Red Jolokia_Logo Design Process

Design Brief: 
The Client was in need for an iconic identity for a new catering business venture to open up within the coming few months. The Client wanted an Identity which would reflect the company brand as Classy, Sophisticated, Organic (as its catering, vegetarian), Simple, Versatile, Storytelling, Symbolism, Aesthetic and Welcoming. The need to stray away from the clichéd Indian Takeaway logo’s such as an image of a big chili with fancy bollywood writing. The Client wanted a clear cut graphical approach.

The logo also has to be iconic in terms that it can stand alone without the business name. The iconic logo mark should be versatile that it can be implemented across all of the businesses assets from Signage, to uniform prints, grocery bags, and cutlery prints and so on regarding catering business assets.

Brainstorm:

Quick brainstorm to generate ideas and pathways for initial design ideas

Initial Design Idea Sketches:

Leading on from the brainstorm, I start the initial design sketch process.  At this stage I explore with creative freedom. At this stage any little idea is sketched down.  Most ideas will be redundant, but the important thing is to explore the best possibilities.

Experimenting with different font variations to find the best suited font for the name

Chosen Font: Trajan

Quick digital experiments looking at type, shape, icon variations.

3 Presented Concepts:

Quick mock

The overall icon of a Jolokia is kept very simple, minimal, and very organic and abstract looking. It works with the name of the company and the icon can also stand alone on its own. The logo also works both in colour and monotone black and white. This makes the logo more versatile as it can be transferred to all the business’s materials from uniform print, to window print, signage and so on.
The font is a Serif font which resembles Elegant, Sophisticated, Established and a Modern feel. It also has nice organic curves to compliment the company as an organic catering business.

To differentiate the RED from JOLOKIA, I used an elegant Red to simply highlight the descriptive word to the associated colour and in bold to give the colour a sense of weight and depth. Jolokia is in an organic green because Jolokia is an organic ingredient; therefore the colour green resembles organic and earthy things. Red and Green are also complimentary colours on the colour wheel, therefore creating an Aesthetic look and feel as required by Client in the Design Brief.