Modern Rose is a small cafe in Deerfield Beach that has started to gain more popularity and recognition over the last few years, so I found this to be the perfect company for me to rebrand for our project. The cafe is filled with vintage items and antiques that give each sitting area its own, unique ambiance. Modern Rose sells vegan breakfast and lunch options that are put onto ornamental porcelain plates, and coffee that is given to customers in mason jars. I wanted to create a simple rose design that was unique enough to become a staple representation of the entire cafe, which I created using the pen tools in Adobe Illustrator. I also wanted to create negative space within the form by leaving gaps in the leaves and petals, as well as with the way it was colored using the paintbrush tool. I wanted the delicacy of the entire dining experience to come across in my logo rebranding as well, so I looked through many script fonts before deciding on Kunstler Script. I chose this font because it complements the spiral design of the rose very well, which helps the layout of the text and rose icon to look as cohesive as possible. Unfortunately, this font was only available through Microsoft Word and I could not find an Adobe font that fit my vision the same as Kunstler Script had. In order to use this font in Adobe Illustrator, I took screenshots of the text on a Word document and embedded the images into my Illustrator project using the "R" from "Rose" as the stem for my rose design. This became more of a challenge when it came to changing the background color of my logo, as I was using screenshots and could not separate the text from the color of the Word document paper. To overcome this problem, I would create a textbox and change its color in Word, then use that same color to create a square shape that I used as the logo background in Adobe Illustrator. I also felt that the simple design of the rose and text was best for the primary logo of the cafe, but it lacked a more recognizable component for the overall brand. Therefore, I included my second logo design as the submark for my rebranding, which has the same rose design on a stem that is being held in the silhouette of a woman. I feel that this design helps to ensure that the rose design becomes a recognizable icon for the company, while also creating a "mascot" for the brand that is similar to that of other coffee shop and cafe competitors.
