Like the concept
Kerning needs adjusting
Make 'the' smaller to make 'TAB' more prominent.
Set 'the' so that the second stem of the 'h' was the same stroke width and lines up with the tab arrow. I still need to manipulate the kerning for 'the' as the 'e' is very close to the 'h':
Need to choose a logo that is adaptable for each city:
Feedback:
Got a balanced vote between the two designs, however after further deliberation people thought that the second design was better because it is a simple addition to the main logo which keeps it condensed and consistent. The first logo would be harder to apply online and in print due to its width whereas the condensed second logo can be applied on a smaller scale.
Found gathering feedback really helpful as people like my concept and provided really good advice. Based on the feedback, I changed the second design by smartening it up - adjusting the kerning, leading and adding a second arrow the the bottom section.
Added colour to highlight specific sections of the logo which makes it easier for the reader to digest. I chose red because it is the current branding colour, however this will need to change for the final outcome because the brief states specifically not to use red.
Extended the line from the arrow to meet the city label:
Considering The Tab is a tabloid dedicated to young students and their brand creates bold, contemporary and forward thinking articles, I decided to take more of an expressive approach to reflect the modern brand:
The composition is very busy which may confuse the audience and distract them from the logotype.
Rendition of an early concept - Setting the type at a 45 degree was influenced by my research from Evamy's 'LogoType' because it suggests movement and diversity which is appropriate for The Tab. The standard typesetting has been given a modern context. The vertical strip can be used to apply the city:
Small scale suitable for social media:
Too many angles?
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