The goals of this project to refresh and reinvigorate the branding for local Asheville, NC brand Vortex Doughnuts. The brandmark was made to inspire a sense of community, youthfulness and wonder.
The brandmark is created by combining the form of a doughnut with a vortex, or black hole form creating the hole in the center of the doughnut. The main inspiration for the design came from the patches given out to scout troupes and space camps in an effort to evoke wonder and nostalgia.
The new brandmark successfully cleans up the existing logo while still managing to communicate its point. Using a simple, two color format the mark showcases the forms present while attention to detail creates unity through the mark.