Brief 1 - Sweet Shop - The name/Logo.

I made a mind map of potential names for the sweet shop:

I eventually decided on sugar rush.

The logo must immediately recognisable. It's one aspect of company's commercial brand. Logos are used to identify.

It should be simple so as to be easily recognisable, versatile and memorable.

An important factor is that the logo should be appropriate for the intended target audience. This is particularly important for this brief as children need to be able to identify with the brand.

I originally planned for the logo to be very minimal and sleek, but bright in colour as to attract attention. This is what I came up with:

The type was influenced my strawberry laces.

Showed this logo to some peers and realised it looked too mature for my target audience of 6 - 14 year olds so I started from scratch.

I also realised the square shape of the logo possibly wasn't appropriate as it suggests professionalism and efficiency, where as it's be more appropriate to go for maybe a rounded shape as that would send a positive emotional message, suggesting community, friendship, etc..

I drew some quick sketches of basic pick n mix treats to get me started.

I then looked up some rounded sans serif type faces because they are more modern looking than a sans serif, and more laid back than a script font. I looked at more rounded type as it looks more child-like.

I picked out the ones that were easily readable and most child friendly to take forward for the logo. 

I then started creatng vectors and putting together the logo:

The inital ones I created appeared unrefined and uneven. I wanted to create a cleaner final vector to include in my logo.

This is the final sweet image and the one I chose to take forward for the logo.

...and this is the final logo design.

I decided for my logo to be pink and blue. Pink represents compassion, nurturing and love. It relates to unconditional love and understanding, and the giving and receiving of nurturing. Blue is more productive and non-invasive and created a sense of security and trust in a brand. 

I chose to use these colours together as they comprise of emotions associated with both thought and feeling. Blue is a typically masculine colour and pink is typically seen as feminine. Combined the neutralise each other creating a more gender neutral logo. 

Many sweets also come in pink and blue so i found it appropriate.

I chose a lighter blue and pink as they are easier on the eye - not too bold, look more like sweet colours and it makes the logo appear more like it's for a younger audience.