Logo Designs

 Software Used

To create the logo designs, I used Adobe Illustrator which is a vector based graphics editor and design software. This program I have the most experience and confidence with as I have done a few projects previously using said program. Illustrator offers a multitude of features for designing logos hence why I saw it as a perfect fit for this part of the project. 

When designing logos, it is best to go for vector based graphics as it allows the designs to be scaled to any size without losing its quality. This is great considering the logo will need to look as good as possible on things as small as business cards to huge billboards.

Designs

After practicing with the pen tool using the bezier game, I took to Illustrator to bring 3 of my sketches to life. Design No.1 and No.3 are based on one of my circular sketches where I attempted to experiment using one of the more commonly used container shapes. I also wanted to try adding wheat symbols to both to enhance the visual appeal.

With Design No.1, I struggled with coming up with a design for the lettering. I couldn’t decide whether to keep what I had in my original sketch or try a different font type. In the end I further adjusted what I had and kept things simple to ensure that legibility would not be compromised. 

Design No. 2 is one of the first designs I came up with that is meant to focus on refining the current Devon logo and less on experimentation. For this I went with a slightly darker red and yellow while keeping the lettering white. After researching the reasoning behind companies choosing colours red, orange and yellow for their branding, I figured it made no sense to make those changes. Besides, going into this project my intentions were to amplify what already exists.

Design No. 3, has more of a focal point on the wheat symbol rather than the typography. My aim with the oval shape was to provide an elegant and sophisticated look. Also, the oval shape works well across multiple mediums and would stand out in comparison to more common shapes.

Feedback

After completing all of my logo designs, I shared them with several people to gather direct feedback. To my surprise, the vast majority preferred Design No. 2. They appreciated that it did not deviate too much from the original while delivering a clean, modern and effective rebrand. Notably, some suggested that the other two designs looked like flour brands more than a biscuit distribution brand. Additionally, the traditional elements of Designs No. 1 & No.3 were seen as too vintage, which aged the company’s image. Furthermore, it was brought to my attention the similarities between Design No.1 & No.2 and the logo for Three Plumes Matches. Particularly from the choice of the colour scheme and the use of a symbol.

In conclusion, all the feedback I’ve gathered has led me to move forward with Design No. 2 for the remaining prototypes. At the end of the day, Devon is already a very established company, and the rebrand should refine their existing brand identity rather than changing it completely.