Business Card
Letterhead and Business Card
Letterhead, Business Card, and Envelope
Business Card
Logo Design
UPPER CRUST BAKERY
DATE
LENGTH
CLIENT
October 2021
8 weeks
Upper Crust Bakery
ROLES
Researcher
Designer
Illustrator
Presenter
Writer
Branding
Brief
Design a new logo to reflect the client's business. The logo should include the text of the business name as well as a symbol. The logo needs to be scalable and used in a wide variety of media formats.
My proposal: Create a new logo to reflect the brand’s traditional French background. The colors, typography, and accent elements used should be gender-neutral and classic with a modern twist. The final design should communicate to
the consumer a feeling of trust, tradition, and nobility.
Methodology: Design Thinking Model
01. Empathize
Research
Before I began designing the logo, I conducted research to discover what the traditional French Bakery looks like.
Much of what I found featured elegant typography and saturated colors. France is also known for its cafe or bistro outdoor dining with wrought iron tables and chairs. I wanted to make sure to incorporate the wrought iron feature.
Another goal was to steer clear of the bright colors to ensure a more delicate and elegant design.
02. Ideate
Logo Design Concepts
Using Adobe Illustrator, I drafted 10 logo designs incorporating different design features I discovered during my research.
I created a variety of original elements to add to each design to ensure that each logo had its own personality while still falling in line with the client's branding goals.
Top 3 Designs
After testing my logo designs, I was able to narrow the design choice down to my top 3.
03. Finalizing the Logo
Adding Color
Referring to my research, I created multiple color palettes to test with top 2 logo designs.
04. Design Specifications
Color
The final color palette emphasizes colors associated with a sophisticated sense of royalty. I wanted to make sure the colors were timeless and not trendy.
Typography
To match the traditional color palette, I selected two different fonts to incorporate into the final logo design.
The Bodoni 72 typeface features high contrast between its strokes, while Skia Regular is a humanist sans-serif typeface that mimics letters carved in stone - another symbol of the brand's timelessness.
06. Final Logo Design
