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1. Matthew Teagle – De Montfort
University – New Media Design
Portfolio
Logo Development and Final Product

2. Logo Design Concept One
My first logo design was based on my favourite original
sketch, which was an idea I thought would work the best
due to its simplicity and the incorporation of various
conventions from the logos that I had researched such as
the iconography, colour scheme and font. In order to
design my logo I was using illustrator which allowed me to
easily manipulate shapes and texts to create animations
and vectors. In order to create this logo, I firstly wanted to
get the shape of a guitar pick which I could then use as
the base of my logo. I achieved this shape by using the
curvature tool, which allowed me to
accurately trace the shape of a guitar
pick. Now that I had the base layer and
shape of the pick, I had to think about
the lettering on the logo.
I wanted to find a font for the
initials of TurnerVerse that would
represent the energy that the
company would convey through
its music and I was able to find
the ‘Fresh Marker’ font which I
felt was the perfect fit, however I
would have to edit the letters to
fit within the guitar pick. In order
to do this, I had to use the warp
tool to add a lower arc style to
my text. This, as much as the
font, is what I believe gives this
logo design so much energy.

3. Logo Design Concept One
When referring back to my research, I felt that I had created
something so far that followed many of the conventions of a
logo from the music industry due to the plain black and white
colour scheme, the energy of the logo and the musical
iconography that I had used within it. However, I did not want
my logo to be too similar to the logos in my research as much
as it had been inspired by it. This is because that my logo
design had to be unique and say something about the artist
associated with it, in this case Alex Turner, and I therefore
thought that it should represent him as well as following
convention. Therefore, I avoided the two-dimensional aesthetic
of the logos in my research by adding a drop shadow to the
lettering inside the guitar pick. My thinking behind this is that
Alex Turner’s music and lyrics often have deep meanings
behind them, therefore a logo representing his company
should also represent the depth that he brings into the music
industry.
I also used ‘Milestone’ as the font for the name of the
company to go below the logo as I felt that it was
similar to the logo used by the company Marshall, who
specialize in electric guitars and accessories. Yet again, I
felt that this style not only worked well with the fact
that the logo was designed for a musical company, but
also works in the sense that Alex Turner is renowned
for his love of electric guitars himself. I also
experimented by using red to contrast the black within
the logo like some of the logos I had researched has
also done.

4. Concept One Final
Design
My final design for my first concept is one that I feel
reflects my research well, following conventions set
by other logos from companies within the music
industry. I have included some musical iconography
with the guitar pick as the base for my logo as well
as sticking to the simple style of most designs. For
the final design I added a red stroke around the
edge of my lettering as some of the logos that I
researched had done and I really like the contrasting
effect that it had. It also adds to the energy that I
wanted the logo to convey and I believe that as well
as following the conventions set by other logos in
the industry, this logo design is unique in the sense
that it has its own energy and distinctive style

5. Logo Design Concept Two
For my second logo design, I wanted to focus on an even simpler style that involved
only the lettering for the initials of TurnerVerse, however I felt that the actual name of
the brand should remain as part of the logo from my first design as the I felt that the
font and the style worked well with the musical theme of the logo. Rather than use
text to create the initials for this logo, I opted to use the rectangle tool and combine
shapes to construct my lettering. In order to get the curved edges on the ‘T’ I used the
direct selection tool which allowed me to draw the corners of each shape in or out.
In order to create the ‘V’ I simply drew two rectangles and rotated them, however
these shapes overlapped. I was originally going to use the scissor tool to cut the
overlapping section of the shape but thought that the overlap might actually work
well with the logo and figured that if it didn’t then I use cut it at a later stage of
development.

6. Logo Design Concept Two
Similarly to my first design, I
opted to use a red stroke
along the outline of my logo
which worked really well with
the overlap on the ‘V’ and I
also used a very slight drop
shadow behind ‘TurnerVerse’
this time to give the company
name a little more depth.
However, I felt that I could do
more with the lettering of the
’T’ and ‘V’ on the logo and
therefore explored the ways in
which I could add different
types of effects to give the
logo design the energy that it
was lacking. I used the effects
gallery to experiment with
different effects that added a
bit more flare to my logo and
gave it a bit more vibrancy. I
was also able to adjust the
detail of these effects by
changing the stroke length
and detail of the stroke, this
enabled me to use the effects
efficiently so that my logo was
still simple despite its detail.

7. Concept Two Final
Design
My final design for my second concept is simple but effective,
following the typical style of the logos I had researched with its
simplicity and colour scheme. However, I believe that this is still
a weaker logo design than my first concept as it lacks any sort
of musical iconography which really sells the concept that this
is a logo for a music company to consumers. The font does
suggest that the logo is for a musical company but without the
reinforcement of the guitar pick, I feel that it is much less
effective in conveying this. I do however like the rough pastel
effect around the lettering on the logo, I feel that this does give
the design the sense of energy that I was hoping to achieve
when I began.

8. Logo Design Concept
Three
For my third and final logo design, I
wanted to produce something that
complied with the research that I had
done in the sense that it remained
simple, however I also wanted to
tailor this design to Alex Turner since
his music is the focus of the company
for which my logo was being made.
Although it was not necessary, I felt
that having something distinctly Alex
Turner within the logo would reinforce
the name of the company, which
would also appear on the logo. The
base for my logo is simple yet very
effective. I was able to find an image
of Alex Turner’s silhouette as he plays
his guitar, an image that any Arctic
Monkeys or Indie Rock fan would
recognise. I used Photoshops magic
wand tool to delete the background
away from the image, and then
transferred it over into illustrator
where I began adding effects in order
to give the figure of Alex Turner more
depth, so I added a very soft drop
shadow before focusing on my text.

9. Logo Design Concept Three
With this logo, I wanted to do something even slightly different with the text for
the ‘TurnerVerse’ company name and therefore I experimented with some of the
effects in Illustrator as well as exploring some different fonts. The ‘Milestone’ font
has been extremely consistent throughout the development process of all three
of my logo designs as I feel so strongly that it conveys the energy needed for a
logo of a company within the music industry as well as being recognizably similar
to the ‘Marshall’ guitar and accessories company that is renowned by guitarists
and musicians all over the world. However, I felt that whereas this font had
worked well with my other designs, it didn’t quite have the same impact on this
design in terms of bringing the same energy, although it still did not look out of
place. I added the red stroke around the lettering and also underlined the name
of the company in this design so that the name of the company was not just
floating around above the image of Alex Turner. The image of Alex Turner is one
which, particularly to his fans, will summon visions of one of his iconic guitar solos
or his music, which was the purpose of including his figure in this logo design,
however I wanted the font to reinforce that. I wanted to find a font that was still
bold and energetic, but reinforced that vision of one of Alex Turners iconic guitar
riffs. The font which I eventually found that I believe works really well with my
image is actually called ‘RockOut’ which for this design in particular, seemed
much more suitable than the ‘Milestone’ font, still conveying that the logo was for
a music company, but also producing connotations of rock music. With the red
stroke around the lettering, I felt that the two elements of this logo in terms of
the image and text worked extremely well together.

10. Concept Three Final
Design
The final design for my third concept is one which I
believe works really well for the company that I was
aiming to produce this logo for. While following the
conventions that I had discovered other logos within the
music industry had set in keeping my design simple, with
a basic colour scheme of black, white and a tint of red, I
feel like I also designed a logo which was personal to Alex
Turner and marked my company as being his own. The
font of ‘TurnerVerse’ compliments the figure of Alex
Turner playing his guitar, which in tandem works to
connote the energetic and fast-paced style of music that
Alex Turner produces and that the company would
become associated with. The logo also reinforces my
research as despite being focused on Alex Turner, there is
still the use of musical iconography within my design in
the shape of the guitar neck which he is holding. This
explicitly suggests that this logo has been designed for a
company within the music industry. However, for my final
design and with the ‘RockOut’ font, I decided not to
underline the text, I felt that because I wanted this to be
all about energy, I was restricting the font by underlining
it and also, the text fits perfectly along the neck of Alex
Turner’s guitar which I felt was a nice touch.

11. Final Logo Designs

12. My Final Logo Design
I eventually decided upon my first logo design to be my final design. This was a tough
decision as I felt that each of my designs complied with the conventions of the logos that
I had researched in the sense that they were all simple, sharing a basic colour scheme.
My second concept was one which I felt did not have the same effect as either my first
or third concept, although it did follow some of these conventions. It was missing the
musical iconography that my other two designs included and which allow consumers to
identify the company as a musical one. Although my third design was one which worked
well in the sense that it used Alex Turner, who is the key figure of the company that I
have designed my logo for. This meant that the company would be more personal to him
in the same way that the music the company associated itself with would be personal to
Alex Turner. There was certainly an energy to it with the ‘RockOut’ font and its red
accent, which alongside the figure of him playing the guitar worked really well. However,
I chose this concept as my final design as I believe that not only is it simplistic, with the
conventional colour scheme of black, white and a tint of red but also I believe that using
this logo would be more inclusive for consumers who might not know who Alex Turner is
or recognize his figure. This is a more traditional design and I believe that the energy of
the ‘FreshMarker’ text that is warped and shadowed within the shape of the guitar pick
really reflected my research in the sense that as simple as it is, it conveys the energy of
the music company efficiently and also I thought that having the name of the brand,
‘TurnerVerse’, below the logo in the ‘Milestone’ font worked well and also implied that
the logo was for a music company due to its similarities to the ‘Marshall’ guitar company
logo.