With the research that I had partaken in in mind It was then time to start the initial idea generation stage in which I drew and sketched a wide variety of different logo ideas and then when happy with them went over them with a black finaliser so that it was easier to see what they would look like as a finally designed logo when displaying then in a feedback session in the near future. Before the designing stage was started it was initiated by creating a mind map of in which it would hold a lot of different adjectives the relate to the chosen aesthetic designing style wanted for the Tratar Bikes logo, some of the main words that came up were positive as they helped me when design to make sure that the logo accurately represented the company. The only problem encountered along the way was that the aesthetic style I was looking for was slightly contradicting and so working out the perfect balance of these was going to be my main task when design. These contradictions were firstly that the logo has to be fun,welcoming and personable in look to fully represent the hand-made and customised nature of Tratar's products, some of the words I mind mapped to help me with this side were welcoming, warm, caring, bespoke, handcrafted, customised and inviting. To go along side the welcoming and bespoke feelings that were needed for the logo I also needed to display a sense high the quality of the product was, and how well and ethical the process was as this was one of Tratar Bikes' unique selling how high quality the product they provide is from the quality of the materials used for it and the quality of the production method it goes through and the care that went through it. This contradiction of welcoming yet a sense of a heavy robust product would be something necessary to manage in the design process to accurately represent what Tratar are about
The idea generation stage started by sketching out a large number of different mock design ideas in multiple styles experimenting with a number of different aspects such as hierarchies of type and overall just a varied range of typography and iconography sizes with a range of fonts in which I believe linked to the aesthetic style I had chosen. As the decision for the aesthetic style had been made and that It was to go with a more personable and friendly aesthetic I had decided to concentrate on a great collaboration between the old and the new aesthetics of which is a traditional old American style by using a lot of block and serif fonts, welcoming illustrations of bicycles and landscapes too add emphasis to the feeling of nature and rustic style to create a welcoming and warming logo of which accurately represents the personable and caring side to Tratar Bicycles that is their main USP. The rough edges of the imperfect design style combined with the serif style font reminiscent of the old west and overall hand rendered feel come together to display the perfect caring nature of Tratar Bikes while the strong robust geometric shapes seen in the badges and crest convey the quality of the product, it being big and built to last and therefore combining the pros and ethos' of the company together in one logo. In the designing of the logo rather than trying to create a small but clever clean and corporate logo as I don't think this would represent Tratar as a company I instead decided to design a big decorative logo using a lot of type with some Iconography something that a prospective buyer would remember and become known of purely because of the beauty of the logo and not because it is easily remembered.
After this initial idea generation style I participated in a feedback session in which my course mates identified that thought the aesthetic decision that I had decided to follow in the logos works perfectly for what I need to convey as they though the informal illustrations and serif style fonts agreed that the logos has a warming and inviting feel to them and this is exactly what is needed to display what is so special about the Tratar Bicycles company but other than this warming feeling they agreed that the logos still displayed a massive sense of sturdiness and professionalism of which is another six of Tratar that I need to display. This perfect balance point between these two styles represented is exactly what is needed to display the USP's that could make Tratar in to a fully fledged company.
I was warned though that I should try and ovoid over complicating the logos with an excessive amount of illustrations as this could lead the actual important aspects of the logo could be lost within and could become much too busy and need simplifying. Furthermore it was suggested that the right and most applicable fonts need to be chosen in going with a serif font over a sans-serif font ad this incorrect choice could lose the logo design its sense of professionalism.
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