QUAD SPOT
Branding
The Challenge
To build a brand for a customer-based business. Create a logo and comprehensive brand guide, as well as all merchandise or collateral materials.
Target Audience
The target audience for this project is females ages 20-40 who love rollerskating. They may be newbies or skilled veterans but all are welcome. They are strong powerful women who value strong female friendships. They like to exercise and express themselves while doing so. They are independent women who are positive and build each other up rather than tearing one another down. They are bold and unapologetic and truly badass.
Discovery & Exploration
After doing some research there are not very many roller skating rinks that are geared toward women. Most roller rinks look all the same with their 80’s pattern carpets and outdated vibe. With the resurgence in roller skating during the pandemic, it’s the perfect time to brand a new role skating rink catered towards badass women. I was very inspired by strong women like AOC and even pioneers of feminism like Hedy Lamar. I hope to channel their badass energy within my design.
Moodboard
Sketches
Round 1 Drafts
For my first round of drafts, I really wanted to integrate the shape of a roller skate into the text, but this idea still needed a lot of work. In my first option, I wanted to make the shapes of the letters look like circles or wheels, and in total there are 8 wheels on quads and 8 letters in the logo. As for option 2, I did like how the roller skate shape was integrated with the text but the logo itself seemed a bit too childish and juvenile. As for option 3, it was hard to find a typeface that worked well with the roller skate cut out of the letters. I needed to do more type exploration in order to make this idea work.
Option 1
Option 2
Option 3
Round 2 Drafts
For my second round of drafts I wanted to digitize my option 3 from the previous round and I was very happy with how it turned out in option 2 here. As for option 1, I wanted to take a different approach to the logo and give it a memorable mark. However, I feel that it looked more like an icon than a logo and needed much more work to be successful.
Option 1
Option 2
Final Design
Reflection
Overall this project was fun to work on and I loved the concept behind it. I do hope to expand the brand more in the future and develop a paper system and full website. This project pushed my to get outside my comfort zone and not just stick with a traditional clean look all the time.