Brief 1 - Interim Crit and Response

Interim Crit

Second Crit, showing initial final design decision for the purpose of out logotype, looking at what the brand/product is, who's the target audience, and overall what the purpose of the initial designs are.

Notes taken down:

1) To develop a theme of out of space, look into hieroglyphics that were sent to space.  

2) Experiment with 3D design and various opacities

3)  Experiment with the theme reflection and two worlds, by experimenting with transformations

4) Shorten and Flatten the typeface

Responses:

1) Although a very interesting unique idea, this may complicate the design of the logotype as Aeumlriality is such an unknown and complicated word, and further complicating the logotype by looking into hieroglyphics may further complicate the design, and loose focus on the word. Also. for target audience members, something that is not easy to read may come across unfriendly, and unapproachable, as it does offer a form of comfort or familiarity.

2) This may add depth to the logotype, and also connote the word dimensions - further relating to the product. When experimenting with 3D block type on grid paper, the design came across rather retro and old fashioned, reminding me of old arcade. This doesn't tie in very well with the main points to represent the product - Alienating, technically advanced, and timeless.

3) This idea, would again (like point 1) confused and clutter the logotype design, with so many letters in the logotype and such an unfamiliar word, reading the brand name will become harder for the target audience.

4) This is a great reminder to take into account x-height, ascenders, descenders and kerning in my logotype, to help further develop the final outcomes. 

Interim Crit Response

Above are some rough initial sketches approaching the Crit feedback given; Exploring depth, tone and shape.

The first design echoes an arcade game theme, it could work really well as a juxtaposition to represent new gaming technology with an old nostalgic typeface - further attracting age audience of an older age aswell.

The second design is simplistic and easy to read with the light weight strokes. Removing the crossbar of the A creates a typeface that subverts from the norm, making it interesting. Has a similar shape to the Star Trek space logos (on the uniforms), creating a alienating outer space feel - which links well to the VR technology.

The third design was rough sketches looking at overlapping layers of low opacity to create depth and tone, the concept is rather interesting however with the amount of letter in my chosen word, the final outcome will become hard to read and too hectic. 

The fourth design looks at introducing imagery into the logotype, which actually doesn't follow the brief, although it introduces themes of technology mimicking a circuit board, the overall outcome is cluttered, and looses attention from the logotype itself.