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”!
Fantastic work! Some of the original concepts were really strong as well. Thanks for showing your thought process.
Good start with the blog, keep it up.
Hello! Is this thing on?
Not sure if I’m allowed to post about this project since the logo work was commissioned by me BUT, I just want to say that I totally agree with Fred. It was very, very difficult to choose between these great ideas.
In fact, I’m hoping to find a way to use the icon style work sometime in the future.
Luke, you did a great job and were a pleasure to work with on this project. I’m proud you chose our project as a case study!
Thank you for sharing!
With new graphic software making it possible to turn half-thoughts and even no-thoughts to look superficially good, simple, intelligent and witty ideas like these are a rare and welcome relief!