Since then the company has continued to grow and branch out, recently online where it now caters a online casino, gaming site and poker site. By embracing the digital age and progressing their accessibility to the internet the company has managed to keep up with customer requirements/needs, whilst gaining them at the same time.
One of the key aspects of the company is vital communication between them and the customers. To enable this they have a live chat on their website to help customers with any queries, questions or issues, which are usually responded to quickly.
When challenged with the re-brand of Coral, as a group we collectively created a mind map of ideas, thoughts, information on the company, potential colour schemes and even initial design strategies. Although this seems quite intense at first, we really wanted to grasp an idea of what we wanted to do with the re-brand and progress with it from the start, allowing development to take it's natural course from the initial idea.
We first debated on the path of directing the company into a more modern fresher take than the current logo offers, but quickly realised it was potentially an obvious move, and that creating a traditional well established looking logo would be more beneficial for the company and it's brand identity.
Whilst further researching the company and it's recent business activity, we discovered many articles stating Coral and Ladbrokes (competitive betting agency) are planning on merging companies to create one solid brand.
This prospect gave us a chance to create a brand logo that could represent both companies and bring their individual and personal identities together to form a new company.
In these three designs I experimented with Helvetica, Futura and Bodoni and explored a simple colour scheme of gold, black and navy blue. I chose these colours as they reminded me of the old shop window lettering and logo's that were once popular when Coral was first established.
After each designing our own individual explorations of the Ladbrokes and Coral logo, we brought together our designs and compared and contrasted one another designs, each giving feedback to one another.
We decided to limit the colour palette after agreeing on a selection of two shades of gold, two shades of navy and burgundy.
We all seemed to gravitate towards this particular design and from there we began to adapt and develop it as a team.
We felt the background was somewhat restrictive, especially when it comes to applying the logo to other design formats. Altering the colouring of the letters also gave it a stronger look; contrasting blue/red and red/gold.
Feedback received from presentation:
- good use of Serif Type, staying clear of obvious and repetitive betting shop styles.
- good analysis of company ideology - "multi-channel" and target audience.
- good realisation of company mergers.
- traditional elements.
- could have tried to showcase logo on other surfaces.
- clear effect of research shown in designs.
- more professional feeling than the original, however yellow/gold may not work well from a distance.
- could have explored with other prototype logos and experimented more thoroughly.
- strong and clear final outcome.
- use of deconstruction.
- confident presentation.
- could have kerned individual letters better.
Overall, I am pleased with the final design, however after receiving the feedback it has made me realise how we missed some vital design skills out in the making of the logo. Such as, the kerning of the Bodoni font is not equal at all and the colour scheme was less thought out than we perhaps anticipated. This only gives me more confidence for my next logo project as I feel I can take the critiques and push myself further with the design and be more thoughtful with layout and colour schemes.
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