BRIEF 2 - Initial logo

Because Shaun had a deadline shortly after the Christmas break, I decided to try and create a logo that he could print onto his portfolio and written deliverables. This way we would have a starting point for the project and it would kick start the practical side of the design process. Here's what I came up with.

This is how I go to that stage. First I looked through the available fonts and created 'type-swatches' of each font using Shaun's Initials. At this point he hadn't made the choice of his brand name and I was going off the assumption that he would be using his own.

Once he had made the decision to use the name SO HOMME I then had more to work with. By this point I had found 2 fonts which I thought were interesting and reflected the aesthetic of some of the fashion typography I'd been looking at previously. The two fonts were Didot and Bodini.

I chose to use Didot because it has wider set characters which give them more space within the shapes of themselves creating more negative space within the type. The reason I wanted this was to work in the concept of a wide set stance and sturdiness of a man.

As the collection is called 'Reformed' I then needed to include the title. Shaun's opinion was very helpful with the decision making at this point as we needed a quick turn around for the logo. He liked the idea of having a full stop at the end of the brand name and preferred the collection title underneath. I tried using a sans serif font to give the logo more dynamic but Didot still worked better and felt more natural to go with.

Finally I removed segments of the type and edited them manually to apply the concept of minimalism and evoke a sense of simplicity and elegance which will be echoed throughout Shaun's designs and final collection.

This is a really good start and both Shaun and I are really pleased with the outcome. I've got the chance now to experiment with ideas and develop the concept further to produce some highly innovative and professional outcomes.