Identifying how Logos communicate certain aspects to its desired customer.
I am aware that I may be not as objective as I'd like to be here because of the many years certain qualities of brands have become deeply engraved within my opinion.
Comparing a lower to a higher fashion brand that only sell their own brand. The H&M logo communicates a lower fashion brand to Allsaints Spitalfields due to:
The use of colour does weaken the luxury of a brand the majority of the time as the interpretation of colour is a lot wider than greyscale, broadening and loosing the specific selling point a company may be aiming for. The use of Greyscale seems sophisticated as it is almost communicates a sense of control, discipline and rejecting the need to shout about its quality, a more classier, respectable sense is communicated.
Similar to the comparison of colour, while the cheaper brand appears louder, more indiscreet due to its larger scale, the higher fashion brand embraces empty space, a smaller typeface and bounding box.
Both logos use uppercase letters, both to different effect. H&M skewed hand drawn effect communicates a relaxed, cheaper, more free sense due to the informal nature associated with hand writing. The scale of the "H" and "M" in comparison to the "&" adds to this informal nature, not adhering the "rules of typography".
The uppercase sans serif typeface used in the Allsaints Spitalfields logo communicates a minimal sense, added to this minimalism is faded sense created by edges of the typefaces. This minimal faded approach is directly relatable to their product; "romantically pre-aged look...that evokes the past and a post-apocalyptic future".
A brand with a narrower focus that is so easily diluted from the logo shows the brand is not focused on a huge catalogue like H&M will be. The logo of the rams skull communicates a "Post-apocalyptic"vision as well as the deterioration relatable to their products signature style. The allsaints logo isn't loud, bright, large or friendly enough to be a lower fashion brand.
Starting with colour, it is easy to see which logo is focusing on the lower market of chocolate. The use of purple communicates a fun, friendly approach to marketing. The gold used in the Lindt communicates all of the connotations of the colour and material, class, preciousness and wealth.
Both typefaces uses a script font and can be wrote without the pen leaving the page, if anything this does exaggerate the importance writing style and colour have on communication. The Cadbury logo is written relaxed with the imitation of a rounder nib; it's interesting how we agree that a rounder nib, compared to that of a broad nib, communicates a cheaper sense.
The inclusion of a pictorial element and a short description to the Lindt logo add to its sense of luxury, the pictorial element appears to imitate an emblem (heritage and a upper class connotation). Both logos use a decorative element in the typography, Cadburys swirl in the "C" again promote a sense of fun and friendliness. The decorative element on the "L" of the Lindt logo is signature to that of the typography created using a quill, as is the italic appearance of the logotype.
Lidl uses 3 colours, as well as being bad design and hard to reproduce this tri-colour also communicates a sense of cheapness, as mentioned earlier in the H&M x Allsaints comparison.
Waitrose uses a singular signature green which appears throughout their branding. The use of white on a green background may bring up some problems when it comes to branding and product packaging as the green is always needed however, using black on green would have been aesthetically unpleasing and the contrast would have been less, making the logo harder to read. The use of just a green typeface may have lost impact, the box the green makes does add to the impact of the logo.
Scale:
Both logos can be used at varying sizes however the LIDL logo is less adaptable due to its colour and typeface, the Waitrose logo can go a lot smaller without compromise. The LIDL logo is very loud in terms of catching attention, which I suppose is a positive when trying to attract customers along a road for example.
Typeface:
The LIDL typeface uses a bold, obtuse, slab serif typeface with a rotated stem of an "I" which is also coloured red. I am unsure of what this design feature is attempting to communicate. The brand looks cheap due to this bad design, it appears behind the times and almost a rejection of contemporary shopping. This may have been unintentional when the logo was designed but seems appropriate today.
Waitrose use a modern sans serif. A formal, modern, almost stylish sense is created here. The diagonal slant on the ascender of the 't' as well as the diagonal finial of the 'e' create a modern, almost stylish sense, while the vertexes of the "w" appear sharp, creating formality.
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