I found it really difficult to pick a definitive logo for the brand however I decided to keep progressing with the brief and mock up my favourites.
For me I felt the eye had a lot of contextual meaning because of the definition of the brand, so I thought it was good to include this in the logo, however I liked the idea of using a circle as it looks really clean and I feel the text utilises the space well, also the client wanted some reference to the earth however I think the green circle symbolises the earth in a more minimal, abstract manner than a map.
I also liked the triangles as they look contemporary and can relate back to the vegan 'V'.
Since I was finding it so hard to pick between ideas, I asked my housemates/peers for some help and eventually narrowed it down:
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| Idea One |
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| Idea Two |
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| Icon One |
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| Icon Two |
I think the first logo idea is appropriate and achieves what I wanted to achieve, as it's contemporary, bold, attractive and has a contextual meaning. However I feel like the second one preserves the context and looks more suitable for a clothing brand. The two eyes share the same semantics, however they both communicate a very different visual aesthetic. The eye with eyelashes conveys lightheartedness and fun, looking stylish yet perky. The plain eye is more serious but maintains a sophisticated impression. I feel as though it also looks more like a clothing brand and will work well as an icon as well as a combination mark logo.
I will be taking the second logo forward for this brief as I feel as though it's my most successful design and others have agreed.
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