I began to experiment with the use of shapes, lines, colours and gradients. I pushed forward the development of the CSF logo variation using Univers & Letter Gothic. I started using lines inside the logo and liked the gradient type effect it created, although I don't think it stood out so well on the main logo. Therefore I used the lines for the speed of the film and preferred the way it looked as it separated the logo from the speed, adding a differentiation between the two making you focus on either one. This helps cause less confusion too with the information that would be shown on a film packet, the customer could see that its 800iso easier. Some of the shapes I used looked good with the CSF text, however none of them really did any justice to make for a more effective design, which is why I have stuck with just the CSF text on its own. When designing and developing other variations of the logos I was thinking consciously about how they would come across on packaging, I didn't want to just make any old logo for this brief and be satisfied with how it looked on screen. This is another reason why I didn't use any shapes, I didn't feel that they would create an appealing aesthetic and didn't relate to the company or product. I wanted to try an incorporate a slight retro look to the logo, but I felt that the lines used in the 800 added a slightly nostalgic effect, which compensated for not going forward with any shape variations.
Main Logo - Univers bold & Letter Gothic
As Cinestill Film uses motion picture film I decided to Involve that element into the design. I created a vector of a cinema reel and made the tape roll underneath the main CSF logo. I feel that it works to an extent, however I don't think it looks too good on packaging because the space on the left of the letters offsets the text to the right making it hard to centre on packaging. The film off the reel doesn't look great either when left short, so I extended it to touch the side of the packaging. I experimented with the idea of a lightbulb because of the tungsten light appearance that the cinema film creates. The lightbulb doesn't look good at all, but I thought I'd experiment with the idea.
When developing the logo I tried using lines inside of the letters
I used oblique to add emphasis to the speed of the film. After placing both versions I decided that the standard bold typeface worked best and sat neatly on the packaging, whereas the oblique looked like it was out of place/align.
35mm Packaging
Yellow, red, green and blue are all colours I decided to play with for the speed of the film. I thought they looked best and could be used on packaging to attract attention. Also if the 800t film had other types of film that produced different results, then the colours could be used to differentiate each product. Seeing as Cinestill Film only produce 35mm and now 120mm film, two colours would only be needed to help the audience recognise each of them.
120mm Packaging
Evaluation
The project I chose to design a logo for was Cinestill Film, who needed money funding for them to release a batch of 120mm film. Their company already had a logo implemented on their branding and products, however I felt that I could produce a much better design that would be more effective and appealing. Their current logo has an unusual arrangement which doesn't flow too well, it doesn't look it had too much thought put into it. Another reason why I decided to use the Cinestill project for the brief was that it was about photographic film, which I'm very interested in. I wanted a kickstarter project that was suited towards my interests so it would make for a more enjoyable process and I feel that I achieved that with this logo starter task.
Starting logo projects is something I get exited about, I enjoy the start of creating visual ideas by sketching them down and drawing variations. The process usually involves me starting on paper and then working my way onto the computer after making some decisions. Feedback from the crit helped narrow down the route I took with the logo. They agreed that my VHS influenced acronym design worked best out of my initial ideas. As I researched into retro vhs designs I wanted to see if I could implement the use of shapes into my logo, which would then work onto the packaging. I wanted to create a slight funky retro style because photographic film is analogue. Although I was unsure if the use of shapes would counteract with the crisp aesthetic the letters from the logo presented, which is something I wanted to stay within the design. Experimentation with other elements such as shapes, gradients and lines helped me gather a range of options to play with. However after developing into the different ideas I stuck with the plain black bold Univers & Letter gothic CSF logo because the use of shapes didn't link very well with the company and didn't improve the normal CSF logo that much. I wanted to keep it simple. However when it came round to placing the logo into context, I added the speed of the film in with lines going through, which were filled with a colour gradient. The speed of the film added a slight retro effect to the overall visual look of the packet.
On the whole I feel that the re-design of the Cinestill logo has been successful. It presents a professional look that appeals not just to the target audience of film users but would also attract a wider audience too because of the simple, clean aesthetic. I'm pleased with the decisions I made and believe that the chosen logo is the most effective out of all the ones I developed. In my opinion it's a much stronger logo than Cinestill film's current identity. I did message them on kickstarter, but haven't received a reply. There is a lot to consider when thinking about what the company does, what they represent and how to communicate that to a specific target audience. This project has definitely re-focused my routine of thinking about what's involved in the logo design process.
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