Logo Development


In this first logo development I combined words and images together by replacing the I in Cambridge to a cyclist. I wanted to do this as Cambridge is known for cycling and the masses amount of bikes that pass through everyday.

I’ve used a variation of elements to combine words and images together, such as colour, scale and composition. I used an azure blue shade within the line work of the cyclist to make him feel apart of the word Cambridge. I also decided to to make the bike part of the image the same size in height as the the typography, this to create a sense of balance horizontally, as well as the bike being the same height as the typography I made the the whole image a similar width to the letter faces this to combine words and images fully.

The colours I used were to convey the sense of a clean environment in which tourist would wish to visit. This was key to my logo as it attracts my target market of 35 – 60 year old’s looking for a day out in Cambridge as they are most likely going to be attracted to cleaner and fresher areas than a young person, as they are more particular.

This idea links to my research into my research of Enrico Prampolini and the Penguin Books: Travel with words, London cover. These designs influenced this idea in different ways. Prampolini’s use of turning typography into imagery influenced the idea of turning the I into a bike and the Penguin Book cover’s use of simple manipulation to turn typography into imagery helped create the idea of a bike as an I. To make my links to research clearer, I would use more influence from the book cover and perhaps make the cyclist baseline become lower than the typography, this way making the cyclist cycle between the typography and not above.

The success within the words and image combination is how the imagery makes up the typography and without each element to each other the logo wouldn’t make sense, nor be a logo. What hasn’t been as successful is the line work, the change from thick within the typography to thin in the imagery has meant that the two elements together look placed. To improve this I would add a stroke to the imagery to then fully combine the two elements.

To make my logo more exciting and imaginative in words and image combination would be too add more details to the typography such as; turning the M into the front of Kings College and changing the I’s into phone boxes, or street lamps. To improve further in meeting my target audience I would go for a deeper colour palette just so the logo isn’t overpowering in colour.

In this idea I combined words and images by replacing the i in Cambridge to a cyclist and turning the typography into roads. I wanted to showcase the hustle and bustle of Cambridge and how it is well known for its streets being crowed with cyclists as a momentous event. I feel as I have been successful in achieving this as the scaling of the words and images together create a sense of density.

This development differs from the previous one in how the cyclist has been combined within the words and images as the whole image is now the same height as the typography, this has meant that the focal point is more on the typography rather than the imagery. I’ve also chosen a toned down colour palette which will attract the correct target audience but also combine nicely within the words and images, as the mustard yellow complements the dashes of bright yellow that make the road detail within the black typography.

I have used my research into The Studio Design Group and their work into the Visions of the Future to influence this idea. In their work they turned typography into an entrance sign by using detailing and positioning. The idea of turning typography into an actual object is what helped me create this idea as I decided to turn the writing of Visit Cambridge into a road. To make my link clearer to my research I would use a more natural, and life like colour palette on the road typeface, this way making it feel more realistic and looking similar to my research.

The quality of the road typography isn’t successful within in this development and would need work and improvement if I were to take this idea forward. What has been successful in words and image combination is how the imagery feels apart of the typography.

To make this idea more exciting and innovative in terms of words and images I could look at making only a few of the letters into roads and having them joined together, and the rest of the typography as buildings, this way making the cyclist look like he is cycling through cambridge.

This idea combines words and images as the typography connects to the cyclist that makes up the I, but also is a continuous road. I did this as I wanted to showcase how accessible Cambridge is through all kinds of transport. There has been success’ and failures within this idea such as the typography chosen is hard to read but also doesn’t attract the correct target market, though what has been successful is the idea behind the words and image combination, and with some adjustments in aesthetics this idea would fully meet the brief in creating a words and image combined logo that is exciting and innovative.

This idea uses yellow dashes to represent the markings that are in the middle of a road, this has been done to combine words and images together. There hasn’t been a focal point created purposefully in this idea as it is a logo and I would want it to be read and seen from Visit Cambridge.

This idea links to my research into Paula Scher, The Diva is Dismissed. In her poster she used underlining, weighting and strokes around her typography to create depth and focal points. I used a stroke within my work around the typography to make it stand out and draw attention to the writing. To make my links clearer to Scher’s work I would think about simplifying my typography by keeping it yellow, a deeper/darker yellow. but without the dashes and using an underline that looks like road markings instead.


Peer Review

Idea to take forward!


  • How has it been successful in words and image combination?
    • Successful in combination as the subtly of the bike in the I fits within the writing.
    • To push the idea further I can look into turning the typography into roads to link to the imagery. I can also adjust size and composition and see how that would affect my designs.

Declined ideas!


  • How has it been successful in words and image combination?
    • The use of turning the word visit into a bus shelter, with people underneath creates fun imagery that would work for Visit Cambridge. What lets down the combination is how it doesn’t showcase Cambridge successfully, and could be hard to understand.


  • How has it been successful in words and image combination?
    • Turning the M into a university building of Cambridge works well in terms of word and image combination. Why this idea wasn’t chosen to be taken forward was due to the limitations the style held, as there isn’t much more I could do to the work without over complicating the piece and bringing the overall quality down.

Poster to take forward!


I am going to take this idea forward due the interesting ways words and images have been combined. I will explore the poster in various ways and then explore various words and image combinations of higher quality. I believe that I can create a more interesting and exciting words and image combination taking influence from my research but also my other poster ideas.

To take this idea forward I will use aspects of the futurism style to combine the period table into the university. This combination will mean that there are various ways words and images are combined. I will also look at turning the typography into miniature buildings.

Poster Ideas


Within this idea I have combined words and Images together by using the typography as apart of the building. This hasn’t worked as well as I have envisioned due to the typeface and positioning used. It also hasn’t worked well as the words Visit Cambridge is hard to make out. To improve on this I would perhaps keep the typography horizontal and have it overlaying on top of the imagery. I would also use more influences from the futurism movement and limit the colour palette with the words and image combination. Such as using browns and greys within the building but then having typography the fits out side the imagery contrast the. This would then allow me to combine words and images more successfully. This idea links to my research from the futurism movement and how the designer used lettering to create imagery and also links to the postmodernist movement due to the colour palette used and the positioning of typography. To make this idea meet my target audience more effectively I would tone down the colour palette.


In this idea I decided to combine words and images in a way that an aerial shot of Cambridge is shown through typography. I attempted to show this by placing the words Visit Cambridge along the river and putting an overlay effect on. This wasn’t as successful in combination as I had hoped due to the typography being hard to read. To improve on that I would think about removing the river imagery and warping the typography to really fill the shape of the river. I also combined words and images using iconic landmark map icons next to the places name. This wasn’t as much of a combination besides a placement. If I were to develop this I would make the icon fit and fill into the typography therefore joining the two elements and making the typography apart of the icon. To further develop that idea I would manipulate the original icon into the first letter within the typography.

I used my research into Lucy Loves to influence this idea as the way she uses iconic landmarks and features from the locations to fill out the letter, I found exciting. I used this to create the icon idea. To develop on this research I would look at drawing the locations I wish to show with fine liner and then combining the typography together, like previously stated.

This idea meets the brief as I have combined words and images, though it doesn’t combine them in interesting and exciting ways at the moment. It also links to my target audience as the colour palette, style, specific locations and typography all would attract the 35-60 year old market.

poster3This idea was influenced by my research into Tracy Emin. I found it interesting how she used textile, and patterned rectangles to become a base for her typography, her message. As I am looking to make my Visit Cambridge campaign marketed towards 35’s-60’s looking for a historical day out, I decided that I was going to look at the science created and discovered from the Universities of Cambridge. This lead to the idea of using an periodic table as a base for my typography and writing out the words in the same style that chemicals are to be written out. I then, to link into Tracy Emin changed the opacity of the tiles to show the imagery of the University behind.

What has been successful in words and image combination is the use of changing opacities behind the typography to make the image stand out more in areas. What wasn’t as successful is the lack of exciting ways I combined the words and images. To improve on this idea and to make further links to Tracy Emin I could look into drawing chemical equations and chemical discoveries, like the DNA structure within the tiles. I would also photography each of the different areas that I had mentioned in the table so that their specific tiles would showcase that area.




Logo Ideas

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In this idea I combined words and images together by replacing the I in Cambridge to a cyclist. This was done as cycling and cyclists are a huge part in Cambridge’s reputation and are commonly associated with the area. As this idea is only a rough drawing I haven’t used any colour, but if I were to develop it I would use yellows and blues perhaps to combine the imagery to the typography for example have the bike blue and Cambridge blue and have the cyclists helmet yellow and use yellow within the word Visit. Within this words and image combination I have used composition and scale to make the imagery feel apart of the typography. This was done by making sure that the height and width were almost the same as each other, this way making each element feel combined. I haven’t yet been able to work on the typography within the combination but if I am to develop this idea I would look at serif typefaces as this would work with the style of imagery. I would also look into combining words and images more, perhaps turning the typography into roads. In the combination the idea that Cambridge is a busy, exciting, and atmospheric place was conveyed through the use of imagery and how it fit within the typography.

This idea links into the Abraham Games, Jersey poster I analysed, has links to the Chip Kidd The Boomer book cover, and Penguin Books: Travel with words, London cover I studied. Researching into these uses of words and images allowed to create this idea. My main influence was from Abraham Games and how he made the J in Jersey become the handle of an umbrella. The two book covers showed me how I can manipulate typography in interesting ways to advance my ideas.

In this idea the success’ in words and image combination was how effortlessly the bicycle combines into the typography. What hasn’t been as successful as the in-originality of the idea, as it is quite easy to be replicated into many formats, to improve on this I would develop and experiment into turning the typography into roads.

As I have decided that my target audience will be the 35-60’s looking for a historical day out, I feel that this idea links and would attract this audience as they would be old enough to understand why a bike is associated with Cambridge, it is also easy to read which helps with the older generations.

As my target audience is the 55’s-60’s looking for a historical day out I decided to focus my work around the science and maths that has taken place within the Universities of Cambridge. This lead to the idea of replicating equations through my work, though I needed to make my idea more image based I looked at another key area in Cambridge to combine with my original idea. This was busses, and in particular bus shelters. Within division there is a method that is commonly known as the Bus Shelter method where you draw a bus shelter to divide numbers. I took this and decided to make the Visit into a bus shelter. Within the bus shelter I turned some of the letters into people this way making my idea more exciting and with more words and image combinations.

This idea links to my research as I have taken aspects from the Penguin Books: Travel with words, London cover as the use of adjusting the placement of letters to create an image boosted this idea. To Improve on my links to research I could add colour and different scales within the work to make the words and image combination stronger.

What has been successful within this idea is the meaning behind the use of words and image combination, what hasn’t been as successful is getting this meaning across. To improve on that I could add numerical numbers or equations that would equal out to spell the ‘isit’ in Visit Cambridge. I would also need to look at where I would place the Cambridge, and how I would combine images within – for this I could take the idea of having people as letters like I had done originally but for the visit.

In this idea I combined words and images by turning the M into a piece of architecture that would relate to the universities. I did this as I wanted to look at Cambridge’s historic iconic architecture – this would work within the brief and my chosen target market of 35’s-60’s looking for a historic day out.

Within the words and image combination I scaled the building down to fit in with the typography. I also changed the visit to vertical instead of horizontal so the whole words and image combination wouldn’t be disrupted, I also did this so the focal point was with the imagery to then follow out onto the whole word.

This idea links to my research in how words and images are used within fine art as artists AkaCorleone used imagery within the typography, such as the I and turning the dot into a planet, in the Find Yourself in Chaos! exhibit. To improve this idea and improve my links to research I could use aspects from  The Studio’s Visions of the Future, Ceres poster and turn the rest of the typography into architectural buildings them selves, such as making the words out of bricks. This would relate to their work as they made the word Ceres look like a neon sign.

What has been successful within the words and image combination in this idea is how the combination, fully developed, would be effective and also exciting. What hasn’t worked well in showcasing my idea is the quality of imagery and typography as it hasn’t convyed my idea to the best.

Sketch (7).png

Within this idea I combined words and images together by using the iconic gate to kings college university connecting to the words visit Cambridge. I used composition to make this idea be truly combined. The placement of the typography dripping of the drawing has meant that the words and images are combined fully.

I was aiming to convey the historic buildings that are found within Cambridge, and how they perpetuate knowledge and understanding. This is key to successfully meeting my target audience as I have chosen the 35-60’s looking for a historic day out in Cambridge.

This idea links to my research into Enrico Prampolini and his Broom, vol.3 no.3. poster. In his work he manipulated the typography by adding decorations, this meaning that the typography became apart of the imagery. This idea felt interesting to me and I wanted to use similar themes within my own work. To improve this link I would perhaps add a photograph of the University behind the typography and imagery, and use colours to show more connected links.

What hasn’t been successful within my words and image combination is the quality of line work and typography, as this is only an idea so I have created a digital sketch. If I were to take this idea forward I would use more geometric shapes and block colour and thick line work to make the idea stand out in words and image combination, but also to come across as a logo. This idea links to the brief for combining words and images but doesn’t reach the brief in areas of creating an exciting and innovative combination of words and images. To fix this I would take on board my analytical criticism and my research to create a logo that combines words and images in a way that excels.


Sketch (8).pngWithin this idea I have combined words and images together by taking the word bridge from Cambridge and turning the r into a bridge, I have also combined words with the imagery as I have turned the word visit into the points that decorate the bridge. I used colour to make the combination stronger as I wanted the r and visit to come across more as a bridge than typography. The use of having the bridge come from the r and flow towards the right of the page has meant that the logo idea isn’t balanced which I feel doesn’t work within a logo. To improve on that I would look at adjusting the size of the typography for the first half of Cambridge this way making a logo that was full.

In this idea I was aiming to convey the history of Cambridge; the architecture, the river, the type of atmosphere. I did this through colour and imagery though it can be improved to create a stronger message. I wanted to get across this message as it works for my target audience of 35-60’s looking for a historical day out. To improve on targeting this audience I could add faint imagery in the background of the colleges, or could add the Cambridge university flag.

What has been successful in my words and image combination is how if the imagery needs to be there to make the typography make sense. This makes me believe that my words and image combination in this idea has been innovative.

In this idea I used influence from Young & Sick’s Supermodel CD cover for Foster The People. I took the idea of adjusting the typography to fit to the size of the imagery, meaning that the typography became apart of the imagery. I took this idea within my work and made the typography become apart of the bridge. To make my links stronger to the research I would use a typeface that was thick, clean and linear, but that also was more colourful.

Industry issues

Client Expectations

  • The client, Cambridge Tourism Board, wants me to produce a heavily typographical and image based branding, including a logo and a poster to advertise Cambridge. It is important to follow what the client has asked me to do as a Graphic Designer, as it will mean that I will create a good branding for myself as other companies looking for designers in the local area will see my work and ask the Tourism Board and if I have follow what they have asked then I will create a good name for myself. It is also important to follow what the Client wants as the work is for them and you don’t want to waste time, energy and resources on work that they don’t want.

Current Visual Identity

  • My poster must fit into Visit Cambridge’s current visual identity in aspects so their company branding isn’t trashed, but also so the work fits within the theme that they have been using. For this I could use same colour palettes or a similar composition this way the branding would be simultaneous.

Target Audience

  • For my Visit Cambridge poster I have decided to keep in mind the target audience of 35-60 year olds interested in a historical day out. I will appeal to this market by focusing on Cambridge’s heritage buildings, such as the universities. It is important to chose a target audience as this means every creative decision you make has a secondary person, or group, in mind rather than just your own personal style and likes.