Lewisham Community Fridge

OVERVIEW

Approached by more Goldsmiths University students to create a logo for a theoretical project that they are looking to bring to life – Lewisham Community Fridge. A concept they are aiming to bring to Lewisham, enabling communities to share good food that would otherwise go to waste. As an upcoming trend within London, with others already in practice in places such as Brixton, this is a great opportunity to create something that would has potential to be seen by a large audience and have a big impact on a community that is important to me.

IDEAS & PROCESS

Under instruction to create something a little more abstract, as we were unsure of the logos and imagery we were able to use without copyright infringement, etc. the initial steps were to create sketches in a notepad and other rough imagery within illustrator to use as potential starting points.With food and sharing being the two key aspects of this concept, the first idea was to create an orange segment as the focal point – introducing a London skyline to display the location and its importance.

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Undecided about the use of the images above, I decided to focus on creating imagery of the food. To symbolise the importance of the environmentally friendly aspect of the concept, I decided on use of fruit. Another important influence is the colour scheme, however, inverting and changing colours of well-known fruit didn’t fit the aesthetic of the project. To visualise the

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After returning to Leeds after working on the logo design in London, I was disappointed to see the poster (above) that the other individuals in the group had come up with. Offering to help in the design team and create something newer that has a more appealing aesthetic and clearer brand image, I was told that this has been printed and posted around the university already so ‘there’s no need’.