After creating initial ideas on paper and generating potential logos, these ideas were then taken onto illustrator, to visualise them digitally and evaluate how effective each one is.
Starting off with the chosen brand name of "Cell", a variety of typefaces were tried out, including Bookmania in uppercase/lowercase, GT Cinetype, Akkurat and Apercu in uppercase/lowercase. This selection was varied and allowed me to view sans serif, serif and monotype. Bookmania is a strong serif which also features fragile elements, creating an effective juxtaposition between masculinity and femininity; which is exceptionally important for this brief. Cinetype communicated electronic semantics, as monotype is usually a typeface used for raw data, and was not suitable for a beauty brand. Due to the element of science that will be incorporated into the brand, it is important to include this in some way. Akkurat was a clean, legible typeface that conveyed a modern aesthetic, however, similarly to Apercu, it did not communicate a high end feel like Bookmania.
As for icons, I took the literal idea of a skin cell and produced various different experiments with this in mind.
I refined the biological skin cell idea, which digitally looked much more appealing and clean. The patterns add a trendy vibe. I am unsure if the consumer would be aware that this shape represents a classic skin cell diagram, however the aim was to be influenced by this and keep my version stylised. I also tried a isometric angle which I simplified, which also works but may not communicate my brand as effectively as desired.
I took the idea using three of the cell shapes, and positioned them closer together to communicate unity, and the way in which skin is held closely together. However, this could also be seen as a hive shape, relating to bees; which has no relevance.
The hexagonal shape on it's own is effective as it makes a statement, the shape represents skin essentially, however the shape on its own could be too simplistic, and may have been used on a lot of other brands.
The other angle I had experimented with during sketching was the idea of someone breaking out of a cell, escaping gender stereotypes. In order to convey this, I used three bars. This idea could have negative connotations regarding prison, the lines used to communicate the cell do not convey freedom as I had originally attempted, and only really represent being confined. Therefore, this idea is not as sound as the others.
After conducting experiments digitally, it is apparent that the molecular icon is the most effective, communicating the unity of science with beauty, and representing a raw human element.
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