Brief: Consolidate three Chicago-based companies under a single name and unified brand. The Beanery (café), South Shore Sound (concert venue), and Loop Cinema.
Deliverables: A new name, a modular logo with three varients for each aspect of the brand, an animated logo and an exterior design.
Tools: Illustrator, Photoshop and AfterEffects.
Old logos provided by Matt Olin
Design descions, the logo: I really liked the train motif for this because I feel like it's a fun concept and culturally significant as well and the junction concept works really well for the conjuction of the brands. The Base of the logo is a train junction I celt knotted up based on the Loop junction (which was once the busiest junction in the world). The font choice was also picked to resemble the one used for Chicago public transit (and 99% of everything because it's Helvetica).
The shape of the abstracted train carrying the type was based on the bean.
The colors were blatantly taken from the Chicago flag (which I double-checked to make sure were not copyrighted. The red line is also a specific reference to the L train Redline which goes between the Loop and the South Shore.
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