Font
A slab serif will portray it's a contemporary company which is friendly and approachable. I also feel it will contrast well with a sans serif which I will use throughout the site - I think this is more readable and popular when designing for the screen.
Icon
I think an icon is the most suitable style, because it can also be used on its own, works well on screen and over backgrounds. By having a gorilla it portrays the primate part of the title as well.
Development
I began looking at different slab serifs that I liked. I started with Rockwell, Aleo, Museo Slab and Roboto Slab. I prefer Rockwell and Roboto Slab, and I've decided to go for the latter. This is because I use Rockwell frequently so I want to try something different, and it has a sans serif version which I can use for the copy so it all ties in.
I started trying a gorilla shape using all straight lines.
I started incorporating text into the logo just to see how I could use it. I don't like the icon so far, but I just wanted to take a break from that for a minute and use the type.
I quite like the idea of the icon being inside a box.
I made the gorilla look as though it is sitting down and added curves to make it seem more friendly.
I didn't feel like the angular, geometric approach was working, so I started drawing a more realistic shape.
I used this photograph as reference
I tried to make the illustration close to the photograph at first, and then start to stylise it.
I used the width tool to make the white lines seem more interesting.
I changed the front leg to be cleaner.
The back legs really need working on now.
I tried just showing one leg at the back, but now it looks too big.
I also tried just having a head, but I felt it would be better with the full body, due to the silhouette style.
I went back to two legs.
I tried to make them more curved.
Made two legs into one and removed part of the front leg
Added white lines to show off the shape more
Made the back less of a slope and more rounded at the end, as it looked to abrupt previously. I also made it shorter, as text next to it looked too big, and it will look more in proportion now.
Closed the gap between the mouth
Shortened the bottom lip so it's one smooth round shape now
Made the white lines thinner
Longer legs, shortened the height of the bag leg due to being to close to the shoulder
Made the legs longer
I tried it with type now, as I am getting happier with the shape.
I felt just project primate didn't work with this shape, as the text is too big
So I tried it with 'The Primate Project' which worked better
I then tried the colours reversed.
I made the back slope in more
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