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INTRODUCTION

In this task, we have been assigned to create and digitize a logo for the newly established food and beer company called “Food & Malt”. The following is a documentation of my research and work process leading up to my final product.

Interpretation of the task

The two friends Anders Braathen and Even Vehla are starting a new company called “Food & Malt”. My job is to come up with a logo for their new brand. I started by doing research on the mar-ket, the main competitors, the target audience, relevant styles etc., before defining the characteristics that the logo should show. This was an important part of the process in order to come up with a conceptual and effective logo in a de-sign style that would appeal to the right target audience.

Concept and target

The idea of Food & Malt is inspired by the growing trend of Dude Food, where instead of greasy food such as kebabs and sausages, customers can enjoy good homemade food on the streets and on pubs. However, Braathen and Vehla’s idea is to introduce this food culture combining it with the microbrews trend, serving homemade quality lunches and evening snacks with a great selection of beers complimenting each meal. Their main target audience are young, urban people who are interested in culture, food, design and nightlife. Their positio-ning axis is to be traditional with a mo-dern twist and with cheap dishes.

RESEARCH AND WORK PROCESSCreative methods

I started by drawing a mind map with key words from the assignment and ide-as that came to mind, such as:

- Dude food- Street food- Microbrews- Urban- Traditional

- Modern- Cheap- Hipster- Letterpress- Quality- Homemade- Professional- Meat bazaar

Ideas of elements for the logo then came to mind, such as banner, malt, moustache, glasses, gentleman’s hat, chef’s hat, cutlery, dollar bill, cutlery, chef’s knife, beer mug, beer cork, beer bottle, piece of meat, brewery elements etc. This came in handy later on in the sketching process.

Inspiration methods

I did research and googled for images of what I had noted in the mind map. This way I learned more about the different styles and expressions of the various key words. I was now ready to start the sketching process, trying to mix togeth-er various relevant elements and styles to create a suiting logo. See the mood board below for selected examples of inspiration.

Analysis

I have researched and analysed the main competitors, their product history and design choises. This will help me in the process of developing a logo that will distinguish itself from the competiti-on. Researching similar businesses also giveinspiration of how the issue may be sol-ved.

There are three main competitors; Na-boen, Henrik Øl & Vinstove and Spise-kroken.

Naboen was founded by Espen “Ba-ger” and Leiv “Leffa”, in 2009. Their mission was to create the most plea-sant meeting point in the city, where the customers can be served good food and drinks in a great atmosphere. Their main target audience are people of all ages who have an interest in community and culture. Today, they claim to be known for their good menu, both in food and beverages, and a great atmosphere in their restaurant – which, as I mentio-ned at first, was their vision.

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school. I think their target group are more grown up people who want to mingle over some food or beverage in a more calm and relaxing atmosphe-re. Their logo it quite plain, with a tra-ditional, white font on a calming blue background. In the background, there is also a soft script, which I cannot read. Though it does look similar to features from the design on their web page, that look like some sort of handwritten old story.

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They also claim to have become a cul-tural arena for several events – spot on for their main target audience.Their logo is very simple, they have chosen to stick with typography only. The font they have used gives a “casual, handwritten” vibe, which suites the

name of their business. Their name “Hos Naboen” indicates that the place is more casual and relaxed.

The location where Henrik Øl & Vin-stove is today, has been a place of pu-blic dining ever since the 1930’s. It star-ted out as a place where the people of the countryside could enjoy a meal and some beverages. In 1984 they remo-deled the place, making it into an 80’s Café, and renaming it to Café Henrik. In 1993, Johnny Ve took over the business, and their new vision was now split in two: one was to create a work place for Johnny during his studies, and the other was to create a comfortable and calm pub, without loud noise.

Today, they have several regular custo-mers, but also people passing by. There is a cozy and nice asmosphere, and they don’t have any stereo system to play music, as they want to keep it more quiet to open up for good conversations and thoughts. Johnny is still to be found behind the bar, and the place still stand as it was after the remodeling in 1993.

My impression of Henrik Øl & Vinstove is that they are very traditional and old

Spisekroken is a small, intimate re-staurant with a good atmosphere. They regularly change their menu, in order to introduce new and exciting dishes. They serve generous portions of food, and they get their products from local, Nor-wegian suppliers. They also have a 2nd location just for larger groups of people and parties.

Their logo consists of a black emblem on an orange background, and a white font with decorative, white strokes around. It reminds me of traditional Norwegian design, and also it looks like it’s shaped as mountains – and they are located in the city of the 7 mountains. The font is rustic and old-fashioned, which commu-nicate tradition.

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SKETCHES AND WORK PROCESS

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PROFILE MANUAL

TYPEFACE

Bernard MT Condensed

Bernard MT Condensed came from the Bauer foundry,by the authors Monotype Type Drawing Office.

a b c d e f g h i j k l m n o p q r s t u v w q y z æ ø å

A B C D E F G H I J K L M N O P Q R S T U V W Q Y Z Æ Ø Å

, . - ! ” # ¤ % & / ( ) = ? ` ^ * @

C: 1 M: 6 Y: 26 K: 0

R: 250 G: 230 B: 185

C: 11 M: 41 Y: 88 K: 4

R: 188 G: 134 B: 69

C: 37 M: 60 Y: 79 K: 43

R: 88 G: 53 B: 23

C: 76 M: 36 Y: 73 K: 34

R: 44 G: 81 B: 60

C: 0 M: 0 Y: 0 K: 0

R: 255 G: 255 B: 255

C: 53 M: 7 Y: 93 K: 0

R: 130 G: 174 B: 90

C: 60 M: 40 Y: 20 K:100

R: 0 G: 0 B: 0

COLOUR PALETTE

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PROFILE MANUAL

SECONDARY LOGO OPTIONS

These are some secondary simplified logo options which the company can choose from. I have made these using items from the primary logo, so that they relate to each other. These will work better at smaller items such as business cards, pens, and so forth. The-se logos do not replace the original logo, but would be part of the brand profile.

CMYK RGB

PRIMARY LOGO

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PROFILE MANUAL

CMYK RGB

PRIMARY LOGO INBLACK/WHITE

SECONDARY LOGO OPTIONS

These are some secondary simplified logo options which the company can choose from. I have made these using items from the primary logo, so that they relate to each other. These will work better at smaller items such as business cards, pens, and so forth. The-se logos do not replace the original logo, but would be part of the brand profile.

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DESIGNStyle/genre/composition

When sketching, I wanted to combine some different styles and relevant elements to give the logo a strong concept, but still keep it nice and clean. I choose to put extra focus on key words like urban, stre-et food, beer, modern, traditional, hipster, youth, quality and cheap.The sketch I ended up using has a quite cartoonish look, with strong lines and co-lours. Still, in the way I have combined the various elements together in a conceptual way, I think it looks professional and mo-dern. The playfulness of the design indica-tes that this is not an expensive brand.

There is a though behind each choice of this design, and each element is there to communicate something. I have placed the brands name inside a banner, with a simple black star on each side, to express tradi-tional and quality. I placed a knife in one “hand” of the banner and a fork in the oth-er “hand”. This way people will immediately

understand that they serve food. The rest of the logo is shaped as a pint of beer, but with a hipster style face. The foam on top also have the look of a curly hipster hair. The hipster sunglasses can indicate that the food and beverages may be enjoyed out-doors, on the streets. I have also combined the hipster moustache with the malt. All together these elements form a fun figure of a face and arms. The design also have some degree of symmetry, which is one of the gestalt design principles.

I think I have managed to design a logo with a strong concept, through combining different key elements, making the messa-ge clear and easy for anyone to understand at first glance. The logo is simple, playful, fun and easily recognizable and I think it would appeal to the target audience of yo-ung, urban and cultural people.

Typography

I chose a font called Bernard MT Conden-sed. I tried several different fonts, but sin-ce the banner where I wanted to insert the text had a limited amount of space, there were only a few fonts that would fit well. I chose this font as it was compact enough to fit in the banner, yet professional looking and easy to read. Also, I think it goes well with the overall look of the rest of the logo.

Colours

In addition to black and white, I have used 3 shades of brown, and 2 shades of gre-en - as presented in in the profile manu-al above. I have used black and white to bring out a higher level of contrast. The thick, black lines also enhance the cartoo-nish style that I am going for. Both green and brown are colours of nature. This suit the target audience of young, urban pe-ople, since the youth are becoming more interested in nature and environmental issues. It is comfortable to look at as the two colours blend very well together. The 3 brownish colours that I have used are also the actual colours of beer, foam and malt (also occasionally a moustache), and in this case, I think using the “realistic” colours make the illustration more clear and eas-ier to understand. For the banner and the glasses, I used green, which is the most restful colour for human eyes. It is directly related to nature, and it symbolizes growth, freshness and fertility. In the banner, I used two different shades of green to separate the front part from the shaded areas in the back. I then chose to use the same dark green from the banner in the glasses as well, since I think the design looks more balanced when, i.e., the same colours or patterns are repeated once or twice, rather than adding several ones.

SELF EVALUATION

I have spent a lot of time and work on this assignment, and I feel satisfied with my final product. I’ve learned more about the importance of research and sketching be-fore jumping into a design. I enjoy quite a lot the design challenge, especially when it comes to combining several elements and styles in creative ways, in order to commu-nicate a message and/or concept through a design. Typography is also important, and the choice of fonts can communicate a lot. We have also learned how to present our work through a profile manual. Up un-til now, I had no idea what CMYK and RGB was, but now I know that RGB is a colour mode primarily used for designing elements that will be displayed on screen, while CMYK is most frequently used as the main color mode for printing.

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SOURCES AND REFERENCES

- http://www.identifont.com/show?8OB- https://resources.oncourse.iu.edu/ access/content/user/rreagan/Filema nager_ Public_Files/meaningofco lors.htm- http://ve.no/Index_henrik.html- http://www.spisekroken.no/menu/- http://hosnaboen.no/- https://spiritedgifts.com/mi crobrew-beer-sampler- https://www.youtube.com/ watch?v=2r6vNxLCMLk&list=ELFk sUZHD1W9U- http://www.modernsoapmaking.com/ diy-design-whats-the-difference-rgb- and-cmyk/

LINK TO WORDPRESSREFLECTED DIARY

- https://smudart.wordpress.com/blog/

CHANGES MADE

After feedback from the sensor I have made some improvements from the original design. It was pointed out to me that the stoke weight on the barley moustache was a bit thin on the original, as it was the only element that did not have a thick border, so I have revisited this.

In addition to this, I discovered some more room for improvemtn myself. I have done some minor adjustments in the reflecti-on of the sunglasses, in order to make it look more proporsjonal. Also, I lowered the cutlery as I felt it looked more harmonic, and it has some more breathing room. I also changed the font. After feedback in the forum I realized it doesn’t go that well with the overall design. I think the new font that I chose looks less ”childish” and more pro-fessional.

At last, the sensor pointed out that the logo might have too many elements to work well at small sizes, such as business cards, pens and so forth. Therefore he suggested do-ing a simplified version of the logo, which would not replace the logo, but would be part of the brand profile. These are pre-sented in the profile manual above. To the right you can compare the original design with the new and improved version.

ORIGINAL DESIGN

IMPROVED DESIGN