Project Summary
Mowsbury Golf Club's is a 36 hole course established in 1975 and hosts regular competitions. Their badge was in need of a refresh. The structure was already strong, and the bird had a confident look with it in flight with a nice wingspan. However the logo as a whole just needed refreshing.
Project
Mowsbury Golf Club Refresh
Client
Mowsbury Golf Club
Contents
Analysis & Breakdown - Technical Design Refresh
Context and Objective
• Crown needs to be adapted slightly to stand out more.
• Bird body too wide, needs wings to come in more.
• Removing this symbol, as it does not add anything.
• Text needs an update, less condensed and bolder.
• Black lines not needed. Removing them to minimalise what's going on and to direct attention to the bird.
• Works, but dated, needs a refresh.
Process
Close-up details show the current crown and tail. This is that it's a great example of why this logo needs a refresh. These small details like the tail needs an efficient and balanced continuity to it. In order to be pleasing to the viewer.
The crown needs to be symmetrical, and smooth throughout, you can see it has some janky spikes on the outline, needs smoothening out. And designing a crown that sits proudly on the head of this bird in order to be able to possibly use it as material for branding within the brand world further forward.
The updated logo I created includes an outer circle, to help badge by acting as a structural support for the overall balance of the badge.Tucking in that body, and replacing that space with feathers, to expand that gracious wingspan. Creating a better balanced and tidy tail bringing unity. A fresh new crown design, symmetrical, and tidy, still keeping the same structure as the current one. I did scale the head and crown down slightly, just in order to have it more anatomically correct, with the wings being large and the head being small and the body being streamlined.
This comparison of their current bird and my design can clearly show the technical differences.The construction of the feathers, layer by layer, keeping that same style they currently have just elevating it, and adding an extra layer of feathers to have it come down the the bottom of the body, in order to have it more anatomically correct and to help exaggerate that wingspan.
Making the feet more bird-like, skinny and smaller, and increasing the size of the talons.
Understanding the color palette in order to be able to show it to the possible client.
Presentation & Outcome
This is the presentation I attached to an email explaining why I think a logo refresh would be a great idea. In this presentation, there is a step-by-step breakdown of why and how I redesigned their badge. Using their badge in a couple of real-world designs in order to paint the picture.
Reflection
This project was an incredible challenge in the anatomy of constructing a bird. The layers of feathers I felt were a huge challenge and took a while to overcome, just due to what the current state of the feathers were, and wanting to keep that same style, however it needed to expand further into the body and an additional layer. I am proud of my kerning skills with the club name and established date, the type choice is a nice one that has a nice family range of weights.
What I would have done differently is on the crown, just slightly rotate the 2 shapes clockwise to have them not leaning too far down. And I can see room for improvement on the head, I did struggle with the head, especially the feathers at the back of the head, I could probably make it more heroic with more time.
