In order to think about what my company logo should look like, I have had to look at existing supermarket logos. I have chosen those that sell yummy food and drink for great prices and fresh groceries. These supermarkets are all unique in their own way, as they aren't part of your everyday supermarkets such as Tesco, Asda and Sainsbury's etc. Their produce is either more weight prone or more pricey.
This logo is for Wholefoods. The font is in a dark green against a white background allowing it to stand out and appear fresh. The "market" is in white font against the dark green colour of the "wholefoods" font in order to allow this word to contrast with the stores name, as it is the name that is the most important, not whether or not it's a market.
This M&S logo is against a white background, with the letters M and S in black. The & sign is in light green to contrast in-between the M and S. The letters are in capitals and the font is thin and precise. This makes the logo easily visible and simple to read. Next to the M&S on the left it says "your" which has been rotated to fit the rectangle shape that this logo is creating. By having "your" involved in the logo it makes the feel of the supermarket appear friendly and welcoming, as it's speaking directly towards whoever in the audience.
In Ocado's company logo, the green theme that has been consistent in the logos that I've looked at so far also appears in this one. The colour creates Ocado's picture logo which is next to the company's name. The shape of the swirl is in the shape of an O which means that people should be able to recognise the company through the image even if the name isn't there. "The online supermarket" is in thin dark letters, mostly lowercase just like the word "ocado". Unlike the others this company isn't shouting out at the audience. It appears laid back and casual with a simple font, again, against a white background.
This is the most simple logo of them all. The company's name is in simple lower case with a capital letter at the beginning of the word. There are no images involved or a fancy slogan or stylish font, and it is again against a white background. The font however is all green, whereas the other ones have a variety of colours involved with their logo. The green theme is most certainly a reoccurring element in these types of supermarkets.
After analysing these existent company logos with around about the same target audience as my adverts, it is evident that I will be aiming to make my logo something along the lines of the four above. I will most certainly be adding a spec of green to my logo, either featured in the font or an image that I may add. I will be having the logo against a white background, and I will also make it landscape as this seems to be the most popular layout for these stores. I will mix up the capital letters and lower case letters, and perhaps think of a slogan to print underneath the stores name. This will make the logo egedy and more interesting instead of just having the stores name printed out like Waitrose - I found this to be quite boring. I found a pattern online that I used as part of my logo, to create a more interesting and eye-catching logo rather than one that just consisted of text.
I took these two logo's to the class, and I got feedback from many people stating how they preferred the text in the bottom logo's slogan as this was less 'childish' and more sophisticated and mature, as it's a simplistic font. Therefore, this will
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