LOGO PORTFOLIO + Case Studies
Logo Development
MILLENNIUM ART SUPPLIES
Millennium Art Supplies is a theoretical art store based in NYC. Logo design, branding, and website designs were constructed to create a unified and successful system. This brand represented both a storefront as well as an online shopping option to both experienced artists as well as student. Millennium’s goals were to provide the classic must-haves in the art world as well as the affordable options that would allow art students to create confidently.
IDEATION
Ideation for the logo began with mood boards that represented the style and approach I desired for the millennium. My adjectives for the brand were sophisticated, modern, and timeless. While I believe the final logo stayed true to the modern and timeless take, I believe the “sophisticated” approach was shaved away when I began manipulating the type and playing with color.
CONCEPT
Millennium is a period of a thousand years. Because 1000 is 4 digits, that number is represented in the repetition of the 4 columns in the two n.’s. The two name proximity allows the logo to become an “m” for millennium!
SHAPE
In order to make an icon that is recognizable and memorable, I used the first letter of the brand’s name as the logo. Because there is two n’s in the middle, I thought the proximity and repetition would make the logo interesting and innovative. The columns also contributed to the overall concept.
DESIGN CHOICES
The logo began to take shape when the two n's in the millennium were combined to make the m for the brand's name. To highlight that there were two n's making the m, a splash of paint was added to the corner in place of a stem. The logo began to take shape when the two n's in millennium were combined to make the m for the brand's name. To highlight that there were two n's making the m, a splash of paint was added to the corner in place of a stem.
FIRST VERSION: What wasn’t working
With the font correction and color change, the logo began to take its true form. It was simplified and more cohesive, but there was one last change and that was the paint splash. The former splatter didn’t make sense directionally. I wanted the splatter the “hit” the “m” head on. Many different versions, and I finally got the perfect shape. I decided to cut it out of the “m” because I wanted the font to be more manipulated that it was. This allowed for a more dynamic look without complicating the logo’s shape.
PACKAGING AND BRANDING
Packaging
Fuel Coffee Co. is a theoretical brand for a local coffee shop in Jax, FL. This brand was created to produce dynamic packaging to create a cohesive system. The goal was to modernized a 60’s gas station aesthetic. Strong branding proves to be necessary with the rise of coffee culture. More than any other substance, we depend on coffee to get us going - this is how Fuel Coffee Co was conceived. The branding is engaging, retro and dynamic - catered to coffee drinkers of all ages and types.
