OUGD504: Design for web - Logo design / Frurt rebrand.

Today I looked at the rebranding of the company Frurt. As I had previously discussed the colour choice that Frurt currently has is not appropriate for the company or the audience which it is aiming to target or targeting. I looked mostly into the current logo design:

The current logo, in my opinion, looks quite low budget, with use of a stock font, and seemingly an image that could have possibly been dragged into illustrator and image traced from the internet, in order to incorporate it into their colour scheme. The stroke of the font does not match the stroke of the illustration, and therefore they look carelessly thrown together. The colours do not particularly sit well with the target audience, Although frozen yoghurt is healthy, which I understand is probably what the creator of this logo/ colour scheme combination has tried to communicate, it however does not communicate well with its demographic. This colour scheme, often paired with a light blue and brown, says organic, but does not particularly communicate the youth, and fun of this tasty frozen dessert, something which I think the colour scheme I previously chose will do, as this brands consumers are mostly students aged 18-24.

Frurt's current colour scheme in comparison to the colour scheme I previously created:

I think that these colours, used in block and as accents against a white background would be a more appropriate reflection of the product and its audience rather than the previous palette.  The new pallet really denotes the zingy, tarte taste of frozen yoghurt, the youth of their audience, and the fun that should be the experience of going to a froyo shop with friends. I also think that this pallet against a white background with really attract customers, The use of such vibrant colours against vast white spaces creates the perception of cleaniliness and hygiene, something people both want and expect from a food establishment. 

I went to look at other successful frozen yoghurt brands and their current logos, to shed any light on the process before I began designing. 

Pinkberry and 16 handles both use to contrasting colours (pink and green) against a clinical white background. The use of these colours used as accents on the webpage means that the design, does not appear too young and witholds a subtle sense of maturity. The colours used for Pinkberry are slightly less vibrant than those of 16 handles, I assume this is due to a slight difference in the age of their demographic. Whereas Pinkberry is mainly for younger professionals, who use the shops for both social occasions, but also business meetings between colleagues, 16 handles is a place for younger people, particularly students to meet up and socialise with friends.  

TCBY also uses a recognizable bright colour, this follows through onto their website where they use a series of 4 bright colours as accents across the website. This reinforces the concept of clean/bright website - clean bright establishment and experience.

With these considerations in mind I began sketching up a few logo ideas for Frurt:

Although I liked the simplicity of this logo, which would be all in one colour, I felt that it appeared too formal, for both my age group and the product that would be sold instores. It also has a quite feminine demeanour, and I do not want to segregate any of my target audience.