Here is my favourite chapter in LITTLE PRINCE, the little prince have naive tone and playful imagination.
This is the original draft of the Reach logo compared to the new alternative. We re-designed it in order to create a slicker, stronger appearance that re-affirmed our structured, supportive ethos.
Keeping the design restricted to the first letter only, to allow for artist interactivity for the “each” component, allowed us to focus on only significant symbolism within its composition.
Our original design focused on overlapping various coloured elements in a systematic method, playing with the mixing of colours to demonstrate the various skill-sets within Reach mingling and creating something new and exciting. We drew reference on construction sets such as Meccano and K-Nex whilst creating the sections of the “R” that interlock together, creating a visual representation of our organisation.
In the newer version we simplified the locking of two elements and reduced the logo down to the two AUCB colours. Removing emphasis from small, interchangeable pieces locking together to form a brightly coloured and somewhat overly playful logo, we created something much more structural that easily identifies with the University. The logo keeps the reference to different types of creative people joining together but accents the tension between the structure of the “R” itself, that these two different elements are holding one another together and supporting something greater than their two parts.
Looking at the zig-zag lines introduced to keep the element of construction and internal support that we incorporated into our original logo, they remove emphasis and strength from our redesigned “R”. We will look at keeping them as supplementary patterns but the simplified logo has more impact and memorability.