To establish what the theme of the logo will surround, the name of the exhibition needs to be identified. From the original license to Print Money title, we changed the name to Get Rich. This is based around one of our original ideas in conceiving the concept for the exhibition, that being the theme of cops of robbers. This idea is about how the robbers would use the blueprints of Bank House to steal money. However this was too conceptual and did not relate to the purpose of the exhibition. What we did decide to keep from this concept was the blueprint idea, this was a unique take on using the buildings architecture as a form of identity. How we got to title of Get Rich was by following on one of the aspects of robbery, i.e getting rich off the stolen money.
This is a very rough demonstration of the thought process that resulted in the final designs of the logo. The main idea is that by getting rich, you get a lot of money, which then can be represented through stacks of money as regularly seen in the entertainment industry.
This is the first mock up of the logo design. The two heights of the blocks are meant to represent differentiating heights of stacked money. This was chosen as opposed to designing stacks of the same height because of how more explicit the difference is in conveying stacked forms. Furthermore this difference in height and the differentiating coloured sides of the stack adds depth of the flat logo. An isometric angle was also used to further add to this depth as well as how effective it was in displaying the stacked money notes shown in a later design. A sans serif font was chosen because of its appropriation to the intended audience. Being that the exhibition is aimed for young creatives and professionals, the font needs to modern and reflect their creative practice. By doing so it appeals to their interest and attracts them to the exhibition. The bold typeface is impactful and clearly states the title of the exhibition whilst the spur of the G is minimal creating and an overall rounded look for the title. Overall the choice in font represents contemporary design which aligns to the trends of today and appeals to the type of work creative professionals are creating. Green was chosen because of the connotations it has to money in general and greed.
In the first iteration of the logo, there was no indication of it representing stacked money. Therefore lines were added just to convey that idea.
Further progression was made on the addition of the lines. In this iteration, the level of each stack was made to resemble a 3D note.
The "notes" were thinned out to better resemble paper, rather than blocks. However the amount of lines in this version would pose as a scaling problem, as much of the detail would be lost.
So less notes were displayed in each stack, giving the audience a clearer view of the individual notes. What was lacking the previous iterations was that despite the forms resembling stacks, it did not resemble stacks of money. And typically in images of money stacks, there are the bands that wrap around each bundle. This gives a more direct connotation to the overall idea surrounding the logo design.
Despite these development in designs, a more minimal approach was opted for because of how versatile the simplistic forms offer in terms of being manipulated to suit the context. The lines of the forms were made thick to keep in align with the bold type. The thick lines also easily establish the form of the shape and will allow for logo to be recognisable from a distance much like the Leeds Print Festival logo.
But again, having too minimal of a logo design will not fully communicate the idea behind the logo design. Therefore in this final iteration, the logo combines both aspects with were effective. On one hand, the logo conveys a minimal approach through the representation of bank notes in vector form and the simple black and white colour scheme. On the other hand, logos details are conveyed through the representation of each bank note in each stack.
Demonstrating how this idea is versatile, the logo is also able to take on an alternate form.
In this version of the logo, the stacking motif is taken into the actual letters of the exhibitions name. Because of the rounded look Gotham has, there were comments that the letter forms resembled coins instead of bank notes. The varying heights of the stacks also relate to a graph of a stock exchange, further playing on the theme of the exhibition. The limitations of this alternate logo however is that because of the thin stroke of each layer and the amount of layers, there will be details lost in scaling down the image for certain uses.
Therefore a similar design treatment was done on this variation, creating better cohesion between the two logos.
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