Engaging with a feedback critique in university, I took this opportunity to gain feedback from a range of design students that all fit my target audience as they are millennials. Briefly explain the context I asked them for feedback as to which concept they found the most engaging as a logo for the brand and why, this process worked well as it gave opportunity to reflect on how well these concepts engage with the target audience and appeal to them directly.
Concept 1: This was the general favourite of all the concepts with the sample of students who took part in the critique, they responded positively to the bold use of shape with comments including "Its usual but I like it" "Its playful" and "The unique arrangement will help the brand to stand out, especially on social media". These comments reinforce its suitability and that it positively engages the targeted demographic.
Concept 2: Students found this concept to feel sophisticated giving feedback suggesting 'It looks really posh and expensive' another student commented saying "it looks too editorial in this serif typeface, to make it work for the brand you should try a sans serif" I had not noticed this within my initial developments however it does bear close resemblance to the style of editorial magazines which make it less effective for my brand.
Concept 3: Students reacted positively to the aesthetic of concept 3 commenting on its simplicity and clean lines. It was praised for its overall elegance with student feedback stating "it looks trustworthy and professional"
Concept 4: Concept 4 was the least well received by the group overall, they thought the flag iconography was cleaver but felt it wouldn't work as a concept to engage a millennial audience. Comments regarding the aesthetic included "I think it works in principle but you could need the brand name incorporated somewhere".
Conclusion: This critique was helpful in ascertaining feedback from a sample of the brands target audience as to which logo concepts engaged them most dynamically. From this feedback it can be suggested that concept 1 received the strongest response from this sample therefore I feel confident in developing this further into the brands logo. This is not purely based on critique feedback as this is an extremely small sample however the links to the research essay incorporating Aakers brand personality and the unique aesthetic prove it will create a strong brand image that consumers will be able to identity and engage with.
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