Tukka gum tree logo

Here is my first pictogram and letterhead for Tukka. It is a gum tree in the center of a circle.

My initial idea for this brand was to make a logo based around the shape of a wattle flower, a sound idea until we were told in our tutorial to find a photo to base our symbol off. Looking to my left I saw a classmate looking up photo's of wattle bushes, then looking to my right I saw the same thing. I decided to re-think my idea.

Drawing inspiration from the logo's belonging to Timberland and the more recent Sydney Youth Orchestras and the City of Melbourne logo's I thought a more complex shape might be in order.

A gum tree is a symbol of Australia, and more specifically Australias bush culture. Tukka represents these ideals through it's use of Australian bush ingredients, even the name "Tukka" relates immediately to "bush tukka"(the Australian slang term). The circle the tree is centered in creates a simpler shape that the customer can immediately grab, not only that, but the shape could evoke feelings of "the circle of life", "Global" or "eco-friendly".

I used Baskerville as the typeface for the logotype. Baskerville's thick ascender's match well with the trunk of the gum tree. Also being a serif font it adds a class to the brand which will resonate within Tukka's target gourmet food audience. Over the coming weeks the positioning of the type will be refined.

Thanks for reading!
Andrew

My logo

What is a logo and what does it do?

"

A logo is a flag, a signature, an escutcheon, a street sign.

A logo does not sell (directly), it identifies.

A logo is rarely a description of a business.

A logo derives its meaning from the quality of the thing it symbolises,

not the other way around

A logo is less important than the product it signifies; what it represents is more

important than what it looks like.

The subject matter of a logo can be almost anything.

"

Rand, P, 1993, "Logo's... Flags... Street Signs", Design, Form and Chaos, p56.

Coopers Brewery Logo Analysis

Coopers Brewery is an Australian beer company based out of South Australia.

Questions answered in the order presented:

Q. What symbols has the company used to represent the brand?

1. Labels on the Coopers standard beer range all feature the typographic logo placed in-front of a wooden barrel presumably used for brewing the beer. This is to promote a sense of tradition in honoring old brewing techniques. Coopers vintage features a photo of a heavily bearded man with bush-ranger like qualities, a beer designed with a higher alcohol content and strong flavor for the man who fancies himself a bush-ranger ("Fancies" in the sense of relates himself to, that must be cleared up thanks to the recent American block buster - "Brokeback Mountain").

Q. What colours has the company used to represent the brand?

2. The colours Cooper Brewery uses on its products vary from beer to beer. All but two of the beers use the stereotypical brown glass bottle, the exceptions using a green glass and clear class. This is to continue the associations already set in the drinkers mind, beers set in brown glass are usually full strength, green glass is usually reserved for up-market beers and the clear glass is used often on low-carb beers. The standard range of Coopers beer labels all feature a signature colour, this assists the viewer in distinguishing the beers. The Colours also attempt to echo the flavours featured within the beers, a sedated green is used on the smooth pale ale whilst a strong yellow black combination is used on the heavier tasting stout. This furthers the branding by creating an association between colours and the Coopers company, often instead of requesting a beers brew the consumer will request a "Coopers Green".

Q. What sort of message do you think the colours are trying to convey?

3. Coopers Brewery utilise a sedated colour palette on their labels, no colours are presented exclusively at maxed out C,M,Y, or K values. This reinforces a sense of conservatism that the beer drinker is likely to have.

Q. What style of typography has the company used?

4.Coopers logo (seen below) features a highly readable cursive font. The version seen below is coloured red, a colour that is highly visible and creates an element of desirability within a viewer. Cursive fonts are associated with things that are exclusive, upmarket and elegant. The cursive used here is a call back to the ink nibs commonly used when the brand was established. When presented on a label the logo is sedated to white so the colour associated with the brew is presented without competition, this helps the buyer distinguish beers when purchasing. The logo is presented in its original red colour on Coopers premium beers and the coopers website, at sponsored events the red logo is used on banners.

img Src =Brands of the World , http://www.brandsoftheworld.com/brands/0009/0330/Coopers_Brewing.eps, accessed 11/2/2010