MANDATORY)ASSIGNMENT)02)0)Logo))

0)LINDA0MERETE)ANTONSEN)–)23.10.)2015)

)

Introduction)

•! Interpretation)of)the)task)!

In!this!exercise!we!will!learn!how!to!research!the!market!and!target!

groups.!We!should!learn!to!be!better!at!sketching!and!to!get!our!

message!to!communicate!better!with!the!target!groups.!

We!will!increase!our!practical!skills!by!learning!and!using!tools!and!

programs.!

And!we!will!learn!the!importance!of!proper!use!of!typography!and!color.!

•! Concept)and)target)!

I!chose!the!target!group:!Women!in!their!30s.!

I!had!to!make!a!logo!that!everyone!in!the!target!group!would!understand!

and!recognize.!!

•! Define!target!group!

Women!in!their!30s!are!well!underway!with!the!planning!of!life!

and!many!have!already!started!a!family.!They!are!adults!but!has!a!

hint!of!childishness.!They!are!older!but!still!young!at!heart.!The!

women!have!a!busy!life!and!rush!to!keep!up!with!all!expectations.!

They!need!a!break!from!the!chaos!and!indulge!in!a!little!luxury.!

!

•!Message!/!achieved!action!

!

Research!is!a!big!part!of!this!task.!To!fully!understand!my!target!group!

and!their!needs!I!have!to!find!out!what!women!in!their!30s!like,!prefer!

and!are!longing!for.!

!

Research)and)work)process)

•! Creative)methods)and)logo)characteristics)

!

I!needed!to!draw!something!that!catches!the!eye,!is!organized,!simple!

and!has!some!color.!

It!needs!to!be!elegant,!classy!and!girly.!A!little!bit!of!romance!mixed!with!

a!feeling!of!relaxation,!temptation!and!a!touch!of!luxury.!

•! Inspiration)methods)

I!started!by!creating!a!brainstorming!map!of!what!first!fell!into!my!head!

when!I!thought!of!women!in!their!30s!and!the!word!“crave”.!Then!I!

began!to!sketch!some!ideas.!I!researched!my!target!group!and!asked!

friends!and!family!within!my!target!group.!

•! Research!

o!Who$are$the$main$market$competitors$and$how$is$their$

design?$There!are!very!many!chocolate!manufacturers!around!the!world!so!

I!have!concentrated!on!manufacturers!here!in!Norway.!

!

!! Hval$Sjokolade!J!They!have!a!simple!logo!of!a!whale!and!a!

word!mark!with!the!company!name.!They!produce!mostly!

chocolate!in!bulk!weight!and!their!target!group!is!everyone!

who!eat!chocolate!and!candy!in!bulk!weight.!

!! Minde$Chokoladefabrik!J!They!have!a!simple!logo!with!a!

word!mark!of!the!company!name.!They!produce!mostly!bags!

with!selected!chocolates.!The!company!is!taken!over!by!

Brynild!Gruppen!AS.!Before!it!was!local!women!who!

produced!chocolate!with!recipes!from!confectioners.!

Company!recipes!were!business!secrets!and!was!not!written!

down.!The!company's!target!group!is!probably!most!who!eat!

chocolate,!but!that!their!product!will!bring!people!together.!

So!that!there!are!friends!and!family!who!sit!together!and!eat!

the!same!product.!It!is!meant!to!be!shared.Some!of!the!

products!are:!Sjokocrisp!(plate),!Sjokoris!(plate)!and!bags!of!

Smågodt,!Jubileum,!Sjokoknaz,!Risbrød!og!Banan.!

!! Nidar!J!They!have!a!simple!logo!with!a!word!mark!of!the!

company!name.!They!have!a!wide!range!of!target!groups.!

They!appeal!to!everyone!who!eats!chocolate,!all!ages,!

gender,!ancestry,!place!of!residence,!education,!economy!

etc.!The!company's!products!range!from!chocolate!bars,!

bags!of!chocolates!boxed!chocolates.!Some!of!the!

company's!products:!Smash!,!Stratos,!New!Energy,!

Mokkabønner,!Kremtopper,!Sfinx.!

!

!! Freia$J!They!have!a!simple!logo!with!a!word!mark!of!the!

company!name.!Freia's!target!group!is!large.!They!are!trying!

to!reach!all!who!eat!chocolate!but!they!work!hard!to!ensure!

that!the!chocolate!will!be!Norway's!national!chocolate!and!

chocolate!number!one!for!hiking!and!skiing.!They!are!

inspired!by!Norwegian!nature!and!this!is!reflected!in!the!

branding!and!advertising.!

•! Product!history!

!

Chocolate!is!a!word!originating!from!the!Spanish!word!"chocolate"!that!

have!the!same!meaning.!

It!is!believed!that!the!cocoa!tree!has!been!grown!since!the!600s!by!Maya!

Indians!from!the!Central!America.!Maya!Indians!used!cocoa!beans!as!

currency,!but!no!one!knows!how!they!

found!out!how!they!made!chocolate.!It!

is!believed!that!the!fruits!of!cocoa!beans!

were!used!already!for!about!2500!years!

ago,!but!that!it!was!flesh!around!cocoa!

beans!that!were!used!the!most.!It!was!

made!a!drink!called!"xocolatl"!which!

was!made!to!first!shake!and!crush!cacao!

beans!until!it!became!a!fat!mass.!Then!

the!mass!was!flavored!with!honey,!

vanilla,!chili,!sugar!and!sometimes!

cornstarch.!The!mass!was!then!pressed!

and!shaped!into!balls!and!placed!for!

drying.!They!took!the!balls!and!

shredded!it!in!water,!first!in!cold!and!

with!time!in!hot.!Then!they!got!cocoa!drink.!Cocoa!beans!were!

considered!very!valuable!and!was!therefore!used!in!special!occasions!

such!as!ceremonies!and!human!sacrifice,!for!gifts,!used!as!currency!or!

exchange!with!tradesmen.!Cocoa!was!mostly!used!in!liquid!form!and!was!

not!known!as!a!product!in!solid!form!before!it!was!developed!by!

Europeans!in!modern!times.!

Cocoa!fruit!was!scattered!from!the!Mayans!to!the!Aztecs!and!the!Olmec.!

In!1502!Christopher!Columbus!took!with!him!cocoa!beans!to!Spain!and!

Europe!after!having!discovered!the!cacao!bean!on!Guanaja.!In!1519!

cocoa!drink!introduced!by!Hernán!Cortés.!He!had!seen!the!taste!of!the!

Mexican!court!of!Montezuma.!Charles!V!established!a!Spanish!monopoly!

on!the!import!of!cocoa!and!this!monopoly!was!maintained!for!80!years.!

During!this!period!Spanish!people!began!to!drink!lots!of!cocoa.!In!Europe!

in!the!1600s!was!it!increased!interest!in!cocoa!and!it!quickly!became!

popular!thanks!to!a!spread!through!the!royal!houses!and!the!nobility.!

Cocoa!reached!France!in!1615!through!

the!the!marriage!of!Anna!of!Austria!and!

Louis!XIII!of!France.!The!rich!had!access!

to!cocoa!while!the!poor!did!not!know!

what!the!product!was.!Cocoa!spread!to!

the!Netherlands,!where!Amsterdam!was!

a!major!port!for!cocoa!imports.!Cocoa!

continued!to!spread!to!Germany,!

southwards!to!Italy!and!northwards!to!

Scandinavia.!In!the!midJ1600s!reached!cocoa!until!Britain,!which!built!

the!chocolate!houses!in!London.!The!Chocolate!houses!took!up!

competition!with!large!and!established!coffee!houses.!Chocolate!houses!

were!promoted!as!a!place!where!one!drank!chocolate!drink!that!had!

healthy,!restorative!and!aphrodisiac!effects.!

Paris!was!first!in!the!world!to!produce!chocolate!in!a!mechanical!way.!

This!happened!in!1756.!"Chocolaterie!Royale"!opened!four!years!later.!

The!chemist!Coenraad!Johannes!Van!Houten!invented!a!new!press!in!

1828.!This!press!could!extract!the!fat!from!the!cocoa.!He!also!invented!a!

method!to!neutralize!the!acids!in!the!cocoa.!With!the!new!press!and!the!

method,!he!could!produce!almost!pure!cocoa!fat!which!could!again!be!

ground!into!powder!and!used!for!flavoring.!The!first!chocolate!cake!that!

could!be!eaten!by!an!assembly!was!made!by!JS!Fry!&!Sons!in!Bristol,!UK!

in!1847.!He!had!

learned!to!make!

moldable!chocolate!by!

adding!back!the!

melted!butter.!

Powdered!milk!was!

invented!by!Henri!

Nestlé!in!1875!and!

then!it!was!a!short!

way!to!combine!cocoa!

and!condensed!milk.!

The!result!was!milk!

chocolate.!

•! Product!characteristics!

!

Cocoa!fruits!grow!directly!on!the!trunk!or!older!branches!of!the!cocoa!

tree.!It!occurs!flowers!and!fruit!at!the!same!time!and!this!occurs!twice!a!

year.!Each!tree!produces!about!3J4!kg!cocoa!beans!every!year.!

There!are!two!main!types!of!cacao!beans!that!you!use!to!make!

chocolate.!There!are!"Criollo"!bean!and!"Forastero"!bean.!The!most!

delicate!type!is!"Criollo"!that!has!an!exceptional!taste!and!aroma.!This!

cacao!bean!tolerates!very!little!and!therefore!constitutes!only!5J10%!of!

global!production.!"Forastero"!beans!can!withstand!much!more!and!

makes!up!about!80%!of!global!production.!

This!bean!is!divided!into!two!categories!on!the!basis!of!where!it!

originated.!Stems!from!the!lower!Amazon!so!called!"Amelonado"!and!is!

the!most!widespread!and!grown!version.!This!bean!has!a!strong!and!

bitter!taste.!If!the!bean!originates!from!the!upper!Amazon!so!called!

"Arriba".!It!has!delicate!taste!characteristics!and!nice!aroma.!

Finally,!there!are!many!hybrids,!but!the!most!famous!is!"Trinitario"!

beans.!This!is!a!crossbreeding!between!the!"Forastero"!and!"Criollo"!that!

took!place!in!Trinidad!in!1727.!"Trinitario"!bean!has!the!delicate!flavor!of!

"criollo"!and!it!can!withstand!more!due!to!"Forastero".!This!cocoa!bean!

accounts!for!10J15%!of!global!production.!

$Criollo$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$Forastero$$$$$$$$$$$$$$$$$$$$$$$$$$$$Trinitario$

$Types$of$chocolate:$

o! Dark$chocolate!–!contains!the!highest!percentage!of!cocoa.!It!is!quite!bitter!and!has!less!sugar!and!hardly!any!milk.!

o! Milk$chocolate!–!It!is!a!sweeter!and!creamier!form!of!chocolate.!It!

has!10%!cocoa!and!12%!milk!solids.!It´s!the!most!common!type!of!

chocolate.!

o! White$chocolate!–!This!contains!the!least!amount!of!cocoa!and!is!

principally!made!from!cocoa!butter!and!milk.!

!

o! Unsweetened!and$pure!chocolate!–!This!contains!primarily!of!

cocoa!solids!and!cocoa!butter!in!different!proportions.!!

!

o! Sweet$chocolate!–!This!is!chocolate!combined!with!sugar.!

!

o! Semisweet$chocolate!–!This!is!a!dark!chocolate!with!a!lower!sugar!content.!

!

o! Bittersweet$chocolate!–!This!is!a!chocolate!liquor!which!is!added!more!sugar,!cocoa!butter,!vanilla!and!also!sometimes!lecithin.!Still!

it!has!less!sugar!and!more!liquor!than!semisweet!chocolate.!

!

o! Raw$chocolate!–!This!is!a!dark!chocolate!and!it!has!minimum!75%!

cocoa.!

!

!

!

•! Analysis)

In!my!research!I!found!that!there!were!very!many!chocolate!

manufacturers!around!the!world.!So!I!interacted!with!those!we!have!

here!in!Norway.!There!were!a!lot!of!research!and!sketching.!I!worked!a!

great!deal!with!different!ideas!and!eventually!found!one!that!captured!

my!eye.!I!asked!friends!and!associates!in!the!age!group!what!they!

thought!about!the!logo,!if!it!hit!them!and!their!needs!and!desires!and!

whether!they!would!buy!a!product!with!such!a!logo.!The!feedback!I!got!

was!very!positive!and!they!thought!it!was!a!very!exciting!and!tempting!

logo.!Based!on!the!peoples’!feedback,!I!decided!to!go!for!this!logo!as!my!

final!result.!I!have!learned!much!about!researching!the!market!and!the!

target!groups!needs!and!desires.!

My finished logo

RGB

CMYK

Black/White

•! Sketches))Right!from!the!start!I!knew!about!what!I!wanted!to!draw.!I!made!me!a!

brainstorming!map!to!get!an!overview!of!ideas!and!after!that!I!could!

start!drawing!my!idea!

!

•! Moodboards)

Here!is!a!little!moodboard!!

!

Design)

•! Style/genre)

The!style!and!genre!I've!used!is!elegant!and!classy!yet!simple.!It!should!

convey!a!sense!of!relaxation,!temptation,!femininity!and!a!touch!of!

luxury.!

•! Typography)

The!font!I!used!on!the!word!"Crave"!is!"Birds!of!Paradise",!it!is!"Regular"!

and!size!90!pt.!The!"C"!is!capitalized!while!the!"rave"!is!lowercase.!The!

font!I!used!on!the!word!"Chocolate!temptation"!is!"Krinkes!Decor!

Personal!Use",!it!is!"Regular"!and!size!40!pt.!

•! Colours)

I!used!standard!HB!pencil!and!also!ballpoint!pen!on!the!sketches.!!

!

The!font!CMYK!color!for!the!logo!is!black!#000000!

(C=56%,M=45%,Y=48%,K=71%)!the!same!color!is!used!fore!the!outlines!

on!the!lips!and!teeth.!

The!CMYK!color!of!the!lips!is!red!#a52f3d!(C=14%,M=93%,Y=75%,K=8%).! !

The!font!RGB!color!for!the!logo!is!black!#000000!(R=0,G=0,B=0).!The!

same!color!is!used!for!the!outlines!on!the!lips!and!teeth.!

The!RGB!color!of!the!lips!is!red!#c5004a!(R=197,G=0,B=74)!

!

The!Black&White!logo!has!the!black!#000000!(R=0,G=0,B=0)!

(C=56%,M=45%,Y=48%,K=71%)!!

and!the!white!#ffffff!(R=255,G=255,B=255)(C=0%,M=0%,Y=0%,K=0%)!

•! Composition,)layout,)grid)

The!lips!are!positioned!slightly!to!the!left!while!the!typography!is!located!

to!the!right!of!the!lips!and!at!the!height!of!the!lower!lip.!

The!lips!is!the!positive!space!and!takes!a!big!space!on!the!!page!leaving!

some!negative!space!around!the!lips!and!the!contrasting!text.!The!

contrast!to!the!lips!is!the!text!:Chocolate!temptation”.!The!text!is!

elements!in!a!relationship!with!the!owl!and!makes!the!proximity.!

Link to Wordpress reflected diary posts $

https://lindaantonsen.wordpress.com/2015/10/23/ma

ndatoryJassignmentJ02Jlogo/!

Sources)and)references)

!

Webpages:!

https://no.wikipedia.org/wiki/Liste_over_Nidars_produkter!

https://no.wikipedia.org/wiki/Liste_over_Freias_produkter#Sjokolade!

https://no.wikipedia.org/wiki/Hval_Sjokoladefabrikk!

https://no.wikipedia.org/wiki/Minde_Chokoladefabrik!

https://no.wikipedia.org/wiki/Sjokolade!

https://en.wikipedia.org/wiki/Chocolate!

http://www.madefromchocolate.com/historyJofJchocolate.html!

!

Nidar!photos:!

https://media.snl.no/system/images/12637/standard_stratos_J

_sjokolade__e2_80_93_1_1.gif!

!

http://bloggfiler.no/sjokoladeblogg1.blogg.no/images/1017853J10J

1356727678842.jpg!

!

http://bloggfiler.no/sjokoladeblogg1.blogg.no/images/1017853J10J

1356729237856.jpg!

!

http://www.matvareguiden.no/bilder/8633.gif!

!

http://www.nidar.no/var/ezflow_site/storage/images/selskaper/orklaJ

brandsJnordic/nidar/produkter/sjokolade/sfinx/256377J9JnorJ

NO/Sfinx_medium.png!

!

http://www.matvareguiden.no/bilder/8581.gif!

https://lenekoppervik.files.wordpress.com/2015/01/nidar.jpg!

!

Freia!photos:!

http://bloggfiler.no/annikama.blogg.no/images/295546J11J

1270854008070.jpg!

!

http://www.freia.no/~/media/freia/no/images/products/sjokolade/japp/

big_gallery_japp04.png!

!

http://annonseweb.p4.no/uploads/freialogo.png!

!

http://www.toolbox.as/pimages/7000/7000_300x300.jpg!

!

http://fandbnews.com/wpJcontent/uploads/2014/10/FreiaJcookingJ

chocolate.jpg!

!

Minde!photos:!

!

http://www.rollut.no!

http://matvareguiden.no/bilder/9312.jpg!

http://matvareguiden.no/bilder/9318.jpg!

Hval!photos:!

!

http://daisy.sidor.no/generated/169304_338901_np.jpg!

http://stifhandball.no/admin/upload/files/View.aspx?id=1594!

!

International!manufacturers:!!

!

http://4.bp.blogspot.com/J

yTUSa8uyj2o/VJvQPF_rzGI/AAAAAAAABV4/20l70w4HhqU/s1600/top%2

B10%2Bchocolate%2Bbrands%2Bworld.png!

!

http://4.bp.blogspot.com/J

u_doXU6uGmY/TuHYOM6kjXI/AAAAAAAAADc/_Bs1IflPJzs/s1600/types+

of+chocolates.jpg!

How!chocolate!is!made:!

!

http://www.wickedgoodies.net/wpJcontent/uploads/2012/07/HowJ

ChocolateJisJMadeJbyJWickedJGoodies.jpg!

!

Types!of!chocolate!photo:!

!

http://dchealthybites.com!

In!addition,!I!used:!

!

The!book!LOGO!DESIGN!WORK!BOOK!J!A!handJon!guide!to!creating!logos!

by!ADAMSMORIOKA!(ISBN:!1592532349)!

!

The!book!Graphic!Design!School!(fifth!edition)!by!Wiley!

(ISBN:9781118134412)!