Logo design development

After quick consultation with my client we had agreed that the below image are the ones that are working, I had put these together to show another perspective and also juxtiposing with an elipse to give an emblem effect.

I also had put these logos together as I had some spare time and had a further play around. by closing up on the original logo within the elipse gives a futuristic and modern feel which I think is working. It was suggested that maybe go 3d or use of toned colour like american airways to give more of a modern feel

Logo Design concepts

From starting with pencil sketches (See work book) I quickly came up with these basic concepts. The main idea from client interview was the combination of the d and the s. But still in a simplistic character. I am wanting to stick with the trend today, sharp, sleek and minimal. Why? Simply because of the macro trend. some things to think about are;

- Meet the specs

- Minimalistic

- Futuristic / modern

- Simplistic

- Dont over do it

- If in doubt, leave it out!

- get the tone right

- Define whats working and whats not (See work book)

Mcdonals logo evolution! Quick Research on trends in their era

Brothers Richard and Maurice McDonald opened the first McDonald's in 1940 in San Bernardino, California, serving barbecue alongside its burgers - fries weren't even on the menu.

By 1948 the pair had perfected the art of fast food with a process they named the 'Speedee Service System'. Barbecue was dropped from the menu to improve service time, and the brothers designed this winking chef character, Speedee, to help communicate the message.

In 1952 the McDonald brothers asked architect Stanley Meston to design their first franchised outlet. According to architect Alan Hess, the initial idea for the golden arches came from a stylised sketch of two half-circle arches, drawn by Richard. The brothers brought in a sign-maker, George Dexter, to design two giant yellow arches that were added to both sides of the building.

Viewed from a certain angle, the arches formed the letter 'M'. However, it wasn't until Ray Kroc bought the business in 1961 that the distinctive architecture was incorporated into a new corporate logo.

Fred Turner, then president of McDonald's Corporation, sketched out a first attempt before head of constructions and engineering Jim Schindler hit upon an 'M' with a slanting line running through the interlocked arches to represent the roof of the store, higher at the front and lower at the back. An icon was born.

The franchise's success continued, aided by the expansion of the interstate highway system and America's burgeoning car culture. By the '70s, the Golden Arches had become an instantly recognisable icon and would remain the company's logo for decades to come.

The logo has had several iterations in since then. Between 1975 and 2006 they were framed by a solid red rectangle; a glass version was used on the windows of some newer restaurants from 1976, and from 1992-2009 the arches were given a brighter highlight and raised to stand on a red trapezoid featuring the brand name. A standalone shadowed version also came into circulation between 1993 and 2010.

The most successful advertising campaign in McDonald's history was created in 2003  'I'm Lovin' It' launched in Munich on 2 September 2003 ('Ich liebe es'), with the English-language phase introduced to the UK, Australia and USA soon after. Today the official logo exists in a few shapes and sizes, but all feature the stripped back yellow arches accompanied by the official motto.

Today's Mcdonalds logo consists of the simplistic and minimal M that originated 1952. Each point in time the logo has changed to the macro trend that was trending in that era. Thus again I emphasise on trying to make the brand of design studio fit this sleek sharp era along with aesthetic and not copying any other brand too much

INFORMATION RETRIEVED FROM 

http://www.creativebloq.com/logo-design/mcdonalds-logo-short-11135325

Designing the Logo. Research, Things to think about

Brand Analysis:

Primary audience, Anyone who are wanting signage, design work, advertising across a range of multi media, local business', commercial, schools, functions, events, sports. 

Competitor analysis:

Design studios market position is quite high in the market although they are a small business. This being everything from A-Z can be done in house, unlike other firms where you would get the design work done, then have to go to a printing company, then an installation company which can be a hassle and take a long time. -  This also being their main point of difference within the market.

Current Brand Audit:

Brand promise, being completely local - thus being the rhetoric device of ethos. trust and credibility. 

SWOT Analysis

Strengths:

Local, true and honest work, pleasing results, giving back to the community through events and charity and sponsorship, all in house from A-Z. Everything under one roof. Authentic business. 

Weakness:

Small team, sometimes deadlines arent met because of this. sometimes too busy and have to turn down work - bigger team

Opportunities:

To grow larger - meet deadlines efficiently, more national and possible international work

Threats:

Franchise or cheap companies that undercut, or just any other design or sign firms.  

Site Analysis

A quick idea on what parts of the buildings are best viewed and where. By being on a major intersection gives the building a huge advantage for advertising whilst having to stop at red lights or wanting to cross the road

Brand Display Ideas (Brief)

Below are a set of drawn over images of a brief Idea of where the display branding could potentially be. I do need to put in to consideration the site analysis from a birds eye view

- Where are the best areas seen by walking by pedestrians?

- Where are the best areas seen by driving pedestrians?

- Georges drive vs Kennedy road

- Entrances and exits

- Birds eye view site analysis

A birds eye view of the site will best help me where I am to place the branding once it has been designed. This is a very important trait in my project as your first initial image reflects on the business . 'first impressions last longest'