This project has been both frustrating and rewarding at the same time. Art can sometimes be like cleaning your disastrous room. It's tedious, but feels so good once it's completed. What I've come up with so far is a very simplified logo with contrasting fonts that highlight the authenticity of Paul Valcarce's family fruit stand.
Beginning with the contrast, I experimented with different ideas for the tractor. I was pretty set on it being red, but was unsure if the stroke should be thin lines or thick lines like the tires. I also felt it was necessary within the text to conclude with two different fonts/sizes. I experimented with chubbier lettering to contrast the skinny tractor outline. I also debated making the font red to match the tractor. Ultimately, I went with a cursive "Paul's" because Paul passed away in his 80's, so I wanted others to recognize that this fruit stand has a legacy attached to it. As for the "patch", I felt that it was inviting and modern to use Myriad Pro. Black seemed most fitting to provide the best contrast.
Repetition is pretty scarce within this image as there's different shapes, sizes, colors, and fonts throughout the whole thing. There is a little bit of repetition however with two black tires and the two small rounded blocks at the front of the tractor. It seemed like a little detail, but overall, I believe it helps to showcase the tractor. You'd still know it's a tractor without it, but it just makes it more operable and believable considering every little piece of a tractor contributes to its functionality.
Alignment is not my strong suit as I believe that the font is a little awkward standing beside the tractor. It's bold and accessible, but could be positioned a little better whether that means shrinking it or increasing it. Something subtle but important is the line between Paul's and Patch. It just makes the readability flow so much better and complements the idea of contrasting the two fonts. Something I did struggle with was that the font I chose for Paul's did not include the ' between the L and the S, so I had to find a separate font for that and align it correctly between the last two letters to make it seem like it was all one font.
Proximity is similar to the alignment in that I try to take up as much space as I can, but overall I feel like the image can breathe because nothing's really squished together. I chose. the font because a bigger font for Paul's manifests a warm connection to Patch because they are hand-in-hand, yet through the proximity of the font on top, it's easier to recognize who inspired the business and why it operates today.
