Logo Developments + Co-design focus groups
LOGO EXPERIMENTS
= The shadowing within the letterforms in some of these manipulations present a more rebellious feel to the type, of which the original has a playful and fun aesthetic
= Others explore a more futuristic approach with the use of lighting highlights and a more prominent 3D appearance in alignment with other gender inclusive brands that take this direction
= It shows a sense of driving towards a new world, something different and exciting, something better and more advanced
= There is also more quick tests on giving the letterforms pronounced waves and distortion in line with this 'fluid' approach
= Colour variations were looked at but it was recognised that the deep vibrant pink was most appropriate as it is a central colour in the patches and overall brand colour scheme. It works as the latter as it is a strong, playful colour
Which brands do you tend to be inspired by or buy into?
= Other logos exploring ways of distorting to make it feel more fluid were done using the typeface Bubble, which is similar to the hand painted type
= Using this typeface gives it a more refined digital appearance, but was recognised that this doesn't necessarily bring anything to the logo but rather takes away the human touch
= With some gender inclusive brands making it a central obvious aesthetic choice in their logos, this was played with through rainbow letterforms
= This feels very childish but it may surprise me appeal to the target audience (important to show them options)
= The circular layout works well in that it present this continuous soft rounded direction
= It's also in a more patch layout, which are traditional circular
= For the logo to be scalable and applicable to different contexts so that is functional as a logo, the initial acronym OTL and the letterform O which has a recognisable detail in the eye were played around with as possible word marks or emblems
= These are simple, bold and recognisable
= Although the acronym isn't legible, many word marks and logos are not necessarily designed for the viewer to read it, but to recognise it as a symbol for the brand with more subtle references
= Both present letterforms that utilise both 'masc' and 'femme' design decisions
= The letterforms themselves are curved, rounded, soft and with decorative elements, which are stereotypically feminine design
= The thick stroke and geometric spacing within them however are commonly associated with masculine type design
= With both these qualities and the choice of black, these word marks/emblems avoid a specific stereotyped gendered design, and instead has a universal appeal
CO-DESIGN FOCUS GROUP
How would you describe your individual styles?
Aria
= Sexy
= unique vintage
= grandma chic
= minimalistic at times, but other times very exaggerated particular looks
= like contrasting, mismatched outfits
= don't like brands unless they are really obvious and sporty, which is a specific style
Leon
= unique
= colourful
= funky
= don't like obvious trends
= graphic
Both participants
= Style depends on the mood, and they both like to adopt a range of styles - statement looks that serve an aesthetic. They want individual, unique clothing and accessories that they can play around with themselves.
> This coincides well with designing patches and prints that can be used how the this target audience chooses
What is your perception on accessories and how do you use them within your own style?
Aria
= You can judge someone's taste through their jewellery
= Like to mismatch my jewellery, play around with different pieces to create my own jewellery in a sense eg. a-symmetrical look
= Wearing jewellery is very much a base for an outfit and also brings together a look
= Like to pair my feminine jewellery with my more masculine outfits to bring both contrasting styles together
Leon
= Accessories takes a look from simply a nice concept to something interesting
= You can wear them like a uniform, something you always put on to present you as an individual
= Wear hat and scarf in the winter which are chosen to be cohesive with my outfits
How would you use patches within your own styles?
Aria
= Trousers and hoodies
= Particularly the former, these are hard to find as customised and interesting
= Customised hard to find unique clothes tend to be very expensive, and so adapting my own would make full use of the patches for a wanted look
Leon
= Denim, jackets, bags (outer layers)
= Having it on outer clothes presents your identity to the upmost external layer for people to view
= Love embellishing clothes to elevate cheap outer clothes
Aria
= Don't go for brands but for quality basics to adapt and build on top of, UNIQLO and Weekday
= If the brand name is interesting and the graphics are unique and cool then I will wear them
= Wearing big brands as the foundation and main direction of your style tends to mean your outfits are being determined by a generic mass produced and consumed style, which becomes a general norm aesthetic. This is more common and therefore less interesting than adopting brands simply to create or elevate your individual style
Leon
= Don't tend to buy brands or can afford to but if I did it would be STUSSY, Lazy Oaf, Ralph Lauren, Louie Vuitton, ASOS for their variety of clothes and their utility clothing that can be adapted and styled
> If people can apply their own chosen patches to their own clothes this allows them to create their unique look and therefore will appeal to both what Aria and Leon are saying about their styles and choices
Gender Inclusive Brand Moodboard 
Aria
= I like the Neith Nyers logo as it feels more abstract and more interesting
= If I were to see it as a sign on the street I would be pulled more towards that as a shop sign than the others, which feel very commercial and high fashion
= eg. Telfar reminds me of Tom Ford logo
= Don't like the futuristic type of WEINSANTO
Leon
= Don't like the Neith Nyers as it's not simple and is more like a signature, prefer something more like a stamp. It is not easily legible either
= Logo should be so memorable and simple that people can tag it or graffiti it around, something that can become more than a logo
= Like the the WEINSANTO use of gradient and colour theory is more interesting than Hayley Elsaesser which is too cutesy and childish for someone my age (22)
= Brands shouldn't just be queer, which is what Elsaesser's logo presents. There are no other values or ethos reflected in her logo apart from this focus on queer which feels boring
= Both agreed on a middle ground of FLUIDE as a logo that would both potentially buy into
= It is objectively nice even if it isn't particularly interesting
= It presents both a strong simple logo and something that feels more hand drawn and abstract
= Both commented on preferring FLUIDE over Phluid (as both are similar in direction) as the latter is too feminine and cutesy
Having seen these and talked about them, how do you think the logo should be approached for gender inclusive brands, should this value be obvious within the branding?
Aria
= If the logo is obvious in being gender inclusive it can feel very performative
Leon
= I don't want a logo that screams I'm gay
Thoughts on logo initial ideas that have been designed for the brand On The Loose?
Aria
= More 3D shiny looking logo developments look more polished but the distorted through wave form is more abstract and therefore more appealing to me
= Important to have a sense of humour, like the soft bubble writing graffiti-esc aesthetic, matches well with patches
= Feels hand drawn but refined, more interesting than a bold sans serif digital type
= Like the 'O' logo as it is prominent throughout the patches (circles and 'o' mouths on characters) and actual logo name
= Prefer the 'OTL' signature logo more however as it is simple, abstract but bold
Leon
= Should be simple, timeless, cool and recognisable
= The effects used on the original hand painted type is overcomplicating it
= Patch format could be used as the logo
= Something from the illustrations could be used to be placed into patch layout format with hand painted type
Idea 1
Patch layout design of illustration (or illustration elements) with text
Idea 2
Simple illustration/elements symbol that can be used on it's own and is recognisable
= Participants after discussion sketched some logo ideas together
= It was recognised after producing these that most of them are not scalable easily
= Simple lines and blocks are more adaptable
= Digital logos were produced by me with direction from the two participants following the comments they made and ideas from discussions and sketches
= Character illustration logos appealed to them but it was felt that adding new elements was overcomplicating them
= The patch layout idea was also interesting to play around with but these also felt too complicated
= Looking over the different ideas, the participants deciding in cohesion with their remarks on both wanting something bold, recognisable, memorable, abstract and simple, the 'OTL' logo worked the best
= It has all these qualities which appeal to the contrasting range within the target audience and works under Idea 2, created by the participants
COLLAB LOGO DISCUSSION
Noreen make-up artist
= Love Neith Nyer logo, looks like dripped paint
= Hate the WEINSANTO logo, looks like a hairdresser shop sign
Lina Film Editor
= Cryptic logo and vibrant product works the best
= Products should speak for themselves, don't like the obvious queer rainbow logos
= Something abstract, bold and interesting
= Like the FLUIDE logo, looks plain with just black text and simple wave, but make up products and visuals on instagram aren't
= Thought provoking and minimalist logo means products can prove the values
= Contrast of black, simple logo works well with vibrant aesthetic
> General feedback from collab partners also reinforces the direction of using the 'OTL' logo, as it fulfils both their opinions and desires as individuals part of the target audience
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