Ethos Pathos Logo Analysis

The brand designer, Walter Landor, states that “ Products are made in the factory, but brands are created in the mind”. Landor’s companies have designed many logos that are bold and thought provoking (for example the Fedex logo) and the simplicity of each one is what works so well. My understanding is that branding is a unique name, design or logo that companies use as an identifier to distinguish their products or services from others in the same market place, designed to attract the attention of customers and instil loyalty in the product.

For my unit 3 project I decided to brand Spanish tapas. This being my heritage, I wanted to explore traditional Spanish culture and cuisine further and it was inspired by my grandmother 's favorite recipes that she taught me to cook. I was attracted to this brief as I wanted to create a logo that was modern, to appeal to the people of today but

I used this logo to influence my work (Figure 11) by interpreting the positioning of where the symbol and type is placed. In my initial sketch, I chose to draw a glass with olives around it which I then developed further digitally by using different types of lines to recreate this, however I didn 't think that this was a true representation of my brand and therefore I chose to develop the idea of using an olive as the symbol instead, as it was more appropriate. I also experimented with different typefaces starting with a bold sans serif. I think that this made the logo too corporate for the brand so therefore chose a script font to develop further. I refined the letters so that they were smoother and matched the appearance of the olive. To make this effective, I positioned the olive to the left and connected to the type, to make it more memorable. Making the bottom of the ‘R’ rounder made it fit around the bottom of the olive, which I think creates a more fluid