In an ideal world, I would want nothing more than to have Branding Design projects all day long. The process of seeking inspiration, the challenge of Creative Directing a vision and seeing it all come to life is just something that more than excites me.
We recently got hit up by a current client on a new establishment they’re opening up in Dallas and Houston, Texas called “Clutch.” The inspiration behind the name came from the client wanting something that felt unisex, something that both a man and woman can say and have it feel relevant to them. Obviously with women, when they hear “clutch,” they’re going to think of a handbag. When it comes to men and the word “clutch,” they will think of that third pedal in a manual transmission car so this name totally made sense.
The aesthetic approach was the same, our challenge was to visually design something that both a man and woman can look at and think that it looked great. Without having a complete high concept, my vision automatically gravitated towards symbols and icons that represented a unisex feel, digging deeper from there, script based fonts and subtle but well placed facetypes and design elements were catching my eyes. From this process, I put together a mood board giving our talented Art Director solid visual direction as to what I was looking for.
From there, we produced 3 compositions for the clients to choose from then going through 2 more phases to complete the logo. The client had requested if we can provide some color options which is something we try to stay away from when it comes to branding as our approach to designing logos is to make simple but strong enough to have presence – simple but beautiful. It turned out the gold colorway that our Art Director, Victor Roman, came up with looked really great and we added the option to the final package.
In the end, the clients did end up going with a script base font and we played around with many other design elements to give it more character and to establish it’s brand identity. Victor really killed it and did an amazing job, I can’t stress how important it is to have creative chemistry with the people that you work with as it results in producing work that will only be high in quality. What you see below is the final logo, the gallery above will take you through our process and we couldn’t be any happier with the results!
Client: Marble Mountain, LLC D.B.A. Clutch Bar
Services Rendered: Design, Branding
Executive Producer: AK
Art Director: Victor Roman
Creative Director: AK
Posted by @jeegunkim