Taking the logo which I created initially, I wanted to further develop this as a full logo needed to be produced for the name of the company.
I first started off by looking at using upper or lowercase, this would run through the whole branding depending on which I chose. The capital 'i' works better to create the pencil within the logo, but i think its too obvious and looks as though that has been created initially and then the 'p' has been added on after. The lowercase 'i' works better as this still shows the use of pencil within the logo and the name of the company comes across better in the lowercase. So lowercase will be used across the whole branding. The lowercase also has a better aesthetic to it than the uppercase - this turns into a more angular type with sharp points, I prefer the smooth rounded look to the logo it gives a more contemporary feel to the logo.
To create the full logo, i used the same typeface as above - Futura - and typed out the company name, looking closely at the spacing between each letterform to get the word to balance out nicely and sit on the page in a balanced and readable manor. To create the same idea as the monogram, i simply added the small triangle between the 'i' and 'm' at the beginning of the logo. As you can see below i also tried the triangle in different positions within the name of the company, but i felt that it sat best at the beginning, it looks better and interprets the pencil best with the 'i' and 'm' letterforms.
From this i looked at adding in publishing into the logo - I thought this may be useful for when the brand name is used within books which it has published - this would just imply that the company is the publishing company that published the book. It can also work for third party advertising too.
I like how this has fit together and the two parts of type fit together well, but im not sure on the typeface of the 'publishing'.
From the three logos shown above I have created the brand logos for the company, this will be the main identity, the publishing identity and the monogram. This creates the full logo set for the company.
Below is the final three logos:
These logos have had some slight alterations to them from the initial versions. I have changed the small triangle, making the angles of the sides more acute, this makes the pencil symbol have more of a point and the triangle fits with the scale of the letterforms better.
Also on the publishing logo I have changed 'publishing' to the same typeface as the main logo itself, again i feel that this sits better against the main typeface and makes the logo seem more as one.
Finally i have altered the 't' on imprint, with the futura typeface it had the crossbar at slightly different lengths on each side of the stem, I didnt like the look of that so i have changed this to make them both equal.
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