Above is the starting point to inspiration to my logo that I am going to create. It is a photo of an engraving into one of the walls on Far Gosford Street. I particularly like the type that has been used. It is a very interesting serif font and is Victorian in style. This has given me inspiration to use Egyptienne. This is a typeface that has been modeled on a Victorian serif font. I like the varying stroke widths and the length of the serifs on the capitals. it makes for a visually interesting and dynamic font which is also immediately associated with history- it is clearly Victorian in style.
This type is created using the same process that I used to construct my typeface that I did not continue with. I have put a drop shadow on the type. I have also used the layout that is seen in the wall engraving. I like the idea of using the letters FV instead of writing Fargo Village.
This logo is getting somewhere. I prefer it without the thick black boarder. It was too strong and took your attention away from what was going on inside the containing box- the logo. I am not convinced by the type. I have got rid of the drop shadow, I think that the idea did not work, it was not aesthetically pleasing. It was creating lettering that looked childish and my design for the buildings of Fargo Village have a sophisticated feel that I want to echo in my logo creation.
My idea is not taking form. I have got rid of all of the unnessecary elements-these are the drop shadow to the type, the outer stroke to the type and the background shape that the logo was sitting on. Now, I have a logo that is looking more sophisticated. It is well balanced and easy on the eye. The F V sit well in the two diamond shapes- the lettering become part of the design, it is not an afterthought. However, I think that the vertical height needs to be balanced by extra elements on the horizontal axes.
This is looking really effective. The extra shapes either side of the logo give the logo more balance, it is more assertive in presence. Also, it helps with the visual presence of the text. The text now sits more centrally in the logo.
I thought that I would experiment with trying to create the letters FV out of the stencils. I really like the concept, but when excecuted the letters are just over complicated. A simple solution is better. I actually really like the previous logo attempt and this is going to be the final logo design for Fargo Village.
The final logos
These are my final logos. I am going to be outlining in my guide that the logo may used in any of the Fargo Village colours from the colour scheme I have defined previously or black. I have also added a texture to the logo so that it is in-keeping with the textured look of the patterns on the walls of Fargo Village warehouses. Overall, I think that it is a successful logo design because it reflects all of my intentions of Fargo Village design. It conveys the history of the street- seen in the egyptienne typeface that I have selected for the logo and the stencil that I have used to create it which derives from a piece of historic architecture found on Far Gosford Street. It also conveys the fun, engaging and creative vision that Fargo Village is all about. It has the visual attributes of an artisan logo. Its rough edges and textured finish create a hand rendered, printed feel.
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