Upon analysing my logo from last year, and also analysing professional MUA logos, I wanted to keep the simplistic format of my logo, but add some colour into it, making it more 'creative' and less formal.
I found the text from my previous logo was very basic, and lacked any specific style, or format. I did however want to still incorporate the bold to normal font ratio, and also the linear splitting of brand name and industry specification.
The first action I took was to identify a font which worked with the logo. This font 'helvetica' was available in bold and thin fonts also so I was able to play around with the ratio of boldness to thin styling.
Once I had found the best, most compatible layout for the words, I was also able to adjust the distance between the letters and was able to see how this completely changed the format of the logo. The image to the right shows the distance set at 2.0pt away from each other.
I then adjusted them to 1.5pt distance away from each other, as the bold writing contrasted the thinner text, meaning the divide was obvious in wording to see, without needing large spaces between words and letters. With the letters closer together I found the wording making the brand identity more clear and concise. I then drew in the initial linear feature below this, to begin adding the rest of the logo in.
As mentioned, I wanted to encorporate some colour into the logo. Many logos are often black and I find this very basic for such a creative industry. As an industry related socially with 'females' and 'beauty' I first trialled out a lilac shade. This is a very in trend colour for our current spring season hence being one of the first colours selected.
I then trialled a bolder pink shade. I find pink can be a very predictable shade to associate within our industry and found this a little 'too common' for my logo identity. I also trialled a thicker line density here however found this also was too bold, and almost detracted from the wording.
Once reverting the logo back to the lilac line, I was able to insert the industry specification underneath. I had decided to also include the word 'professional' which unlike my old logo which just stated 'make-up artist' expresses my highly qualified status, simply in one word. I also trialled a different font for this, as seen in some logos within my research, however found the mismatch of fonts was not too my own personal branding taste.
I decided to use the same thinner font as used within my surname on the logo, as this followed through the clean cut, rounded yet easy to understand font. I also chose to move the font up higher to keep the logo within one field of vision, meaning the viewer does not have to move their visionary field far to associate the brand name with the industry specification, which works nicely within this format.
I then decided to continue trialling colours within the linear feature of the logo. I first chose a light pastel blue, again associating with the current trend of pastel shades. This is a shade I believe would appeal to all audiences, however I feel it does not link to my history of visual work, which is something that will have to work for branding and business card aspects of design.
I confirmed blue was not the right colour, by trialling a royal blue shade on the logo. This clashed quite considerably I felt with the black text on the logo, and also again could not be transferred to any colours within my recent work. Therefore I reverted the shade back to lilac which specifically could be linked with my work and also with the genre I am targeting.
The final test I trialled regarding line colour was to use black to compare this to using any colour. As specified within this post I do want to inject some colour into my logo, as working in a creative field gives me the opportunity to do this. I compared the black line to the lilac edit, and also reviewed my feedback and analysis on other logos in the industry and was much happier with the coloured edit below.
My final logo therefore presented on the right, is what I will now be taking forward to complete my brand identity, transferring this onto my logo, business cards and any other promotional material I use. The simplistic black text, with variety incorporated in the density of the wording works well with the coloured line bringing the image together. I am pleased with the logo and believe it gives a much more modern, professional yet creative twist than the logo completed last year for WOP.
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