Design: Afia’s Fresh Home Cooked Indian Food is a new catering company. I spoke to Afia about what she would like to represent her business. She requested something simple with strong colours. From our discussions it was revealed that two of the key ingredients in her her dishes were lime and chilli.
I decided to integrate a bold type with the shapes of the lime and the chilli. I used a stylised cut in half lime has the top the dot of the ‘i’ character and I used the chilli as the apostrophe. The colours suggested them selves and I tied them together with a dark green. The strap line used a warm red to compliment the green and tie into the red used for the chilli.
I also created an image using the lime and chilli motifs together so that this could be used as a badge either supporting the logo or on it’s own.
I delivered the client a style guide for this logo outlining how it should be used in various situations. Versions included: Full colour, grayscale, single colour and an alternative colour version for dark backgrounds. The style guide contains all of the colour information for: CMYK, RGB and web. I also included details of the font used and created a secondary colour pallette.
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