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As part of my branding and identity class, we were tasked with creating logos in response to specific prompts. The turn-around time for these logos ranged from 1-3 weeks.
Design the brand for a local (Philadelphia) coffee shop that offers a wide variety of espresso drinks and drip coffees and roasts all of their beans in-house.
1 week
The term "city roast" refers to a technique of roasting coffee. I chose this name to reflect both the coffee shop's location in the city of Philadelphia and the fact that they roast their own coffee beans. The brandmark incorporates both of these elements in a similar way, as the cracks of the coffee bean are made up with a city skyline. Rather than focusing on a specific portion of the skyline, I chose to incorporate some of the most iconic landmarks in Philadelphia, including City Hall, Independence Hall, and One Liberty Place.
I chose the dark turquoise of the primary logo text to complement the rich red-brown of the coffee bean. To further represent Philadelphia, I combined the more modern font of "City Roast" (Bebas Neue) with a more classic font (Bodoni Oldstyle SC), as Philly also toes the line between history and modernity.
Design a brand for a baby clothing company, including one of their products.
2 weeks
I named the brand SheepOver as a play on "sleepover" and the practice of counting sheep when trying to fall asleep. I wanted the brand design to have a dreamy feel, so I used a palette of light purples and deep navy blue, a rounded logotype, and a cutesy brandmark. I made the brandmark with organic, asymmetrical shapes to make it seem more approachable and whimsical. Also, with the positioning of the sheep brandmark in relation to the moon in the O, I wanted to make a subtle reference to the "cow jumped over the moon" nursery rhyme.
Develop the branding for the next big messaging service app
2 weeks
There are so many messaging apps out there, so I wanted to create something for this prompt that would stand out. The concept for Snail Mail is that it would bring back the lost art of letter-writing, but in a digital space. To do this, it would determine the distance between the sender and recipient and calculate the time it takes for the recipient to receive the letter based on that distance, with longer distances taking more time than shorter ones. I decided on the name Snail Mail because it is short and straight to the point.
For the brandmark, I created a snail mascot to play off the brand name. The chat bubble that makes up the snail's shell and the envelope in its mouth further demonstrate that this is a messaging app. I chose orange as the primary color of the brand because it further sets Snail Mail apart from other messaging apps, as none of the major messaging and social media apps (Facebook, Snapchat, Line, Whatsapp, etc.) use orange as one of their main brand colors.
Create an identity for a photographer or photography studio; Name and type of photographer/studio can be chosen by designer
1 week
I chose to create the identity of a pet photography studio that I called "Apeture Photo Co." I tried to incorporate multiple elements to fully communicate the purpose of the brand. The name "Apeture" is a pun on the words "aperture" and "pet." I made sure to highlight the "pet" part so that the name would not be confused for a spelling error and also to pull some of the brandmark colors into the logotype.
The brandmark is made to seem like you are looking at a cat through the aperture of a camera. I chose the color pallet of medium gray, light pink, and light orange for it to create a soft, warm, and welcoming feel and convey that this is the type of studio you can trust with your beloved pets. The rounded corners on the ears, nose, and whiskers also serve the same purpose by countering the sharp edges of the aperture's blades.
Develop a single-letter mark that is clearly the first initial of the brand name while also incorporating visual elements; Brand name and type of business are designer's choice
2 weeks
I designed a logo for an ink company. I designed the U so that the bowl forms into an ink drop. For the remainder of the logo, I chose a typeface (Kitschy Retro) that reminded me of runny ink and added the scribble line both to balance out the heavy weight of the lettermark and to further showcase the brand's purpose.
