OUGD602 - DBA Nootropics - Logo Development

To kick start our design process we decided to design the logo together as a group. With the name wanting to be continued into more, e.g. you plus motivation, we wanted to keep the logo really minimal to fit into a sentence. We decided from this that a logotype would be the best course of action.

So because we chose to go down the logotype route, the typeface/font choice becomes very important to portray the tone of voice that we want. Though we want to be trustworthy and professional we also want to portray friendliness and approachability. It was clear from the start that we should use a sans serif to appeal to our young professional target audience as well as to show professionalism. But from our initial developments the typefaces found were either too fun or too corporate, there was no in between. So we decided to search for a typeface specifically for the logotype. From the initial developments my favourite was the more rounded logo (labelled figure 1). I liked how it all flowed together with the plus connecting to the u. However, though the typeface represented the friendliness that we wanted to portray, it didn’t feel professional or stable enough.

As a group we chose to use Optien. The sans-serif font is bold and structured, proving reassuring with squared ends that are professional and strong. In addition to this, the curved style of the Y tail and the U presents the more casual, fun and approach of the brand. From there we just played around with the positioning of the plus.