I presented my developed design ideas on my mac along with 4 questions I wanted answering about my work, so I knew my downfalls for the future. My rationale is that I wanted to create a new logotype which represented a new age of retro music design that has been popular for a number of years and continues to grow in popularity. I considered the company history and looked at old store logos, branding and shop fronts, I also looked at the companies competitors past and present, which lead me to look into retro music stores and the design behind them, which influenced me within my response to the brief. I also looked at music venues and posters which are a huge part of the music industry, I looked at the relationship between all of these factors to design a new logotype for HMV.
The questions I put towards my peers in regards to my work were:
- Do you think the type I have chosen to use is appropriate and works well with the colours and layout I have chosen?
- Is the style of the Logotype conveyed? Can it be interpreted?
- Does the colour and layout I have used work with the concept behind the work?
- Is the logo type and layout I have designed look to retro, can it work in the modern age?
The response I got was overall rather positive I found that people thought the retro feel was well conveyed and that it was a popular choice and would work in the times we are in, yet a question arose which asked how long this trend of retro would last, this got me thinking would my logo stand the test of time or just go out one day and need to be replaced? Another aspect that came up a lot within the feedback was the colours I had used, which people instantly related to the current HMV branding, my peers liked that I had kept to the same colours, which I am glad I did as I have now realised they are an important and key element to the current HMV store, the colours are a recognisable element to the brand. The type was scrutinised as people said I had not gone into the type enough, and that I could have focussed on the type a bit more, which I agree with, I feel the type I used, Futura, is seen as a more modern type, where as I have tried to put it into a retro context.
The feedback taught me that my decision to go retro in style with the design was a good idea, it is a popular theme which when done correctly can have the out stand effect for years, people appreciated the style I had chosen and agreed that retro is a popular theme especially when it comes to music. I also found that my choice of sticking to the current brands colours was a good choice, HMV is a household name and the pink and black that is used is recognisable as the company, it is wired into the high street and to change the colours would probably damage the company, people would not know what it is and would not go into the store at all.
If I had the opportunity to do things differently I would focus more on the layout of the type some feedback mentioned in, not only in the final critique but midway through and although I did change layouts and tested more a range to try and get a good layout I still feel I could have gone further. The same goes for the type I have used, the feedback on it was varied some saying it was modern and others saying it fit within the retro design I was going to, and having looked at it for so long I felt like it wasn't a good fit unlike when I first started the design, my opinions changed the deeper I got into it.
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