T.K.Maxx Logotype Development

Over the week I experimented with some initial ideas and took into consideration what people said in my first critique. First of all I wanted to make it so that my logotype would highlight what I thought was a unique selling point of the brand which is that it is an 'Exciting treasure-hunt shopping experience' I also new after my last critique that I needed to keep it modern, use a sans serif font and keep the name similar as it was so well known.

First I decided on a name that I thought would be universal which is TKX. I thought this worked as it was similar to the brand name already but was shorter and easier to remember. I knew I wanted to keep some of the red colour incorporated as when you walk down the highstreet the red is what stands out and is well known to the company. I thought including the word 'treasures' would work well because the shop is full of little 'treasures' and would link to the USP. I also thought a subtle way of linking to treasure would be having an large 'X' like a cross on a treasure map. I liked the font DIN Alternate as it was modern but still had the sharp edges like the original logotype.

Next I looked at the kerning and tried having the X and K close together. I noticed that the negative space made a diamond shape which is like a treasure. I thought this could be another subtle way to incorporate a treasure theme. I also looked at putting a dotted line like on a treasure map leading to the treasure, however I thought it made the logo look to childlike.

I then looked at ways of positioning the X and K and a new way of incorporating treasures.

 I then looked at the layout and moved around the treasures and sizes of the letters.

For my final design I decided to pick all of my favourite parts of my logo designs and put them together to create a modern, stylish logo with a hidden meaning. While using a similar colour scheme to the old.

I looked at what the new logotype would look like on paper bags, receipts and the website. I think the logo works on small and large scales and in black. I also looked at the idea of using the diamond shape. In the stores currently there are a lot of circles used. I looked at the idea of changing this to a diamond shape for signage and even a little sticker to seal the paper bags.