Concepts

The first four images are my attempts to alter the idea of the circular logo.  When I first came up with the idea I thought the white center looked like a plant, but when it was pointed out to me that it also looked like a mask/eyes I tried to manipulate the basic ideas to avoid confusion and properly represent Sustenance.  I tried altering the colour as I thought the green would create an organic feel and I also tried deconstructing the shape to avoid the circle looking like a face.  Although I quite liked some of these new designs, I again received the response from people who were unaware of the intention of the logo that it looked like a mask/eyes.  I then went back to the idea of using the shape of the Great Australian Bight to represent both the company’s Australian outlook and the food products the company produce.  I tried to make it look juicy and fresh through the use of colours representing juicy summer fruits and the droplets.  Although these are starting to look more interesting than my original Great Australian Bight idea, I’m still trying to figure out the best shape to use for the symbol and get the right balance between the symbol and the name.

Ideas for Colours

I decided to make a few colour swatches to help me get an idea of which colours I may use for the logo.  Green is quite commonly use in logos for health food brands which could either help customers recognise the nature of the company or make the logo blend in with the rest of the competition.  I quite like the idea of using the bright yellows/oranges as they are eye-catching colours and create a sense of warmth, happiness and energy.  They are also a great representation of the bright, strong sun we are so familiar with living in Australia.   

Initial Concepts

These are my initial concept sketches which basically involved drawing any idea that came to mind for the Sustenance logo.  Some are quite literal in their representation of the company (e.g. the food pyramid, the apple and banana), but others such as the bite and the petals are slightly subtler and make you think more about the design.  I have also been finding it difficult to produce a logo, which not only reflects the nature of the company but also indicates that they are Australian and produce high-end organic products.  

Mood Boards

These are my two mood boards that help me define the brand Sustenance through the use of images.  The first was my original which was too all over the place so I made a second which helped to put my thoughts in order and is easier to understand.  The top row is images of healthy foods, the food pyramid and water, representing the vital elements of a nutritious diet.  The second row contains different images which come to mind when I think of Australia, Aboriginal history and culture, the environment, famous landmarks and the Australian sunshine at the beach.  The final row contains images which are important to keep in mind when deciding how to best represent Sustenance, to appeal to people of all ages, emphasise the company’s high-end organic products and view on sustainability and their pride in having products which are grown, sourced and produced in Australia. 

Image Brainstorm

After brainstorming words I started to brainstorm with illustrations.  This step helped me get an idea of various shapes and symbols that could effectively represent Sustenance.  The word round and round, curved shapes was common in both brainstorms.  This made me think that one aspect whether it is a symbol or typography should have a rounded feature/style.  

Brainstorms

These are some examples of the brainstorming process I went through at the start of this project to help me get all of my ideas on paper and to help me start thinking outside the box for my concepts.  For the first brainstorm I just wrote anything that came to my head when I thought of the word sustenance.  From there I went through the thesaurus and wrote down all the words that could help me expand on the general meaning of sustenance and health.  This brainstorm helped me come up with the idea of using the Great Australian Bight to represent the delicious food produced by Sustenance and their pride in being an Australian company.