Exploring the logo with CAD

In order to develop a sleek, professional outcome CAD was used to formulate a design in which can be easily transferable to different platforms. This being highly important in an age of social media etc.

Multiple approaches were explored with in order to gain the greatest response possible. Initially the structure of the piece was primarily explored.

The formatting of the word itself was initially outlined, this allowing myself to have a greater knowledge of the words emphasis. It was found that designs in which used two variations felt most effective as the division of the word appeared most prominent, an example of this being the use of italics. The word FE placed in capitals felt somewhat aggressive, an idea in which does not want to be promoted and as a result this idea will not be taken further. The typefaces used are varied in approach Helvetica was explored with due to its simplistic nature,and its relationship to Akzidenz-Grotesk. Futura was explored with as it offers a sharp, witty, bold approach. Futura is also less commonly used that Helvetica and thus it may be suggested that its impact would be stronger. 

As I was unsure upon which typeface to take further I discussed this with my peers. They suggested that Helvetica is excessively overused, and can sometimes appear as a 'lazy' typeface as it can be easily transferred to any situation. As a result of this it was decided that futura would provide the needs of the typeface as well as expressing a eyecatching approach. 

From this, type arrangements began to be explored in which attempted to remove the word male from the design. 

The word male was initially crossed out in an 'x' format. Although it was decided within previous crits that this format felt aggressive, I wanted to personally try out its effects. From this it was evident that this did appear aggressive. 

From this the word was then flipped on an axis in order to explore another dimension. Being placed vertically allowed the word to appear far more engaging than simply placing the word in a traditional (modernist) arrangement. The usage of a thick line/rectangle was used in order to comply to the shapes used both within Scher and Kruger's work. This approach also appears very similar to the punk style in which allowed female designers a postmodern outlet. Due to the thick nature of the line the word male is somewhat illegible, in turn providing a feel of male hatred, a factor in which this design does not wish to possess.

When discussing with my peers about this first mock up they suggested that the word male still needs to appear legible, as otherwise this leaves the intended target audience of males feeling as if they are being discriminated against, and excluded.

As a result of this, the line width was altered, in turn allowing the aspect of 'male' to appear legible. Although the word is now legible, the line format still appears somewhat aggressive. The thick, bold line appears dominating, with the red appearing to rule out males.

In order to challenge the aggressive nature of the previous line, opacity was added towards the deisgn. In turn allowing the text to appear present. This therefore projects a softer feel towards the deisgn.

The word designers was also incorporated into the logo although this felt to somewhat move the message on very quickly, in turn not allowing the same amount of impact to be drawn from the design. As a result of this it was decided that the singular word female should be used in order to gain effect.

As the results from the structural task confirmed that the usage of two different type variations (such as italics) allowed the word to appear as two separate words joined together, this was again explored. The slanted nature of the italic approach explores a softer approach in which appears traditionally feminine. The straight nature of 'fe' appears strong, bold and prominent in turn expressing females as independent beings.

In order to further express the idea of females being independant 'fe' was placed in bold. This expressing females as strong independent beings.

As the previous outline of the word 'male' felt somewhat aggressive still, it was decided to place the outline behind the word. This in turn making the deisgn appear as if it is not being aggressive.

Colour was explored for the outline. as the red was said to appear daunting. A grey was selected although this felt somewhat dull. As I was unsure upon which colour to select some research was conducted into colours, and their meanings.