From advice given from a group critique, I have looked at developing my logo design further. The look of the logo is fitting with the overall style of the supermarket. However I need to developed the idea of a spade visually better in the logo. The use of the capital adds the end is very risky and people may not get it. If I want to portray the visual representation of the spade I need to play around with scale and composition and orientation vertical rather than horizontal. Also looking at using the ‘U’ as the capital and this takes the form of spade and replacing the capital d with a lower case letter. I have started to play around with shapes of letters, and the composition to develop the logo.
I think this working in terms of the shape of the ‘u’ stills flows with the type but u can clearly see the interpretation of the spade shape
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