Corporate ID: Project 3

Moodboards

1. Ice Cream Parlor
   Theme: Retro/Vintage
   Audience: Baby Boomers
   Name Ideas: Scoop Up!, Cool Cones, Sweet Spot, Mini Melt
   Slogans: Return to the Classics, A Little Sweet Every Day, Deliciously Different, Eat and Enjoy, The Cool Effect You Don’t Expect
2. Mexican Food Truck
   Theme: Sunny/outdoorsy
   Audience: Tourists
   Names: The Taco Truck, Burrito Bus, Sun & Salsa
   Slogans: Food For a Better Mood, Delight in Every Bite, Every Day is Taco Day, Spice it up!, It’s Tac-O’clock
3. Fast-casual Sandwich Shop
   Theme: Chalkboard/Illustrative
   Audience: Artists
   Names: King Sandwiches, The Sandwich Bar, Sandwich Stack
   Slogans: Create a New Taste, Eat Different, Taste Outside the Box, A Sandwich as good as you, Uniqueness in Every Bite

Refined sketches

Type Variations

Color Trials

I did color trials on my primary and alternate mark as well as tested it on a black background. The First 2 columns are more muted colors and I’m testing out the color of the plus sign. The last 2 columns are brighter colors and using different colors on the plus sign. I think I like the brighter color palette more. It represents the fun, illustrative design as well as the brand name. It helps support “Sun” being brighter.

Collateral #1 menu front

Collateral #1 menu back

I think the black menu is working better with the illustrations. If I increase the opacity on the white, it starts to interfere with the brand name legibility.

Collateral #2 Salsa Label

I used the alternate mark for this one because it fits the horizontal format better. I’m thinking about adding the tagline in between the logo and the barcode.