Recently The Design Firm was approached to refresh the Identity of Dana McCauley & Associates, a consultancy providing services such as food product concept architecture, recipe development, food writing, and food trend tracking and analysis.They felt that their existing logo was a bit dated and wanted an identity that was at once creative and intelligent but cheerful and accessible
Some of the earlier taglines we were working with were “Cutting edge creativity” and “Bubbling over with creativity”.We started by exploring creative symbols and trying to merge them with food icons.
Other random sketches.We were playing around with whisk illustrations and then it happened … Whisk-bulb!
Digital explorations of various other concepts.
When the dust had settled, Whisk-bulb won out. Above are some different variations on the bulb concept. We added threads to the bottom of the whisk to reinforce the bulb image and went with the colours of chocolate and butter to better represent food.
In the end, the client changed the tagline to “Whipping up bright ideas”!