Below are the seperate stages I went through whilst constructing the finished logo for my media production company 'Mindscape Motions'. The image had been edited on the photoshop software before I experimented with the text, this was conducted by using the magic wand tool to remove the background of the original file so it was easier to work with.
The primary motivation was to discard the black background surrounding the document so it was free floating in a sense, therefore it would be easier to manipulate and edit certain aspects (such as the consistency and saturation of the pixels) which essentially you can view above as the original blue hue has been altered to a seaweed green. This colour allows it to be more alluring to the audience as it is easily noticeable if viewing it from a distance, most importantly changing the colour palette has allowed me to create a unique interpretation of this image. I began by centring the logo into the centre of the document and decide what font I wanted to display the logo in out of a specific few texts of choice. Here is the first one I used, upon initial insertion I was instantly discouraged by it, to me the gaps between each individual letter seemed too large and the entire text seemed stretched upon looking at it. I did like the style of the font as it looked quite futuristic like a computerised creation and I felt it fitted with the whole concept of the mind working like a computer in the way it processes information In conclusion however I don't think it is dramatic or bold enough to create an immediate interest of attention as from a distance there is nothing 'outstanding' about it, therefore I believe it could be easily overlooked.
The second font I tested was named 'Bignoodletitling' and almost instantly I loved the way it presented itself on the page. The font itself was encased in bold and appeared quite fittingly on the document, when I viewed it at a distance on a test run I could easily distinguish the words and felt it really emphasised itself against the page, overall it was just as eye-catching as the image giving it the advantage it wouldn't be discarded as an irrelevant aspect by the audience when they first look at the production. Each individual letter is kerned in close proximity of one another so there is no unnecessarily large spaces between them as previously noted in the first font I tried out. I'm most inclined to incorporate this as my final logo design however I think it would beneficial to me to conduct some more thorough experimentation before I am certain of which style I think would be most appropriate.
Here I adjusted slightly the rotation of the 'Bignoodletitling' font, I felt I should experiment and see how it would present itself at a different angle on the page so i rotated it to fit in alignment with the spaces on the side of the brain image. Realistically I don't believe this would work as a professional mainstream company logo a the text blends in with the image in essence making it hard to notice it. This could potentially be a detrimental factor to my production if I was to select this specific design as if the audience can't interpret where the logo is located and positioned on the page then it is unlikely they would recognise the production company. I still prefer the style of the text my only concern is the alteration to the rotation so if i'm to use this style of text further i will keep it straight in identical symmetry with the document.
I was so tempted to use the 'bignoodletitling' font that I was almost certain that was the style to use for the finished company logo design, despite this I think it would benefit me to do one more trail font testing for protection purposes, this would allow me to be one hundred percent confident 'bignoodletitling' was the correct style to use. To begin with I thought I would try out the new font in the same rotation style as i did on the previous screenshot, for me I felt the text was too 'boring' positioned alongside the brain it did not elicit an 'exciting' effect to it so I thought maybe a different text style would fit a rotated style more appropriately. Never the less I still wasn't pleased after I had performed this action, the letters were extremely difficult to identify from one another, they all appeared crushed together as one big body which would be off putting for the audience to look at, it would make connecting the logo with the company hard and they may easily overlook it, compared to a popular mainstream company such as 'National Geographic' which is easily recognised by image and words. The text itself is skinny in comparison to professional logos which used thick bold lettering to grasp viewer attention, this style isn't a conventional element for a company title because it lacks that emphasis that is relied upon in all aspects of media to gain audience interest.
I realised that before I could make an informed decision about whether to use this text or discard it I decided to rotate it back around so it was symmetrical in line up with the image, this way I could get a better understanding of how it would appear when in perfect aliignment with it. Although I did feel it presented itself better when straightened I still couldnt accept it as my final font, to me it had the identical problem as a previous s style as in where all the letters were heightened in a skinny fashion, this made them appear thin when viewed on the page. Essentially a bolder, more thicker staning font would have worked better because it is then highly unlikely one other element (such as the image) would overshadow the text making it easily to overlook. The audience ultimately needs to relate to the image and text as a whole creation as they interconnet with each other to sell the logo across to the public, if one elemtn is stronger then the other the prodyct can look unprofessional and not appealing to the viewer who is lees likely to become interested in their media. For these reasons I am not going to use this specific font for the finished logo piece instead I am confident I will revert back to 'bignoodletitling' as against the odds I think it will fit most appropriately with the image.
Ultimately as you can see presented in the JPEG above I eventually decided on the 'BigNoodleTitling' style of font as the text for the finished company logo. The reasons for me selecting this particular style was due to the bold and edgy presentation that allured from it, when I asked my peers for a neutral perspective on my logo they all said they preferred this text as their eyes were drawn to it because it was as equally appealing and noticeable to view from a distance and worked in co-junction well with the image, the text didn't overshadow the image and neither did the image dominate over the text. They both work in perfect harmony together and have a combined impact on the logo itself rather then one being more dominant then the other as this would give a very unprofessional edge to the product. Most significantly I am impressed with the overall look of the text, to me personally the words illiterate a technical, systematic feel from them that represents in a way the computerised analogy of a machine and importantly how the brain itself operates like a computer. This personification emphasises that the film company 'Mindscape Motions' deals with quite technical concepts in relation to how the highly ordered system of the human brain in some circumstances be disrupted (by various mental illnesses)
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