The Brief
The brief for this part of the assignment was to produce a logo design for a start-up business called 'Breakfast in Bed'.
Breakfast in Bed is a food delivery service that specialise in delivering healthy breakfast meals to customers specifically in areas of Central London, such as, Kensington, Chelsea, Victoria, Fulham and Chiswick.
Initial Thoughts
My initial thoughts on this brief was that the logo design for this company would need to include..
- Premium/High End themes
- Breakfast themes
- Healthy themes
- Incorporation of a bed
I thought to include themes of showing that the company is premium and high end in the logo design from the fact that their target market are people who live in rather premium and high end areas in Central London. This will suggest to their target market that Breakfast in Bed offers a premium and high quality service/product.
Also, the inclusion of breakfast themes and incorporation of the bed element, are to illustrate the elements of the companies name to the customer.
The brief did also mention that breakfast in bed provide healthy meals to their customers, so it would be good to try and reflect that too in the logo design.
Idea 1: Modern/Minimal Bed Icon
My first Idea was this icon for a bed. It is meant to show a sideview of a bed in a minimal and modern way.
It is successful in that it's minimal and modern, which may come across as premium to some people.
However, I think that in most ways, it's not easy to see how it could be a bed or even be related to breakfast and healthy eating in any way.
Idea 2: Cloche and Bed
This idea was an incorporation of a cloche and the sideview of a bed. I tried two different variations of the cloche design. In the second variation (the bottom row) I focused on perfecting the handle part of the cloche and reducing the stroke weight of its outline.
I think that this design idea is successful in that it illustrates the name of the company.
However, this idea is flawed by the bed element. I think that the bed part doesn't quite immediately strike as a bed.
Also, the outlined style can be perceived as quite childish and cartoonish which doesn't come across as premium and high end.
Idea 3: Rising Sun
In this design idea, I tried to make it look like a rising sun with a double meaning of it also somewhat resembling a fried egg. I tried to do this by having the centre/core being yellow and having some sort of glow around it. I went about this by adding a lighter yellow semi-circle shape around the core.
I tried to make it look as if it is rising by having a linear gradient from transparent/white to the sun yellow colour.
I think the idea succeeds in showing that double meaning of a rising sun with the gradient, as well as, resembling the yolk and whites of a fried egg with the colour scheme.
I tried to incorporate these plant like sun rays that come out of the centre. However, I think they throw off the design and it doesn't make it work as well.
For the final design, I decided to move forward with the third initial idea.
My main goal in developing for the final design Idea was to simplify the initial idea. Although I liked the gradient in the initial idea, I think that it didn't work as well because the logo wouldn't be visible enough. Almost too difficult to make out.
To combat that issue, I decided to instead use two larger solid coloured semi-circles around the sun's centre (which also is a solid colour). As the semi-circles increase in size, the shade of yellow will get closer to white.
For the typography, I wanted to use a serif font that would strike as being premium. In the end I went for the font 'Audrey Normal', a light serif font that comes across as quite elegant.
The brief did also mention that breakfast in bed provide healthy meals to their customers, so it would be good to try and reflect that too in the logo design.
Ideas
My first Idea was this icon for a bed. It is meant to show a sideview of a bed in a minimal and modern way.
It is successful in that it's minimal and modern, which may come across as premium to some people.
However, I think that in most ways, it's not easy to see how it could be a bed or even be related to breakfast and healthy eating in any way.
This idea was an incorporation of a cloche and the sideview of a bed. I tried two different variations of the cloche design. In the second variation (the bottom row) I focused on perfecting the handle part of the cloche and reducing the stroke weight of its outline.
I think that this design idea is successful in that it illustrates the name of the company.
However, this idea is flawed by the bed element. I think that the bed part doesn't quite immediately strike as a bed.
Also, the outlined style can be perceived as quite childish and cartoonish which doesn't come across as premium and high end.
In this design idea, I tried to make it look like a rising sun with a double meaning of it also somewhat resembling a fried egg. I tried to do this by having the centre/core being yellow and having some sort of glow around it. I went about this by adding a lighter yellow semi-circle shape around the core.
I tried to make it look as if it is rising by having a linear gradient from transparent/white to the sun yellow colour.
I think the idea succeeds in showing that double meaning of a rising sun with the gradient, as well as, resembling the yolk and whites of a fried egg with the colour scheme.
I tried to incorporate these plant like sun rays that come out of the centre. However, I think they throw off the design and it doesn't make it work as well.
Final Design
For the final design, I decided to move forward with the third initial idea.
My main goal in developing for the final design Idea was to simplify the initial idea. Although I liked the gradient in the initial idea, I think that it didn't work as well because the logo wouldn't be visible enough. Almost too difficult to make out.
To combat that issue, I decided to instead use two larger solid coloured semi-circles around the sun's centre (which also is a solid colour). As the semi-circles increase in size, the shade of yellow will get closer to white.
For the typography, I wanted to use a serif font that would strike as being premium. In the end I went for the font 'Audrey Normal', a light serif font that comes across as quite elegant.
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| Final logo design for Breakfast in Bed |