Emelyn's Cakes Logo Design
Case Study
Client
Emelyn’s CakesTimeline
2 Weeks
Project Summary
I created a logo for a local bakery startup. The client would be losing her HR position due to the coronavirus and wanted to begin baking full-time. I offered her a pro bono logo to help get that dream started. The client had some ideas already thought out. We went through several iterations trying to get the best color palette for her.
Tools Used
Project Breakdown
The client posted a logo request in a Facebook group for designers. While most respondents sent her a link to their portfolio, I sent her a list of questions to better understand her vision and personality. They wanted a symbol that would be reminiscent of a classic French bakery. At the same time, connected to the present through the name of her business. My goal was to not only create her vision, but do so in a quick, professional manner. I wanted to exceed her expectations in regards to communication and visual design. I aimed to be as open and transparent as possible about my process, thoughts, ideas, and opinions. Clear communication can both form a relationship and ensure a better final product. After a kick-off phone call, and exchanging several emails with the client, I decided to start my research by looking up bakery and cake symbols or logos that others had created.
Sketches
After discussing the above sketches with the client, she wanted to focus on the more circular pattern. She liked the idea of showcasing a cake in the middle of the circle, and wanted to put in a cake that she’d made before. During our next phone conversation, I made notes that she wanted to change the name from “Main St. Cakes” to “Emelyn’s Cakes”, as well as drop the phone number from the logo and the “Est. 2020”.
Choosing a Typeface
The client wanted something classic, floral, and elegant. I advised that there is a line where form will overcome function in regards to legibility. The list below is a selection of fonts that I’d gone over with her beforehand and narrowed down to these seven. The client liked number 4 and felt a nostalgic connection to Disney, and I agreed.Color Palette
This is the initial color palette that we’d chosen. We weren’t yet sure which version of gold or cream that we’d want, so I left both in as reference points. It was at this point that I also noted that the “Tiffany Blue” would have to be toned down a bit to not vibrate against the pink.
Vectorizing and Refinements
I began vectorizing the different versions. Below is the progression the logo made, with feedback and new requests coming from the client.
The Final Design
We really started to hone in on the final design, and at her request, we tried several other color combinations that just didn’t quite work out (contrast issues, vibration, etc.). We landed on a design that the client loved.The final design is classic, and reminds us of Disney and the 1950s. Yet, it is colorful and vibrant, using colors that evoke senses of playfulness, elegance, and hunger.