Practical Idea Development .3

Thinking of ways to make the brand appeal to a younger audience, bringing in themes of the companies heritage into the brand itself. Keeping the theme of squash as a subtle way to redesign things such as the website or shop layout.

Hi-tec logo

Themes to include:

- squash

- retro/handmade aesthetic

- keeping the heritage

Using the angles within a squash court, 14/78 degrees, in the logo. Shapes of triangles to demonstrate the angles within the logo more clearly.
The shapes looked harsh and intimidating when using the triangles, made me think of the tribal tattoos that were popular for a while. When incorporating the original shape into anything with a straight line the image looked harsh and robotic, they didn't encapsulate anything about the brands history visually.
The most successful was to simply isolate the circle element of the logo, it appeared friendly due to the curves within the design.

Having the logo be more sketchy, suiting a younger demographic. The left is threshold on Photoshop and the right is image traced on illustrator, the threshold effect keeps more of the details in the sketch as well as containing a more densely packed amount of texture.
The texture also relates back to the suede texture made in earlier tests, provide something tactile to the logo making it overall more approachable and less intimidating.

Experimenting with the addition of text to the logo, wanting the circle to be the encapsulating shape for all the details of the brand. Experimenting with serif and sans serif typefaces to show the differences within time periods of the brand. The sans serif were the most successful and presented  more modernist design aesthetic, the serif typefaces didn't compliment the smooth shapes of the circular design. 

The all upper case letters presented a more dramatic and punchy impact on the overall logo, whereas the lower case was softer but still recognisable, it complimented the hand-drawn logo design as it has a more youthful charm. 

Thinking of ways to incorporate it into the branding, how would it be applied to the website and ads etc. Having an animated gif of the typeface could compliment the hand drawn element of the logo and bring it to the audience's attention. Along the lines of MGMT's 'kids' video, the style is more childlike but the application makes it appeal to a more mature audience.
- Audience again being young, need to keep things youthful and inviting.

Developed a gif from 3 different drawings of the logo, this was to enhance the hand drawn element of the design by taking advantage of the digital application. 

Link to Gif

Link to neg Gif

Link to red Gif