OUGD601 - Practical / Identity - Initial Logo development

With a range of initial logo sketches I chose to then develop the most promising 4 concepts digitally. This was most appropriate as asking for feedback on paper sketches would have been limited especially when dealing with type, therefore these initial digital development will allow for better visualisation of the concept and inform more relevant and critical  feedback.

Concept 1: 

This first concept uses extremely bold blocky lettering made up of shaped which is used as a display type most akin to the 'excitement' personality trait of my research linking typography to Aakers brand personality framework. This bold and simple logo design will easily catch the eye of the target audience due to its thick wait and unconventional logo dynamic which seems to represent the unique nature of the concept. The type created from shapes creates subtle references to child's play connoting the simplicity of the process and relating back to the name creating a sense of child like wandering which connotes innocence. 

Concept 2: 

My second logo concept adheres to the sophistication personality trait of Aakers model using petite serif type with extended kerning in order to symbolise the distance of travel. This logo concept creates connotations of an established brand therefore making consumers more comfortable in sharing private data they will need to complete the application process. These sophisticated logo type works effectively in creating a strong brand profile that feels expensive and elegant. 

Concept 3: 

Creating a super minimalist logotype for the brand works effectively with the millennial target audience as this concept feels futuristic and almost dystopian. As discuovered within my research the millennial generation will adopt new technology 2.5x faster than other generations therefore this technologically minimal aesthetic will works appropriately in engaging the audience through this desire to engage with new ideas and represents the simplicity of the process offered by the brand. 

Concept 4: 

Stepping away from logotype I created an icon for the brand to test how this is received by the target audience, I think logo type works more effectively in communicating the brands name and image however I will be interested to see how this is evaluated in a feedback critique. The concept works simply with the w and the icon of a flag, this clearly articulates an ideology of travel and centres the brands positioning around individuality (with each countries individual flag).