BOSTON BOXED BREAD STYLE GUIDE BY CHRIS PAWLOWSKI 1
Table of Contents 2 Brand Introduction 4 Research/Brainstorming 6 Process Sketches 8 Digital Development 10 Finished Logomark 12 Sample Applications
Core Mark Boston Boxed Bread sought me out to create a logo that is modern, bold, and fun. Combining pure, simple forms with a progressive and unique identity, this logo blends the appeal of all ages from children to adults. With this system, Boston Boxed Bread will build a strong local presence, which can eventually branch out into other areas of the world.
Word List 1. Organic
20. Fun 3
RESEARCH AND BRAINSTORMING Competitive Set
Very formal, old fashioned, gives impression of political campaign or high-end clothing store instead of suggesting a modern bread company.
Strong mark. Shapes in logo have potential to transfer to website or letter design, but form is a fairly standard and expected reference to wheat, could be more creative.
Interesting form, but bread-shaped top is a too literal representation and takes away from the visual relations between the typography and the facial expression.
Strongest design. Unique concept of modular faces makes design enjoyable for kids and adults. Has the most potential to be used across different media and platforms. References bread without being too literal.
For the final logo, I shrunk the text to place the visual emphasis on the favicon. I added color to the teeth to create a bolder form, and I smoothed the edges of the mouth to make the face appear more friendly.
FINISHED LOGOMARK Each character got a name that reflects their unique flavor and personality, to make a more personal connection between the consumer and the bread.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?
Bebas Neue abcdefghijklmnopqrstuvwxyz 0123456789!?
SAMPLE APPLICATIONS In the letterhead, the various faces are stacked like a totem pole to evoke the brandâ€™s playful energy while serving the practical purpose of separating the letter from the contact info.
On the business card, elegant typography on a white background contrasts the bold, colorful character on the opposite side.
The bread box is designed to stack easily, with each variety of bread adding another color to the Boston Boxed Bread section of the supermarket as the family grows! 12
By putting the character on a sandwich holder, kids are reminded that food can be both delicious and good for your health as well.
Having the faces on a sandwich bag reminds kids that the characters they love are not just part of the packaging, but their identity exists as a core part of the food itself.
Paper bags serve as a sustainable way to get kids to have fun eating lunch with a product that is affordable to buy.
Product Branding 13
Fall 2016--Chris Pawlowski