Artisan Ave Logo
Remote sourdough classes and approachable baking recipes to improve you life.
Table of contents
1. Overview
Context
- Target audience – 20 – 40 years old
- Simplify the science and methods to create good food
- Classes + recipes take bakers and their loved ones on a journey of great flavors and experiences
- Modern and local
- Clean white space with a nod to street founder grew up on
Tools
Communication
Research + Ideation + Design
2. Design
2.1 Sketching
To understand the letter A form, I begin sketching ideas.
Then, I translated them into computer designs.
Round 1
Refined into three concepts and presented in black and white to aid in being objective.
Logos were presented in multiple sizes to understand how well the logo scales.
Feedback
- An additional iteration with wheat
- Add wheat with texture
Round 2
Feedback
- Likes the Double-A in #1
- Likes the natural feel of wheat in #2
- Use an “A” frame (see reference image below)
- Have a road leading to a house
- Have a nod to sourdough inside the frame with wheat on the sides
Reference images
Round 3
We decided with option 3.
Color options
Final logo
The logo design needed refinement before publishing. We gave the crop lines a subtle curve and reduced the number of lines for simplicity. We confirmed the widths were consistent across elements.
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