LOOP-DEE-LOOP a process.

LOOP-DEE-LOOP a process

EVAN TARRY INSTRUCTOR TAD CARPENTER VISUAL COMMUNICATION CONCEPTS 202 FALL 2013

CONCEPTS PART ONE

Initial Sketches 8 Renements 12 Final Grid 16

PART TWO
Logo Sketches 22 Logo Renements 24 Final Logo 26 Mood Boards 30 Brand Boards 32 Brand Logo 34 Business Card 36 Menu 38 Food Truck 40 Promotional Poster 42 Carrying Bag 44 Final Brand Board 46 Final Thoughts 48
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CHIMP
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THE FINAL GRID

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CRAZY GOOD DONUTS FOUND HERE.

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LOGO EXPLORATION

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One of the most difcult parts of the project was to create some sort of connection between our chosen animal and the food we were focusing on for our food truck. I wanted to create a brand that was connected, but I didnt want it to be entirely predictable. Yes, chimpanzees eat bananas so I could have done a banana truck, but that would have been dumb. Instead, I tried to create a brand around the idea of swinging and the shapes made as the animals swing through the trees. This shape made me think of loops, which I thought could relate to donuts. And thus, Loop-dee-Loop was born.

MAKING THE CONNECTION

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I knew that my truck would be black so this was the logo with inverted colors to show what it would look like.

This was the original nal design I created.

I experimented with shadow on the logo to create depth and interest, but ultimately decided that it was to distracting, especially when the logo needed to be printed on smaller things.

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MOOD BOARDS

While these mood boards have almost no resemblance to my nal product, the process was essential. It provided me with the experience of creating solid concepts that was needed in eventually creating my nal brand.

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Our next objective was to create basic brands around which our nal brand could be centered. Through this process, I was able to focus my ideas down to one more dened concept.

BRAND BOARDS

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THE FINAL LOGO

The nal logo was one that I made sure was unied in its appearance, while also conveying the overall purpose and mood of the food truck. Line weight was one of the most essential parts of the logos unication, because it really is made up entirely of lines. The nal logo shows a unied weight of the letters in relation to the outer circle, and a unied logo with the inner lines.

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Initial designs

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By now my brand had been fairly thorougly developed, so layout and overall appearance were what I was able to focus on. I wanted the cards to be bold and recognizable, so I stuck with solid black with white and use of limited colors as background.

BUSINESS CARDS

Company card

Personal card

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MENU

I knew roughly the shape of menu I wanted to create, and the way I wanted it to look. Again, I wanted to stick with black as the primary color, with the various sprinkle colors used in the titles of the different choices. Originally, there was no logo on the back, but I think that helped the back have more of an identity.

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FOOD TRUCK

Overall, I was pleased with the nal appearance of my food truck. I knew that I wanted to connect all sides of the truck with some sort of pattern, which ended up being the line of sprinkles at the top of the truck. This simple pattern balances out the bright colors that otherwise might have been overwhelming.

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PROMOTIONAL POSTER

I created a grand opening poster for my food truck, something that could be distributed throughout Denver to promote the truck, as there would be no single spot to nd it. I think its mobility was reected by the widespread publicity this poster could create.

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DONUT BAG

There was a need for something simple for people to carry away from the truck when they were buying for others, or needing to leave quickly. This simple brown-paper-bag-style of bag was perfect for quick use. I used the DONUT TRUCK phrase on each side of the bag as a simple pattern, almost, while keeping the front and back simple as well.

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This brand board is presented as a one-sheet collection of all that creates the brand of Loop-dee-Loop. It shows the patterns, the font, the logo, and the colors used, as well as everything those elements were applied to.

FINAL BRAND BOARD

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SUMMING IT UP

The rst half of the project almost feels separate from the second, likely because I enjoyed the second so much more. While it makes sense and was essential, the rst part seemed to have too much time devoted to it, but maybe thats because the second half was just so much more enjoyable. Looking back, I would have like to have stayed more organized, but I am happy with what I create over the rst half of this fall semester. Oh, and I probably would pick a different animal if I had to do it again.

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CRAZY GOOD DONUTS FO

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OUND HERE.
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