I wanted to create an upscale winter lifestyle brand that sells warm and fashionable gear. I chose to center the brand around penguins because they are a winter animal and they represent friendliness, community, and determination. Their slick black and white features also lend well to being seen as clean and sophisticated. I chose the word Seabird after brainstorming words associated with penguins because its unique, easy to pronounce, and has great outdoor association.
The process: I started by sketching different ways to draw a penguin and converting them into graphics. From there, I chose a few graphics to move forward with experimenting with typefaces.
Variations of text and graphic with my final iteration being the right top row "Seabird". I played with other penguin inspired words such as molt, bill, and thaw before deciding on seabird. I chose seabird because its unique, easy to pronounce, and has great outdoor association. I moved forward with the top logo design because I felt that Din Condensed Bold and the simple circular graphic together created a strong clean presence you would see in an high end brand.
Final Designs:
The logo has different variations that could be applied to different marketing materials and products. The penguin graphic can be used alone or with Seabird attached with it. I chose black, white, and blue because they can be associate with penguins and winter weather. Blue is also associated with trust, wisdom, and freedom which we want customers to associate with the brand.
