Branding / Logo Design / Visual Identity
City Pulse Skate Supply
Problem
Using an imaginary company, this project involved a skate shop which needed new branding. Being popular amongst young people, and the skateboarding subculture, the shop wanted to feel trendy, cool, somewhat gritty, and like a community hub for its customers.
The approach revolved around crafting a dynamic visual identity that captured the essence of the skateboarding subculture while reflecting the shop's own voice. Through a fusion of bold typography and a carefully considered colour palette, the design aimed to resonate with the youthful spirit of skateboarding while fostering a sense of belonging and camaraderie among customers.
Solution
A custom typeface was created for the main logo design, which was very chunky and bold, to give an unapologetic feel. This was accompanied by a thinner font below, for the second part of the shop’s name (Skate Supply). In order to further emphasise the feeling of community, a mascot was designed alongside the main logo. With the shop being on a high street as well as the visuals of the skateboarding subculture, the aim was to use something that was common within urban environments - a raccoon was the final choice! The illustrated mascot could be used for shop labelling and merchandise such as stickers and pins to build up that community, or cult-like following for the shop.
Besides the main logo and mascot design, a retro, muted colour palette was chosen. This is very reminiscent of vintage poster designs, clothing and modern thrift stores - many of which are popular amongst skaters. The palette provides a harmonious look that can work across several touchpoints.
