Eat Cake - final identity sheet

Having spent so much of my time designing the logo, little time was left to apply it to products. However, despite so many things hindering my progress I believe I still achieved something great. The business card is really well balanced and due to the rule of thirds being at play it has unity too. The patterned, organic background works really well with the juxtaposed bold black writing of the logo, and the simple calligraphy of the address and contact details counter balances it too, so it isn’t too heavy.

Lastly, the packaging and uniform was kept very simple with only the stamp-like logo on them, again, against simple brown paper bags and/ fabric. Those were positioned in the centre so that each piece, in their own right, would be well balanced and nothing would weigh too much on either side.

eat cake - logo design

When looking at logos, I really liked the simple ones, with minimum to no illustrations in them, or the very blocky/bold ones. It being a cake shop, I did also try to incorporate some elements which are often associated with the business, such as the cupcake shape, slices of cake, ‘fluffy’ fonts, and finally settled for two simple triangles and a dot, embedded in bold typography. The idea behind the shapes is that they doubled as the letter ‘A’ and my tutor even suggested something which sounded like a potential slogan to the shop ‘why have one slice when you can have two’.

Designing the logo was a very long process for me as i had never done it before. There are so many options out there that was got a bit lost during it and lost motivation. Eventually, when playing around with stamps, I found a style which was most successful, I then took it to photoshop and did some more designing with it until I was happy. I think the simplicity of my logo emphasises what the shop is about, yet the boldness brings a bit of dynamic to it which is really interesting.

Here are some initial designs are tried out on photoshop:

Here is a final experimental, sheet which led me to my final design (which is the one on the bottom right).