presentation four – final logotype and secondary digital directions
Client: Morley’s – Australia
The Morley’s logotype was further refined and finalized, allowing us to move and explore options for an alternate composition and monogram.
Presentation Four
This presentation includes a final logotype proof and after that, rough digital options showcasing potential directions for the rising baseline and monogram designs.
hover to view logo with color
In the final logotype (above), I’ve made a couple of subtle changes: the apostrophe has been enlarged for better rhythm and legibility at small sizes, which resulted in the s being shifted slightly to the right. Other than that, there are no major changes, I’ve simply perfected the rhythm, curves, and weight.
Below (left side) are variations exploring the degree of baseline rise for the logotype with tagline composition. I think the 5-degree rising baseline is the strongest because it looks intentional without feeling too steep. Below (right side) I’ve included guidelines to highlight key features of the composition’s structure: middle of M aligns to the top of RECIPES, the bottom of y aligns to bottom of RECIPES. Also, I’ve set RECIPES in Helvetica, but I’d like to experiment with using the brand’s font in the next round.
Lastly, here are three monogram options that explore M size. I think the middle direction best relates to the main logotype because the upstroke’s interaction with the container highlights the upstroke, which is the most beautiful feature of the main logotype. Also, the final stroke on the right side of the M has been rounded to reflect the end stroke on the s in the main logotype.
Thanks for reading. If everything looks good on the final logotype, I’ll send over the files ASAP. Next week, I’ll use feedback from this round to finalize the two additional designs.
