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Candy Corner is a Swedish startup that requires a logo for a retail chain of nationwide candy stores, offering a wide variety of candy and sweets. They want a playful logo in bright colours, preferably something in purple and with an "old fashioned" appeal. The style of the logo and colours would be reflected in the store interiors and used on all marketing materials. The target audience is Swedish and the company wants to appeal to people of all ages. The "old fashioned" appeal might attract older people who remember the lovely lollies of their youth, yet the logo needs to be interesting and brightly coloured to appeal to younger people. My list of requirements for the logo is: Playful Existing examples of the sort of logo that has successfully been used to attract people of all ages while immediately saying "comfort food" or "good, old fashioned food" include retro American diner signs and drive throughs, old fashioned cinema signs, the corner takeaway shop, Cadbury chocolate branding and other lolly packets, popcorn boxes and major takeaway food chains, such as McDonalds or Starbucks. What do all of these logos tend to have in common? A fat, curvy font The first step was to find the fat, curvy fonts...and create some candied images in Adobe Illustrator.
With some work on sketches, thoughts and combinations of shapes, fonts and images, four mockups were created. I focused on creating bright, attractive logos which would appeal to all ages and communicate sweetness and entertainment.
TOP ROW LOGOS: Inspired by entertainment, the shape is of a retro tv set. |
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