Role: Graphic Design Student
Skills: typography, logo design, concept development, graphic design
Tools: Paper, Pencil and Adobe Illustrator and Photoshop
This re-design is a concept design created for my concept development class at the Art Institute of Pittsburgh. Fancy Cakes by Leslie is a well know bakery with delicious cakes and pastries but their web presence is in need of a revamp. For this class I focused in creating a new logo, typography and color palette to reflect the level of expertise and clientele Fancy Cakes has.
This logo is unsuccessful when it comes down to originality. The fonts is readily available to download for free. The tagline seems like a list minute thought or addition when cupcakes became popular. This discounts it’s timelessness as well and distinctiveness.
Memorability – It can be easy to remember but also easy to forget. Since the logo consist only of the name of the business it can be easy to remember, but, it’s forgettable due to it lack or design and distinctiveness.
Visibility/usability – The font is detrimental to the visibility of this logo If you visit the site you see they have use the same font for the body text. It’s very hard to ready this font when it’s small.
Universality – A universal logo can help build brand awareness and trust overtime. This logo does not speak to the quality of cake and the experience of the baker therefore the logo itself won’t help build awareness and trust. Thankfully she has gotten a lot of business because she makes awesome cakes. Her logo and branding should reflect that.
Durability – The trendy font won’t stand the test of time nor will the tag line. She needs a logo that represents her not just a segment of her target market (brides).
Timelessness – This logo will not survive typography trends and has no purposeful color.
NEW LOGO CONCEPT
For this assignment I chose a local bakery by the name of Fancy Cakes by Leslie. She sells beautiful cakes from cake pops to weddings cakes and even baking classes.They are located in the heart of Bethesda, Maryland, a very affluent suburb of Washington, D.C. They have only one location but service the Washington DC Metropolitan area.
She has been ranked “One of the Best Wedding Cakes” by the local magazine Washingtonian eight years in a row but she still has competitors. With the recent influx of pop up bakeries and cupcakeries there is quite a bit of competition. The top of the list are Georgetown Cupcake and Creative Cakes.
Phone: (240) 389-3539
WHY CHOOSE ME?
I strive to make the visuals of an experience look amazing, keeping simplicity, ease of use, context and optimization in mind.
I am passionate about giving back to my community, specifically our children and want to empower those creative little minds to make a living doing what they love.
I understand that design is about more than aesthetics. It’s about solving a problem.