Logo / Trademark | Business Collateral
To select one of three North Carolina-native products (beer, peanuts, or chow-chow), develop a corporate identity for a business in this industry, and create a collateral package using that identity. Final deliverables included a pdf detailing our process and a pdf of the complete collateral package.
I wanted to revise the identity I initially created, then apply it to a bottle label.
I enjoy dark beer, so I thought it would be fun to do this project for a fictional NC-based brewery. As a child I remember a book called “The Dark-30,” a time of night when things are mysterious and witchy. This stuck in my head while brainstorming a beer name. I began sketching thumbnails of a swamp bathed in moonlight, of owl heads, of rotting wood, and gnarled trees. My strongest concept included an owl head and custom type.
I created the type in Illustrator CS4 by first scanning my hand sketch, then using Live Trace to produce outlines. I then applied fills and strokes in a dark wood theme, but kept the face of the text a lighter brown to imply moonlight. This conflicted with the idea of it being a dark beer, so I changed it to a darker wood color. I also changed the inner owl color to a custom gradient of purple, beige, and black, intended to resemble a dusky night sky. I lastly added a slight glow to the “Dark 30” text to make it pop against the purple gradient.
I found a stock image of a glass bottle and used Photoshop CS4 to outline it and alter the coloration (it was originally a clear bottle with blue contents). I brought this outline into Illustrator and created a label for the bottle.
Of all the facets of graphic design, identity development is my favorite. I enjoy producing a visual concentration of the history, intentions, and identity preferences of a client’s organization. This process requires analysis as much as it does sketching ability and technical design skills.
I believe that identity development is my primary design strength. I intend to build a reputation for producing lean, effective, and creative identity development solutions.
As a final revision, I added a small radial gradient shape behind the icon text. This serves a dual purpose: first, it adds additional contrast to separate the text from the background; and, second, it implies a glowing moon in the sky behind the text. The finished piece is an effective vehicle of the Dark30 brand.