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Meaningful Chocolate CompanyFeatured Logo

Meaningful Chocolate Company

Interview With James Oconnell

Q:Where did the idea for this logo come from?

The logo’s inspiration came directly from the name, it had to be meaningful, fun and refined. A soft slab serif was chosen for the initial name yet it needed to become a bit more personal and friendly. I played with a few logo-marks and then came up with the ‘c’ of the chocolate becoming a nose and then added a smiling mouth beneath, forming a smiling face.

The colours are significant of the area of the business, but aside from this I wanted it to feel warm and welcoming, resulting in a warm light in a dark room feel.

Q:What application did you use to design this logo? E.g., Illustrator.

I primarily used Adobe Illustrator CS4.

Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?

The process of the identity began with initial scamps using pen and paper, a few ideas were chosen and then brought onto the Mac Visual stage. Once I had ‘mac’d’ a few and showed them to the client, one was chosen and refined including different colourways and typography. After a few tweaks and a couple of further meetings showing the refinements, a logo was chosen and applied to collateral.

Q:What font(s) were used in the logo?

Adelle Basic.

Q:How did you choose the color scheme for the logo?

The logo’s colour was derived from the area of business the company is involved in – chocolate.

Q:How long did it take to complete the logo?

The duration of the logo from conceptual stages through to completion took approximately two weeks.

Q:What do you feel was your biggest challenge in designing the logo?

The biggest challenge when creating this identity was to get the feel of warmth, personable and friendliness correct. Luckily this was achieved through the implementation of the smiley face.

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