After receiving an email from Rooted in Hull’s CEO Adrian Fisher, stating that their new pizza chef, Sherard, needed some help towards a new company name, logo design, flyer design and pizza packaging, groups of 2 were formed to brainstorm some quick names and logo designs following Sherard’s brief. One design was to include a hammer and sickle or something related and the other design did not have to include the hammer and sickle.
During the 2-person brainstorming session, two names were developed. The first being ‘Hammer ‘N’ Slice’ and the second was ‘Overthrow the Dough’. Rough sketches of logo designs were also created. These names and logo ideas were then taken and digitally evolved, used across the flyer designs and pizza packaging designs.
Figure 2 shows the first digitally evolved logo and name designs, taken from the mind map in figure 1. ‘Hammer ‘N’ Slice’ is a play on words for hammer and sickle, the logo design for this name does include a hammer and sickle but the hammer has been changed to look like a pizza cutter which incorporates conceptual design within the logo. ‘Overthrow the Dough’ is the second design that does not include a hammer and sickle but does still have aspects of power and revolution. The idea behind this design is a fist of empowerment stretching out some pizza dough, this could also be classed as conceptual as it also represents the making of a pizza.
These are the first rough designs of the flyers, both flyers have the same structure, text, and fonts. The ‘Overthrow the Dough’ flyer includes both the coloured variation logo design and the black and white one. Green tones have been used within this flyer to incorporate Rooted in Hull and their urban farm aspect. The ‘Hammer ‘n’ Slice’ flyer has yellow and red colours to represent the revolution aspect stated in the brief. The repetitive background on these flyers makes them seem youthful and playful with the use of colour which will attract the younger generation.
Overthrow the Dough was the chosen logo to enhance even further, this enhanced version is a completely different style. Moving away from the youthfulness of the first designs, this logo is now more detailed and now looks more like a small, family-owned business. Texture has been added using cross-hatching techniques. With this new logo, the whole layout of the flyer has been completely changed, the new and improved flyer design now includes a chalkboard-like background, with illustrations of common ingredients, created using a chalk paint tool within Adobe Illustrator. The text has remained the same but now, with a funkier chalk-like font. Original photos of Sherard’s pizza have been included to give the audience an insight to how the pizza looks.
The pizza box design also includes a chalkboard background with chalk-like paint strokes across the whole box to give a smudged chalk effect. The idea is to have the ingredient illustrations across all sides of the box, this adds details but also keeps it from looking less chaotic.