PHASE I of Logo Design – THE INTERVIEW
Brenda came to us because she wanted a logo that would update her brand and properly reflect the quality of her decadent brownies. We were excited to take on the task.
The first step in our design process is always to articulate the “why” and “who” behind the brand. In order to provide good, effective design it’s vitally important that we know who are clients are and where they see their business going. Through talking with Brenda, we learned that her logo design needed to be inviting and personal in order to reflect the company's origin story, while still remaining elegant and professional. Of course, we wanted the final design to be appetizing enough to evoke the same mouthwatering response as the brownies themselves.
PHASE II of Logo Design – SKETCHING & SKETCH MORE
We started off drawing any and every idea that popped up, exploring a cacophony of metaphorical and literal translations of brownies, bakeries and the general concept of decadence. We explored moods, tastes, preconceptions and appearances - from the obvious to the absurd. The options were then narrowed down to a select promising few.
PHASE III of Logo Design - DIGITIZE
From there we rendered our ideas digitally. These digital roughs explored four different implied and implicit aspects of Brenda and her brownies. The first, bold and modern, allowed maximum space for eye catching color while incorporating the tools of the trade. The second was less bold in weight but used the whisk to hint at a lower case “b.” The san-serif nature of the icon is contrasted by the serifed font of the type. Both of these feature tools of the trade, further emphasizing Brenda’s place in the world of baking. In contrast to the highly modern design of the first two logos, the third option, was a more subtle and traditional. The “b” within the “B” was only noticeable upon a second look. The flowing lines imitated a chocolate drizzle. There is an delicate elegance at work here - an understated, tasteful beauty that communicates sophistication. The final digital rough we presented offered a direct approach at communicating opulence. In this version, Brenda’s Brownies are literally on a pedestal, silhouettes sitting atop a tiered stand. The script font paired with the image further speaks to the formality that this logo evokes.
PHASE IV of Logo Design – REVISE & FINALIZE
Brenda was especially enthusiastic about option three in the digital rough stage. We took her feedback, did a bit more of our own tweaking, and the B's of the new Brenda's Brownies logo were born. The sweeping lines of the script font captures both the sophistication of a high end audience and the friendly feeling of warm baked goods. The contrast between the thicks and thins of the stroke communicates quality, evoking calligraphic luxury, while mimicking the brownie’s signature chocolate drizzles. The curves and open form are just gentle enough to be friendly without sacrificing the impression of opulence. The clean simplicity of the design makes it timeless, rather than just current. Caramel and chocolate coloring wets the appetite. A smaller B being formed within and by the flourishes of the larger is just clever enough to invite the viewer for a second look. Inspired by simple elegance, the B's of Brenda's Brownies allow versatility and communicate not only where the brand is currently, but where it is going.