LOGO MANDATORY ASSIGNMENT 02 FOOD & MALT. LAURA KABELL LUNDBERG

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1 LOGO MANDATORY ASSIGNMENT 02 FOOD & MALT LAURA KABELL LUNDBERG

2 INTRODUCTION A logo is what introduces the company and makes the customer remember the brand. A logo is an identifier nothing more, nothing less. However, it should not be underestimated. A logo has to be simple, strong, memorable, timeless, effective, iconic, and perfect for the brand. RESEARCH COMPANY HISTORY Food & Malt is a new collaboration between Anders Braathen and Even Vehla. Anders Braathen has a background as a master brewer at Brooklyn Brooklyn Brewery in New York as well as in Grimstad and London. While abroad the two friends discovered Dude food as a growing trend. But instead of Kebabs and Sausages as a meal, they want their customers to enjoy good quality food on the streets or at a pub. With their new company Food & Malt the two friends want to introduce the up and coming food culture and combine it with the microbrews trend. Their first store is placed at the extremely popular Meat Bazaar ( Kjøttbasaren ) in Bergen. PRODUCT CHARACTERISTICS The products, meals, and drinks offered at Food & Malt are traditional with a modern twist. And it is cheap, as the dishes cost around NOK. Good quality home made lunches and evening snacks are offered and of course there is a great selection of beers complimenting each meal. TARGET GROUP Food & Malt mainly target young, urban individuals between the ages of 18 and 35 whom are interested in culture, food, design, trends, and nightlife. Some might characterize these people as the hipster generation. COMPETITORS Naboen, Henrik Øl og Vinstove, and Spisekroken are the three main competitors in the Bergen area in Norway. They all carry a more classic look and appeal to a broader yet probably slightly older audience than Food & Malt. DESIGN PITCH I am to design a logo for Food & Malt. They ask for me to execute the style expression of; hipster, letterpress (indicating traditional design), quality, homemade feel, and professionalism. The logo is required to be simple and easily recognizable, timeless, not more than 2-3 colors, and optionally it can contain a symbol, figure, or ornament. Furthermore, as introduced in What makes a good logo? by John McWade, I will make sure that the logo is memorable, with one strong feature and a history to it. And very importantly, the logo should work everywhere, both in colors and black/white, and therefore the mark and the name should be separate. 2

3 HOW OTHERS HAVE DONE IT The Danish market is filled with microbreweries that all do very well in the hipster community in the popular city area, Nørrebro. These are the logos of the five biggest microbreweries all located in the same area, with the same target audience. You see that the style is similar in all five logos. I believe the key word is: simplicity. 3

I scanned my best sketch and used it as the back layer in Illustrator, I then created the hair, beard, and glasses using the Paintbrush tool.

I used the horizontal stripes in the typeface as a filler in the glasses.

4 WORK PROCESS METHODS USED The methods used in the creation of this logo design are the Internet for inspiration and research, B2 pencil and paper for the sketches, and Adobe Illustrator for the execution of the design. I scanned my best sketch and used it as the back layer in Illustrator, I then created the hair, beard, and glasses using the Paintbrush tool. The typeface Brim Narrow Combined 1 was found in TypeKit and then synced with Illustrator. I used the horizontal stripes in the typeface as a filler in the glasses. I did so by creating horizontal rectangles in the same size as the font s and then copied them into the empty glasses manually. The colors, which are shades of the hues brown and orange, was found through a trial and error process. INSPIRATION / MOODBOARDS Below follows a moodboard of inspiration on microbreweries and hipsters. 4

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7 SKETCHES AND FIRST DESIGN Here are my initial sketches drawn by hand with pencil on paper. 7

8 My first attempt in Adobe Illustrator is seen below. Here I drew the man using the Paintbrush tool and tried out different typeface samples. DESIGN Here is the final design. The following pages are a showcase of the profile manual. After which, a description and analysis will follow. 8

9 PROFILE MANUAL - FOOD & MALT - LOGO MAIN LOGO: OTHER USES: MAIN LOGO (BLACK AND WHITE)

10 OTHER USES: MARK ONLY MARK ONLY (BLACK AND WHITE) OTHER USES: LOGO AND MARK SEPERATE OTHER USES: LOGO AND MARK SEPERATE (BLACK AND WHITE)

11 TYPEGRAPHY BRIM NARROW COMBINED 1 BRIM NARROW COMBINED 1 ONLY TO BE USED IN THIS TYPEFACE AND THIS VARIATION (ALL CAPS) COLOR PALET DARK BROWN C M Y K R 58 G 36 B 22 DUSTY ORANGE C 0.39 M Y K 0 R 245 G 146 B 16 ONLY THESE TWO COLORS ARE TO BE USED (UNLES DISPLAYED IN BLACK AND WHITE)

The connotations are hipster, modern, casual, professional, quality, originality, and coolness. TYPOGRAHY The typography is, as mentioned, inspired by the letterpress of the old days.

In large font sizes the stripes in the typography stands out, and in smaller sizes the typography simply becomes fully filled out.

COLORS The colors used are shades of the hues brown and orange. The qualities of the brown color are; C 51.95 M 69.92 Y 78.91 K 69.

12 BRANDING MOCKUP SAMPLES STYLE The style of the logo is very simple, yet young and different. It is letterpress inspired, however, it has a more modern feel, with iconic features that are not seen in any other recognized logo. The connotations are hipster, modern, casual, professional, quality, originality, and coolness. TYPOGRAHY The typography is, as mentioned, inspired by the letterpress of the old days. However, this modern version symbolizes the more new and original style. The typeface is a sans serif font called Brim Narrow Combined 1 designed by the foundry Jamie Clark Type. In large font sizes the stripes in the typography stands out, and in smaller sizes the typography simply becomes fully filled out. The crossbars and left ascenders are simple lines, whereas the other ascenders are bold and filled with the stripes creating a different and fun look. COLORS The colors used are shades of the hues brown and orange. The qualities of the brown color are; C M Y K and R 58 G 36 B 22, and the qualities of the orange color are; C 0.39 M Y K 0 and R 245 G 146 B 16. The colors are earthlike and grounded colors. The colors are passive with relatively low saturation. All these features combined create a simple and down to earth feeling when looking at the logo. LAYOUT The logo is created using the principle of closure as the simple lines creates the form of a man s face, yet the lines are not actually connected fully. The idea with this method and principles is that the human eye automatically fills out the gaps in order to create a full picture. Another element of the layout is that the stripes in the typeface are replicated in the glasses in the logo icon, which integrates all elements creating a full and cohesive logo. However, this still enables the logo and icon to be used separately. 12

13 SOURCES THEORY What makes a good logo? by John McWade Graphic Design School: The Principles and Practice of Graphic Design (5th edition) by David Dabner, Sandra Stewart, and Eric Zempol (Wiley, 2014) Grundbog i Grafisk Design by Kim Pedersen and Henrik Birkvig (Forlaget Grafisk Litteratur, 2012) RESEARCH INSPIRATION

REPORT MA 02 - LOGO BY ANNIKE HODGE

REPORT MA 02 - LOGO BY ANNIKE HODGE INTRODUCTION The task of Mandatory Assignment 02 was to create a logo for Food and Malt, a new food company that would introduce the Norwegian population to "Dude Food",