When starting my logo generation I made a few mock-up sketches in my notebook for ideas and wanted to use mountains as part of the design. The reason for this is because I wanted my logo to correlate with what the brand stands for – skiing. As you can see below I tried to implement the letter ‘A’ into a semi-circle using negative space to see how that looked. I really liked this concept as it was clean and memorable.
I then went into Adobe Illustrator to mockup these sketches to see with a few different variations all of which I thought had a good clean style. The colour scheme was only a placeholder colour for the meantime but I wanted something cold in order to fit with the skiing vibe.
I then had my first interim crit whereby I showed off my research and some progression that I had made including these logo ideas. These logo ideas were the largest topic of discussion in my interim crit as my peers were not too keen on them, the reason for it was because of the colour and the style as apparently the “mountainous theme” is over used in the ski industry. I was guided to think outside the box and what things you see from on top of the mountain, or what you feel – a different perspective. I then went away and made some more sketches thinking of some new fresh ideas
I then tried playing around with a few different styles, I attempted to illustrate wind however I wasn’t happy with any illustration I sketched and stayed away from this idea. I then extremely liked the thought of a diamond shape as it is original and could work well on a ski with use of shapes.
With a bit of progression and use of Adobe Illustrator & Photoshop I managed to illustrate the logo design below. I was extremely pleased with this design and thought it was really original, however after some consideration I realised that this illustration isn’t really fitting for a logo. The reason for this is because there is too much detail and as a logo can be resized to something of 400×400 pixels it will be unidentifiable and so I decided I need to change the logo to something clean, professional and identifiable at such small resolution. My peers also agreed with my decision.
I then went back into Adobe Illustrator and placed the letter ‘A’ all alone in the middle of the canvas and thought how can I possibly make this look like a logo. The letter ‘A’ itself looks kind of like a mountain as it is pointy at the top. I then decided to draw a rectangle and fit it to the bottom of the letter A to square it off which gave it a mountainous look as well as using the letter ‘A’ to represent Alpitude. Below is the final image that I decided to use as my logo. With help of peer feedback and also working this logo into ski mockups I realised that this logo fitted much better. I have also included what the logo would look like with and without the type ‘Alpitude’ at the bottom and from peer feedback they prefer it with the typography beneath the logo.