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Overview

This project was done for my identity design class. We were instructed to create a brand from the groun up and create logos for that brand. The brand I created was an edgy record store called “The Cellar”. It was targeted at 17-25 year old, middle class, males. It is targeted at the hipsters who enjoy underground indie and punk music. The brand is authentic and edgy.

This wordmark is based on the font Minerale. I loved the geomtric simplicity of the font, and the ease at which you can turn two letters into a glyph, as I did to the TH and AR.

For the Pictorial I wanted to create a mascot for the brand, the Cellar Devil! This version just takes on the ‘cellar’ literally with the devil tail implying the mascot. It was meant to look edgy and hipsteresque.

This lettermark was originally based on a sewer grate from the middle of the street. It is a simple yet intruiging C with the diamond as the counterform.

This emblem is meant to be the view down the stairs of a cellar.

This lockup has the pictorial flipped so it is pointed towards the type. I chose a oblique bold font for the logo.

Conclusion

I decided to use a combination of the pictorial and the wordmark. I feel like both work very in congruence. The wordmark would be used on anything that needs a specific name, and the pictorial would be used on anything where a name isn’t relevant or already specified