Logo Development

I decided to jot down some ideas in pen before moving onto the digital side of the logo. I came up with some pretty creative ideas but some looked just too different and a drastic change for the brand to work. I really wanted to use a circle idea as it looked the most friendly but again moving away from what people would have become happy with at Graze. 

The next point i wanted to change was the dominant lowercase 'g'. The whole design didn't work for me i understand a lowercase letter looks friendly and fun but as the rest of the packaging is quite minimal and uniform it didn't fit, it just made the brand look confused and less professional. Using a capital 'G' gives the whole logo a really strong dominant feel.

Since i decided to stick to the type logo i trailed some interesting typefaces. The one that stood out to me was 'Sketch' which is almost the same as the typeface used inside the Graze booklets and other branding.

I developed my two favourite logos into a digital presence and played with the typefaces for the slogan. I really liked how the birds holding the banner stating 'nature delivered' looked as if it was being delivered. I asked a few people and many of the agreed it was nice but also looked too fussy for a logo. The second logo just used the typeface to look handmade and friendly, integrated the capital letter and dropped the '.com' in favour to just the full stop with a seedling coming out of it. People liked it for the friendly look of the seedling and little splash of colour to make the logo stand out. The seedling refers to the nature side of the brand.

This is the final i decided on as i feel it looks the best and most well put together. 

Final Logo Rethink


After a meeting with Alan we came to a decision that the logo i created worked to the idea i was presenting however the reason for the bars on the graze logo i created was to make up for the lack of strength within the spacing of the type. I went back and altered the kerning of the type and ditched the bars. The logo looked fresher and more healthy straight away and it obvious that the decision was well made.

losing the bars lightens the design and gives the logo a fresh healthy feel.