The Gladwell Company

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  • The Gladwell Company, an ice cream treats company, is a project created by Nate Lynch, who contacted me to create a handmade logo. They also required me to work with stripes patterns as branding elements and chosing a companion typeface.
  • The lettering
    Previously, Nate did his own research and came to me with a lot of references and a very clear list of things that they wanted to convey with the lettering: Friendly, Modern Nostalgia, Whimsy, Simplicity, Crispness, Clarity, Quality, Dynamism, Legibility, Fun/Unexpected Ligatures, Unique “G”.
  • These are some of the early sketches done by hand for Gladwell  – acompanied by Arboria Typeface.
    The calligraphic approach is based on the brush formal writing.

  • Once the lettering was digitized I incorporated the typeface Arboria for the composition of THE COMPANY.
    I tried different compositions, vertical, horizontal… 
  • Final version of the lettering. The digitization process helped to improve the legibility, notice the differences between the first and the second, the first one has a different design for the G (more condensed and with loop) and the a (open).The second is the definitive one.
  • For the companion typeface, I chose Arboria from Type-Ø-Tones, a geometric sans serif typeface with a retro appeal.
    The range of colors is very simple, red, blue, green and red. The gradients of blue and green are only used for the stripes.
  • Final Logotype
  • These are some of the final applications: cards, sticks and the trolley.
  • Photos @The Gladwell Company