Individual Experimentation.

I have individually experimented with Vignellis' six fonts in terms of uppercase, lower case and a mixture of cases. I quickly came to the conclusion that Futura is the most suitable to use for the logo. This is because as it is a geometric sans-serif typeface it reflects the straight and diagonal lines of scaffolding as well as keeping it simple and clear to read at any distance. As the logo will be sewn on to the football kit of Hull City Tigers, using a sans-serif font also allows for a more simple design approach to be taken.

Once we regrouped and discussed our thoughts on the six fonts through showing each other our design pages, it was clear that we had all followed a similar thought process about Future. We therefore decided to continue the project using this font which will allow us to individually experiment with different styles of the logo. 

My first experimentation process simply involves adjusting the kerning of the company name 'Burflex'. When demonstrating this page to the group we discussed how the plus kerning represents the flexibility and openness of the company and how they work across the uk. We felt as though the minus kerning created too much of a blocked shape of text and offered no freedom within the individual letters. 

To direct my experimentation further, I decided to look at other scaffolding companies that are part of NASC (National Access of Scaffolding Confederation) to see if there are any themes throughout the logos. The most prominent theme is that all of the logos use capitalised letters. I have therefore chosen to incorporate this into my experimentation process. Another more interesting theme that I noticed was that many of the companies incorporate additional information about the logo such as 'Scaffolding Ltd' or 'Services LTD'. I have brought both of these elements together to produce the third design page. 

I think that the third experiment is the most successful as the 'SCAFFOLDING LTD' is not too over powering therefore not taking away the focus from the name of the company. However, is still readable from a range of distances. The readability is an  important aspect of designing this logo as it will feature on a number of different medias, in varied sizes for example, stadium advertising to formal letters. 

For the next stage of my developments I went back to the original logo to see what aspects I could bring in to the new design. This stage of experimentation came from researching other companies that have been rebranded. Many aspects from Ford's original logo were taken and adjusted to suit the new design, allowing it to still be recognisable and traditional. I think that this is of key importance as Burlfex focuses on their customer relations therefore having a logo that remains recognisable to the highly trusted company is important. I chose to bring the colour of the original logo in to the new design to see what effect this had on the design.

Taking into consideration all the medias that the logo will feature on I think that keeping a simple colour scheme is essential therefore I prefer the first design with the red adding the familiarity of the company. Colour is something to discuss within the group and to take into consideration when coming together to design the final logo as it will be affected by what media the logo is being presented on.