Sweet and Salty Frozen Yogurt
Reinforcing the Nautical and Youthful Look to the Brand Logo
Deliverable: Brand Identity
Work type: College Project
Year: 2020 (updated)
Who Are They?
Sweet and Salty is a frozen yogurt store that is located in a port city, Port Angeles, WA. A lot of people, mostly youth, students and tourist come here to taste their delicious frozen yogurt. Their store has a really fun and youthful nautical theme decoration which match with the city’s identity.
P.S. The store is permanently closed since 2019.
Identifying a Problem
The store’s logo looks dated and does not match the nautical theme that is evident in the inside store decor.
Solution
Based on the researches of the company store and the sylescape, we decided to combine a nautical element such as anchor or wave with a touch of "fun.This direction would make the logo more cohesive with their identity, the store and the town environment.
Research
Current Logo and Inside Look
When I was living in Port Angeles for two years, Sweet and Salty Frozen Yogurt is a nice place to visit and eat tasty yogurt. It was a great place to spend my time with my friends or just by myself. It has a fun and playful vibe whenever entering this place. The vintage and nautical vibe is visible throughout the store; wooden wall painted with white and light blue, ship-tube for kids to play, rope and net as decoration and many more. However, I hadn’t quite noticed their logo. It is not quite capturing the vibe that happens inside the store.
Setting up Stylescape
After conducting research, I want to emphasize the nautical and youthfulness look on the new brand logo. On this stylescape, I collected picture of brands, typography, and colors that would fit with the new look and feel of the brand
Logo Development
Based on the researches, stylescape, and sketches, I decided to combine a nautical element such as anchor and applied in vintage-style logo but still appear fun and youthful.
Scalable Logo
The circular logo and anchor logo is created as an alternative usage to replace the primary logo if there would be issue regarding its space, size, and legibility.
Color Palette
Brand color is adaptable and can be applied on both white and black background.
Brand Front
Filson Soft - Regular is chosen because of the letterform’s characteristic. The roundness of the edge of each letterform shows its softness but still keeping the level of sophistication. This typeface fits with the brand which showing its youthfulness without diminishing its legibility
Thank you
