Refined LOGO

Refinement 1:screen-shot-2017-02-19-at-18-44-45

This is the first refinement I did to my logo. I have simply changed the colour scheme of the design in order to suit the preferences of my target market and to represent the colours of Cambridge.

Refinement 2:


In this refinement, I chose to develop the typography, along with the style of my logo design. Changing the typeface allowed me to choose a typeface that I felt suited my target audience more, whilst additionally adapting the colour to match the imagery. I feel the word and image combination within this piece is still not that strong, as the images appear as if they are simple placed behind the words, giving them less of a combined sense. However, the blue splashes of watercolour make up for this as they are dotted around the typography making the words and images seem as though they are one.

I am quite pleased with this logo, but feel due to the light colours within it, it would not stand out and be that visible as a logo. Being easy to see from a distance is  a quality I feel should come with a logo, and this one does not have that. Therefore, I don’t think I will be taking this design forward.


Refined logo 2

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This is a refined logo I made incorporating the idea of using a bike design and a design I had previously made for one of my other logos. I feel the combination of words and images worked well in the design as they are neatly combined into the centre of the bike wheel. Keeping the metal bar element of the bike within the design almost allows a more interesting combination of words and images as the typography appears to sink into the back of the wheel, as this part of the bike pushes it into the background.

I chose to use a style of typography that includes Serifs to bring a connection between my chosen audience type and the typography. I feel that this design has worked fairly well, yet lacks influence from my research and therefore appears quite random. Despite this, I feel that within the imagery, cycling and historical places within Cambridge are included.

If I were to refine this idea further, I would make the design have more influence from the designers I have researched, and work on neatening up the edges of the design.I am not fond of this design as I feel it does not fit the brief that well, as it needs to be more audience specific.

Within the typography, I have removed the ‘C’ from Cambridge and placed it outside of the wheel.This is a way in which I attempt to make the design more innovative an unique, to link to the brief further. I feel that removing this C from the inside of the wheel appears quite random, yet works well as the C fits well under elements of the design. This combines the words and images further, as it slightly alters the perspective of the logo. This is something that I felt went well when designing this logo.

I will not be taking this logo idea forward, as I feel I have made stronger Logos than this, that combine words and images in more of an interesting way. I additionally feel that logos are meant to be fairly simple, and there is too much going on within this design, giving it less logo like qualities.

refined logo


Refined Logo 1


This is the first way that I refined my bike Logo. Although not a drastic change, I wanted to experiment with making the font more appropriate for my target audience by adding Serifs. I feel that this didn’t work to well yet despite this I am still satisfied with the outcome.

I found adding Serifs incredibly hard as this typography was hand drawn using a Wacom Tablet, and therefore did not allow me to change the font easily. The Serifs that I added to this logo turned out to look as though they are a medieval style of typography, which I additionally feel would work well with representing the history of Cambridge. During Medieval times, Cambridge thrived with a regular market and a large population, and producing this font will allow me to convey this idea through my work, which links into the historical interest that my target audience have.

The word and image combination has not changed, as I was happy with they way that the words and images were combined. Using an Abram Games style layout to the typography allowed me to create an interesting angle for this typography, and almost suggests the typography is a support which keeps the bike wheel upright, showing how it has become part of the imagery.

Refined Logo 2:screen-shot-2017-02-19-at-18-54-26

This is the second refinement I made to my bike wheel, again it is not a drastic change, but I wanted to experiment with adding a different colour scheme to the overall design and seeing how this would affect its appearance. I feel that this refinement has not worked that well, ad the colour appears quite random, and I feel is fairly gender bias. For example, it is usually known that pink is more of a feminine colour, and I feel that this idea has come through within this design and therefore does not allow me a wide target audience. Therefore, I feel that changing the colour scheme this drastically is something which has not helped my design, but I have learned which sort of colours are least successful in my designs.

Additionally, this is another example of not changing the word and image combination, as I only wanted to adapt the colour scheme. I feel if I were to place the words and images in a different way, or at a different angle with this particular refinement, not a great change would occur as the design would still feel fairly feminine based on the colour scheme.

I will not be taking this refinement forward as I feel the colour scheme particularly restricts the design and does not appeal to my target market.

Refined Logo 3:screen-shot-2017-02-19-at-19-03-05

This is the third refinement I made to my bike wheel. AS i had not changed perspective of composition within the other refined examples of this design I felt I should experiment with this. I firstly changed the perspective of one bike wheel, by turning it, which made me come up with the idea that the words could be used as another part of the bike. I then duplicated the design and added in the rest of the bike. I am very happy with this experimentation and feel that changing the perspective and angle of my original design opened up a lot of ways that my words and images could be combined. Using the typography as important parts of the bike allowed me to show a different angle of the design. However, I felt that this lessened the link to Abram Games’ ‘Jersey’ poster and therefore shows a way in which this design is not as successful as the others.

I specifically made the main areas of the bike blue to link to my target audience more,as I feel that this is a colour which is appropriate for them. I did not change the colours on the wheels of the bike, as I felt that the contrast between the orange and blue is something which worked well, making my design quite eye catching.

Despite being quite fond of this design, I feel it has one main flaw to it. The typography in my design are shown at such angled perspectives, that they are quite hard to read. This is something which drastically effects the design and I feel that it does not work well for a logo. Whilst being viable from a distance, the design stands out well as a logo yet not being able to read the typography easily overthrows this point. I feel that I will not be taking this design further, after experimenting with different perspectives, I feel that the main focus on the bike makes the typography seem less important, when it is actually a crucial part of the design.

Peer Review of Logo Ideas

Out of all the logos I have designed so far, my group liked the Visit Cambridge Bike Wheel design the best and therefore this is the design I have chosen to refine further at this stage. The reason they liked this design the most is due to the fact that they felt it had a strong link to my research through the angle of the typography, and combined the words and images well through a creative idea. I additionally feel that this logo is fairly strong, as a lot of my other designs appear to complex to be a logo, and are hard to read when made smaller. Overall I agree with my groups opinions about my logo, and feel that getting their feedback has helped me.



Image result for watercolour words and images new york logio Image result for watercolour words and images new york logio


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This logo was based around a New York logo I had found with an interesting combination of words and images. The words within the New York logo appear to be sitting upon the line which comes from the typography, connecting the two in a way I had not seen before.

Using this style for my “Visit Cambridge” logo was something I felt would be challenging, as it involved the use of other materials than a Wacom Tablet. Using watercolour paints, I aimed to produce an outcome similar to the New York logo, yet personalised to suit Cambridge.

To combine the words and images, I scanned my watercolour painting into Photoshop, and altered the placement of the image with the hand drawn typography I had produced. With the typography, I aimed to show the calligraphy style effect that the New York logo had to it, but making it correspond with my imagery well. I am pleased with the way the words and images have worked within this logo, yet feel they lack a sense of connection between them. For example, I feel that the harsh black colour of the writing makes the imagery feel as though it is not connected to the typography, based upon the orange colours which do not blend in with the line. This I feel could be improved if the style or colour was changed of the typography, as it may make the two seem as though they are one, rather than two separate parts.


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For this logo I chose to use a completely different style of poster to influence me, so I had a broad range of ideas. The monotonous colour scheme of this particular poster is something I felt could work well for a logo as the harsh black lines are fairly striking, making it a noticeable part of the poster.

Combining the words and images is something I found quite hard within this style of work, as using straight lines made it hard to make the typography look as though it is connected to the imagery in some way. The designer of the original poster used a lot of curved style typography, and this is something I wanted to bring forward and use within my logo. I chose to use these arch shapes as the main outline of my logo, and then put the rest of the design within the circle.
The typography I used within this poster is something I thought incredibly careful about, as I wanted it to link to my audience as much as possible. Therefore when choosing a font, I looked at suitable fonts which used Serifs, and chose the one which I felt would fit the best with my design whilst also showing links to my artist inspiration. Combining this particular font with my logo is something I found worked fairly well, as each serif included allowed an easy place to attach the typography with the circle, giving it a stencil effect. I feel that combing the words and images worked incredibly well here, as each element of typography and imagery is connected back into the main circle used, giving the logo a sense of equality. This equal feel is also made up by the negative space of the logo, which is almost even on both sides, as the main focal point of Kings college is similar each side, leaving even amounts of negative space.

I feel that this logo meets the brief well, as including One of the colleges within my imagery links into my target adherence, as it represents the historical areas in Cambridge, whilst the connection of the Serif font allowed me to combine both the words and imagery quite well. However, If I were to change this design, I would probably think about colour scheme more, as despite the bold appearance of the black lettering, I feel a colour such as blue would creat additional links to my target audience whilst also corresponding with the colours used on the “Visit Cambridge” website, perhaps refining my idea to a more interesting level.




Logo Design:


This logo was based around using education as the main idea for the logo. To represent the idea of Cambridge being historical through the famous colleges it has, I designed a logo based around a graduation day hat to celebrate the successes of Cambridge. This design has influence from one of the posters I looked at in my research, which is one I hope to use to inspire me throughout my project.

From the poster I used for inspiration, I took the idea of using part of the object itself to form an element of the typography within the design. Designing the string in the shape of the words “visit Cambridge” allowed me to create a similar effect to the one used within the shoe poster, just at more basic level. Combining the words and images in this way is something I feel that was quite successful for this logo, and it allowed the words to look like they are part of the image. Additionally, the colour scheme of yellow and blacks allowed the typography to contrast against the hat, making it stand out fairly well, and more appropriate for a logo.

I feel a flaw in this design is the sizing and readability of the text itself. As the sizing is not extremely large, I feel from a distance it may be quite hard to read, and perhaps confusing based upon the style of the typography. Additionally, the typeface us something which is fairly basic, and has not been refined to suit the particular audience that I have chosen. I feel a typeface such as one with a Serif style format may be more appropriate for my target audience as suggests sophistication, linking to the sophisticated historical places there are to visit in Cambridge. However, I feel this may be challenging to adapt as the words and images are neatly combined due to the loopy aspect of the font, and removing this may make the string part of the hat look less like string.

Overall I am happy with this design, and feel that the combination of words and images is particularly strong, however I feel that it is less appropriate for my audience. I feel that taking this design forward to use as a logo may be quite challenging.

Initial Rough Logo Idea Number 1





This design is based around a bike wheel, which was meant to demonstrate the idea of bike tours around Cambridge. Whilst Cambridge is known for its generics sites, such as the colleges or river damn, I felt that cyclists were a key part of Cambridge and thwrefore this is something I wanted to include within my logo design. Through this deisgn, I looked at a way of combing the typography through part of the bicycle spokes, and running the typography along this slanted angle, giving it links to the work of Abram Games. (Specifically his poster “Jersey” which I looked into as part of research for the project.) Using Abram Games for one of the main influences for this design I feel is something which allowed this design to be successful. The angle the typography sits at works well with the bike wheel and allows the typography to fit in well with the bike spokes.

I feel the colours of the design work well as the bike wheel used quite realistic colours, contrasted with the colours of the typography which make the words stand out from afar. However, this is something which could be developed and changed further take the combination of words and images even more successful. For example, if the letters were to include more traditional bike colours, they may fit better with the wheel,’or perhaps using a bike gesture to place the words in, I may be able to make the words look as though they are part of the bike, increasing the realism in the design.

However, if this change were to be made in the design then the typography may not stand out as well against the imagery, making the words less visible to read. The main focal point of this image is the typography, and removing the colour in it may change the focal point entirely, making the typography seem less important.

I feel that this design does work for my target audience, as bikes allow quite a general audience, as they can be used for travel by most people. However, I refine this idea further making it more target audience specific, by perhaps including points of interest for 35-60 year olds, that are available to travel to safely by bikes around Cambridge. This would therefore give the design a stronger message behind it, making it more relevant to the brief.