The following designs have been developed from the initial sketches. Various line weight, positioning, variations and text placement have been experimented with to determine the most appropriate for the identity of Social Enterprises.
Feedback:
- 'Focuses too heavily on the environment'
- 'The audience may typically associate that symbol with trees. They would need to learn a new association if used for social enterprises.' Not previously realised but an important consideration to make.
- Again the comment was made of the audience having to reassociate an icon with a new meaning.
- Although the concept of the person icon was favorited, it reminded peers too heavily of the Fairtrade logo.
Feedback:
- 'Initials provide recognition'
- 'Type in circle wouldn't work if on a small scale.' This point was discussed and decided that each design would work with and without text, depending on scale.
- 'There needs to be a balance between type and icon within the logo.' This comment led to further developments.
Considerations:
- As mentioned in the critical writing piece, social enterprises can be seen as an alternative business model to those of commercial brands. The identity needs to reflect this.
- A balance between being an authentic, trustworthy and individual certification needs to be communicated through the identity.
- Social Enterprises are separate from the government and the balance between corporate and individually motivated is important to capture.
- As covered in the writing piece, social enterprises do need to prioritise profit in order to further their social mission. This is discussed in terms of The Body Shop brand, 'In Consumerism - a Way of Life, Stephen Miles wrote, when discussing The Body Shop, that the brand must ‘to a certain extent, prioritise financial profits before ecological concerns’ (1998 :45).' This places the brands in the consumer market and the identity therefore must appeal to the audience however maintain the ethos of the businesses.
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