I decided to begin with a bold yellow on white colour pallette. I think this colour stood out as looking quite corporate but friendly and down to earth at the same time. I developed my mouse using geometric shapes and then experimented with transparency. I found the transparent elements worked better as it made it clearer what it was supposed to be witout the use of a stroke.
I then experimented with a light grey colour to see how this looked.
I wanted the text to communicate a friendly, down to earth and inviting tone of voice, as apposed to something quite bold and in your face, so settled with Flex Display Thin. I wasn’t too sure if this would be too difficult to read with the yellow, but on a large scale I felt it worked really well. I decided to use lower case letters throughout to emphasize the friendliness.
I then brought the two elements together and experimented with layouts.
I tried making the tale of the mouse run into the r of the ‘your’, but it didn’t seem to flow very well.
I felt the logo needed something else, so thought about the image of cheese and began playing around with ‘holey cheese’ textures.
I created a cheese illustration which worked in the same way as the mouse.
From here I brought the mouse and cheese together. I found this worked so much better as the grey of the mouse and the yellow of the cheese contrasted each other well, and it kind of made more sense in terms of a concept - the mouse is looking after his cheese just as the audience want to be looking after their money.
Experimenting with the layout.
I also thought about a less illustrative approach and how a header could work with the logo text.
Final logo decisions.
I thought it would be a good idea to mock up how the logo and elements could work online, so put together a quick web homepage design.
I then mocked this up on a screen.
Finally, I quickly developed and mocked up a stationary range just to get a better vision of the logo in use.