Spark logotype

I developed a range of logo type ideas as a contribution towards the brand identity. I found it fairly difficult to combine the seemingly fairly disparate themes of CMYK colour and the idea of a physical spark.

This idea centred around the light bulb as a commonly used semiotic for the generation of ideas. I felt this theme conveyed both the festivals aim of innovation and an electrical spark. However the type is perhaps a little too subtle and its not immediately apparent that the negative space forms bulbs. Futura really lends itself to the curvature but I do feel its a pretty over used in logotype design and might not convey the individuality of the festival.

Gestalts principle of continuation can be very effective if applied to a logo type well. However in this case I think it looks pretty amateurish and due to the fairly weak conceptual side I decided not to progress further.

Playing on the use of the CMYK colours I wanted to develop some simplistic designs that look crisp and professional. However the end products are on reflection too corporate and don't reflect a burst of energy.

These were my favourite ideas due to their relevance to film. The logos visually communicate radiation or projection with their shape and the typography. The regimented approach then also makes the incorporation of the 4 colours easier. 

Initially we compared ideas and came up with a winning logo type that featured a square structure and typography in negative space. The idea really lacked any kind of contextual meaning and was purely aesthetic but was elected by the group as a whole. When showing this final outcome to Penny she rejected it due to its weak contextual relevance. She also said that my ideas didn't convey the energy of a spark which is a fair observation. We were thinking too much about what would look good and not enough about the translation of our festivals characteristics. As a response to this feedback we decided a transient logo that featured an eclectic selection of glyths interchanging and flashing would be contextually stronger even if it may not look as polished.

 The means through which we went about creating this new idea where simply to pass round pieces of paper amongst the group and each add the next letter of the word SPARK. This culminated in an eclectic mixture of styles, line qualities and colours within the typography. We then chose which characters had potential for development and vectorised them to give the logotype slightly more consistency. I translated the three underlined glyths to the left into vectors, two of which were included in our final piece. This drawn out process meant that our final logotype was not available until this (wednesday) evening causing us to be very behind of branding as a whole but at least the basis of the identity has materialised.


Final Logotype: