Final group crit for brief 1:
After
presenting my final set of designs, and showing them in context to promote the
brand in a visual and relatable way, I was able to gather feedback from my
peers that allowed me to consider final adjustments that could be done.
The
overall consensus agreed that the final design was the most relevant and
effective. I was informed to stay clear of over going the composition. They
felt the extra heartbeat outside of type was unnecessary and took away form the
simplistic and official qualities the logotype provides. It was also noted how ‘sleek’
would be more marketable to a wider market – thus maybe the more neutral and
minimal the better.
Futura
was agreed to be an appropriate and effective font. The perfect circles that is
characterised within the font represents a perfect body that the athlete who
drinks the product would strive for. When put in capitals, the font is clear
and expressive. Additionally it is very directional, with a combination of
curves and straight lines that connote the movement or a path taken. It is bold
and simple, and not Helvetica (which was the other choice I experimented with),
thus not over used and over recognisable.
It
was also said to experiment with a colourful imagine, using the same effect as
the colourful laying designs, however using white font of the word on top. This
idea would experiment with contrast and combining techniques to create new compositions
that may work better.
Finally
the group expressed that maybe the word could be shown in more contexts, for example
a fridge in a gym or in a footballers hand.
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