Responding to feedback I began developing the 'E' letterform as it was suggested this stands out being the only real character and should be refined using the same principles of space that are applied to the rest of the letterforms. Developing the 'E' character I generated a range of visual development creating differing character styles to experiment with. This process was rewarding in generating a range of letterforms that can then be evaluated to either disregard or develop further, from which I established two design directions to develop.
The first direction I chose used a circle with an quarter removed, developing this I added a triangle for the eye of the 'E' and used an angled cut out for the aperture, finally this was simplified removing the eye to create a more minimalist aesthetic more representative of a simple shape. This looked effective when placed with the rest of the letterforms however was perceived as lowercase where all the other characters are uppercase which may result in further problems with legibility and consistency.
The second direction took the shape of the W and translated this into an 'E' character, initially this felt too this compared to the width of other letterforms 'W' and 'N' so was developed adding more bulk to the character in order to make it more visually consistent. More subtle development included altering the angles of the arms to match the diagonal stroke of the N, this creates a more succinct visual consistency within the letterforms that allows the design direction to appear more professional.
Asking students and design tutors for feedback as to which direction they felt was the most appropriate the responses were mixed with support for both aesthetics. I concluded direction two should be developed into the final logo as for me using a lowercase letterform within the all caps arrangements feels too inconsistent. The second directions 'E' fits aesthetically with the rest of the letterforms and solves the original problem taking the 'E' which looked too much like a character and developing it into a simple letterform that sits consistently within the logo type.
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