After being assigned to create a logo for a coffee exhibition at Cloud Gate in Chicago, IL, lists of attributes for the event and location were created and turned into a matrix. Through the matrix, sixty-four ideas were sketched out and voted on by the class. The two best ideas were then combined to create a working mark that went through several rounds of revisions. Once refined, the mark consisted of clean, simple lines and in-order to continue that simplicity the decision to leave out color was made. As a whole, the shape represents the bean-like form of Cloud Gate. The bottom half of the bean reflects the water of Lake Michigan that neighbors Chicago and the top half mirrors the Chicago skyline. Lastly, the divide in between the two halves represents the iconic crease found in a coffee bean.
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