As a part of my Intermediate Computer Graphic Design class at the University of Central Florida, I was assigned a mock company (formed by other classmates) to produce a brand identity for. The "fake" company was called: Unplug Cafe, a cafe that is designed to be a technology-free experience.
I came up with 2 different directions to the brand identity: a "Bright, Warm, Sheep" direction with a sheep variation as the main logo, and a "Dark, Retro" direction. They came to agreeance there were elements from both directions that could be incorporated together, such as the color palette/mood from the second direction, but a few logo sketches from the first. I expanded upon there to create vectorized logo thumbs.
From here, I decided on a final color palette that included a shade of brown in all three proposals, to hint at the "cafe" side of the business. The company came to like the sheep logo the best of all three, but thought all were strong. From here, with some minor tweaks, I produced the final brand identity.
Logo variations on black and white backgrounds, as well as different responsive sizes.
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