Brief 02 Logo

Naming the brand

I chose to keep the same name, even if the website is not attractive there are many people who use it. It's important to not disturb the current consumers with a different name.

Logo

The current 'logo'_

In my opinion I can not keep the design elements for the new logotype. However, change everything is a risky business. Logos are like anything else that has been created- they are very subjective, so drastic changes will always split opinions. But here it seems really necessary.

So I focused my research on the brand's name Anglais facile. 

Facile synonym_
accessible
clear
effortless
obvious
painless
simple
smooth
straightforward
basic
child's play
elementary

By the way this words selection give my clues for my web surface, it should be minimal and lean towards the flat design.

Phrases which means 'facile'_
les doigts dans le nez
easy peasy lemon squeezy


about the colours_

I've already defined the colours that I should avoid. Plus, the words elementary, child's game and basic give me an idea. I should use the primary colours for my logo. It is a group of colours from which all other colours can be obtained by mixing. It reminds me the educational world and the primary school, when we had to learn everything. I think it is appropriate with my website.

  

about the symbole_

I chose to work on the symbol "peace" which also represents the V of victory. Indeed learning and improving your English can be link with a little victory. Plus in France it reminds the phrase "les doigts dans le nez".  

However I have some worries about this symbole in UK, indeed I read that it means the same thing as giving the middle finger in America, and will get you in trouble. This means that ‘You’re a wanker’. This is the most insulting hand movement in the UK and if you use it, you’ll probably end up in a fight. 
But I realised the rude movement is when your index and middle finger held up with your palm facing toward you. So there are two signs close but with really different meaning, we can't confuse the UK's movement with the V for Victory.

I also tried to do a logotype with the A and the F of anglais facile, the brand's initials. Basically to do a monogram. I mixed the letter A and F, it's a way to link them. Also, I work with rounded shapes to give some flexibility at my work.

And I realise with the same straight lines I can do the peace symbole as well. Same colours, same size, same associations. 

That's why I tried to find a way to have both on one logotype

Logo attempts_

and separately_

I made a survey to chose the final logotype. People enjoyed the most the last one. So do I. Indeed I think there is too many elements when both symboles are together. Plus, in my opinion longer logotype is a quality for a website.

FINAL LOGO

about the typography_ 

I prefer the caps letters for my logotype. I think visually speaking it's more appropriate because of the straight lines. It suits better. Besides, I chose The Mix font because of the 'G' letterform. It's like it's one and single line. I didn't find the same G shape with another sans serif typography. It's clear, simple and without any disturbing elements.