Looking for feedback on my brand extension logo for my university brief.
For my second year of Graphic Design/Graphic Illustration, my course asks us to choose a brand and do a case study on it and then create a brand extension, including creating the brand guidelines and a touchpoint for the extension. My chosen brand is Costa Coffee and the brand extension I have chosen to do is coffee creamer. The name of the extension is Costa Creamery and I have started to create an emblem logo for it.
Sinice the brand extension is dairy based, I wanted to incorporate elements of a cow into the logo, which led to me giving it cow ears and horns. The logo also includes a milk splash at its center with a heart to represent the brand's love of making coffee creamer.
I am hoping to receive feedback on the logo to know if the concept of the brand extension is clear and that the cow elements are easy to figure out.
Replies4
- My biggest concern - and one of the easist ways to work out whether a brandmark is workable - is how it looks when it's real small. Like, baby-sized.Because I imagine the detail in the middle is going to get lost very fast. Along with the "since 2022" which a) isn't as much of an issues and b) I realise harkens back to the existing brand. So, yeah, might it work as signage? Yes. But when it gets onto napkins, cups, and internal documents, it might become a bit of a readabilty nightmare.The cow conversion works, but you might consider simplifying the internal imagery. Where the coffee beans in the original are easily recognisable, what you've got here could be any white, viscous liquid and that's not a great look for a brand. And then at small sizes is just going to be a blob with a hole in it.Is there anything stopping you using the existing coffee beans? I mean, the cow shape AND the milk/cream is a bit belt and braces? Trust in you principle imagery and you'll probably have a better result.
- Hi AyannaFirst off - as a student, putting work ‘out there’ on a professional platform for feedback is a good, bold, brave move and something I always tried to get students to do.We only have your resolved emblem here, if I were your tutor I’d like to see some investigation - designers have tried to associate products/graphics with human or animal references for hundreds of years - I’d want to see a mood board of examples in associated industries - thinks like the Happy Cow cheese brand which has gone through multiple alliterations over the years - this kind of work was very popular in the 1900’s - look at mid-century American brands and earlier European brands. Look at terms like anthropomorphism to talk about in your crit/review.From a design point of view - I’d be tempted to break it down a bit - make the cow element much clearer, I’m also unsure about adding the date - if you’re trying to suggest heritage - there is none.You have a lot of ideas here, try a version each, but just idea at a time. The cow, the spilt milk, the heart etc - look for a balance between them - perhaps you only need 3 visual triggers instead of 2.I’d also look at scale and implementation. It might make more sense rendered on a cup or in a carefully chosen colour.One last thing, I always gave extra marks to students who thought ‘round’ the problem (or ‘outside the box) - not everyone drinks milk, so there are some politics here. How do you engage with non milk drinkers or vegans? Is there an alternative for them? Showing thinking and consideration always gets extra marks.All the bestR
- I think simplicity is king, if you look at the original costa logo, it's pretty straigh forward,3 coffee beans (You dont see silhoutes of people or coffee cups in there), so I think, if it's a brand extension it should follow the same principle:, simplicity. Distill it to the minimum.good luck!
- Here is some feedback. I am not familiar with the brand and most of what I say is my personal opinion.1) If you mention cow yeah it connects. At first, it was pretty clear that there are horns + ears.2) I can´t understand what is this artium_ap there. This means that this logo is probably not really usable as a single-color version.3) There are too many details in my opinion and I believe this logo is really hard to be used in actual designs. Imagine it on top of the website? It has to be huge or details are just pixels.For the logo design, I would suggest following Paul Rands guidelines. Just a random article however I hope it covers basics.And especially this quote: “The only mandate in logo design is that they be distinctive, memorable, and clear.”https://designbro.com/blog/logo-creation/paul-rands-logo-design-principles-help-designers/We could say that yours is distinctive. I am not so sure about memorable. Maybe the ears work but it also feels bit childish. Clear. I would say not really clear.I do believe that COSTA COFFEE logo is pretty ok.And what I would do. They have coffee beans in the middle.You should work with something there. Maybe milk splash + heart. Or cow. Use that space.Perhaps come up with a new color. Milk could be perhaps blue or green as the grass is green.Replace the word COFFEE with CREAMERY. Try to make typography as close as you can. It is the same brand so similar kerning etc.Try to replicate that brand voice and details as close as possible.Notice different stroke widths for the inner and outer circles.Typography for SINCE NNNN
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