DEN Logo Development

For the homeward brand I decided to go with the name DEN, (meaning 'home') I felt that this was a short and simple message that would be easily understood. 

Firstly I sketched some ideas and how the word could be written, what could represent it ? 

I then digitised the type I had decided an uppercase logotype was the most appropriate, it really made the short ( and small) word stand out. 

I chose between fonts and came to two of my favourite choices these where Helvetica Neue and Gill Sans. 

I also added tracking to the letters to space them out I felt that this open space gave the letters a lighter and more friendly appeal it also gives the impression of open space which is an aesthetic the brand wants to portray.

I quickly drew up a fox, playing on the idea of a den, I felt that a fox would be appropriate as a fox lives in a den (traditionally) and so this adds to the concepts, as well as this I wanted the identity to convey warmth and coziness, this is why the fox is curled up asleep, showing homeliness and comfort.

I experimented with where this mark would be going and how I would describe the company- i.e. homeward, home furnishings etc, and the layout of these three elements. 

I liked the idea of the word homeward, it is more well rounded and again its a simple one worded phrase that matches the short and simple name of the brand, it also makes the logo easier to read and the text goes well. 

I then did some more experimentation with the fox, where it would be placed and how big, this was all rough as I knew I wanted to draw the fox or create it properly, this was a placeholder.

To create a handcrafted, cared for and traditional logo mark I decided to experiment with lino cutting. I made the impression, drawing two foxes one normal and one reverse so that I would have a choice when it came to digitising.

Live trace of the scanned Lino print.

I then singled out the bottom fox as the lines worked better and where more minimal. I began by removing all the extra lines from the Lino print.

I then came to this logo bellow and I felt that the strokes of the image and the type where coherent and the logo worked well.

I then showed my peers the logo above (with 'homeware' underneath the word DEN) 

I felt that there wasn't something quite right. It was suggested that I should erase the lines within the tail and they where prominent and fussy.

I did this and it definitely made the logo mark more minimal and sophisticated.

And so this was the final logo 

I was really pleased with how I had incorporated the logo mark- the fox into the logo and I think that the concept shines through. I also feel that it portrays ideas of openness, coziness and friendliness which is suitable to the brand and the target audience (adults)

Going back to the lines I had original got from digitising the lino print I wanted to incorporate these as I really liked the marks they had created. 

I placed the logo into the middle of the lines and after this I dropped a white circle around the logos that there was a clear border around the logo.

I then tested this on the stock I had chosen (which is a very neutral green) and I also tried two sizes the idea at the bottom works better as the logo is smaller and it draws you in as there is enough space between it and the marks.

Final business card application.

I also want to see if I can create a simple animation of the lines coming around the logo on after effects. 1. because it may look good on the website or some other application, and 2. to have a go at after effects and practice with this software before I leave university.