Throughout creating the fun, modern and playful logotype for Appositional, i realized the ability that type alone has to communicate the personality of a brand. As i first started the logotype development, i was adding illustration to the type, relying on this to communicate the romantic aspect of the brand, through the love heart connotations. However, this obviously didn't work; leaving the brand being misinterpreted for an organ donation charity, but this lead to further development and the realization that type can communicate so much on it's own.
I disregarded Vignelli's opinion that "type shouldn't be expressive at all" and i `believe this was the right decision for the app logo type as it needs to be obvious what services are going to be provided to the customer instantly.
The tilted 'i' characters, used to represent two people, and the love heart created within the aperture of the 'o' communicate romance and playfulness, whereas the curvaceousness of the typography, and the separation of 'app' from 'appositional' give the logotype a modern edge, and make it appropriate for it's audience and the platform it's going to be used on.
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