The goal of this project was to improve upon the logo and brand of an existing local business. I wanted to create a simple, recognizable logo that contained subtle imagery for people to discover for themselves.
This multi-week process involved researching the business, its competitors, target audience, producing and presenting a sales pitch, etc. Through many sketches, iterations, and meetings with classmates and the art director, the direction for the logo was solidified, and digital production began. Afterwards, a visual identity for the brand was created, with a fresh and modern identity compared to the current branding.
After the visual identity was complete, I put together a printed brand guideline to outline how the logo should be used, and how the brand should be presented in great detail.
![](https://cdn.myportfolio.com/99830352-7c47-47f9-8bc2-9c931ef5a64b/0f098f5f-b41b-47d1-88f5-28d5b01ece9a_rw_1920.png?h=d39b3bbc46103a84ef9c67181bc1b29b)
![](https://cdn.myportfolio.com/99830352-7c47-47f9-8bc2-9c931ef5a64b/73f5c20e-373a-4aa2-90ca-814b4af5f15a_rw_1920.jpg?h=cfb640cb1a3ea1236986ac9bc93d3b41)
![](https://cdn.myportfolio.com/99830352-7c47-47f9-8bc2-9c931ef5a64b/50ad4e95-6a9e-457d-9f89-2fb49f357460_rw_1920.png?h=64789b96c07ec5f5a8fe82893898990b)
![](https://cdn.myportfolio.com/99830352-7c47-47f9-8bc2-9c931ef5a64b/ebc0a495-c3d2-4100-b7e6-0305c54b72d4_rw_1200.png?h=ef98eed2d0aa14fcda0e0fc5182516f3)
![](https://cdn.myportfolio.com/99830352-7c47-47f9-8bc2-9c931ef5a64b/079e2c07-de48-4aa5-91ba-422c5c801a48_rw_1920.png?h=53cfef4818d5e58e239faaba9f8939aa)