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GATHERING RESEARCH Visual Research Logo by Noeeko To start off my branding process I looked into secondary sources of logos that fit into my idea of confusion forming curiosity. At first glance it’s clear that the words are designed so that you can’t understand it straight away. This works to have the reader spend more time deciphering the message, something I aimed to consider in my brand development. Why Not Associates I was particularly interested in the usage of ambiguity and the idea fact that you can still understand the type despite it being laid out as ‘OTWHYN’. The idea of what is visible and what is understood is something that drove my work forward and helped idea generation starting with name and logo.
Using the research that I had gathered I began brainstorming ideas for a name and logo. I explored iconic symbols of confusion as well as using key signifiers such as overlapping lines and shapes. I realised that at this point I had the key factors of my brand identified and would be a case of deciding what the brand would be for and visualising it appropriately. Confusion applied well would create curiosity and would firstly begin with a strong name and logo.