MANDATORY ASSIGNMENT 02 LOGO Rebecca Skogstad RESEARCH & WORK METHODS

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Oliver Warner
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1 MANDATORY ASSIGNMENT 02 LOGO Rebecca Skogstad In this assignment I am designing a logo to represent a new chocolate brand who is trying to enter the market, called Crave. The logo s design have to be something that represents and appeals to the target group. My target group is Women in their 30 s, so the logo is supposed to represent something feminine, sensual and womanish. It s known that women in general loves all kinds of chocolate, but I have decided the product to be dark chocolate. Dark chocolate is a popular product among women in their 30 s - maybe because it is healthier than the lighter chocolates. RESEARCH & WORK METHODS Chocolate characteristics Chocolate is a typically sweet, light brown, dark brown or white food preparation of theobroma cacao seeds, roasted and ground, often flavored, as with vanilla. It is made in the form of a liquid, paste, or in a block, or used as a flavoring ingredient in other foods.

2 Chocolate s history The history of chocolate begins in Mesoamerica. Fermented chocolate, beverages dating back to 1900 BC. It was the Aztecs, who believed that the cacao seeds were a gift from the god of wisdom, Quetzalcoatl. The seed was used as a form of currency, because it has so much value. Chocolate was originally prepared as a drink, served as a bitter, frothy liquid, mixed with spices, wine or corn puree. The Aztecs believed it had aphrodisiac powers and gave the drinker strength. It was first after its arrival to Europe in the sixteenth century, sugar was added and it became popular throughout society, first among the higher classes and then among the common people. Now two-thirds of the world's cocoa is produced in Western Africa and every year seven to nine times more cocoa is bought and sold on the exchange than exists. Today, you find chocolate in all sorts of types, and Norwegians eat 9,7 kg chocolate each per year.

Competitors I have been researching and looking at the competitors design - Freia,

more specific target group along with whole package design and colors.

3 Competitors I have been researching and looking at the competitors design - Freia, Nidar and Anthon Berg. The Freia-logo actually looks a bit royal, and the audience is probably everyone. It could appeal to kids/teenagers, as well as grown-ups and gives me kind of a nostalgic feeling, it may even look like a candybar-logo from the 50 s. That may be to remind us that they have been on the market for a long time, and still is. Often they have an additional logo for the specific chocolates these often has a more specific target group along with whole package design and colors. The Oreo and Boble chocolates appeals more to kids/teenagers than the adult ones, while Freia Premium and Freia Mandelstang has adults and older people as their target group. Also, Freia often use typical Norwegian colors and themes that reminds of Norwegian lifestyle.

Nidar also uses additional logos for the specific chocolates.

kids and teenagers, while Nidar Bocca and Nidar Café Bakeriet has an

You can see they only use a few colors, the font is more complex, and by

4 The Nidar-logo is simple and timeless, it s a logo that also would appeal to grown-ups as well as kids/teenagers. Nidar also uses additional logos for the specific chocolates. The Nidar Stratos and Nidar Crispo has more of a younger target group kids and teenagers, while Nidar Bocca and Nidar Café Bakeriet has an older target group. Anthon Berg has a classic, royal design for their logo. As far as I know, they don t have a younger target group. You can see they only use a few colors, the font is more complex, and by using the byline Since 1884 the chocolate symbols exclusivity and a gives a more expensive look. In their products they often have liquors and jelly etc., which is more often eaten by adults and older people.

5 What makes the difference between the logos for the different target groups is the use of colors, the font type and size. For the younger target groups they often use large, bubbly fonts and more colors, while for the older target groups the logo is often more simple and clean, and often less colors. For younger target groups they also use symbols and figures that appeals to them. The Crave logo I am designing a logo for a new chocolate brand called Crave who is trying to enter the market. The target group is Women in their 30 s. My first thoughts were the words; women, feminine, pink, love, sensual, luxurious, chocolate, dark chocolate, health. I created a moodboard on Pinterest to show the typical feminine woman: By combining these words and these pictures, I started to get an idea of what the logo will look like, so I made some sketches that you see below. Compared to the other brands on the market, the main competitor would be Freia Premium, Nidar Bocca and similar chocolates. Their logos are sensual, classic and appeals to the same target group as Crave will do. I want the Crave logo to be even more feminine and

6 sensual. I wanted the logo to contain a typical, womanish figure combined with a sensual, feminine font. After getting my ideas on paper, I started working in Illustrator, and the logo was created. Sketches I did some sketches, not too different from each other, because I had kind of already made up my mind. I did ask for feedback both from friends, boyfriend and in Moodle.

8 The final result I am quite happy with the final product, I think the logo appeals to the right target group, it is simple, feminine and easy recognizable. Below you can see the logo in 1. CMYK, 2. RGB and 3. GRAYSCALE.

9 DESIGN By looking at the logo you can see that the font goes well with the icon, they are both clean, simple and feminine, without any noise. It is easy recognizable and looks luxurious. The icon is half a heart, so it belongs more to Crave which is kind of inside the heart. The heart icon symbols love, and as hearts often are compared to what we love or what we like and admires, most often used by women, I figured it was a proper icon to use with the logo. It gives a feminine style right away. The typestyle I have used for both Crave and dark chocolate is Madre Script, they are all in italic style which makes the whole font more feminine. I made the C a little bigger than rave so that the C dominates the logo along with the icon. The byline dark chocolate was added to give a description of what Crave really is, since this is a new product, so it is important that people knows what it is. I chose to use the same fonts for all the words, so it gives us only one impression and doesn t get messy - because of the different sizes of the words, it doesn t necessary look like the same font either and doesn t look boring. I have only used two colors - black and pink. The black color is # and is chosen because it is classy, simple and gives the logo a mysterious and feminine look also since it is a dark chocolate, it works well with the concept. For the icon, the heart, I have used a dark pink color #D71D5E, because we often associate a heart with the colors red, and pink. Pink is also the most feminine, womanish color of them all, and with a risk of making it childish, I chose a little darker pink to go with the logo. The logo now looks feminine, simple, classy, mysterious and the just the way I wanted it to look. The logo now appeals to the right target group and I am quite happy with it. References: Chocolate characteristics History of chocolate Chocolate facts Moodboard Graphic Design School The Principles and Practice of Graphic Design 5 th edition, David Dabner, Sandra Stewart, Eric Zempol, Quarto Publishing plc, 2014.

What we are learning today?

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