Initial Ideas

In order to respond to studio brief 1 which is to create five logotypes for my skincare company Archchemic which will be aimed at women between 18-25 I have initial sketched out some ideas based on Furtura and Helvetica by experimenting with the kerning as well as weight of the font (see figure 1). Consequently I’ve experimented using all five fonts (see figure 2 and 3) to see which would best fit a luxury skincare company and found that Futura, Bodoni and Helvetica work most successfully as Helvetica and Furtura create a sleek modern look whilst Bodoni creates a more traditional and sophisticated look which I plan to explore further based on more research I will conduct into the skincare market to definitively choose an area I hope to target through my logo. I have also experimented with composition by splitting up the word in order to make it more legible and easier to understand using both Furtura and Helvetica as these aid in legibility due to the san serif nature of the font (see figures 4 and 5). The use of these fonts also allows me to appeal to my target audience of women ages 18-25 as it allows for the creation of a modern logo.  I’ve also experimented with removing sections of the word which is  an interesting concept but doesn't work as a logo as Archchemic is no longer legible creating more difficulties with pronunciation. I’ve developed my more successful experimentations which has lead too more refined ideas and experimentations based on the idea of splitting up the word Archchemic to make it more legible. I feel these experimentations have been successful however I plan to develop them further to explore other potential ideas for my logo.

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5