The first thing to work on in this brief is the logo, though the garden centre already has a logo it is very dated and could stand to be updated. I want to try and keep the logo true to its traditional purposes but I also want to add a modern twist to it.
Current Logo:
Though this logo has served Gordon Rigg's well I do think the design is somewhat amateur. It reminds me of WordArt from Microsoft Powerpoint.
After settling on a typeface I wanted to change the spacing around the letters, in order to do this I selected a few different options and circled the areas which I thought were an issue.
After doing this I was able to make an informed decision about which value to choose.
Gordon Rigg have the tagline 'inspiring gardens since 1946' I wanted this tagline to be separate from the rest of the logo so I think it is best that is in a completely different typeface. I wanted a script or hand written effect to make it seem more personal from the formal logo. I experimented with a lot of different fonts and at the moment I have settled on 'Sunshine in my Soul'.
Experimenting with the placement of the tagline in regards to the logo.
At this moment I am not sure about the placement of this tagline and whether it should be included in the logo at all.
There are other areas that I could brand for Gordon Rigg such as their restaurant at the Rochdale site and Bottoms Mill Shop in Walsden. As I tried to play around with the tagline and script font I also tried out a few logo ideas for the bistro, the main aim of this was to see if the typefaces would work together.
I am still very unsure about the use of both typefaces and think that I will focus on the initial logo instead of any extras at this moment.
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Gordon Rigg Garden Centres
Gordon Rigg Garden Centres is the actual name for the business, I want to add this into the logo without taking too much away from the main name. I want to use the same font for consistency but I want to make it considerably smaller.
Now that I have settled on a logo I need to fix the spacing between the letters.
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Spacing between each letter in Gordon Rigg and Garden Centre.
As I am only creating a logo and branding guidelines for Gordon Rigg's I want to ensure that the spacing between each letter is on point. I did this the best way I knew how, even though it might not be the best way for industry. I used rectangles to check the spacing between each letter, I used three different shades of magenta to showcase the difference in space. Mid-magenta is the pre-set size (2.44mm) dark magenta is the extra space needed and light magenta is a space that is smaller than the preset.
Looking at all of the smaller spaces to see if there was recurring size theme between them all.
Each of the smaller spaces were different sizes so my initial plan to add and take away space based on the shapes has to change. The pre-set spacer is 2.44mm - I think this needs to be rounded up to make it easier for me to organise the spaces.
Using the new 2.5mm spacer I altered the kerning between each letter to ensure that they each had a 2.5mm gap between them.
Initial Values:
G - 50
O - 50
R -75
D - 10
O -10
N
R - 75
I - 50
G - 50
G
Alterred Values based on 2.5mm Space
G - 52
O - 46
R - 93
D - 13
O - 48
N
R - 90
I - 50
G - 51
G
Comparison from no letter spacing and 2.5mm:
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Final Logo:
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