Elmwood (live)- Digital developments.

From my initial ideas I have chosen a few of my best ideas to develop digitally ready for the crit presentation to Elmwood. 

The overall development for the idea 'Above the line' has achieved a professional and simple outcome that works well when applied to business cards. The concept was easy to illustrate and I have chosen a bold sans serif lowercase font as the main title because this adds to the simplicity and impact but is also highly legible at varying scales. Also works well to compliment the roundness of the coin image and the font offered the strongest, most legible pound sign too. I have decided to present this to Elmwood as I feel it could be the strongest idea because it is most appropriate for the existing market and looks most professional. The term itself is relatable to accountants as it refers to all the figures about the VAT line which is essentially the numbers which an accountant would work with. 

I wasn't happy with the outcomes for 'Financial fixers' because I feel that the concept is too shallow and not understandable immediately to the audience of its profession. Although the image is suitable for the use as a distinguishable icon its meaning is too vague. Luckily I didn't spend much time developing this as I already had the coin image from the idea before. 

Again the concept for the above idea is very poor and has no real reference to the profession I am branding. The sans serif caps achieve a more professional visual that the script font but I am still not happy. With the strap line the meaning is made clearer but it would not always be shown in this context so doesn't fulfil what the brief wanted. 

'Account-ants' is another idea which I will present at the crit because I am relatively happy with it but feel it could be too fun for the seriousness of the profession. This could however be good for the brief as it makes the brand something different in a new direction to previously seen int he industry, which would also seem more fun and approachable. The visual took a great amount of development so that the logo was simple, similar to what I have seen in my research, but also easily recognisable to the audience so it did need a degree of detail without being too over complicated. Peer feedback at this time is positive and say that the shape is clear as being an ant and the strap line of 'strength in numbers' adds to the impact of the visual but it still works without it.
My final decision for which to submit and design further onto applications will be made based on the feedback from the upcoming crit.