Decided to use a serif font because I wanted to see how if it would be effective at reflecting the history behind the brand. I didn't play with the kerning, I just wanted to see how they would look in upper and lower case:
I struggled to find a serif font that was traditional but also created a modern feel, Bodoni is a very clean and balanced typeface that works in upper and lower case. I was pleasantly surprised by the new lower case HMV logo which is a lot different from their bold, upper case style. I decided to use the lower case bodoni type to experiment further with because it is a classic font but the lower case makes it more contemporary.
Increased the kerning a lot to see if I could try and create a friendly tone and to even out the spacing between letters. I thought using the circular shape around the centre character would be reminiscent of vinyl but the stroke is larger to fit the girth of the text. I like the negative space created by the 'm' and the circle, it could work on its own in another context.
Filling in the negative space was hard because I didn't know what colour scheme to use. I wanted to use more than one colour so stayed away from the trademark fuchsia pink and stuck with monochrome because I find it easier to work with soft tones. I made the kerning too narrow so the letters are confined.
I rotated the circle slightly to suggest a vinyl playing but I think that makes it harder to read and I like balanced design.
Created rings to represent the vinyl and culture of the business. I like the concept but I feel there is too much negative space and the type is just floating in the centre of it. It doesn't look like it has a place. I am finding the kerning between the 'm' and the 'v' difficult to get right. I think this concept is also a lot easier to read due to not manipulating the type.
Placed the text off centre to encourage the type to sit in a fixed spot. I think the type is too large in relation to the circle so if I made it smaller, I could even fit it inside the circle. I will try out this idea. It was inspired by the logo for The Yorkshire Sculpture Park.
Really simple and easy composition to make. I had the think about the height of the type so that it is centred and I decreased the kerning to avoid the serif on the 'v' from touching the sides.
After testing out these initial ideas, I am going to take what I've learnt but try and sketch out some more illustrative or 3D designs for other concepts. I will also attend a crit to get feedback and advice about my work.
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