This logo was derived from a branding project. The goal of this project was to create a business model company and three subsidiary companies under it that all differed but related. Lucky Finds Vintage was my first umbrella company, a storefront market of vintage and small business vendors located in the Arts District of Charleston, South Carolina. This storefront hosts and rotates vendors to bring vintage charm back into the city.
When creating this company and its subsidiaries, as well as the logo, I really wanted to play into the idea of "luck". This inspiration drove the creation of this logo and ultimately is the biggest meaning behind it. I chose a more organic looking typeface with little straight lines to hint at the vintage aspect of the brand and incorporated a right-side-up horseshoe into the "U" of the logo. The horseshoe is a symbol of luck and adds an icon and deeper connotation to the logo. The green color found in the logo is also inspired by luck, using color theory and association to define that. The secondary typeface is also organic in its style and has a typewriter fashion to it, again, adding to the overall feel of the company.
Overall, I am very happy with this logo. I think that it successfully captures the brand goals and character in a simple yet charming way. I enjoy the backstory and supporting elements of the logo and believe they hint at the brand well. It is a great representation of what I envisioned for this project and I was able to apply it well to collateral branding materials as well!