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We were commissioned to design a brand identity for a local doughnut shop. The goal of the assignment was to give the brand distinction amongst its competitors and stand out in busy pop up markets.
The process involved studying concepts surrounding “Hero” imagery and typographic solutions related to our findings. In consideration of many headline fonts, a typeface named Vigilant was custom drawn in both an outline and a fill—while the supporting typeface selected (from many options) was Pitch. The result was the perfect composition for both a recognizable logotype and a mark that contains subtle ties to the Salvation Army “Doughnut Dollies” story.
The client’s reaction was hands down approval and the identity has shown itself very effective in both print, environment, digital and social media space.