Logo Design.

                       

Development work designed by Emma B

When developing initial ideas for the logo, Emma Blackmans contribution to the development was used to inspire the final logo design. The design comprises of having the word substrate composed with the text split into three sections to represent the layers in the screen printing process, the typeface was changed to Circular STD Bold with 80 kerning to make it a bit more sleek and professional looking.

                                         

"Corners were added to the top left and bottom right corner to hint at the idea of a frame, and the screen which a design is printed through. Overall I feel that the logo represents the traditional printing method in a simple and subtle way. Looking at the feedback from our crit we received some people said that the corners looked like a frame, which was intended therefore it worked in our favour. However, the use of CMYK was criticised because it relates to digital print, we decided to have a monochrome logo but still use the CMYK theme throughout, this is because when printing a halftone for screen printing the colours have to be split into CMYK to create the layers which can then be altered in colour."

Reasoning behind chosen typeface:

Bold, clean and clearly legible, the dashes located above the first “S” and under the “E” is to represent the physical screen - emphasised by the composition of the word, as a representation of layering.