BRANDING - Logo type

Throughout the project a logo type has developed as a result of the design advancements.
One key development was the window vinyl, the outer circle of the 'o' in 'low' had been edited to be the same blue as the vinyl to add more continuity across the shop front.

These were then used on the invites, as well as elements on the Instagram, it was more interesting than the type alone in all one colour. Can be used on light background with black, and dark backgrounds when in black.
Thinking of having the O from the typeface as the logotype by itself, looked really lonely, doesn't communicate the same playfulness as the rest of the material developed.

Having the zig zag be an outline for the logo was also tested, but this felt as though it should be a considered design element for the logotype, it could be added but only when appropriate.

Logotype on the invitations