For this typography project, I was given the everyman archetype to pair with the brand cliché of a food company. After brainstorming, I decided to create branding for a food truck called "Cluky Day." My concept for this food truck was to offer a likable food, chicken strips, in an accessible way, thus fitting the everyman archetype. To fulfill the requirements of this assignment, I created a hand-rendered logo, icons, and pattern.
Before creating my logo, I conducted research on what typeface would best suit the everyman archetype. After my research, I decided that a humanist sans would be the best fit as it feels friendly, accessible, and inviting. I created the letters in the logo using the points in extrema method. I also took the capital "C" and "D" from the logo to use in my icons.
I chose these colors for my brand design to fit with the everyman archetype. After researching color theory, I found that red symbolizes life and passion and yellow symbolizes optimism and happiness. When these warm colors are paired together, they evoke feelings of warmth and invitation for the viewer.
My icons were the biggest challenge in this project, as I wanted to incorporate a chicken without the icons being indicative of any other chicken restaurants. After multiple sketches and drafts, I was able to create this final vector icon in black and white and full color. The icon will also work on dark and light backgrounds.
The last design element I created for this branding project was a chicken wire pattern. This pattern could be used on a variety of materials, such as packaging or menus.
