Introduction
Client:
Iceberg – A dessert company specializing in all-American, home-delivered treats.
Project Date:
January 2024
Objective:
Design a lettermark logo that reflects Iceberg’s brand identity while appealing to its primarily female audience. The logo needed to be exciting, kind, and visually striking, while also ensuring high visibility for vehicle branding.
Challenge & Considerations
- Audience Appeal: The brand primarily targets women, so the logo had to be welcoming, elegant, and vibrant.
- Lettermark Preference: The client specifically requested a lettermark logo for simplicity and recognizability.
- Color Requirement: The client preferred white, which had to be balanced with other elements for visibility.
- Vehicle Branding: Since the logo would be printed on delivery vehicles, it needed to remain legible and impactful from a distance.
Process & Strategy
1. Research & Ideation
- Conducted market research on dessert brands and feminine design aesthetics.
- Explored color psychology to balance warmth, excitement, and trustworthiness.
- Sketched various lettermark concepts, focusing on fluid, inviting typography.
2. Concept Development
- Collaborated via FigJam for brainstorming and stakeholder input.
- Hand-drawn sketches were refined into vector-based designs in Adobe Illustrator and Figma.
- Several style variations were tested, incorporating different lettermark treatments, typography, and graphical elements.
3. Design Execution
- Selected a soft yet dynamic lettermark that conveys movement and excitement.
- Used a pink gradient palette to enhance warmth and playfulness, aligning with the brand’s values.
- Integrated a swirling arrow into the design, symbolizing direct-to-home delivery and a sense of motion.
- Ensured scalability and versatility, making the logo suitable for digital, print, and vehicle branding.
4. Final Refinement & Branding Application
- Created multiple versions (full-color, monochrome, and inverted) to adapt to different use cases.
- Tested visibility on different backgrounds and surfaces, ensuring clarity on vehicles, packaging, and marketing materials.
- Designed mockups, including packaging visuals, to showcase real-world application.
Final Result & Impact
- A modern and dynamic lettermark logo that aligns with Iceberg’s vision.
- Successfully combines elegance, excitement, and brand identity in a recognizable, scalable design.
- Optimized for branding on delivery vehicles, maintaining clarity from a distance.
- Visually complements Iceberg’s packaging and promotional materials, strengthening brand consistency.
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