21 / 10 / 15
From my first crit session I wanted to present the most simplistic way that I could recreate the current CeX logo, and then put this modern twist on it. So I experimented (below) with the layouts and dimensions of the design and how it sat inside the 'recycled X'.
Looking at all the branded posters and stationary that I collected from my visit, it was clear the focus of CeX was on how they 'heart recycling' and even on the paper bag it says '100% recycled, just like our stock'.. This got me considering and questioning whether I could possibly sway away from the stark red colour scheme, and experiment with this complete recyclable identity and bring a lime green into the identity.
However upon discussing this within the crit, we did agree that you could imagine this design on the side of a recycling truck driving around the city centre, so I scrapped this idea!!
My next point to discuss involved the border created around the type by the 'X'. I definitely want to carry forward the arrow idea to communicate the recycling concept, but both sets of feedback I have received suggest to experiment with just the type and try incorporating the arrows differently. This is where I need to start considering how the colour scheme will work within this; I feel like I don't want to completely loose the red, as it is iconic and recognisable of CeX. Red is a strong, powerful colour, which can be perceived as quite masculine but also aggressive. So I think I will try and incorporate it within the type as a feature colour to compliment and link back. After all, my visit did reveal how a lot of rock music is played within the stores, and long-haired, rocker, gamers were the typical audience. So a dark shaded typeface with a feature red colour would infer a more mysterious, darker identity but with this sleek, modern slant I want to achieve.
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