The reference point for the logotype is the sans fonts with an industry feel which feature throughout the market. The reasoning for this is due to the sans which have stood the test of time in the market, and are understandable and relatable to the core audience which is the older generation. However, the multiple industrial styled fonts in the market also have a contemporary manner to them therefore appeal to a younger design savvy audience.
12 logotype options were created with all them bar one being centre aligned for the first stage of production. All the typefaces used are bold and legible, with aesthetic links to the market, such as the large x-height of certain typefaces found within.
Feedback
Peer feedback was required on the logotypes to gather thoughts of the best solutions. I explained the reasonings for the industrial looking sans, so my peers could have context before critiquing each one.
"I like the number three as it is the cleanest and most contemporary looking out of all them, yet still has that certain classical look to it. I think some of them have a cinematic appeal to them, which is not relevant to your project like number 12 and 11"
"Number three stands out but comes across too modern, but this can modified to having a thicker stroke which could help the design. The ones with large x-heights work best as they are bold and contextually linked to your research into the market"
"One, three and eleven are the standouts for me as they mix classic and contemporary which is an aim"
"Number three has a air of Scandinavian design to it which makes me appreciate it the most but I feel a older audience may not relate to it. With a lot of the other typefaces, they are condensed which makes them less legible. So I'm drawn to number ten and one"
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