LOGO DESIGN
Naming and Design
The identity of a brand should be fully captured in the logo itself. Utilizing various techniques such as illustration, photography manipulation, and custom-made fonts, each logo is made uniquely to reflect the brand. The lines of the type, the historical and cultural references of the curves and style, the colors ( or lack of it) that they choose to represent them, it all matters.
Brand Strategy
Creative Direction
Art Direction
Graphic Design
Font Design
Illustration
PROCESS
Numerous rounds of exploration are essential to determine the right amount of style and substance. Does the name capture the brand’s core message, does the tone of voice come through? Do the lines and style begin the brand’s story to the viewer?
You can see a few of the design explorations that took place before the name and logo for Aloft Hotels Worldwide was finalized.
