AAD Assignment 3, Post 1- Initial ideas and concepts

18 November

So, a logo, more than that a branding package and identity.  My first reaction was, oh another logo.  This would be the fourth design a logo for yourself assignment during the program.  Not very exciting.

Fairly quickly I decided that I wanted to do something based on my maternal grandparent's heritage. Not sure why, but once it crossed my mind I couldn't get rid of it.  The mood board incorporated items from Royal Mail, my grandfather worked for them from before the First World War to after the Second.  It also laid out some of the values I wanted to incorporate.

Early on I went through a few ideas for the logo.  The use of Norn (Orcadian norse) and runes was considered.  Incorporating the sheep from North Ronaldsay that eat seaweed seemed like a good idea. As you can see from the image below I went through four names before I settled on Dulse Sheep Designs.

Ignore the red stuff, unless you want to learn the name of the F1 typeface.

Under the idea for the name is some ideas for using Norse characters.  I decided not to as Norn is written in the Latin alphabet.  Use of Norse runes in Norn is not supported historically.

3 hours

20 November

Second session, I was still thinking about Norn, I dove in the so incomplete English to Norn dictionaries.  I found there were many words for seaweed and few for sheep.  Norn was discarded as there is no real way to find out what word is accurate.

I started finalizing the DSD logo with interlinked Ds and S, and making a sheep from them.  I had settled on Royal Mail colours (red & yellow), and black.  I realized that the Orcadian flag has red, yellow, and blue so I switched out the black. (yellow box)

Some quick notes on ideas and principles were jotted down (green box), and the idea that I needed a font for laser engraving (red box)

So now, on to formalizing the logo and building the identity guide.

  5 hours