The objective of this project was to use the style and creative skills acquired in older projects to create a brand identity for a food truck. The brand had to include a logo, symbol, wordmark, vehicle wrap, menu, shirt, and other collateral material. The design style and cuisine specialty was selected at random. My art style was Early Modern and my cuisine was spätzle.
My initial concepts for this project was to ply in the word spätzle which is translated into “little sparrows.” After finding that out, I decided to make the brand that name and build other ideas off it.
The beginning steps were like most projects, research, research, research. Learning everything I could about my art style and cuisine was important to move forward in this project. I also looked up what other German restaurant’s logos looked like and what colors the chose that went with their company. I found that most of their designs stayed true to the more older style of design, which included banners and text trapped in boxes. After research, I made mind maps and a style guide to get ideas about how I was to build the brand. Next came sketching a and concepting, which included making the symbol and wordmark.
Our first round of small group critique consisted of my peers looking at work and style guide and seeing if they made sense. This helped tremendously with how I wanted my logo to look. I revised my logo and changed my initial designs to something more complex, which ended being a nest that made to look like a bowl with positive and negative space.
When our second round of small group critiques came along, it was brought up that my design could be simpler and that I could use repeating elements on my collateral. In doing so, I redid my identity system for a second time and kept it.
From this project, I learned the importance of revisions and how opinions from your peers are more to help you and not to hurt your designs. The more time you spend on a project the better it gets. At the beginning of this project, I had several other projects going on and didn’t have my whole heart invested. My work showed that when we had our first critiques. As time went on and I got less and less busy, I was able to put in so much effort. I also learned that some of the best mock ups are the ones you purchase. Overall, this project helped me problem solve and use skills that I would as a designer with an actual client.
