Final Logo Design

My exciting and fresh logo design that I have been working towards to produce the best outcome as possible has been created on Illustrator. Firstly I chose to work with Illustrator because of the wide variety of tools I can use to create the best shapes and colours. As my logo is of a strawberry, I wanted to reveal the sense of identity in my design by using shapes, Illustrator enabled me to do this by me creating the correct shapes for the right areas, the design was based on and image that I took and selected, I selected this angle because I wanted to give a different perspective on how a strawberry is usually seen as a 'natural' placement, so that this logo became interesting because of this new and exciting way of visually describing the well known fruit.
I decided to chose this colourway because I feel it's bursting with energy and at an artistic view point it has all of the qualities I need to create an 'interesting' piece of work. I made one small change from my last blog looking at the variations, this change was to do with the typography on the logo, I decided that it needed more attention, as it takes center stage in my piece, I made the 'FRESH' bigger and the 'FESTIVAL' smaller. I did this because I wanted something to strike out towards the viewer and be powerful enough to be the focal point, this was also achieved by changing the text colour to a solid white to enhance these qualities.

After completing the main logo design, I then decided that it may need more information with it, so that the viewer can identify what the festival is with a limited amount of information.
The content of this information consists of three things, where, what and when. I decided to use the three things because of the simplicity it holds, the benefit of this is that, at a glance the viewer can quickly see the information without ready a long sentence of paragraph.
Once I had decided of the content I then had to make a judgement on what visual qualities I wanted to display. These qualities were inspired by the 'Smooth Festival' logo and the way they linked the information with the logo, they did this using a solid and straight line as a barrier between the logo and information. However I did not want to make a barrier, instead I wanted to make the whole thing one piece. I used and transferred the same font and boldness of the font, and then added colour, for example the red of the '2014' has been colour picked from the main logo, and the green for the grass has been taken for the stalk. This then makes the whole thing one united piece and does not detract from the simplicity and confuse the viewer.