of concept, the symbol promotes water, providing connotations of relaxation, peace and weather conditions of outdoor sport.

In situ mockups were developed showcasing how the logos components can work jointly and singly, as well as exploring a range of mediums, this relating to the set brief which outlines material consideration. The mock ups may also be applied as portfolio pieces, showcasing the versatility of the logo.