Ice cream van logo
Logo design
Introduction
Client name: Whitby Morrison
My logo design:
Background: Whitby Morrison, British engineering company based in Crewe, Cheshire East. It has been described as “the world’s leading ice cream van manufacturer“. Whitby Morrison converts production vans into ice cream vans for the mobile soft ice cream industry.
Audience: Whitby Morrison operates in over 60 countries, locations as diverse as the Middle East, Australia, Eastern Europe, North Africa and the US.
Typically, Whitby Morrison’s audience is interested in:
- Sweets
- Outdoor lifestyle
- Fresh food
- interesting life style
Context: Whitby Morrison require a logo for wallpaper on cars, web pages, caravan signage, aprons, and menu.
Keywords: Sweet, fantasy, fresh
Prepares
Padlet: precedents
link: https://padlet.com/joyhe2/iy7dp47wknbqah3p
Original logo of Whitby Morrison:
Rough ideas:
Then, I selected the main shapes I want to use (three circles)
After I looked at my inspiration, I found 3 circles can be a good representation of ice cream ⇑
Design process
I tried my first piece of design by combing van and ice cream together:
At this point, I found this design doesn’t feels like a logo
I received feedbacks from the teacher and classmates, they can be listed as few points lower:
- The shape of a car isn’t really success, may need improvements
- Try to add a cone to the van or combine them better
- do not use color at first
- I can try some more simple and easy shape and lines at first.
So I started with Mr. Griffin to make more graphing of simple shapes, and combine of van and ice cream, and I did found some cool ideas for my logo
I realized simple shapes will be better,
so I started to make more ideas from these shapes
I decided to let the three circles remain the same, and make it more simple, also in black and white.
This is what I got first, the triangle on top is the cone, and “Whitby Morrison” has been simplified to “WM”⇒
I felt like this is much better than what I’ve got before, but it’s too simple, and the shape isn’t attractive.
So, with these questions, I step on the 2nd turn of feedbacks
here is the list of what I’ve received
- The idea of ice cream is good, however, the cone is on the right top of the logo, kind of makes like it fells on the ground, so try to change a place
- The type isn’t really good, and maybe the full name of the company works better
- The three circles are good, but maybe make it a little more complicate?
- Try move the circles in different spots
- Maybe you can add a chocolate bar, or some cookies to where the cone is
- Try different typefaces?
Then I changes my design to many different versions:
To begin with, I transformed the cone into crunchy chocolate biscuit (2 triangles), which also serves as a symbol that represents ice cream, and make the design more dexterous and lively.
Then I decided to make the circle’s inside lines visible, which makes it appear not that simple, and it can be a representation of how they are linked together and share diverse flavors and ideas, much like people all over the world do with the help of an ice cream van.
Even though “W” and “M” are great letters to design on, but I believe that because my logo isn’t too intricate, so I should use the company’s complete name of to make it looks more like a cohesive group.
Finally, from all these ideas, my final choice is this one:
Logo In different ways
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On a range of mock-ups:
backgrounds/posters :
Reflection
comparing to the panda project I did at the beginning of the course, this logo contains more ideas and creates a better effect using less elements. It didn’t use a range of colors, but it still successfully communicates it meaning of “ice cream” and “combination”. At this point, I think I developed much in the section of unit.
The key words of this project is “sweet, convenient and fresh”.
The symbol of the two triangles (chocolate biscuit) represents sweetness (excellent taste, food), and it employs a milk-brown color to make it look pleasant while keeping the logo from being overly vibrant.
Convenient (connect people, movable van) is shown in circles, circle being a more freed and easy to combine shape.
The pure color of black and white will make people feel fresh and new, while the three circles form the shape of an ice cream.
I haven’t put much emphasis on “van” because the main goal is to attract customers who are interested in “ice cream.” As a result, I focused on ice cream and circles.
For next product, or further attempts, I will focus more on make a whole thing more detailed and meaningful, and better in visual effect.
Poster:
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