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The goal of this project was to create a fleshed-out trademark from an arbitrary, morphological logo; by pairing two different objects, the challenge was in finding the formal and conceptual similarities that could lead to a strong brand identity.
The process began by combining a pie with a geyser; the pie crust top served as the rocky “earth” from which water burst forth, and the holes traditionally seen in the center of the pie became the geysers themselves. The typeface Henderson Slab by the Sudtipos type foundry was chosen to compliment the rural “tone” of the geysers, and the location of Jackson Hole, WY was included in the logo to add context as to where a bakery like this might exist.
The Geyser Pie Company logo successfully portrays a potential pie company with a fun, fresh, and local-specialty feel. The geysers bursting from the pie not only highlight well-known regional qualities, but imply that the pies themselves are served hot and bursting with flavor. By utilizing an emblem design, this trademark is versatile and can be easily taken apart to create different versions (at different sizes) and unique brand identity elements.