Evaluation

From the beginning of the final major project, my intention has been to produce a logo design, tickets and advertising poster to go along with it, for a fruit and vegetable festival called 'Fresh Festival' which will be held on Parker's Piece, Cambridge. This was going to be created using Illustrator for the initial design of the logo and structural areas of the pieces and then Photoshop to create more detailed pieces for example ticket final adjustments and poster adjustments. I decided I would be designing my logo from the way that the fruit is set out and positioned in my images and also by looking at the shapes in the fruit and colours, this way the viewer can enjoy looking at the logo.

To create my tickets and my poster I needed a bold logo design to put on them, which I created first. My selections were based on my observational drawings of fruit and veg and my images. I selected a strawberry because I believe it's one of the most famous pieces of fruit you can find because of the unique shape and texture and colourways that go with it. I decided this would fit my brief and also fit the purpose I was looking for which is to show a fresh and unique design using a combination of colour and shape and this is exactly what a strawberry does.

My technical understanding informed creative decisions by me along the way of this project by using my knowledge of Photoshop and Illustrator to my advantage, so that I could create visually pleasing pieces. For example I used my understanding of Illustrator to change the colourway of different designs by creating variations of my chosen logo design to chose a final design. This was a good task to test my understanding and technical knowledge by making quick thinking decisions for new ideas to build on my logo design to make it stronger and stronger until the logo design was the most visually pleasing and ticketed all the right boxes in order to suffice with my briefs.

I have now completely my final work. I have designed my logo design, along with tickets, poster designs and also I have had a t shirt and hoodie printed with my logo on for the festival. These all have been created by working my way towards the final outcomes, using practical ways to work:

My observational drawings gave me my first insight into the way I can visually describe the fruit and vegetables. I did this by experimenting with line, shape, tone and in some cases colour which gave the pieces more of a detailed quality to them. I really enjoyed this way of working at the beginning of my project because of the way I can start expressing my first ideas and thoughts and get them onto the paper. This also set me up for later things like referring back to my first drawings to look at the simple shapes and structure of the fruit and veg I have used which helped in my design ideas, to the lead up of creating a simple logo.