This week, I have started a new project, which is called 'Eat Cake'. The brief is to design a logo for a new cake shop situated in London, which should promote the shop's use of organic and healthy ingredients. Using this logo, I am required to design business cards, uniform, signs, etc. I have started gathering ideas for this project, collecting imagery related to organic forms, fruit and any other logos that are related in some way to health or cake companies. I have noticed that many Cake companies use script typography and colours such as pink and white. I want to avoid using these characteristics because the pink makes the company look too artificial ad sweet,which is not the message that I want t communicate. additionally, the typography used in these companies make them appear the same, ad I want to be able to produce a logo that looks unique, and the typography appears as if it has been written with icing, giving it a feminine touch as well as promoting sugar (again, not the message i am trying to send). I have looked at the Clipper tea company and I like the typography they have used because it looks fresh and natural, and the colours promote health and cleanliness.
I have not been able to do any life drawing this week because i needed to go on an interview in Norwich University of Arts, which i found very difficult to travel to because i had to go through the London Underground, however, this allows me to get used to systems like this for next time and it allows me to practise my map reading skills. i found the interview a bit short, and i feel that they didn't ask a lot of questions, I managed to get a tour before the interview though. i liked the use of space and how the building becomes contemporary as soon as you step inside the building. There is so much character throughout Norwich and it feels like a friendly place. I will be happy if i got an offer from the university and it will give me more options to choose from; I will be able to compare courses and outline their pros and cons because no course is the same, there are different features within each course that may become beneficial for my CV.
During this week, we have been tasting two types of organic cake in order to feel engaged with the project and to gain inspiration for ideas and mark making. The first cake was beetroot and chocolate cake, which was very rich, gooey and moist. Whilst the chocolate cake with butternut squash frosting felt soft and gooey, and didn't have a distinct taste to it; the sponge wasn't as rich as the previous cake and the frosting took over. i preferred the beetroot cake because the chocolate bits gave the cake more texture and emphasised the richness of the chocolate. This practical has made me realise how organic cakes can be more appealing and it has given me ideas for presenting cakes and i am considering using the colour brown in my logo in order to create the illusion of a chocolate flavour and to make the cakes more desirable. It a=has also helped me consider the textures that i could use within my logo in order for the consumer to feel more engaged with the cakes the company sells. Afterwards, we drew store bought cakes in order to gain a idea on how to present cakes and gave us an idea on the differences between homemade organic cakes ad high sugar mass produced cakes. Mass produced cakes seem to have a cleaner look, and the smoother textures and fancy paper seem to make the cake more attractive. I am considering using this within my work and gain a contemporary look for my look. I have also used watercolours and pencil to draw images of fruit and veg in order to practise my mark making skills and see what compositions I can use in order to make the fruit and veg feel desirable.
Looking back at my mood board, I liked the idea of being able to see the ingredients within the cakes because it makes the cake feel fresher and the u=range of colours from the fruit and veg makes the imagery become visually stimulating for the consumer, and it also builds trust between the company and the consumer because they feel reassured knowing what is in the company's products. I am a bit worried with the way the project is being directed because i want to avoid producing anything too obvious and so far all i am creating is imagery with cupcakes. I am worried that avoiding this imagery will stop the consumer from recognising what the company is.
In order to improve, I need to start doing more research on colour and logos in general in order to gain a better idea on how i should present the company, 'EAT Cake'.
next week, i am going to do more research and start experimenting with new ideas and materials; i will not have many resources to experiment wth during the holidays, so I need to make use of the resources I have while I still can.
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