Joe Leadbeater Leadbeater Joe
Brief 04 04 — — Svpply Svpply Brief
LogotypeDevelopment Development Logotype
Brief 04— Svpply Logotype Development The previous, uppercase logotype appeared too masculine, limiting Svpply's audience to men. I intend to look into lowercase, friendlier options, but maintain the high-end feel connoted by the use of serifs.
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1
Joe Leadbeater
01.
02.
Svpply
05.
Svpply
Svpply
Baskerville — Regular
Baskerville — SemiBold
06.
Svpply
Bodoni72 — Book
Bodoni72 — Bold
10.
N Y N N N N
04.
Svpply Big Caslon — Medium
07.
Svpply 09.
2
03.
Athelas — Regular
01. 02. 03. 04. 05. 06.
Logotype Development
Brief 04 — Svpply
08.
Svpply
Svpply
Book Antiqua — Regular
Bookman Old Style — Regular
11.
12.
Svpply
Svpply
Svpply
Svpply
Callisto — Regular
Caslon — Bold
Century Schoolbook — Regular
Constantania — Regular
Wide letters. Appropriate classicism. Too wide. Upper-case S is distractingly thick. Too stereotypically fashion. Too stereotypically fashion.
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07. 08. 09. 10. 11. 12.
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N N Y Y N Y
Too wide. Far too wide. High x-height, quite compact. Quite compact, good weight for a logotype. Too wide. Nice 'p' but 'y' is too expressive.
Key Y - Yes: An option to be reconsidered or adjusted. N - No: An option which does not feel appropriate.
Joe Leadbeater
13.
Svpply
14.
Svpply Didot — Bold
18.
15.
19.
16.
Svpply
Svpply
Dutch Medieval — Bold
Footlight — Regular
Svpply
Svpply
Svpply
Garamond — Regular
Garamond — Bold
Georgia — Regular
Svpply
Svpply
Horsham — Light
Iowan Old Style — Bold
21.
22.
N Y N N N Y
3
Doulos — Regular
17.
13. 14. 15. 16. 17. 18.
Logotype Development
Brief 04 — Svpply
Too typically fashion. Smooth serifs. Too 'medieval',descenders too short. Too expressive. Too light. 'vp' ligature works well.
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19. 20. 21. 22. 23. 24.
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Y N N N N N
'vp' ligature works well, short descenders. Too stylized. Descenders too short. 'vp' does not meet well. Too masculine. Too expressive.
23.
20.
Svpply Goudy Old Style — Bold
24.
Svpply
Svpply
Le Corbusier — Regular
Lucida Bright — Regular
Joe Leadbeater
25.
26.
27.
Svpply
Svpply
Maiola — Regular
Marion — Regular
Minion — Medium
Minion — Bold
31.
32.
Svpply
Svpply
Svpply
Svpply
Perpetua — Regular
Requiem — Medium
Ronaldson — Regular
Times Condensed — Bold
Svpply
34.
Svpply Valentina — Regular
N Y Y N N N
28.
Svpply 30.
33.
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Svpply 29.
25. 26. 27. 28. 29. 30.
Logotype Development
Brief 04 — Svpply
Kozuka — Regular
Serifs are too expressive. Good weight. Good weight, nice serifs. Too heavy. Too light, desenders too long. Too expressive, too light.
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31. 32. 33. 34. 35. 36.
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N N N Y N N
'S' is too expressive. Too 'newspapery', too heavy. Too expresive, 'p' is odd. Too light, but nice shape. Descenders way too short. Too wide.
35.
36.
Svpply
Svpply
Mincho — Regular
Xano— Regular
Joe Leadbeater
Brief 04 — Svpply
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Ascender height. • Reduced Descender height (apart from y).
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Descender height (apart from y).
Logotype Development
5
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Ascender height. • Reduced Descender height (apart from y).
Joe Leadbeater
Brief 04 — Svpply
Logotype Development
6
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Ascender height.
• Reduced Descender height. • Custom ‘y’ terminal.
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Ascender height. • Reduced Descender height.
• Custom ‘y’ terminal. • Custom ‘S’ terminal x2
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Ascender height. • Reduced Descender height.
• Custom ‘y’ terminal. • Custom ‘S’ terminal (upper not lower)
Tracked Changes
• Addition of ‘vp’ ligature. • Reduced Ascender height. • Reduced Descender height. • Custom ‘y’ terminal.
• Custom ‘S’ terminal (upper not lower) • Modified upper serifs. • Increased width of S and l serifs.
Joe Leadbeater
Brief 04 — Svpply
Logotype Development
7 Final Logo Here you can see the final logo, being tested in black and white and inverted. It has also been tested at a variety of sizes, with the logo still being legible at 20mm x 8mm.
90mm x 225mm
The most recognisable feature of the logotype is the Uppercase 'S', as it contains two different types of serifs. As previously mentioned, the original logotype was too masculine. The use of a hard edges serif with a softer serif in the same letter represents the more unisex rebrand.
40mm x 100mm
20mm x 50mm
8mm x 20mm
Hello@joelead.com
+4 4 (0)785 4 398957