Deciding the hierarchy for the layout and whether the logotype should be with or without the logo. The end product would just be a prototype however in order to sell it successfully to the client it is important for them to see how the design would work in context. The clipboard has the same rustic feel as the intended audience so this seemed to be a relevant mock up to place the design.
The process experimented with placement of the logo. It was important to keep it as stripped back as possible and this clean aesthetic with minimal add ins sets place for a more reliable and neutral branding that will appeal to both the business man TA and the average Joe who is passing and wants a salad.
The focus for this process was seeing how all aspects looked in various placings and thinking what can be taken away after it all, instead of what can be added.
Final Design:
The watermark nicely outlines and draws focus to the main information and the pricing is clear thus leaving no transparency between consumer and producer. This is the main selling point and so should be central to the eye / the first thing that is seen. Moreover, having the logo design as a faded watermark in the background makes is a main feature without distracting from the text, which is the information that is most important to the menus purpose.
- Typeface - Bariol regular
- Lowercase type
- Colour - #b1db68
- White background
- Logo Design
Motion Graphic
A motion graphic was then created playing on the wheel of the van. The logo spins, rolling the text in left to right, and then reversing to centre position as if parking a car. This extra feature would be great for advertising online and through social media platforms.
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