Logotype- Final 5

1.     1) This logotype is the one I think works best for the type of company I want to create. I decided to use the technique of ‘drop-cap’, which means the first letter of the word is a larger capital font compared to the rest of it- this technique is used in many books and magazines therefore I deemed it appropriate for my logo to link a technique of printing text in a book to a book store logo. The kerning between the lettering is varied as the spacing between the capital ‘d’ and the rest of the word has been pushed closer together- this gives me the imagery of poetry which to me emphasises the established and sophisticated feel I intend the brand to have. The height of the lettering is the smallest compared to the other 4, this is because the word ‘diddle’ has connotations of small and confined compared to tall and extravagant letters. Furthermore, when applied in context the technique of drop-cap should become more recognisable to the audience as they should make the connection from books they have read to the logotype of the bookstore. The logotype also reiterates the feedback I received on my designs as the closer together kerning was a lot more favored due to the idea of being in your own little bubble when inside a bookstore.

2.   2) This logotype design has a very simplistic look to it, this is due to the tall type and very spaced out kerning. The letters have been extended to be taller compared to the original type, all with equal spacing between each one. This logotype is easy to read leaving no difficulty in distinguishing which letter is what. However I don’t think these would be as appropriate and effective when put into context compared to the previous design due to them not being as compact and close together- the logotype may come across as more child-like, which is the opposite to my target audience.

3.   3) This design is simply the Garamond font with no alterations to the actual letters. There is just a slight alteration to the kerning of the letters meaning they are more spread apart which works nicely whilst they are in capital letters as the letters can be easily read- it can be difficult for the two capital d’s to be read next to each other. The tall and capital lettering appeals to the target audience and creates an established and professional feel to the logotype therefore would work when put into context.

4.   4) The drop-cap technique is used again on this design but the capital d and the rest of the letters have a more even spaced kerning between them and the letters are a lot taller. This creates a different feel to the logotype and creates the imagery of more a fairytale rather than an established piece of literature. The rest of the word is moved up from the baseline, which breaks the conventional rules of type and something you may find on a typical bookstore logo, separating it from the existing stores.

5.    5) The final design draws on the idea of the full stop at the end of the word as the ‘d’ at the start represents half of a full stop and by the time you get to the end you have a full stop therefore the experience of being in the bookstore is completed or the book you are reading is completed. The logotype is in full capital letters and have not been extended so there is a contrast of tall and short letter shapes with them being extended of the baseline to create a more interesting logotype.