After adjusting the text, this is the result of the logo design.

I then experimented with the logo a bit by taking out the whole words and just using the first letters of each name, both designs could be incorporated into the company’s package. In some circumstances it may not be viable to use the logo on the right and the left one may work better, for instance, on a computer, when the Loris & Finch website is open the small logo on the tab would hold the logo on the left better than the right as it is such a small image, it would need something a bit more simple and bold. And as the two logos are very similar, they will work together and both be recognisable.

The next thing to consider was the colour of the logo. Before I tried out a few colours on the logo, my initial idea was that I would use purple or gold for the design, as both colours are consider rich colours, so I thought that they would be fitting. However when I put the logo on a background of either colour, I was dissatisfied with the result. I tried it then on some other colours to see if I could find a better fit. What I had not expected was that the best fit I found was a light green colour. Below are some of the colours that I tried out for my logo, including purple, gold and the successful green.

Once I digitalised my work, I added colour to the cherub and thought next about the typography of the company name. It needs to display class without trying too hard. Comparing my idea of the ideal type for this company to that of the estate agents I have previously looked, it does seem to go against what is considered the norm in terms of extravagance of type, Fine and Country for example, use an elegant yet not necessarily an extravagant type for their logo.  However, Loris and Finch may be like the company in terms of being based in Lincolnshire and marketing expensive properties, however Loris and Finch go beyond that in specialising in older building and ‘character’ properties therefore there is reason for me to be looking outside of the usual styles of type used in company logos.

I then went on to look at the different types available and narrowed it down to the three below. The first, Kunstler Script, I liked however, I did not like the way the width of the text changed throughout each letter. The second, Edwardian Script Itc, I found to be a bit too ornate, I thought that it looked a little overwhelming and was just too much for a company logo. And the third, Palace Script Mt, I was happy with, although the width of the text throughout seemed a bit slim, that was easily rectified, which was not possible with the first typeface as the width was not so consistent throughout.

One of the first considerations required was that of the design of the company logo. After looking into existing company logos I reached the conclusion that for a company that specialises in older properties, what would be more appropriate for the logo than an old, traditional symbol. After seeing a pillar used in the logo for Fine and Country, I thought that something equivalent to its elegance would fit well into the logo design. This is what led me to looking at the use of Cherubs in my design logo. I had a look at a few images online and began to sketch my own ideas, below is my own sketch of the cherub I am going to create the company logo with.