Project Scope
This project was focused on a brand refresh for a local coffee and bake shop called Aspasia. The original logo seemed to convey a spa more than a coffee shop. This project was one that I was tasked with in highschool and we had to redesign a logo for any local small business. After completing my first year as a DAAP student, I reviewed my old logo and decided to redesign it once more. The company's original logo (top) along with my old logo (bottom) can be seen on the right.
Phase 1: Initial Sketches
For my concept, I wanted to stick with the same idea of having the A be apart of latte art surrounded by a cup, however i wanted it to be more implied and less literal. The old logo also felt too complicated and had nothing to be a just a logo instead of a wordmark attached. The initial sketches show the concept with simplicity.
Phase 2: Digital Translations
Once I got my general sketch and idea down, I made it digital. Most of the digital process went smoothly with only a few tweaks here and there.
Phase 3: Color Scheme
Originally, I wanted to stay true to the color scheme that the business
had already established. I quickly learned that the established color scheme led to some legibility issues and failed to communicate coffee shop. In
order to combat this issue, I switched the color palate to more browns and neutral tones while keeping their signature pink (but slightly darker) as
an accent color.
had already established. I quickly learned that the established color scheme led to some legibility issues and failed to communicate coffee shop. In
order to combat this issue, I switched the color palate to more browns and neutral tones while keeping their signature pink (but slightly darker) as
an accent color.
Phase 4: Final Composition
