Designing a Logo Using a Random Font

Key Takeaways

as a designer I am always looking for ways to challenge myself and so in today's video we're going to see if I can create a logo from a totally randomly selected Google font and I'm going to take you along with me across the whole design process and we're going to see if I can create something that's any good or if I'm going to totally crash and Bone let's get into it so I'm thinking I'm going to divide this video into three main sections the first one is going to be choosing the Google font and basically wrapping my head around what I'm going to be designing part two is going to be my creative conceptualization process it's going to include me word brainstorming coming up with a mood board looking for inspiration Etc and then part three is going to be designing the actual logo so let's jump straight in with choosing a Google font and I'm just going to do this in a random scroll and see where we end up okay so I have jumped into Google fonts and this is what I'm going going to use to randomly select my font for the logo and I've done this so that you guys can essentially follow along so feel free to jump into Google look for the font that we end up with and give designing the logo a try so the first thing I'm going to do is I actually want to just minimize the risk of Landing up with one of these beautiful sort of like other language fonts so I'm going to type something into the sort of custom font section that's just going to give me English because it's already detecting the language and then to actually sort of make choosing the font a little bit easier I think I'm going to put it into list format to make the fonts a bit bigger so we can see what's going on and then just for a little added extra challenge I am going to not work with serif and Sans serif fonts and the monospace fonts I'm going to have a look at all these interesting fonts because I want to see if I can come up with something using one of those so this is going to be a real challenge but let's see how it goes so what I'm going to do is I'm going to give it a try in terms of just randomly scrolling up and down a couple of times at different sort of speeds and then seeing where my mouse ends up now of course I'm going to make sure that I can't actually see what's going on so I'm going to close my eyes and give a couple of Scrolls I think I'll go three down two up and then maybe one more down and see how we go so I'm going to place my cursor here and off we go so closing my eyes I don't know where should I look at the sky okay let's go like let's just look at the sky so one two three four one two one okay we have got a font called Yellow Tail on our dashboards or on our artboards on our screens okay so the irony is is that I actually don't mind this font and I've used it before previously in a project um so this is quite cool so this is a retro font let's read a little bit about this font so we've got a couple of different ways to use it as far as I know it's just one style regular 400 and okay so it doesn't actually give us any extra information about it but that's fine uh oh here we go about and license old school flavored flat brush script typeface of medium weight it's mix of connecting and non-connecting metaforms lend to its unique look and legibility it nods to Classic 1930s type Styles like jillies Gothic and Kaufman yet has the loose visual Cadence of sign painter scripts so I was just going to say that it reminds me of that sign painter style um okay great so we've got this font I'm going to install it on my computer open up my word brainstorming app and we're going to see if I can come up with a brand that matches this font style I have jumped into myrow which is a really great brainstorming app if you're interested in doing something like this you could do it with a pen and paper of course but I think just for ease that you can literally see what I'm typing and coming up with I'm going to use Myro so I've just created a new project here and it's just a mind map format and I've actually taken a screenshot of the font and popped it in here and now before I try and overthink myself into a complete like haul I'm going to first have a look at the font and come up with some sort of General feelings that I get when I look at this font part of customizing typography and creating logos for Brands is understanding how certain things convey certain ideas and give us certain feelings about the brand based on the style so of course I can manipulate this font and do whatever I like with it which is probably what's going to happen but I think it's key to note first of all that we are trying to first see what kind of a feeling this font evokes and then I'm going to see if I can connect it to an industry or a type of brand that might match and that's kind of a bit of a backwards way of doing it but it's an interesting way to reverse engineer a logo so the first thing I'm thinking of is is that obviously this feels quite retro to me and usually what I want to do is I'm just going to use this to brainstorm some ideas and I'm going to think of some feelings and thoughts and I'm just going to get it all done and I'll meet you back here when I've got a finished mind map okay so I have gone ahead and done some brainstorming and I sort of thought of all sorts of things but I kept coming back to obviously retro and then this concept of a diner so this font definitely makes me think of food and it makes me think of that are those kinds of typical experiences and then it sort of led me into well it's also quite fun and playful and so I was temporarily inspired by the flow and actually thought it was part of the earth looks a bit like a wave and so I thought about surf Brands you know could it be a um could it be surfboards or a clothing brand or something like that I even went so far as to come up with two totally left field ideas the first one is like a vintage furniture flipper brand maybe what it's doing is taking vintage furniture and modernizing it or something like that or I don't know totally creating Brands furniture from scratch and then also this sort of sense of nostalgia with the font but I do think it might just be a little too playful for that and I was thinking about travel and then maybe this is some sort of brand that rents out super old-school retro cars that have been redone to like events so maybe this is a brand that ships out or rents those beautiful old um vintage cars to events and things like that so I thought about a brand like that but I thought you know what for the sake of this video doing something like that might be a little bit tricky because I can't really create any collateral for it and then I thought what if I took a spin on this and try to make this vintage playful fun font into something more premium so could I turn one of these ideas into something a little bit fancier and actually see if I can customize the font a bit and see if I can pair it with a color palette lit and other supporting elements that might be a bit more premium so we've got that visual contrast going on and this is something I really like to do and I think that it's interesting when coming up with stuff like this because you really do get to play and one of the things I learned early on in my design career was is that you know you can push contrasting Concepts together and you end up with something that really is quite unique and memorable there's benefit in obviously staying within the realm of what is expected so that people have certain associations with things but when you get to do a fun project like this and you get to do something a bit out of the ordinary and obviously it's not for a client you can really push the envelope and so I'm considering whether or not I a create a Luxury Ice Cream Parlor based on this font so it's like a gourmet over-the-top ice cream parlor or perhaps a chocolate brand so what I'm gonna do is see if I can decide which brand I'm going to create and I'll see you back here for the ideation phase okay I'm back and I've done some major brainstorming and I've come up with four ideas for the name of this luxury ice cream parlor with a little hint of retro of course so we've got a couple of ridiculous names so okay the first one is Monday you know like a Sunday but it's a Monday okay because I thought this could be one of those Brands where it's like ice cream for any day like you don't have to wait to the weekends like you know any day is a good ice cream day so Monday then we've got Sunday Monday like again same concept but it's like what comes after Monday I mean what comes up to Sunday it's Monday so there was just that and then I thought you know we've got two which are slightly more on the premium side um Sunday Avenue and then Sunday Co or Sunday company kind of thing um both of which are not totally original and groundbreaking but might be quite fun to design with and I'm thinking I like the idea of either Monday or Sunday Avenue and I think I might go with Sunday Avenue because when I'm looking at it it just looks like a nice layout so it's got a strong sort of balance to it and I think that we can do something really cool with the S and the A and I also just like the idea of it talking about Sunday Avenues though it's like a journey through flavors and you're going to walk down this cool Avenue of ice cream deliciousness so that's kind of me I've conceptualized the name now what we're going to basically do is do a quick brainstorm on just finalizing sort of what the personality of this brand might be some of the key things that I'm going to look for when it comes to inspiration so how am I going to define the brand and what it does and then what we'll do is we'll jump into Pinterest and start looking for inspiration so that I can create a mood board now today's video I'm going to just be using Pinterest for looking for inspiration and maybe I'll jump onto stock photo websites to look for some supporting imagery of course but just for today's sake I'm going to be looking at Pinterest now usually I would recommend that you use multiple places to gather inspiration because Pinterest can sometimes be quite close-minded and everybody uses Pinterest and so you can sort of sometimes end up with um using Concepts that are already out there and we obviously don't want to copy anybody's work so but for the sake of just getting the creative ideas flowing I'm just going to be using Pinterest and we'll jump straight into that in a minute but first let's define who Sunday Avenue actually is and one of the quickest ways I'm going to do this is just jumping straight back into my good old Miro board and building from there so we're gonna jump straight back in and you can see here I use the same space to generate kind of what I'm doing so we've got luxury retro ice cream parlor here and I've gone okay so it's seen as a luxury dessert probably help if I you know spelled things right I'm now questioning my spelling somebody tell me which spelling is right sorry my English doesn't work very well when I'm in design mode okay so it's one of those places that's going to be open late it's kind of seen as a luxury dessert venue so for example I picture this in the city and it's along one of those cool restaurant strips and you know it's gonna stay open late so people can go in for a gourmet ice cream maybe there's like some cool wall decor like a selfie wall or something like that already my ideas are flowing great for events as well thinking bridal showers baby showers work events all sorts of things like that where a sparkly glitzy retro ice cream parlor might be fun and then I'm also thinking that they will more than likely have lots of super Gourmet flavors available and also just thinking not that I'm gonna be able to build this into the design but just thinking in the background in terms of context that it would be the kind of place where customers could come and design their own flavor so maybe it's gonna have like a little Lab at the back or something like that again journey of flavor so starting to think about tag lines and things like that as well so here's me brainstorming for the name of the the brand and I'm gonna take this a little bit further and I'm actually going to add on another section here and I'm going to call this tag lines and I'm just going to add that one that I've just been sort of hopping on about journey of flavor which is not hideously terrible but it's also not great so let's just see if we can come up with something else I'm also just thinking that it's going to be something along the lines of you know going on a journey because of that whole Avenue concept um but yeah so we'll play with a journey of flavor for now um and I think that's going to be great so the next thing that I'm gonna do is actually just quickly take a screenshot of Sunday Avenue I'm gonna jump back in here and I'm going to drop it into my row now this is something that's really great with my rows that you can just sort of like drop stuff I've got sticky notes blah blah so okay we've got Sunday Avenue here and this is kind of what we're seeing as it's a luxury venue so the next thing I want to kind of do is grab a sticky note um and I'm just going to make this nice and big and what I'm going to do is brainstorm two things so I just want to go like this and I want to go up to the top so you can you've got a lot of customization here so what we're going to do is I am going to type in personality and we're gonna have okay we're gonna have sophisticated yet fun we're gonna have diverse um maybe we've got something like maybe they're a bit tongue-in-cheek haha because it's ice cream sorry um and maybe they are sort of quite sassy and playful because you can have a premium brand who's got a cool language like this obviously so they don't want to take themselves too seriously um maybe we don't take ourselves to seriously just our ice cream Okay so we've got some cool stuff to play with here and then what I'm going to do is just duplicate this and I'm gonna brainstorm who our audience might be so these are going to be people who um obviously love ice cream why is this font so enormous we can just make this a bit smaller oh not the actual Post-it the font there we go so they love ice cream they are probably on social media as in who isn't on social media but still um the next thing is maybe they are sort of slightly older so 20s to 20s onwards because I mean yeah we're not gonna discriminate um and maybe these guys are fun loving um cool so I'm going to take some time and I'm going to build out what would effectively be a bit of a strategy for this brand and then we're going to jump into the creative process of looking for inspiration and creating the mood board I'll see you then alrighty so I'm here now I've written down like some very high level notes obviously um in the full strategy process of Designing a brand it's going to be more than three sticky notes and my dearly a whole strategy document but we've got the basics to work off for you so what we're going to do is focus on an audience that are super passionate about food and eating they're probably quite creative and expressive and probably quite entrepreneurial and usually what I mean by that is is that they are sort of out of the box thinkers maybe they run their own businesses maybe they're in the creative industry I don't know but they are probably not going to be the people who um enjoy you know life at home because well look it's not like people who enjoy life at home don't enjoy going out but the whole idea with this is that these are people who are probably quite extroverted and enjoy being asked in public spaces and enjoying lots of fun activities and things like that so because obviously this is a destination so this kind of you need to come to the actual venue so if you're the type of person who doesn't like leaving the house for your ice cream then this brand is probably not for you um Okay so we've got a sophisticated yet fun-loving brand they're quite tongue-in-cheek so they don't take themselves too seriously just their ice cream um which could be like a campaign tagline as well so it's like don't take life too seriously takes but just ice cream so things like that I'm just thinking ahead now I think this is probably part of the fact that I've been doing this for quite a while but when I'm thinking about Brands I'm always thinking about the application and the extension so I'm thinking Beyond just the logo in fact I haven't even thought about the logo up until this point all the colors or the fonts I'm thinking about how I'm going to tell the story and how the brand would show up in the real world and part of that is thinking about things like how they would Market themselves and how they would show up on social media and what this brand is going to be like as a characterized personality within the food industry or within the industry that you're dealing with at the time so I'm thinking Beyond just the basics but in today's video obviously we're just going to be working on the design aspects but all of those thoughts contribute to how I'm going to design the logo and everything else so what we're actually going to be aiming to create is of course the primary logo which will probably be type based because that's the whole point of this video and then we'll create a secondary logo or a badge where we could maybe play with some visuals or some illustrations or something like that and then obviously choosing a color palette supporting fonts for marketing collateral and then maybe we'll do a little mock-up of an ice cream cup um and maybe we'll think about ways in which we can deliver the brand to the public so without further Ado I'm going to start my creative inspiration phase where I'm basically going to jump into Pinterest I'm going to create a board for Sunday Avenue and I'm going to see if I can pull some references now the key with mood boards is you want to make sure that you're including a little bit of everything for this brand because I'm not going to present to a client I might not spend too long customizing certain things but I'm looking for at least some typography inspiration some packaging inspiration photography treatment I'm looking for logo Styles I'm looking for color palettes everything and I want to try and condense all of that into nine mood board squares and I can use either Adobe Illustrator or InDesign to do the mood board today I'm probably just going to use Adobe Illustrator but for now let's go ahead and jump into Pinterest so when I'm in Pinterest really what I want to do is remind you guys that the tool is only as good as how rich your knowledge is of how to use it so with Pinterest like there are certain ways to find what you're looking for and I always I always find that when I'm coming in to look for inspiration it helps me move quicker if I know what I'm looking for so I've already understood that this brand is going to be like retro luxury so first of all I want to see what I can find in that direction and I usually start off with looking for logo Styles first because that's obviously the most important thing here and then the next thing I'm going to look for is kind of design options that lend themselves to the color palette that I'm thinking of now there is your typical ice cream parlor color palette The Pastels right but because we're going to add a luxury spin to this brand and I want the sort of retro luxury I'm quite Keen to see what pops up when I literally type in retro luxury brand inch Pinterest and see what they spread out so I'm seeing immediately I'm getting a whole bunch of sunglasses which is obviously not what I want so I'm going to refine my search and add logo instead and now I'm getting more of what I'm looking for so I think the thing is with Pinterest is you've got to know what words to use keywords it also depends on how people uploading the content have labeled their things so you just got to keep looking until you find what you want now I'm seeing straight away that I'm seeing a lot of ornate things I'm seeing a lot of handwriting I'm not really seeing anything that feels quite right for this brand however I am noticing maybe something like this which we could potentially manipulate the font so I'm going to save that and just see now this is just a blank profile so everything I save is gonna just pop up here um and I'm just going to leave it like that obviously if you're using your own Pinterest account what you'd want is a custom board but just for the sake of this video I'm just going to save everything in one place so that's quite retro that lovely little icon and I'm actually just going to save that just out of curiosity so I'm going to take a quick look through here and see if I can see anything else that feels right I am seeing that sort of retro logos typically have quite a lot of aspects to them so they're those super detailed um quite complex logos with lots of different elements uh that's not really feeling too retro to me um okay so I can already see that I'm not quite getting what I want so maybe if I take out luxury and let's see okay we're getting a bit closer so now it's starting to feel a little bit more on brand or a little closer to what I had in my mind now I'm immediately getting inspired by the idea of gold foiling and things like that because I'm going okay so we want luxury so we want something in there that is a little bit more fancy but I hate being totally on the nose with things so I like it I'll save it but I probably want to do something else with it because I don't like the idea of making things totally obvious so I'm just going to have a look through here I'm going to spend some time doing this refining my searches and seeing if I can pin a whole bunch of things and then we're going to come back and audit the mood board or ordered the Pinterest board have a look at everything I've saved to see if we can start pulling out certain ideas and then we'll go into creating a mood board so I'll see you then alrighty so we are back I have pinned a bunch of stuff as well as saved out a couple of stock images that I found on the lovely pixels website now I could probably go quite insane on this uh site but I think I've got enough to work with considering we're only going to be creating Macs like two mood boards for this then I think I've got plenty to go with so the first thing I'm going to do is I am going to have a look through the Pinterest board and see kind of if I can pull out two directions from this now typically when I'm presenting Concepts to clients I do like to present pretty much only two and the reason being is sometimes I find that three options can actually give my clients decision overwhelm and they get super flustered with trying to decide which option is best whereas if I give them two and they're slightly different and they focus on two different things then it's much easier for the client to Anchor in one or the other direction and usually what will end up happening is there'll be a bit of a blend of the two but I don't really mind that then I have creative control of doing that and I still give my clients the sense that they've got collaboration and choice and I like doing this because it does test a couple of things with the concepts so what I'm looking for here is two distinct creative directions now keeping in mind of course that we are going for this luxury retro feel we've got this font so I'm particularly looking for some inspiration that includes similar fonts so that I can start looking at a way to tackle this logo that's going to give us that retro feel and it's going to feel like an ice cream parlor first of all and then I'm also looking for secondary inspiration for things like color palettes photography Direction Etc and I'm really trying to see if there's like a couple of different ways to do this so the first thing I'm going to do is have a look here and I think there's a couple of things so there's the typical sort of like full-blown Gourmet root that we could take with photos like this and like this and you know packaging that's kind of along this line which I love so I'm probably going to fully explore that direction and we'll probably go for the logo style that I'm thinking for this direction is probably a lot like this and it's probably going to be sort of the Retro feel is going to be a bit like this with maybe multiple different fonts maybe this gelato one here is a nice kind of look for that there's also something like this and maybe with a different color palette or something like this Vintage Industrial logo like we still got that super sort of authentic vintage feel that we want from that font but then there is another approach that we could take which is like this sort of um very creamy feel so it's more this kind of a feel and it's more like uh probably a little bit more feminine and playful um with sort of a bit more of a refined brighter look and so for that I'm thinking more this root and this route with something like this um so a little bit more elegant but to be honest with you it feels a little bit flat right now but I'm not sure I'm also really drawn to this photo where I've got this deep blue which I thought was really nice plus I'm seeing this contrast with the Deep green blue and here we've got this charcoal look and I'm just thinking it might be quite nice to see something either with like a deep forest green and then to pair that with pastels as a contrast it might be quite interesting to look at that so that's really where my thinking is at I'm also looking at this which is also that sort of more cream look and feel it's The Pastels it's just like that really light Airy Breezy classic luxury feel but it also lends itself to that classic Luxury Ice Cream Parlor or just the luxury um feel in general and the ice cream policy with The Pastels so I'm trying to work out where I want the contrast and all of that so that's going to come together in the mood board phase right now what I'm going to do is I'm going to see if I can pull these images into a folder and this is my favorite way of doing this I find it really quick it doesn't work with every single image it depends how it's been loaded into Pinterest so I'm going to try and drag them in and just see where I'm going to go from there I'm not going to pull every image because I've already decided that there's certain things I I like more and so I'm gonna stick with that so I'm going to just do that quickly and when I've got all my images I'll check back here for the mood boarding process foreign s to go with so I have spent some time wrestling with the mood boards and we've got our two directions for Sunday Avenue uh Luxury Ice Cream Parlor so what we've got is Direction one which is the Moody luxury feel um but still that hint of retro so we're gonna see if we're gonna go with this direction which is got um a lot of these like super luxurious images and I thought those would be really great for social media also really great for campaigns um thinking as well that you can do art Direction like this for wallpaper or whatever and then obviously I'm looking at the logo and considering that we might need to find ourselves a secondary font or something like that but we've got ourselves nice neutral color palette here to work with and I'll pull that out in a second and the second direction is also quite fun and this one is more of to me at least I feel like this might be a little bit more along the lines of the actual vintage feel so we've got the The Pastels and we've got the lighter more fun classic ice cream feel and what I would really like to do is I mean ideally would like to see both so let me know in the comments if you want me to give it a go with the other mood board but I think what we're going to do today is we're going to push ourselves and we're going to try and get that font to look super premium and we're going to go with Direction one um the reason why I'm doing this is because I do really want to challenge myself and I want to see if I can make that font work for a brand like this typically speaking what you'd want to do is obviously pick a font that gives you the best Basics and I think we're close I think that our font that we've chosen is quite similar to these two and the and the Joe's over here so we are going to jump straight into the logo process we're going to pull out a color palette later on and see if we can work with that but I think we are going going to stick with Direction one and we're going to now create our beautiful neutral sassy Luxury Ice Cream Parlor Sunday Avenue in our beautiful neutrals so the next step for me is I'm gonna jump in and create a new illustrator artboard and when I'm designing logos I don't fuss about the size of my Logos I mean my artboards right now so what I'm going to do is just give this a name Sunday Avenue logo I'm gonna design an RGB for now and that's fine and I'm going to create this artboard and now what I'm going to do is my favorite thing which is actually dealing with a totally white board so what I'm going to do there is shift command H and this basically gives me a fully white space to work with because I find sometimes when I'm designing with artboards in the logo process I get really restricted by that frame and it starts freaking me out so what I'm going to do now is I'm going to pull in my mood board there's my mood board and I'm also going to go in here and grab my font Sunday Avenue now usually what I would do is obviously this is a very backwards way of doing logo design typically what we would have had is the chosen mood board I would have then gone ahead and tried to find a custom font that was quite similar and dealt with that now we're moving backwards so my job is to make this lovely font which is Yellowtail from Google fonts by the way if you want to follow along and give it a try and see if I can make this font fit the smooth board and give it that feel I do think we're close I think that we've got you know a little bit of work to do in terms of customizing we're going to need a secondary font I'm going to pull out a color palette and we're gonna go from there so the first thing I want to do is I'm looking at this going okay I like these ease I think they're quite unique and I think that they have quite a nice handwriting feel the one that I'm really looking at is the scream logo and the Marie's because I really like the angle that it's at um and typically speaking with a logo like this you can't just click and shift it like that because it looks strange but we're lucky because this font actually doesn't look too bad and because this the the crossbar of the a actually sits quite nicely and balanced it actually looks okay so we've got something to start off with there and what I really want to do is see if I can customize the letter forms a bit just to start off with the first thing I want to do is actually just check if there are any glyphs and glyphs are um basically secondary letter forms and all sorts of interesting things that fonts usually come with to give you more customization abilities and to make your letter forms fit better together but because this is a very basic Google font I'm not expecting there being matching as expected there isn't really anything so they haven't given us any alternatives so we've got to work with what we've got which is fine typically what we could do is go and trace an E from this example for example and bring in a new one if we wanted to and I might do that I might want to see what it looks like but right now I kind of like the uniqueness of it so I think the first thing I'm going to do is make sure I've got an outlined version I've now duplicated it I'm going to go type create outlines and now I can start seeing with the various letter forms joined together so I'm going to go ahead and just join these all so that I can see what I'm doing unless I want to maybe move them but I quite like the leading and the spacing tracking is all good so I think I'm gonna just leave it at that okay so I'm looking at this and the first thing I'm noticing is is that I'm bothered by that little thing over there so I'll probably go in direct select and I want to use my smooth tool just to see if I can work out that a little bit better okay that looks better okay it's a bit straighter now I'm having a look at what I've got over here and the first thing I'm noticing is is that I really like the sort of custom way these letter forms flow into each other and I'm wondering if there's potentially a way of doing that and also thinking do I want the logo all in one line or do I maybe want to try and split them out try a slightly different composition Maybe I'm changing my mind already and I think it looks terrible okay do I like this do I not like this do I want to maybe do something like that you know another idea is to have Sunday written out and then to have Avenue as the secondary font so maybe what I should do is see if I can find myself a secondary font forever new let's see if I can duplicate out some so we've got like this really strong then we've got sort of like a slab serif a sand serif I think I'm gonna go for this look it's a bit more retro so let's see I know that bear bus is quite close okay so let's duplicate our Sunday and let's bring in Avenue we might need to use the whole word not a bad idea okay I wonder how it would look if we did some tracking okay and I wonder if we changed the curve if that would be better so what I'm going to do is I'm going to create a curve maybe that so what I'm doing is I want to create a curve for Avenue um duplicate but what I'm going to do is I don't want to manipulate this type I want to actually write it on an actual curve a bit like they've done here with Creamery so I'm creating a circle which is basically what I'm going to type the word out onto I'm going to hit t for type tool and I'm going to hold it alt over the outline and you'll see your your cursor changes and then basically you can write it out so I'm going to take this I'm going to cut it from here I'm going to paste it in there and then you can pull on these anchors over here to move the type around and to give you that approach so I'm going to pull these both down to Center and then I'm going to Center the text to make it in the middle okay all right yeah this is okay maybe a bit smaller yeah all right we're getting there and duplicate that maybe we've got to straighten this back out again except now I'm getting confused so I'm going to actually make my life a bit easier and I'm going to just pull in the word straight again but it's got tracking on it so I know I've got to take that off all right so we've definitely got a capital to work with or an uppercase s to work with that's for sure do I want to do something else with the S I think I'd like to try I want to do like a little swoosh on the top of the S to kind of give that like ice cream feel and maybe what we do is we add like a little splash or something like that and it looks like dripping ice cream I don't know if I'm making any sense I'm going to give this a try so what I'm going to do is I'm going to do this with the pencil tool foreign [Music] make sure it's the same color now I'm just doing it very lightly at first because I just want to first see if I like the idea or the composition first and then what I'll probably do is turn this into a outline so that I can affect the shape of it um and maybe bold it into the see because what I'm aiming for is kind of the way the scream logo works and just seeing if I can make that fit in um the other thing I could possibly do is I like the way that the letters sort of fit into each other so I'm thinking about trying something like that and maybe instead of it being on top of the s we've got like a little under the a or under the e yo this is not it's just not doing it for me what I might look at doing is maybe like a little Swoosh on the E so I'm constantly referencing back and forth between my mood board and the artboard itself and just having a look at what I can create but so far I'm really enjoying Sunday Avenue just like this what I might do is make sure it's the right color increase the stroke weight just to see it's feeling a bit like much I wonder if I did it just like that let's go to stroke and change it to round which is going to just fit better um a pencil tool which is your um which is n by the way it's a shortcut hmm oops you see does that look like an e still or not probably not too all right let's try and create an e Ikes okay so what I'm going to go in here now is just delete that I want to see how this would fit I think that looks better this looks a little bit more retro now that we've got the right e going on okay so we're getting somewhere with that I think I'm gonna just duplicate this again we've got a whole bunch of like funny things going on but let me just see now okay so obviously I would like the A and the E to line up a little bit better so I'm going to try and see if I can get that to do what I wanted to do um I want the an e to sort of bleed into each other maybe I'll just adjust this slightly and adjust that maybe I get rid of this guy how am I feeling about this okay are we closer all right I still don't know 100 about the S but what I'm going to do is I'm gonna go and wrestle with this for a bit and see what I can come up with and I will check back in a bit [Music] alrighty here we are with the first sort of look at Sunday Avenues branding so I think towards the end there you could see me fiddling with the color palette and seeing if I could get that right um I did play briefly with the blue um and ended up not loving the blue as much as I thought I would um but in the end sort of settled on these colors however you know as I come back and have a look at it I'm definitely thinking that this sort of look is missing something and I do really like the richness of that blue but I'm thinking maybe it doesn't need to be a primary brand color I was also quite stuck with this yellow or the cream should I say so if I bring that back in again you'll see what I mean um there's an interesting sort of look going on there which I do like I I actually honestly I can't make up my mind I do like the gray gray the brown the black I think these are all really good colors but what I might do now is just play with some other options so really what I'm doing is just color picking from the mood board and I think that is something that is really useful to just do in terms of getting these colors and tones right so what I might do is depart a little bit from the deep black and actually look at what may be like a darker or deep blue might look like the only thing for me is is that I don't want it to end up looking too Beach shoppie um so yeah but other than that here is the logo and really the thinking is of course now I would ideally like a couple of days to sit and refine this but the idea here is is that we've swooshed out and smoothed out some of the lettering and I actually went in and just did a custom e because I wasn't loving what the fonts e looked like um and then I've just added on these little things in the end which I'm honestly not 100 sure about but the idea was to try and capture that little thing that happens at the top of an ice cream nettle point because that's what the S made me think of and I thought let me try and bring that throughout the font then we've obviously made the decision to go with the full word Avenue now something like that you'd need to check with your client obviously if you could do that but obviously because I'm in full control of this brand I can do what I want yay but the idea is we use the full word just to give us a bit more flexibility got an established date there to try and give it that sort of like retro old-school feel with a little bit more like decadent logo and then we've got ourselves just quite literally a simple text badge now I'm going to play around a little bit more with some graphics and I think I'm going to draw out some Vector ice creams and see what I can play with on that note but here is the main brand so far and I'm I'm quite happy with this the idea would be to sort of have the badge with just the abbreviated Avenue I've also had a look at what the logo looks like just with a bit of texture to it because I was seeing that some of these sort of retro logos had a bit of like that grain but I don't know if this is too vintage and it is still looking quite a lot like a surf shop so have we hit this on the nail or have we not I don't I don't know um I do think we need um something fun and graphic to add in here but ideally speaking this is what we've got what I am going to do is I'm just gonna see if I can't maybe find another color because I do think that that Brown is not quite the right tone I I think we need like maybe a more chocolate brown although that is not looking great either so maybe if I come in here and try and mix my own version okay I think that's better now we're starting to look like a chocolate brand and we don't look like an ice cream brand so what are we going to do about this Rachel maybe if we actually keep that other Brown no that's going to look really weird isn't it maybe if we do a tint so if we grab our tints over here and we drop this down to like maybe like a brownie tint and get rid of the cream not loving it won't be ah yeah no definitely not so let's take it back to what we had which is sort of the Goldy cream and the black which I think is fine I think we've got stuff to work with it's gray um to work with as well and so far so good all of the colors work really well together I know it's like a super neutral color palette exactly the same delete it okay right so I do think that we need some sort of Graphics or illustrations here and we could possibly play more with the layout but I do think that we've done a really good job of coming up with the brand and making sure that the logo works now I tried a whole bunch of different things including this one which I'm not 100 sure about melted ice cream but it ended up looking a little horror show to me which I don't love um and I'm still I'm still quite sold on Sunday slanted but in the end yeah we tried a bunch of swooshy swooshes um because you know these logos all have got this kind of shape going on for them I think ideally I would have liked to spend some more time trying to see if I could customize it to look a bit more like the scream Creamery one uh where the letter forms excuse me form all nice together but I'm quite happy with where we're at right now I think that we have managed to really work with the font and I think the key here is is that we didn't really need to force the font too much and if the initial Essence is there and you've you've got the sort of feel and it's on brand and you've thought it through really well then you shouldn't really need to force it and I think that's the whole point like minimal customizations it's still unique it's not you know it's not going to be something that people can just type out and carry on with they have been some customizations to it but in general like we've managed to conceptualize a whole brand based just on a font um have we hit the nail on the head with a logo I don't know that will be up to you rip it apart in the comments do your worst um but here we go so the other thing I'm just thinking about having a look here is is that I am noticing that I've actually and accidentally so left that sort of beigey tone up there and I'm wondering if it's not worth actually keeping I don't know about the the sort of like Rosy beige with the yellow slash cream but I really do like it with the black so look I mean I'd have to fiddle with this a bit more but pardon the yawning everybody anybody who knows me knows that as soon as I start talking I start yawning um so there's that okay we are going to jump into seeing if I can pull together some illustrations for this and some icons and things like that I'm looking at this going we've got some Vector focuses here if I come back to my mood board artboard um I'm just having a look and we've got like these Vector illustrations but I think they're going to be too modern for this look so I'm wondering if I can't steal something from this mood board in terms of this kind of a thing um and actually create some stuff for this brand mostly what I'd really like to do is create illustrations different types of gourmet ice cream so I want like a super piled ice cream cone maybe a scooper maybe one of these um and yeah so that's kind of what I'm thinking in terms of the vector illustrations so I'm gonna give those a go and let's see what we can come up with right that about wraps it up for Sunday Avenues logo design using a totally random Google font I think we did all right but I'll leave it up to you guys in the comments let me know what you think and also let me know if you want to see more videos like this in the future don't forget to like And subscribe and I'm really excited to see you in the next one thanks so much cheers foreign [Music]