Logo Design – Designing And Developing The New Logo.

One of the items inside the new branding packaging for Cornish Country Cordials I am creating is a logo. I am wanting to create a logomark and/or a logotype that connotes the country, healthy wellbeing and possibly the middle-class market.

Here are my initial ideas for possible logos.


I really like all three of the bigger designs on this page of ideas. My favourite is the tree with leaves made from the three c shapes. Through the whole design, I want to convey CCC’s ethos of using locally and naturally grown fruit and veg and how the cordials are healthier than those that have added flavourings and preservatives. I will do this by incorporating an aspect of nature in the logo.


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When I showed these initial logo design ideas to Sally the owner of Cornish Country Cordials, she said her favourite design was the top-left one. She said she really liked the idea of having the three c’s arranged to look like foliage. At first, she liked the version with the solid rectangle background but I advised her that the block behind the logo wouldn’t look good on the labels with the watercolour idea we had, I also mentioned that the ridged shape doesn’t work with our handmade ethos as it might look to industrial.

Here are some vectorized versions of the logos and below are 3 of my favourite initial designs.Screen Shot 2017-05-08 at 12.08.40

I am a fan of this design as it has everything I want below to feel when the see the cordials – that they’re good enough for animals to drink. Although it still needs tweaking I like the idea behind it.

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With this logo, I like the hand written type as it gives the sense that everything is handmade and good for you. I would like to rework the hand drawn part as the weight isn’t the same all the way through.

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This third logo I like, as it had a hidden meaning. The 3 arcs that make up the leaves are supposed to be the 3 c’s for Cornish Country Cordials.  The only problem that I have with this logo, is that when I should it to my lecturer he said the logo looked like Adolf Hitler’s nose and moustache and obviously we don’t want customers thinking the same thing when seeing the logo.

More logo sketching.


Here are some more ideas I had one afternoon, some keeping with the natural theme but others like the champagne glass that go for the more middle to upper-class feel.

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I was originally using the serif font Minion Pro but had a look to see what a san serif font like Futura Light would look like. After looking at them both for a while, my lecturer and I came to the conclusion that the San Serif font Futura Light worked better, as the contrast between the thick hand lettering and the Futura Light felt more natural.

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As I wasn’t 100% set on the first hand-lettering draft I did, I decided to try again and see if I could do it better. The top attempt was created in my own hand written style whereas the bottom version was created in the way most people do hand lettering with a brush pen. The brush pen way should have a heavier weight on the downstroke than the upstroke. To help me vectorize the images in Illustrator, I watched a few Youtube videos to get tips. One of the main tips I got, to make the vector version look more professional, was to use the anchor points in a horizontal, vertical, horizontal, vertical pattern and this way you get nice curves.

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The top logo was the original handwritten logo, with the following two being the second draft versions of which the top one is the one in the correct handwritten style, although I do prefer the second of the two. I had the idea of having a bird sat on top of the C and liked how it looked when I draw it out on paper but wasn’t a fan of how it looked digitally.  I really like the bottom design of the four with the leaf growing out of the C of Country as it has everything I want from the logo – to show the nature and handmade sides of Cornish Country Cordials. If I was to use this as the finished logo, I would use the new hand lettering as the example above is using the first draft of my hand lettering.

20170511_150117 (1)The idea of the logo being a bird drinking out of a wine/champagne glass was one I really liked as it shows that Sally’s cordials are almost good enough for animals to drink.

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If I was to use this as the final logo, I would like to rework the tail feathers, as I am not sure whether to have them pointy or flat. As the image needed to be recognisable in black and white, I tried just using one single colour as seen below and it worked nicely.

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After looking at the design with just a solid colour, I noticed that it actually looks more sophisticated, which is somewhat what I want the logo to connote.

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After looking at the design again, I noticed that I didn’t like the bottom of the wine glass, as it was just to round. So I flattened the bottom of and now I like the design a whole lot more.

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I draw an initial logo design with a bunch of others, that featured two champagne glass ‘tinging’. I came up with the design when thinking about how women aged 20-40 will be drinking the cordials. When speaking to Sally, she said that women often buy the drinks to mix with Prosecco and other alcoholic beverages and when drinking them, they would most probably be with friends having fun. I think all three of the logos work well as they feature the semiotic of having a good time. Overall, I like the design but I don’t think it’s the strongest idea I have.

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This logo design I created in a spare moment and it incorporates the idea that nature is inside the cordial you buy. I personally have mixed feelings about the design, as it works in some ways; such as the idea that nature is inside the cordial, although myself and other people have thought people might not get the idea and think that the cordials have flower water inside.

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The top logo was the client’s favourite and also one of the logos which I really liked even though my lecturer told me he thought it looked like Adolf Hilter’s moustache and nose. To get around this, I decided to see what it might look like with a single C shape of foliage but I wasn’t too happy with the outcomes, so I kept with the initial design.

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I still wasn’t happy that people might think it was Hitler’s moustache and nose, so I sat down with my lecturer and we decided to move the c shape arc’s closer together and move them down the trunk a bit and I feel it looks a whole lot better.

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It when suggested to me that I experimented with using more than just the three c shape arcs. At first, I wasn’t too sure about the idea but gave it ago anyway. The first design I liked at first but somehow went off it so changed the orientation of two of the arcs which made me like the logo a lot more.

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I was advised to go even further and change the size and orientation of some of the arcs. A few of these I like but still personally feel having just the three arcs as the whole bassist of the ideas as the three together symbolised the three c’s of Cornish Country Cordials – but at the end of the day, it’s all up to the client!

I will now send all the versions of the three arc tree logo to the client so she can choose the final version or give final ways to change one.

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These are my personal favourite designs as I feel they all fit the target audience of women aged 20-40, have connotations of nature and goodness and would be liked by people from middle to upper-class backgrounds.

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Here are some of the finished designs displayed on aprons, which is one of the places they will be seen, so I need to make sure they work.

Clients Final Decision.

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I emailed the client Sally, with a bunch of subversions of the logo she liked. Her reply was…

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The font she was talking about was Futura which I featured of some other logos I sent her. So I changed the font and sent it back to her again.

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This time her reply was…

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followed shortly by…

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I had wondered this question throughout the whole logo design process, so made sure that there was nothing too small on any design. To give her another option, I changed the Futura weight from Light to Book.

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I am very happy with the final logo as it has the upper class feel I wanted, it incorporates the nature aspect I wanted. The logo overall looks stylish and I also believe it fits the target market of women aged 20-40 as it’s elegant and has a powerful and modern look. The logo is also very recognisable which is what logo has to be to be a good logo.


How are the brands I’ve looked at going to influence my final outcome?

The initial idea for my project was to create a rebrand for a Cornish food/drinks company. I was going to look at current food/drinks/clothing companies and create branding heavily influence by the Cornish branding style – as seen below.


When I went over my idea with my lecturer in a group crit session, he said that he thought my idea was too safe. By safe me meant he thought I wouldn’t be challenging myself and I could very easily create something in no time that looked great in that style. A third year Falmouth University student that was on a placement for a week, at the end of the session told me to go and have a look at a company called Appy Fizz that had had an incredible rebrand done by Sagmeister & Walsh. The rebrand included a whole new look that was based around what you taste and the feelings you get when you drink Appy Fizz a fizzy apple juice.

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Just after this group crit session, I decided to email Sally Harvey the owner of Cornish Country Cordials offering to rebrand her company and she said yes. Knowing that Sally’s cordials were full of flavour already, the idea of creating branding that was influenced by the taste of the fruity cordials starting whizzy around my head and branching off and filling my head with ideas.

After making the decision to create a new brand identity that was based on the flavours you taste when you drink the CCC’s cordials, I began looking at artists. The first brand I looked at was Niche Tea, a remedy tea company from London. Their packaging designs really made me start to think about having a different background design for each cordial and just keeping the same text and logo the same on each label. I liked Niche Tea’s packaging as each of the designs somewhat relates to where the remedy is going to help, colour and shape wise. For example, the remedy tea for your skin featured a solid pink background with I would think represented your skin and with blue paint brush marks all over which I guess symbolises your skin being refreshed by the tea.


I then went and looked at Sincelo, an Ice cream company from Portugal. What made me look into Sincelo was the experimental designs of the brand, with the shapes, patterns and colours being the part that attracted me. I liked the simplicity of the designs and how the new type fitted really well with the colourful abstract designs.


Milko was a made up milk company I came across when scrolling through Behance. The handmade type was the main part the designer was showing not the background, although I liked the look of the shapes and colours and thought the whole design worked really well together. The designer created the logotype himself and this was where I started to think about creating a handwritten style logo for the money instead of a logo with a font I got on the internet.


Fiol was the same was Milko, I just stumbled across it online. The reason why I chose to look as Fiol was again that it had some really interesting designs on the packaging. I liked the way the bottles look elegant even though they are very busy visually. Cornish Country Cordials make premium products just like Fiol so both would need premium looking packaging to attract their consumer. It was great to see that you can make busy packaging designs look elegant, which was what I thought might not work.

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So to conclude, the brands and designs I’ve looked at are going to influence my work by pushing it towards creating packaging that visually communicates the taste and feelings you experience when drinking Cornish Country Cordial’s cordials.

Choosing my favourite design.

Out of my four designs, I definitely have my favourite! Firstly, my favourite design is the ‘Do Your Bit!’ posters as I feel the point comes across really well. The design is bold and the colours are eye catching which is great if it was going to be shown on bus stop billboards. The designs at the moment are a4 but can be scaled as their vectors. If the design needs to be larger in height, I will add more blue sky at the top. I had to do this in the image below.


My second favourite design is the ‘We Did Warn You!’ poster. I really like the illustration I did for this design and I feel again the message comes across clearly by the cleanly illustrated design. If this design was going to be shown on a billboard I would lengthen the darkest waves and more the fact down to the very bottom.

The other two designs I like but I feel don’t show the message as clearly as the other two designs do. The fourth designs would be my favourite out of the two as you can see that the houses are completely under water and they looked lived in but with the other design I have been told you can’t 100% make out that it’s a skyscraper.

Developing a brand for my campaign.

It was pointed out to me by my lecturer that I didn’t have a brand identity for the “company” behind my posters. logos

I am wanting to create a logo for the brand/company who are “behind” the campaign posters I am creating. As you can see the composition is the same on most of the designs with the company name centred underneath the logo and usually, only one colour is used.


In terms of composition, on all global warming campaign posters, you see the commissioner’s logo on the bottom left or right corner. The logo is usually small and doesn’t draw your attention away from the message.


Here are a few logo ideas I came up with. The company would be called ‘Protect the Planet’. I really want the earth to be the main focus in the logo. My favourite ideas are the world inside in a bubble and the men holding up the world.

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Logo design is one of the elements of graphic design that I am most interested in, although at the moment its the element that I find the hardest. My favourite design at the moment is the man holding the world. As logos are simple and should be one colour I have created a black silhouette version. As holding a solid black ball in the air due to only using one colour I didn’t look right, I created a planet with a ring around it like Saturn. I like the logo but I would have really liked the earth to be the main part of the logo.


Here is what the logo looks like on one of my posters. To be honest, I prefer the posters look better without the logo.


I really like minimal rustic logos so have had a look at shield designs but having a shield that looks like the earth is proving difficult.

Where my work will be shown.

poster-in-plymouthAs my final piece is a poster it would be displayed around the city of Plymouth on walls, lamp posts; basically, anywhere people will see them. As my area of social action is based on stopping global warming and one of the biggest places that humans contribute to global warming are in cities so that’s where I will be placing my posters. The isn’t any need to put my posters up in small villages or hamlets because not many people will see it and these are places where global warming isn’t caused as much.

One thing I should’ve looked into, back before creating my posters was the size of common billboards. If I choose the ‘we did warn you!’ poster I can just a more sea at the bottom to make the poster longer, this is the same with the ‘do your bit poster!’ and possibly the ‘time is running out!’ poster with the houses. Although it would be a struggle to do this with the ‘time is running out!’ poster above. In the image above I just use the warp tool and made it fit although this isn’t the way you should to it.


Developing thumbnails – Do Your Bit!


This poster design is aimed at raising awareness on what everyone can do day to day to save our planet from global warming. If everyone does a small bit to help the planet it might be around for longer.do-you-bit

The character is in the style of Keith Haring. I chose the colour yellow for the character as yellow has connotations of happiness, sunshine and energy which are all things you will get if you cycle to work or school.


Overall I feel my message that everyone can do their bit to help our planet is coming across.


After having a good look at my design, I realised that the seat wasn’t in the position I that right to me. So here I have made the bar under the seat vertical instead of at an angle, I have positioned the seat further forward and slightly changed the shape of the character’s bottom.

do-you-bit-seatback-edited-01-01 In the end, I have settled on a design like this. I change the bar in which the seat is on back to the original design because it didn’t look right being vertical, I’ve also enlarged the seat slightly and moved it back a touch.


On thing that I have been bugging me but didn’t know how to make it look right was the characters right hand. I added a darker rectangle where the gap between the left arm and the handle bar is but didn’t know why it was looking odd. I’ve now added a thumb to make it look more hand shaped and I feel it look good.