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
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