One of my favorite projects came from the course, Graphics & Layout Print Media, where we were tasked with the creation of a portfolio of a logo and brand identity for a client. Taking into consideration the needs and requirements of the client as well as applying the psychology of design to communicate the message we intend to the client’s audience, we needed to create a logo and brand identity.
The prompt was to first select our client from the provided client design briefs and create a brand identity by designing a logo and implementing that logo into various scalable formats and media, namely letterhead stationery, envelopes, and business cards. We were given guidelines but also creative freedoms such as creating the logo which we began by first designing 10 thumbnail sketches of different design ideas for the logo design. Then, of the 10 sketches, we selected 3 to develop further into rough drafts using more detail and concept development.
I chose Upper Crust Bakery. The logo expresses the idea of freshness with wheat stalks as the center image. The A in the shape of the Eiffel Tower and the wheat in the loose shape of a fleur-de-lis alludes to the company’s French roots. As green is commonly used to illustrate nature, I used this is the color scheme along with brown for the type to denote an organic feel. The typefaces, Castellar—a decorative font used to convey classiness, and Garamond—a serif font similar to but more subdued than Castellar, were used in conjunction to allow the business name to be the center of attention. I rounded the top words to give the illusion of a brick bread oven shape and paired this with brick visuals in the stationery to elicit thoughts of traditional, artisanal baked good, baked fresh via recipes passed from generation to generation as expressed by the client.
If you would like to see the full client portfolio, click here.