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Cup of Coffee

Roasty coffee

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01

Project description

For the final project of the Computer Graphic Design course at UnitedPOP we were to create a corporate brand identity for a company of our choosing. This project is to showcases our skills we acquired over the semester- Illustrator, Photoshop and InDesign. The project consists of three important parts: Documentation, Product and Presentation. 

02

Process

Recently I started to recreate some of my old artworks. One of the artworks was from a drawing challenge 2 years ago. The theme was “roasted”. For the theme I wanted to do something with coffee, as coffee is “roasted” coffee beans. On Monday mornings, everyone is “a little monster” before we get coffee. For the design I created a “coffee monster” to show this Monday morning vibe.

 

Hence Roasty the coffee monster was created.

 

I started by sketching a basic draft for the logo, then continued to explore different fonts that could bring out the feel of the logo more. After deciding on the font, I further looked into different ways to present the monster.

 

This process was the hardest, as I felt like I was not being original enough in design. In the end I decided to keep with the original pose, change the eyes and hair. The concept of the tired, haunted eyes comes from the idea of insomniac episodes and baggy eyes.

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03

Important decisions

For me it was a pretty big decision to change my idea halfway through. As much as I loved working with my friends, I did not connect with their brand. This decision did lead to me falling behind a month or so, but I believe it paid off. I believe changing it up allowed for me to explore my brand more.

Changing the hair from a soft bouncy type, to the more ragged sharp design changed the whole look of the logo. The monster looks more angry and on edge, as one feels before coffee, compared to the innocent bouncy hair.

04

Risk analysis

I see myself as a perfectionist. To insure I did not fall behind, in terms of continiously editing my logo, I had to force myself to pick a design, stick with it and not touch it. This led to quite the frustration but it was worth it in the long run as I could focus on other works.

I spend 2 days on the final design, picked my favorite design and kept with it. Only after finishing the presentation did i go back and refine the logo.

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05

Conclusion

I am very happy with the outcome of this project. It truly was a lot of fun looking into brand identity and discovering what works and what does not. Seeing as I made so many variations of my logo, I feel confident in my Adobe skills I earned this semester. I will definitely continue this course and continue expanding my skillset and ideas

Shadow on Concrete Wall
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window display

With reference to the use of backgrounds, the logo is to be placed on a high contrast background. All franchise stores are to have the logo on their store window. As general procedure the logo is to be placed where visible, and the glass is to be kept clean.

shirt

With reference to the use of backgrounds, the logo is to be placed on a high contrast background. The logo is to be placed on the top left of all employee uniforms.

business cards

Every card is to have the same font, typed in 10pt. The heading is to be typed in 16pt. The Heading is to be written in the “Trattatello” The “minion pro” font is to be used for basic text. The heading is to be centered. The information is to be alligned to the right. Each card is to have a 3mm bleed All relevant information- website, email, tel, and address is to apear on the card, clearly stated.

Placement on backgrounds

Placement on backgrounds: Logo is to be placed on a white or calm background to insure the logo pops. The background should have a high contrast. Logo is not to be placed on busy or low contrast backgrounds. The logo is not to be placed on dark colors as the logo will fade. The same directions apply for placing the logo on top of an image

sizing

Sizing: Scale proportionally, to ensure the logo stays in good quality. Min size for printing: 55mm by 150mm Max size for printing: no max size. Scale logo proportionally Important that the logo remains in good quality.

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Color variation: The logo is available in a black and white format only. It is not allowed to change the shape or color of the logo. Nor may the logo be rotated or colored. The logo is to be used as one would a outline. The logo is to appear in black. The stroke is not to be increased or decreased. The stroke is not to be coloured. The stroke is not to be changed in design Use the “f ” from the name to create the exclusion zone.

The brand

The theme was “roasted”. For the theme I wanted to do something with coffee, as coffee is “roasted” coffee beans. On Monday mornings, everyone is “a little monster” before we get coffee. For the design I created a “coffee monster” to show this Monday morning vibe. According to my peers I have a coffee obsession, so I thought that that the idea would fit. Hence Roasty the coffee monster was created. The concept of the tired, haunted eyes comes from the idea of insomniac episodes and baggy eyes.

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