Melbourne Sports Museum Critique

HAWTHRON FOOTBALL CLUB

Designed by Cato Purnell Partners, 2007

Vector Image

The hawthorn logo uses strong dominant shapes. The dominant figure of the hawk in the foreground is the focal point. The large scale of the hawk enhances the strength of the hawk. The negative space behind the hawk has been carefully constructed to create shapes in itself. The negative space creates the eye, beak and the feathers. The asymmetrical design uses the brown colour to guide the eye around the logo, from the hawk, up to the title and back down and around the outside.

Strong basic shape and colour used make this a very effective logo. The simple but clever two shapes overlap and create this image of the hawk. Adding black and white lines to create tone and form around the beak and the eye. The design is a symmetrical design but nicely balanced with nearly a 50 – 50 percent ratio of negative and positive space. The large scale of the hawk enhances the strong and dertermined image of the club, the scale also adds to a good focal point. The rhythm in line has been crafted to give the idea of feathers on the hawk, but really this is just negative space from the brown shape. This negative space creates an implied line around the edge of the logo.

The hawthorn logo could be classified in the Supermatism style. This style originated in 1915.  It uses fundamental geometric forms in particular square and circles. You can see the similar resemblence in the logo. However it also crosses beween a modernist era as the shapes used are curved and modern.

The concept and theme behind the logo was creating a new direction for the Hawks, Cato Purnell Partners, felt they needed to reflect the focus and determination he had observed within the club so as to communicate that effectively to its members. The new shield portrays a sense of determination, pride, and focus. The Hawthorn Football Club is a club on the move. In the design we have hoped to capture the steely resolve it takes to win a premiership.

I think the concept of the logo has been successfully achieved. The strong focal point of the eye of the hawk resembles determination. The scale of the bird looks as if it is standing over tall, proud and on the hunt. The diagonal line above the eye gives expression and strengthens the determined look.

www.hawthornfootballclub.com.au

Melbourne Vixens Poster 2010

Vector and Photo

The advertisement uses a lot of ground, fore, middle and background, within a dynamic composition. The assymetrical design uses a strong focal point of a netball cartoon character, this character is the hirachy of the poster and it draws the eye down towards the vixens logo. The alternating rhythm of bold lines make this a dynamic composition, a lot of movement has been achieved within this poster, maybe to resemble netball, fast paced-moving.

The main element use is line. Line features heavily in the logo, so it has been taken from here and repeated throughout. The curved lines are bold but vary in stroke. The white stroke around the vixen logo has been also use in the bold heading, again this draws the eye from the secondary focal point back to the logo. Line also features frequently on the cartoon illustration, the use of curved, fine and bold weights create tone and form.

The three colours of red, green and white are used heavily through out the poster as these are their corporate colours. The navy blue comes from the uniforms, the blue sits nicely as the background, with a slight hue applied to the photos aswell. The scale of the illustration works effectively, had the illustration been smaller it would not have lead our eye down towards the logo.

The name Vixens, is a play on the word Victoria. The concept behind the colours of green and crimson were chosen to reflect that of a female, youthful and dynamic team. The colour of black conveys a sense of sophistication, authority and power. The colour of navy blue represents Victoria’s rich history of success at the elite sports level, a State with proud and active communities that will continue to support netball as we pursue our future triumphs.

The poster design is from a modernist era, it uses a lot of elements, including vector and photo imagery and has a sleek modern style too it. The main heading font is youthful and a little edgy.

I’m not too sure if I like the poster design, I think it is a little over done and busy. I think the elements on the page could have been arranged in a better format and still give a dynamic composition. The logo is ok, unlike the hawks logo, the vixens logo lacks character or emotion.

www.wikipedia.com.au

www.melbournevixens.com.au