firesight sunglasses
INTRODUCTION TO THE PROJECT
FireSight Sunglasses is a fictional company that I designed a logo for as part of a university assignment in 2018. This project had a brief provided to me for it from the fictional client that entailed all the details that required of the logo for their company.
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The objective of this logo design was to create a logo for FireSight Sunglasses that was representative of the feel and history of the brand and what they stand for as a company. Being a proud supporter and sponsor of summer film festival, Sundance Film Festival, as well as surf carnivals and magazines, it is obvious that FireSight is a brand that is deeply interested in creativity and summertime activities. To reflect this the logo design would be able to bring out this fun nature of the company through colour choices and design concepts that fit well as the branding on the side of their sunglasses.
CONTENTS OF THIS PROJECT
CLIENT QUESTIONNAIRE
I was provided with a client questionnaire by FireSight that describes their business, their target audience, competitors and other details that were important when considering how I would be able to design a logo that was specific to this company and represented them accurately.
MOODBOARD
The mood board that I created for this project focused on the logos I found online that were duo tone and highlighted simplicity and playfulness. The client included the DesignFresh and Loveclip logos as references in their brief of logos that they liked the style of and would like theirs to look similar to. To stick with this theme I looked for illustrations and logos that had one foreground colour and one background colour, aside for the text in some cases being an extra third colour if the stlye fitted the design well. I also looked at different references for flames and sunglasses to use as imagery in my logo design that would relate to the name of the brand that would give me a better idea when creating the vectors for the illustrations.
SKETCHES
My sketching process was mainly about getting down basic shapes of flames and sunglasses before transferring them into Adobe Illustrator to create iterations and finalise the logo. I worked to incorporate both imagery and textual elements in the logo, looking at alignment, type and size of text in comparison to the images to see what would work effectively and compliment each other the best. I also tested out the idea of using an eye in the logo to represent the word 'sight' that is in the company name as opposed to just using sunglasses and flames as representative imagery. This part of the design was very helpful in getting down every possible idea down before refining and expanding these original concepts in Illustrator.
LOGO ITERATIONS
After sketching out every possible idea I had for this FireSight logo that I could think of played with different sizes, layouts, imagery, ect. I scanned these sketches into Adobe Illustrator to get started on finalising the logo. Using inspiration from my mood board and sketches, i was able to come up with a bunch of logo iterations to work with and choose from. Once I had decided on a close direction of where I would be taking the logo I was able to focus on that one idea and test out different versions of it with placement and colour of the graphical elements involved.
Final Iterations
RATIONALE
For my final design of the FireSight logo, I wanted to stay true to the nature of the brand and create a logo that was simple but also fun and would appeal to the audience the company were aiming their products towards: teenagers and young adults. The styles featured in the mood board and in the client's questionnaire featured designs of one or two colours to keep the logo simple but still effective in displaying a fun concept that went with their brand. I reflected this by using a light blue and white, two colours that weren't too bold and colourful like the client wanted yet still eye-catching to the viewer. This is a similar approach and style to those who my mood board images were inspired by, sharing the simplicity of a single foreground and background colour in the logo. I experimented with the gestalt principle of closure to create a character type symbol to include in the logo by combining both the sunglasses and flame aspect of the 'FireSight' company name. By combining these two, I was able to create a 'mascot' for the company that could double as a simple symbol that could be used on packaging and as an alternative logo when it needed to be shortened down to exclude words.
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This symbol sits on 'a ledge' attached to the text of the logo so it was important to me that the font had to be squared and bold to match this ledge and create consistency within the logo's design and appearance. I wanted the text to be bold and catch the eye of the audience, as the name of the company is essential information and an important detail of the brand that should be remembered. To do this I made the text equal the size of the character, making it large in size and stand it's ground against the size of the character, therefore united and balanced in importance.
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The company is a big ambassador of surfing brands and summer film festivals, two areas I associate with summertime. To reflect this I tried out typical colours associated with summertime such as yellows, oranges and pinks, similar to colours within sunsets over the beach in summer. This idea lead me down thinking about being at the beach, wearing my sunglasses as I basked in the summer sun, which was an image that the audiences of FireSight would definitely relate to. This image prompted me to look at shades of blue, similar to the ocean, that I could use in the logo colour palette to fit in with this beach, summertime theme. Having this colour palette also tied in well with the company's support of surfing affiliations they were involved in.
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The design overall is similar in conveying the simplicity that I aimed for in my objective, the client's questionnaire and applies the same principles that I was inspired by in the mood board I created to create this fun and bold logo for FireSight.
FINAL LOGO
