Duck Duck Goose
Logo and business card branding for a hypothetical cocktail bar
Summary
This was a hypothetical branding campaign for Duck Duck Goose, a cocktail and wine bar located in an urban setting. The main goal of this project was to design a logo and 2-sided business cards for the business. This work was useful in improving my understanding of logo file types, typography and colour theory, as well as technical proficiency for both web and print.
Role
Solo designer
Timeline
February - March 2022
Location
Georgetown, Washington D.C.
Tools
Adobe Illustrator
Adobe Photoshop
The Brand
Logo Development
Roughs: I started by refining my sketches in Adobe Illustrator. This was done mostly by experimenting with line weights and widths, as well as shorter forms of the logo.
Narrowed down: after finalising the shape of the logo, I chose my best typography pairings and incorporated them into my 5 favourite colour harmonies.
Final Logo
I settled on the navy blue, white and red colour scheme as I think it best reflects the sophisticated and trendy brand identity that I was aiming to create for this cocktail and wine bar. I also chose the Jetlab font family, in Squeeze Medium High, as the primary typography for the business and coupled this with Futura as the secondary font.
Business Card Development
I then created a range of business card layouts, using the logo to guide my design decisions. I played around with alignment, logo and text placement, and what text will be included on the card.
Final Business Card
After creating a range of designs, I narrowed it down to the final solution. I ended up liking the symbol of the wine glass, so I enlarged it and placed it on the back of the card. For the front of the card, I experimented with different font sizes to better incorporate the duck logo.
Reflection and learnings
This project was particularly useful in improving my understanding of logo file types, Illustrator tools, typography and colour theory, as well as technical proficiency for both web and print.
Working digitally and then printing out the business card after each iteration proved beneficial, as it provided a tangible perspective on the design. This process was particularly insightful because it helped me overcome the tendency to focus solely on digital representations, allowing me to better understand the design's real-world context and impact. I will be taking this learning into future graphic design works.
Next time, I would love to explore various textures and materials for business cards, including different paper types, embossing, engraving, and more. I also aim to utilise my traditional bookbinding skills to further develop this brand by creating menus, coasters, and other tactile products.