Project Overview
I built a comprehensive brand identity for a fictitious company, including a mission statement, objectives,
values, logo, color scheme, typography, and marketing materials.
Sections
- Brand Creation & Brief ā
- Logo Creation ā
- Style Guide Creation ā
This brand identity was built in a 3 week timeframe. The color scheme, typography, logo package, voice, and
marketing materials effectively represent the brand while adding a modern touch.
Tools
Adobe Illustrator, Microsoft Word
Project Type
Independent Project
Brand Creation & Brief.
I invested significant time into defining the company and their brand. To understand who they are
and what values their brand should reflect, I needed to list important parts of their business,
including their mission, values, objectives, and services.
I created a simple mind map to consider unique directions the company's brand identity could follow. This step
was useful for collecting my thoughts, generating new ideas, and associating words with visual images. I
highlighted words that I felt fit the brand the best.
After researching bakery logo designs, specifically those from the 1950s, I sketched over 20 logo options and
narrowed the pool down to only a few, paying most attention to uniqueness, versatility,
and the overall design tone (modern, abstract, etc.).
Since one of Ms. B's Bakery's goals was to modernize, I wanted to include a trendy minimalism aspect to their
logo design. However, too minimalistic was too modern for a traditional bakery like Ms. B's Bakery and the trend
would fall out of style too soon. The final design included a significant amount of text (traditional) with an
adequate amount of white space
surrounding it (modern).
Logo Creation.
Applying color was the most difficult part of this project. The brand needed to feel welcoming and
homey, so I leaned on muted warm colors. However, bakeries in the 1950s usually had a cool color scheme. I tried
to balance the warm and cool colors by using darker pinks/a pinkish red and a darker blue, along with neutral
colors like brown and
beige to make the logo feel relaxed.
I chose to use two different script fonts for the logo: one for the title and one for the tagline. I used
Chonky for the
title font because it feels like a classic bakery script font with its curvy, bold characters, specially the
curvy uppercase "E". I used Cinema Script Regular for the tagline because of its mix of cursive
and print handwriting, looking specifically at the lowercase "s" (print) and the lowercase "f" (cursive).
Finally, I chose Brevia as the body font because it is a round, friendly font that is easily readable for large
bodies of text.
Logo Iterations.
Iterating through the design process multiple times was crucial to achieving a successful end result. In the
first iteration, the tagline font didn't blend well with the rest of the logo. In the second iteration, the
logomark was too big. In the third iteration, the logo scaling was right, but it was bland without color. In
the fourth iteration, the
colors were too hard to distinguish on a white background. In the fifth iteration, the tagline was too
difficult to read due to the pastel blue color. Working through these iterations led to a successful final
logo design.
Responsive Logo Designs.
Throughout the process of creating a complete logo lockup family, I was adamant about
displaying the "est 1952" wherever possible to emphasize the bakery's historic roots. I moved elements of the
main 40mm logo around, removing elements when they no longer fit the scale, to achieve a range of sizes from
bottle cap
to billboard.
Style Guide Creation.
The goal of the style guide was to give instructions to the business about how to use their brand package
effectively. I
defined the brand's primary logo and square logo. I displayed the logo lockup family in color and grayscale.
Using the logo colors as a guide, I provide logo color alternatives depending on the background color. Finally,
I listed the brand typography, logo anatomy, and the HEX, RGB, and CMYK values for all of the brand colors.
Marketing & Packaging Materials.
Ms. B's Bakery is a business that promotes itself as being cozy, homemade, heartful, and an affordable luxury.
The bakery's packaging reflects these values by using classic cardboard boxes with a personally placed logo
sticker on each box. I used a template image and Adobe Illustrator to make the packaging design mockup.
The brand colors are utilized on both the packaging and the mock social media advertisement. The advertisement
was designed as an Instagram or Facebook post that celebrates "National Muffin Day" by providing each person
that visits the bakery with a free mini muffin. By using the brand colors and typography, the brand is
successfully
represented through the social media post.
Project Results.
This project resulted in a complete brand identity built for a legacy bakery. The brand identity met the
business's goal of modernization while still maintaining a traditional touch. The logo lockup family and style
guide provides details for the business to easily understand how to use their brand effectively to market their
unique selling point.
