Above you can see the alternative logos. Throughout the process of creating these logos, it was pinnacle to keep the brand ethics in mind; the main aspect which separates Chonaic from other brands is that their stock is vegan, cruelty free and sweatshop free, allowing for it to be ethically pure and morally correct. I wanted to create a logo that is honest, simple and upfront, capturing the ethically sound feature of their brand and enabling it to be contemporary and stand out from other ‘eco’ friendly brands while being a logo that could fit in and contend with high end and popular clothing brands you see on the high street.
Designing for a specific audience of adolescents/younger adults, I did not want to channel the overused ‘hippy’ style vegan branding you see everywhere; as some people ignore this and are not visually attracted to it. By attempting to create something contemporary, trendy and luxurious, I feel this will be a good strategy of appealing to a larger market and allowing for more of the public to become involved instead of only aiming the brand at those already adapting to a vegan lifestyle.
The logo represents awareness, consciousness and originates from the definition of the brand name Chonaic; “to see”. Linking back to it’s vegan aspect, this conveys the way in which those who choose a vegan lifestyle are usually aware of the dairy/egg/meat/clothing industry and the cruelty involved. The tagline “be conscious” encourages the audience to become more aware of what is happening on our Earth. Incorporating the green pupil also represents the planet and how it is up to us to change it for the better. Using a fluorescent green attracts the audience further and interjects a small amount of vibrancy, just enough to grab someones eye.
The type used is honest, clear and modern. Apercu communicates a clean aesthetic, and by increasing the tracking/kerning I created more breathing space for the logo as a whole.
The negative combination mark indicates how the design works on darker collateral and deliverables. For example this could be signs, walls or tote bags. It’s important to consider the different colours a logo can adapt to and have options for this.
Furthermore, the eye can work on it’s own as an icon, or as a combination mark, demonstrating it’s versatility.
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