After the interim critique I began developing ideas based on what we had discussed. The general consensus was to carry on with the idea based around the hop plant influencing type in some way. From this I began hand rendering some type with influences from my previous research into typography on alcohol bottles. As I was thinking of going down the route of typography, I thought looking into 'old-style' type on alcohol bottles and painted sign type would suite the look I was trying to achieve. I found there was an interesting link between how I was trying to represent the plant and the typography I was looking into. I then began developing sketches based on these two themes. Also as 'hop' also connotes beer I thought looking into alcohol bottle typography would be a fitting link.
I experimented with how I could work with angles, representing this idea of 'old-style' typography. As within my research type on angles was a general theme that kept occurring:
I then developed ideas based around only two letterforms, as I thought having less type would suite a logo far better than the full name:
After sketching down my experiments I wanted to take these further into digital outcomes. After showing my work to a few of my peers I asked which they thought would work the most successfully. There was a mix of opinions but the most popular were these below. I then scanned these in and began development on each to see which would be the most suitable:
Using the pen tool I began trying to re-draw the type on illustrator. I found it was rather easy to get the stems on the 'H' done but I do struggling with creating curves and so knew the 'S' would be challenging for me. I thought this was a good thing though, as it gives me a chance to expand my skill set.
The 'S' did not come out very successfully and so knew this would need developing if I was to take this forward into the main outcome. However for now, I am going to experiment with this if it was the main logo and play around with possible typefaces that would suite this.
I was unsure what kind of secondary type would be the most suitable to match my hand-rendered experiments. I wanted something that would appeal to both genders, as well as showing a 'luxury' product. I also was confused to whether it needed something that also suited the theme of 'old-style type' or whether to go with something that contrasted with it. I have done a few experiments below but think none are suitable. I will need to have a think about the kind of secondary type I would like but for now I will develop my other scanned experiment and develop on that so I have a few outcomes to choose from.
I began developing my second experiment that focuses on the word 'Hop'. I wanted to make 'Hop' the main focus as I feel this is the unique selling point this project has. I feel making this the initial word the viewer will see will hopefully draw them to the product.
I started development by choosing a script font that I didn't particularly like but something that I knew I could re-work into something that matched the look I was trying to achieve. I began using tools to take off the flourishes on the type and making both letters flow better with one another:
Using my previous experiments 'H', I re-worked it into a single letterform to be able to link the whole word together. Using the pen tool I tried to create a flow that would make each letterform link on from one another. The idea behind this experiment was to not only show the idea of 'hand-rendered' type but to also show the flow of the plant. Even though this has gone slightly further away from my initial sketch, the flourish of the stem of the 'H' represents the vines and layers of the plant. I did want this to be subtle as in my crit it was said to not be too over flourished if it has to appeal to a man as well as a woman. I think this still has a a strong enough concept that can still show a 'luxury' product due to the liquid nature of the letterform, without coming across as overly feminine.
I have now experimented with type that would suite the nature of my hand-rendered form. I am still slightly unsure in which direction to go in with the type as none of my experiments are coming across effectively.
I have started to develop possible compositions for the logo. I am unsure whether any of these are working but am slightly stuck in how I can develop them further. I feel I do however, prefer this idea compared to the previous one of having the 'HS'. This is due to the 'Hop' flowing better.
I was still at a unsure which direction to go in with composition. I decided to move on for now and start to look into colour. I wanted to go for a natural colour as I feel this idea of 'handmade' and properties of the hop plant been 'calming and antiseptic' would suite more natural based colours. I played around with greens to represents the hop plant itself. Slightly obvious perhaps but think it shows a stronger link to the plant as well as green connoting 'natural and health'.
I developed on this idea of more natural colours with just the 'H'. By mistake I found just having the 'H' looked far more appealing as a logo. I thought if viewers saw this 'H' it would entice them into looking into what it stands for. I feel the crossbar of the 'H' can flow far better when it is a single letterform and shows this idea of the flow of the plant better. I am going to develop on this as a possible logo and see if it could look effective or not.
I compared all my experiments together to see which would be the most successful logo for The Little Hop Shop. I thought the single 'H' would work far better compared to the rest as I feel it will draw the viewer in to see what the product is, as well as been far less chaotic to read compared to the others. Although I knew I wanted to take this forward as my final logo I knew something was still missing:
I then thought back to my research and how I could continue on this idea of 'old-fashioned type'. Now as a single letterform I feel it shows the nature of the plant more effectively, but it has now lost the feel of 'hand-rendered type'. As painted type tends to have drop shadows, I developed this idea on my 'H'. I feel it works far better as a logo with the drop shadow as well as making it more masculine to appeal to both genders while not being over flamboyant. I think it creates more depth to the logo and adds something extra to the overall aesthetic. I played around with different type and colour to see which would be the most suitable final. I have still chosen to go with green to represent this idea of natural and claming, as well as representing the hop plant itself. I have decided after looking through my research to stick with a light, clean sans -serif font for the name of the brand and so have gone with Futura as think this links well with these themes.
I was not entirely happy with the previous development but was unsure were to take it next. After speaking to one of my peers she suggested that I try adding a simple vector of the hop plant, as I had previously looked into this in my initial ideas. Using a source photo I tried to replicate a hop plant using illustrator:
I added the vector to my 'H' but didn't think the flow of the letterform worked with the illustration. I changed the flow of the crossbar to help with this problem. I much prefer this and feel this small image helps with my logo greatly:
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