The logo will be the front of the promotion material. It will be the first thing that everyone spots, from the publication to the website. Therefore, it needs to represent a link to dictators in an eerie and striking way. Below were a few variations of the logo. The name 'Heil' was already established and I wanted a type only logo. All variation use black lettering font in some form. Black lettering is hard hitting and visually demanding. When you analyse black lettering it has a very strong and dominant appearance, demanding attention. It's unpredictable and has a strong link to Nazi Germany and past dictators who were active during WW2.
The first attempt was testing the word in upper case. Instantly, the word became unreadable, it's expected with black lettering but there needs to be some readability to it. I explored a number of typefaces such as Bajern, King Arthur, Deutsch-Gotisch and Blackletter.
The font I liked the most was 'Blackletter' It was legible but still retained it's strikingly sharp characteristics. I further explored different variations of the typeface, increasing and decreasing it's tracking, height and width. Examples of the results are below. The second variation is the one that I'm most happy with, it portrays a striking logotype. hard hitting with its sharp edges demanding the user's attention. Lowercase, ensures a readable type and the adapted height and width makes the type oppressive and tall. All attributes of a dictator.
Below is the chosen colour scheme. As the work will be distributed within a museum environment the colours needed to represent a contemporary and modern theme but also consider the how it could strengthen the dictator link. Yellow is the primary colour and would be used for front covers. It portrays a sense of warning. It's more of a contemporary warning colour as using red could become clichè. Grey is the secondary colour, representing the museum as a whole. Other colours such as white and black will be used to compliment the primary and secondary colours.
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