GalleryEspresso_Logo by Tracy Zuniga

gallery espresso id ent it y d esign

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tracy zuniga, 2009

table of contents sketches ...................... 3 digital studies ............ 11 color studies .............. 19 revisions .................... 25 revised color palette .. 36 final logo b/w ............. 42 final logo color ........... 43

I woke up one morning thinking birds represented coffee for some reason. Usually sleeping on it never fails me, but in this instance, I’m not so sure. I don’t think it says “Gallery” or “Espresso”, so for the most part, I’m scrapping these. I may digitally explore the bottom left one if I feel I have time.

Here I was thinking of a circle shape that makes the birds eye view of a coffee mug. I explored the idea of yin and yang, swirls in coffee combining letters to make the “G” and “E”. Nothing here is really standing out to me. But I think a couple may have more potential in digital than my sketches.

More top of the coffee mug explorations. The circle is my favorite shape to represent the coffee. It makes me think of the top of the coffee mug, bubbles in the coffee, and foamy swirls in the froth. Coffee beans are also rounded and so are coffee grinders. So, Iâ&#x20AC;&#x2122;m thinking circle for this logo. Again, taking a cold, hard look at these, Iâ&#x20AC;&#x2122;m not sure I see that much potential. Could be my sketches, could just be a lousy idea. A couple I can see in my head digitally, so they may appear to have more potential to me than you at this point.

These, I kind of like. I see a lot more potential here. One thing that I want to try and avoid is using the “G” and “E” in any way that would be associated with General Electric. I’ve always loved the shape of the letter “G”, especially lower-case. So I may push these designs a little further in digital to see if I can get something modern and yet cozy out of this.

From the sequence of cognition, I learned shape is recognized first. If I could create a recognizable shape with a fun splatter or scribble for Gallery Espresso, that would be great. I am going to bring quite a few of these over to digital as well. A lot of these are looking clean and modern to me, exactly what I was looking for.

Coffee makes me think of drops and bubbles. So, why not give those shapes a try. I don’t know why, but I love that little face. >>> Maybe if it was a coffee shop for kids… I want to see it digitally anyway. I can’t help myself.

Flourishes. Iâ&#x20AC;&#x2122;m not sure why I chose to explore this, it doesnâ&#x20AC;&#x2122;t speak at all to the modern atmosphere of my vision of Gallery Espresso. Between these and the birds, I may not go digital with any of them if I find that I am happier with some other things.

Again, these are solely based on shapes. I think I have reached the end of my rope as far as my sketching will take me. Some are okay and others just confusing. I went into this with an open mind and knowing up front that I would not walk away with 100 winners. I now have a good base to go to digital and see what is going to work for me.

digital studies

digital study: 1

digital study: 2 2a

2b 2g 2c

digital study: 3

digital study: 4 4a

4b 4f

digital study: 5

digital study: 6 6d 6a

6e 6b

digital study: 7 7d 7a

color studies

color study: 1 I am drawn to this one because it is so simple and modern. It reminds me of an “ON” button. But it also looks familiar to me. I can’t decide if that is because it looks like an “on” button or because it is already an existing logo for somebody else. If anyone has an answer please let me know.

C_1a

C_1d

C_1b

C_1e

C_1c

C_1f

color study: 2 I love this one. It looks like a bunch of coffee mugs from a birds eye view, a star and also a beautiful chandelier. But, I can’t decide if I like it because it says “Gallery Espresso” or “Z-Gallery”.

C_2a

Thoughts?

C_2b

C_2c

C_2d

color study: 3 I love this one too. It subtly looks like steam coming up from a warm cup of coffee. Itâ&#x20AC;&#x2122;s modern, itâ&#x20AC;&#x2122;s clean and it is expressive.

C_3a

C_3b

C_3d

color study: 4 Iâ&#x20AC;&#x2122;m not crazy about this one because the top of it is so clunky. Iâ&#x20AC;&#x2122;m not sure how to fix that and still get the negative space coffee mug.

C_4a

The bottom is working well looking like steam.

C_4b

C_4c

color study: 5 I loved this one in B&W. Iâ&#x20AC;&#x2122;m not sure I have the right combination in color. I think it is working best when I keep it simple. Only one or two colors and no layers, thin lines.

C_5e

C_5a

C_5f

C_5b

C_5g

C_5c

C_5h

C_5d

review

the final 2 After reviewing all the feedback and living with these logos for a week, I have narrowed my choice down to two logos that I want to experiment with. Comments included that the top logoâ&#x20AC;&#x2122;s shape may get lost or distorted when taken much smaller. The lines on the bottom logo also may disappear when it goes small. I am going to experiment with line weight and the amount of white space between the circles on the top logo. I will also explore different lock ups and font choices. Hopefully, one will reveal itself the winner.

option 1 mark exploration original

final

option 1 exploration

Gallery Espresso

GALLERY ESPRESSO

Gallery Espresso

GALLERY ESPRESSO

option 1 exploration

GALLERY ESPRESSO

gallery espresso

Gallery Espresso

option 1 exploration

GALLERY ESPRESSO

G A L L E RY E S P R E S S O

GALLERY ESPRESSO

option 1 exploration

G A L L E RY ESPRESSO

G A L L E RY E S P R E S S O

G A L L E RY ESPRESSO

Gallery Espresso

g allery espresso

gallery espresso

Gallery Espresso

G A L L E RY E S P R E S S O

gallery espresso G A L L E RY E S P R E S S O

option 2 mark exploration I hate all of these. I’m not saying it can’t be done. I’m just saying that I cannot seem to find the perfect thick to thin ratio that I want to pursue. They are starting to look like cheap Valentines Day cards. Option 1 has revealed itself the winner.

size exploration Of all of the type explorations, my two favorites were Gill Sans (top) because it has a really clean and modern feel, matching my vision of Gallery Espresso; and CrazyCrazy (bottom) for that “Y” in “Gallery” and it’s overall unique, artistic feel. I needed to know how everything would look very large and very small to make the final decision. Once it goes very small, CrazyCrazy loses some of it’s readability, while Gill Sans is very clear and maintains its modern feel. I can also see that one of the dots is disappearing when I go too small. I am going to see if it is necessary and if not, eliminate it.

G A L L E RY E S P R E S S O

the dot problem The smallest dot on the logos of the previous page disappear, or merge into the nearest shape, so I wanted to see if it was necessary. I removed it in the bottom one and it lost the essence of a burst. So I experimented with the size of the dot and the white space around it and FINALLY, I think this is the mark that will work (top).

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O 34

final logo B/W (or so I thought)

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS

revised color palette c30 m30 y30 k100 rich black

The Brand Color Palette

This palette is cultured yet very friendly and approachable. These colors are contemporary, but will never fade from fashion or venture into the tragically trendy.

Color Selection c90 m100 y100 k30 pms 476

c0 m28 y100 k30 pms 132

c0 m69 y100 k4 pms 173

c0 m100 y10 k59 pms 222

c67 m100 y30 k10 c42 m27 y0 k7 pms 535 pms 519

c0 m4 y12 k17 pms 7529

c0 m12 y35 k25 pms 7503

c0 m42 y77 k0 pms 1505

c0 m25 y15 k11 pms 5015

c28 m35 y24 k0 pms 5215

c3 m4 y19 k0 pms 9140

c0 m2 y15 k0 pms 7499

c0 m19 y51 k0 pms 141

c0 m11 y8 k0 pms 503

c5 m10 y3 k0 pms 5175

c22 m12 y3 k0 pms 537

c52 m6 y0 k25 pms 549

c22 m0 y100 k8 pms 390

c23 m2 y0 k77 pms 432

c15 m0 y0 k9 pms 552

c11 m0 y66 k2 pms 585

c0 m0 y0 k37 pms cool gray 7

c6 m0 y4 k11 pms 5527

c0 m0 y26 k11 pms 5875

c0 m0 y0 k15 pms 420

Selecting Color

Begin by selecting a main color. Once a main color is chosen, the color palette is limited to the analogous colors in its immediate vicinity. The diagram illustrates the possible color options for three different main colors. When choosing color, use discretion and always keep in mind that additional colors should provide enough contrast with the main color to maintain legibility of the type and symbol.

white

Main color (outlined) and color palette options

c0 m0 y26 k11 pms 5875

c11 m0 y66 k2 pms 585

c0 m19 y51 k0 pms 141

c0 m11 y8 k0 pms 503

c0 m25 y15 k11 pms 5015

c22 m0 y100 k8 c0 m100 y10 k59 pms 222 pms 390 c0 m42 y77 k0 pms 1505

c0 m12 y35 k25 pms 7503 c0 m69 y100 k4 pms 173

c52 m6 y0 k25 pms 549 c15 m0 y0 k9 pms 552

c28 m35 y24 k0 pms 5215

c5 m10 y3 k0 pms 5175

Main color (outlined) and color palette options

c0 m28 y100 k30 pms 132

c42 m27 y0 k7 pms 535

c67 m100 y30 k10 c90 m100 y100 k30 pms 519 pms 476

c6 m0 y4 k11 pms 5527

c0 m2 y15 k0 pms 7499

c22 m12 y3 k0 pms 537 c12 m7 y2 k0 pms 538

c0 m4 y12 k17 pms 7529

c3 m4 y19 k0 pms 9140

Main color (outlined) and color palette options

color studies

G A L L E RY • E S P R E S S O

color studies

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS

color studies

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS

final color (or so I thought)

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS

connect review At the Connect review on 4-14-09, the general consensus was that the small dot problem was still there and needed to be removed and also there could be more room between the “Y” in Gallery and the “E” in Espresso.

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS

final B/W

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS

final color

G A L L E RY • E S P R E S S O

G A L L E RY • E S P R E S S O MODERN MEETING GROUNDS