Face-Lift

4th Street Food Co-Op put out an open call for a Logo Re-design. Since I didn't have that much on my plate 2 Fridays ago I decided I would spend a few hours on the project and see I came up with. I usually don't do contests or anything like this, but it did really tug at my heart strings because they are just down the street from my old apartment in New York. I used to buy my kale from them.

Here are the 2 logos that they are currently using: 1 is located on their website and the other on mailers. The Co-Op feels the hand in the first logo is too creepy and the tree in the 2nd logo looks like there is trash in it. Also the 2nd logo is not readable at a small size, like on a business card for example:




Here is a reference image that is currently on their site of their welcome board. I thought the hand painted quality of the fruits and layout of the type was really charming.


This logo I created to mimic their welcome board above.













These are the other logo ideas I sent them that included elements I associated with the Co-Op; fresh fruits and veggies, team work, and diversity. I also wanted the logo to be strong graphically, communicate quickly, and be readable at any size.