Logo Design: Food that Speaks

Last summer I worked on the identity for Food That Speaks, a blog about great food in Rochester, New York. Food That Speaks is also the official food column in Rochester Woman Magazine.

The logo evolved over time from the original idea of somehow representing a dinner plate. I wanted the logo to convey: fresh food, modernity, and vibrancy. The final main design is that of a kiwi, as the color of a kiwi is really vibrant and unique. The shape itself came from the dinner plate inspiration, while the seeds in the center are actually spoons. The logo will also change through the seasons.

The business cards for Food that Speaks were designed around the kiwi logo, using the green and black from the kiwi center as the main colors. The typeface used in the complete logo (kiwi+text) is carried through on the business cards as well.

The client wanted her blog, the primary source to read the food reviews, to be very prominent on the cards, so it is featured on the front of the card as the only other text besides the logo. It is set off against a stark white background, allowing it to stand out. **Please note that all contact information on this sample business card is fictitious. For actual contact information please visit Food that Speaks.**

Creating objects

I’ve never really had to design realistic objects for projects I’m working on. A new project has posed the challenge of creating realistic looking objects, so I’ve decided to start practicing. Here’s my first attempt- a coffee cup on a saucer. //

Logo design: KRD Sales

I worked with a client to develop a logo and business card for their small business– KRD Sales. They didn’t have an existing logo, so we worked to develop a very simple one. It is based on the idea of an updated take on an old fashioned seal.

The requirements were that the logo incorporate “KRD”, “KRD Sales”, and the slogan “quality products, dependable service”. It’s a lot to put in one logo. I went with a round shape because with all the text it had a tendency to look really blocky and heavy in other iterations.

I chose orange and a dark grey because the colors felt modern and high energy, which are key words the client wanted associated with their business. The logo can also translate easily in black and white and remain high contrast, which was a key factor in my design choices. //