I challenged myself to create three brand identities for three fictitious companies occupying three different industries. I created identities for a boutique brewery, a florist, and a high-end men’s fashion label. The challenge was going through every stage of the identity development process from design brief (consultation) to delivery in a condensed time frame. This webpage is the home for everything that I produced as part of my logo journey.
Why Logos?
A brand is the public perception of an organization and its products and services. A logo is the visual representation of a brand. I like to think of logos as the face of a brand. David Ogilvy, who coined the term brand, referred to logos or brandmark as “the personality of a brand.”
In Logo Modernism, Josef Müller-Brockmann gave one of the best logo explanations that I have read.
A good logo can be a very effective trademark for a company, institution, exhibition, or event, making any further written explanation superfluous. The logo must be simple and must embody a forceful representation of the subject or object, and its shape must be memorable and easy to understand – Josef Müller-Brockmann.
The Schedule
- Week #1: The Challenge. I presented myself with the challenge to create brand identities.
- Week #2: The Plan. I outline a course of action for the next five weeks.
- Week #3: Research. I researched the competition across the three industries.
- Week #4: Ideation. I brainstormed and made preliminary sketches.
- Week #5: Concepts. I digitized my sketches and presented them.
- Week #6: Brand Assets. I presented my “clients” with logo guides.
- Week #7: Wrap. I reflected on the challenge.
The Output
Tricorn Brewing Co.
Tricorn Brewing CO. is a New England based brewery that specializes in Ales and Ciders made with a traditional 18th-century recipe. Tricorn wants to target connoisseurs and those who enjoy attending tastings. Its target audience is between 25 and 45 years old. Tricorn wants its brand to represent its colonial tradition, fun, and being a little rebellious.
Brand words: tricorn, colonial, and fun.
Ideation
Mindmap
Sketches
Concepts
Final Logos
Kathy’s Flowers
Kathy’s Flowers is a neighborhood florist looking to separate itself from its competitors. It’s a family-owned business that wants its customers to trust their neighborhood florist first for all of life’s occasions. Your neighbors know and understand your needs better than larger regional and national flower services.
Brand message: for all of life’s events, trust your neighborhood florist to provide your family with the perfect custom arrangement.
Brand words: neighbor, artistic, flowers, and family
Ideation
Mindmap
Sketches
Concepts
Final Logos
Natty Man
Natty Man is a luxury men’s fashion label. It’s looking to promote an ideal. The label was created for men who need to be stylish but have a wry sense of humor. Natty Man wants its brand to represent style with a hint of attitude. The company focuses on a timeless, classic style. Its target audience is affluent professionals, executives, and managers aged 35 to 55.
Brand words: stylish, affluent, and timeless
Ideation
Mindmap
Sketches
Concepts
Final Logos
MW-Comm Blog 