This quarter (my final quarter) I decided to take a graphic design course to brush up on my photoshop skills so I would be better prepared to attempt the Adobe Certification Exam sometime in June. Our project 3 assignment was to choose a local business and re-brand their logo with a completely new look. I decided to choose Brighter Day Market, a natural foods store about a block from my house.

Brighter Day Current Logo
As you can see their logo is really rather boring and the colors are not necessarily visually appealing. I wanted to update their look to bring it into the 21st century and also give it a theme that would better represent what the store’s core values were.
Brighter Day is a market place dedicated to a holistic approach to better living. Much of their products are vegan, vegetarian, or natural/organic. My goal was to make a logo that stuck to those values. After making up an idea tree I decided to look into more things related to Art Nouveau. I wanted the logo to feel organic and environmentally friendly. I wanted it to represent the basic image of life and the cycle that life takes. The Art Nouveau style uses a lot of earthy colours in muted tones, nothing should be stand out and over the top to distract from the form.

Art Nouveau Staircase

Art Nouveau Inspiration
As you can see the forms are very organic and ornate but in general, the colours very muted. With this in mind I began to investigate images that would represent life in it’s most basic form. My first idea was to go with an egg, as you can see here I was beginning to come up with something.

Brighter Day Attempt I
I was trying to portray an image of an egg while still staying true to their original logo involving the sun. For the style that I was shooting for this was just too rigid and didn’t have the same organic flow that “Art Nouveau” should. I continued to play around with this design imploring a design common in Art Nouveau of an arch with holes punched all the way around.

Brighter Day Attempt II
Still not getting what I wanted, I decided to get away from the design in the center and redesign something more organic. With my third attempt I decided to keep the solid ellipse as a way of encasing an icon. I painted a leafy bean sprout in photoshop and brought it into illustrator to trace it and connect it to the circle “seed”. I felt like the sprout was a better choice because the products are on the vegetarian side, so going with something that grows from the earth might be a better way to approach that audience. The plant image is also something that I feel represents a “brighter day” with people trying to become more “green” and grow things from the earth in a renewable fashion this would bring the art nouveau theme into a modern setting.

Brighter Day Attempt III
As you can see I also began to explore colour options. I really liked the stroke outline on the coloured version as it stuck with something I saw frequently in Art Nouveau pieces. Unfortunately The project guidelines required that we have no stroke effects on the logo.

Brighter Day Attempt IV
This version was probably my personal favorite I really liked this text. I felt the design was very simple but had an interesting balance. My professor suggested making the center circle more organic in form and to say away from the perfect circle. He also said that he felt the text was too ornate and really over powered the logo.

Brighter Day Attempt V
This was my fifth and final attempt at the logo. My professor suggested turning the ellipse around to better ground the icon and give it more weight to the bottom, thereby drawing attention to the center. I think by shrinking down the ellipse andsquishing it so the plant intersected the top really gives the image a sense of movement and growth. I was able to stretch and manipulate the circle into more of a bean shape which only emphasized my theme of planting and going “green”. I ended up being more pleased with this text than the last one because it really reads a lot better and still has an organic feel to it, the bend at the top allows for the icon to sit and rest nicely. Overall I’m pretty pleased with this project, it’s really my first semi-professional attempt at a logo re-design and I had fun with it, too bad I have only 20 days left of school!
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