From my initial experimentation, I chose to explore two of these initial concepts further in order to develop a well balanced and appropriate campaign identity. This looked at a range of different compositions and layouts that will create continuity across the campaigns collateral.
From this development I highlighted the strongest design, informed through student feedback. This works appropriately in creating a strong visual that is creatively informed through an appropriate use of type and image, The small caps 'or' creates consistency with the 's' in the greenmails logo and the use of gothic is by eye relatively similar to the brands custom logo type. Within the brief the client says 'we are keen to integrate the Greenall's interpretation of the union jack', responding to this I have incorporated a half flag, that when paired with text creates an integrated fit that appropriately promotes the brands British values and further extends the concept of ironic British weather.
Extending this experimentation, I created a range of variations appropriate to different environments the logo may be needed, this includes a greyscale alternative, dark background alternative and two text only variations. These should only be used when the original campaign logo is not appropriate and ensures a sense of consistency throughout the campaign collateral.
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