final project – first logo drafts
April 8, 2008
Here are some drafts I’ve come up with so far. First I wanted to take a look at the text I was using for the logo. I have a number of options here:
Right now I’m leaning towards the top two, keeping the fonts a little more simple, so that it’s still clean, calming and easily readable. However, I think this will highly depend on how the font fits in with the rest of the logo design, colors, etc.
Here are some first thoughts for logos. Again, I’m still deliberating about which fonts to use, and of course what the overall logo would look like! But I started trying out a few combinations:
The six bottom squares are the color palette I’m looking at using. I wanted to pick a shades of brown to use to represent each different kind of chocolate. The other colors I feel like could represent different flavors (reddish for raspberry, green for mint, orange for cinnamon or orange 
, etc.) Overall, I wanted the color palette to be calming, and also pleasing in terms of food – colors that make the hot chocolate look appetizing. (Right now as I’m posting this, I hope these colors look the same as when I worked on this at home, since I have CS2… ).
So far I’m leaning towards the square designs. I think the text layout I have so far lends itself well to this, and it’s a versatile shape to use on any marketing items I come up with. I’m leaning towards the brown text as well, only because I think it evokes more of a chocolate feeling, but I’m still definitely in the early stages. I’m very open to feedback, and hopefully between the blogs and crit tonight, I’ll have a solid direction to start taking this project after tonight!
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1.
christinasb | April 8, 2008 at 5:44 am
I like your color palette and I think it is an appealing one for food. The colors are muted and soft enough to achieve the calm feel you desire. I do feel though that your logo mark and what you want your color palette to say are two different things. Hot! to me says fiery and the very presence of the exclamation point isn’t calming. I think if you dropped the exclamation point it would reconcile the two for me. It might be a little confusing just because you don’t think spicy hot when you think of hot chocolate. I like the brown text on the grass green. This is one of my favorite color combinations and in terms of food it works for me because I think of sweet mint chocolate so I’m most receptive to this combination on a food package for hot chocolate. I think I might like the hot in the sans serif type and the chocolate in the script type best for me but I think it could work either way and be successful.
2.
Jen | April 8, 2008 at 5:51 am
Well just to confuse you with my two cents, I actually enjoy the exclamation point because it adds character. What bugged me was the period after chocolate. Go figure.
I like the more circular ones as well, especially when I’m thinking about something fluid like a drink. I also am partial to the more script-like font choices for the chocolate, especially because there’s so much that can be done with it. The only thing I worry about is what it looks like small. Do you lose the quality of the script?
3.
crichards | April 8, 2008 at 5:55 am
I really like the concept for your store–would love to go there right now to get a white hot chocolate!
But seriously, I think the name you have chosen, with the exclamation point in the middle, is unique. It is simple and to the point, which I like, although it would be fun to see what your brainstorming list of other names was. I also will admit that the exclamation point, as Christina noted above, was also jarring to me even though I thought it was a nice way to set the name apart from just saying plain old hot chocolate. Maybe a comma could work “hot, chocolate” to set the name apart but not feel so jarring.
For the logo design, I am not sure if I like the gradient on the box behind some of the logos–I think it can make legibility kind of difficult and also detracts from the name of the store/product. Also, I am interested in why you chose to emphasize the word Hot over chocolate (since it is larger/heavier font/etc in most of your logo drafts) when the chocolate is really the center of your product. Just curious, I guess, since the word chocolate appeals to me more than the word hot. Also, with your different flavors of chocolate, will you change the colors on the logo based on which package/flavor you are selling? That would be a nice expansion of the logo mark. Looking forward to seeing how you progress!!!
4.
ceidol | April 8, 2008 at 6:35 am
I really hadn’t thought about the exclamation point in terms of the feel I wanted the store and product to convey, but I think that’s really helpful to think about. Thanks for the feedback there!
Also, in response to the last comment, I had very briefly thought about changing the colors on the logo, and I like the idea of having the colors change to reflect the flavor, but I thought it might depend on what logo I eventually go with. I really like the idea, but I also want to make sure the brand is still recognizable, even with the colors changing. I’m fairly new to the whole advertising thing, so I’m certainly open to feedback as to whether this would be a good idea to easily pick out different flavors within the brand, or if it might end up being too distracting or confusing.
Thanks for the great feedback so far!
5.
mia bjelogrlic | April 8, 2008 at 7:06 am
Before I read anything that you wrote, I looked at your designs and when I saw each color, it reminded me of a specific flavor of chocolate . Green for mint chocolate, red for rasberry chocolate and cream for white chocolate. So I have to say, your colors are right on for representing the flavors. I also like the square designs better