Client
College Assignment
Brief
Design a custom wordmark logo by drawing a custom typeface in Adobe Illustrator.
Deliverables
A custom wordmark logo and a brand styleguide book.
Challenge
Design a flexible custom wordmark logo, which includes an embedded icon that can represent the brand on its own.
What I Would Change
With more time to develop the brand's identity, I would incorporate a second typeface into the styleguide to be used for slopes’ body copy. The Chillax typeface works well for brief written materials, but were the brand to require longer body copy, a simpler typeface would be beneficial.
Process
I initially wanted to make the letter "L" into a ski jump shape, but the logo appeared too busy. When I simplified the letters, the embedded icon stood out more. I also removed the spaces between the letters and made all letters lowercase, which made the design more cohesive.
