Formative Feedback Friday

Studio Brief 1:

Produce five logotypes for a company with the name of your random word.

The random word I was give was Archchemic which means of supreme chemical power which lead me to look at producing a logo for a skincare company. 

Initially I did some research looking at luxury skincare brands such as Estee lauder, Clarins, Keihls etc. After looking into a number of companies I found many used a mixture of serif and san serif fonts which lead me to focus on experimenting with Bodoni and Futura after looking at Archchemic in all the font we where given. I chose these typefaces as Futura created a modern and fresh look to my logo whereas Bodoni created a moe luxurious impression. 

After relieving feedback on my initial ideas I’ve decided I need to go and conduct more research to decided what section of the skincare/beauty market I want to target in order to decide what I want my logo to portray to the audience to better inform my design process to make my logo more successful. Initial response to the experimenting I've already completed is that breaking up word works well as it allows archchemic to be read and pronounced easily. 

Upon receiving feedback I have looked into different areas within skincare market and have chosen to create a skincare brand that focuses on solving certain problems with peoples skin and looking at the market from a more clinical but health way instead of focusing on luxury skincare. I have decided my target demographic will be women aged between 18-25 who are looking to look after their skin such as those targeted by companies such as Clinique and Dermalogica.