This is the final logo, with an alternative black and white version. I’ve tried to get it so that it’s ‘furniture store’ that hits you in the eye, and the ‘gerald anthony’ is a supporting act. The black and white version doesn’t quite work like that, but it looks more interesting using the white text. Both look ok really small, and really large too.
Business cards: GAFS business cards (pdf). I’ve done these double sided, so as the brief is for generic cards, there’s room on the back for someone to scribble their name and phone number. They’re meant to be printed on good quality recycled matte card, in preference to Vistaprint freebies.
Headed paper: GAFS headed paper (pdf) and GAFS headed paper b+w alternative (pdf) I initially did these with the Century Gothic font – but for some reason it looked dreadful on the black and white version, so I swapped to Myriad Pro. I’m assuming the headed paper is most likely to be used as a template file in the printer, so it would have to be ok with different types of paper, which that font should be. Here’s a couple of more contrasty versions of the coloured header: GAFS headed v2 (pdf) and GAFS headed v3 (pdf).
The brief doesn’t give away a lot of clues, so I’m playing safe and following my research – aiming not to be gimmicky and evoke ‘crisp, clean, friendly and efficient’.
Logo – trying to avoid using images of vans and sofas. Can’t think of any better images to use, so just play with the title text, which does have a nice ring to it. Play with the acronym and the full name, and decide against using the acronym because it’s meaningless, and a bit counter to the idea of being ‘friendly’. I like the font Century Gothic for this, as it’s open, clean and bold, and works well with this particular combination of characters (especially the ‘G’ and ‘A’ together). However, can’t find anything I really like so decide to park it and come back to it later.
Typical photos – I’ve collected a set of photos from the websites/publications of similar organisations, aiming to be a representative sample of the photos that are likely to be used to describe this sort of organisation. Some are professional, some are not. Colours and styles vary, and the furniture doesn’t look very appetising – but I like the idea of people being able to use their own photos, possibly taken on their phones – as a visual diary of their day to day activities, particularly for the website and flyers. So, I’m looking for a way of making them look interesting and connected.
Colour palette – I wanted something fresh and clean to make the website attractive to the customers. Preferring IKEA style and green/blue. Thought about an alternative warm and welcoming red and orange theme, but having looked through my set of ‘typical photos’ and looking at all the musty pink and brown sofas, I’ve decided to stick to the blue/green colours. Later, I noticed my palette staring back at me from the kitchen windowsill…
To illustrate, I thought about using furniture symbols/icons, and looking around found a nice characterful set of furniture brushes I could use. I also made my own set, but they didn’t look nearly as good.