A Brief History of...Web - Logo Development

As I was only making a logo for the website, I didn't want to put too much time and effort into doing one. But I wanted to create something suitable for my site, which was clean and simple. When I started to experiment with logo design, I first of all typed out 'new exposure' in Univers light and I really liked how it looked. But being as it was literally the first thing I did, I wanted to explore more options otherwise I would feel that it was a very lazy design.

Because the name was new exposure, I felt that there could be something added to put emphasis on the word 'exposure', something that could personify it somewhat. I first experimented with blurring the letters. I wanted the effect to get gradually bigger towards the end of the word so it would give the idea of it was still happening. That it hadn't finished. Because exposing photographs is a process that happens over time and it doesn't always turn out how you want. I had the idea of adding a dotted texture to the words in the back of my head for a while but didn't know how to achieve it, I then realised after some time that I wanted to create a half tone effect on the letters, but I had just forgotten what it was called.

I played with half tones in photoshop and in illustrator. I realised that in illustrator you can't create actual half tones on text easily for some reason, I found it easier to do in photoshop. With illustrator I could only create half tone textures with shapes and not text, which meant I had to mask the textures inside of the letters and it didn't look good at all. However creating a logo in photoshop means it's not a vector logo and that the quality will be reduced and enlarging it will cause limitations. After I had finished the half tone effect on the word 'exposure' to how I wanted it to be, I then copied it from photoshop and made it as a vector in illustrator.

Final Design

Overall I think that the logo makes for a clear, simple and effective design which will work well for the visual design of the website. The half tone added to the word definitely creates a texture which allows for more visual appeal. I don't think I could ever just use a font for a logo without exploring other variables, I'm glad I made the effort to do something different with the text. I asked for feedback from friends and they agreed that the halftone I had used worked effectively and that it put more emphasis on the word exposure.