LOGO DESIGN | LA INDUSTRIAL | APRIL 2015
00. The Briefing
- Juicy and creamy, make you a little bit hungry,
- Without losing the trendy touch,
- Keep a certain resemblance with La Industrial’s colors (white, gray and turquose) but with a different dominant,
- Be fluent and organic,
- Drag atention,
- And obviously be readable, recognizable and everything one expects from a logo.
01. Research and sketches
02. Iteration and polishing
Then I compacted it a little bit more. I found out that having the first o punching from below allowed me to overlap it straight up with the F and staying legible, so I went for it. I also tried to juggle with the circles in a vertical space, but that didn’t quite work out. It was funny, sure, but less readable, I had to put extra shadows and that playfulness was not something that I wanted to add anyway. It was distracting too much.
- From afar, you could see the flow of the white. This made it organic, not random.
- From up close, having the two OO rotated 180º one from the other helped the spectator identify them as equal shapes, and the collision with the d was a smooth transition while making a break from the o to a different letter.
- The d was starting to get a coherent shape, merging the ascender with the circle.
I rounded out all the pointy ends to make it more creamy and less flamy. I also made everything thick and organic and added shadows for volume. This looked a lot more like a finished, shippable product. I also made a monochrome version and one with just the F for very small applications:
I really hope you like my case study! If you want to contact me to ask me anything or want me to do any work for you, please do write me at Hey@IAmTheLion.com