Immediately, we mined the history of the building for design inspiration. Pouring over stacks of old photos, we were attracted to the hand drawn lettering of the Ice Factory’s era. So for the primary logo, we designed a typeface that feels like it could’ve lived on the trucks that delivered ice back in the day. We coupled the main logo with secondary marks, featuring blocks of ice and the tongs used to carry them. This gives the brand an arsenal of design for merchandise, on premise signage and social media.
Lastly, because we couldn’t resist, we illustrated a custom penguin mascot. And we punctuate it all with the brand’s motto: “Have an ice day!”