Overview
This logo refreshment was an academic project for one of my Advanced Diploma of Graphic Design classes at Australian Pacific College. The objective of this assessment was to choose a brand/company that I, as a designer, considered might have a logo refreshment. I decided to work on Spoilt's logo as this business is a local brand I like and support. Spoilt Gift & Homewares is s an Australian and family-owned stylish and contemporary gift and homeware store in Melbourne's CBD and inner Melbourne suburbs.
I thought Spoilt could have a logo refreshment due to a study I made to its current one. The first impression I get when seeing the logo is a sense of disorganisation. This is caused by the inconsistency of a single baseline, the variable height of the letters' ascenders and descenders, and the irregular alignment of the character's angles across the word. These decisions can be made when designing a logotype to give it a more dynamic and informal aesthetic; however, I consider in this case, they could be implemented in a better way. I also think there is an imbalance in the spacing between the letterforms, the most noticeable being the small space between the S and the P.
I decided to augment the contrast of the letterforms by increasing the weight of the downstrokes to have a more solid composition. I wanted to preserve the cursive style of the word and some of its more characteristic elements, like the curves on the letters P and O. To maintain the original logotype's dynamic feeling, I decided to keep the variable baseline of the word. Finally, I reflected the bird's shape to make it work as an element that provides a more balanced composition to the logo.
