Project Type: Branding

Chandra: Senior Thesis Exhibition

I branded an imaginary rooftop yoga studio and garden called Chandra with inspiration from Swiss Design or the International Typographic Style.

“A fusion of rural and urban, natural and manmade, of yoga and permaculture. Chandra is a sanctuary for city-folk who desire a hard reset from the stimulation of urban life.”


Tango

I was contacted to develop the identity of a start-up.

Tango is a web application designed to revolutionize remote job shadowing. Teams can shadow their superiors or stars in their industry by sharing workflow and skills virtually.

Sketches were inspired by keywords related to training. Some of them were accomplishment, recognition, mentorship, champion, expert, apprenticeship, hacks, connection, among others.

We wanted the logo to represent idea-sharing and flow, so we settled on a deconstructed yin yang design. The shapes can be interpreted as “big fish and little fish” or mentor and student. They appear to swim or dance around each other, like partners in a Tango.

The shapes were designed using perfect circles.

Including more than a couple of colors was important to the team, so I introduced a complimentary teal blue, which could be used in a gradient background or on accents on the application.

Horizontal and vertical logotype options were included for versatility across all promotional materials.

Murchie Law

Nevin Murchie of Murchie Law (Williamsville, NY) contacted me to develop a logo for a branch of his firm. Nevin specified that he wanted to go in “the monogram route” with some incorporation of the Canadian maple leaf. We came up with several ideas, narrowed to the version below. M, I and C overlap each other. The maple leaf acts as the dot of the I. Serif style type compliments the logo to communicate a sense of sophistication and class.

Murchie Immigration Consultancy

 

AN OUT-TAKE

Nevin later contacted me to help him with a logo refresh. Nevin requested the monogram be left as is with only a change in the logo type.

 

 

BEFORE

 

 

AFTER

The Food Chain: Hong Kong, China

*self-generated project* The Food Chain is an Asian cuisine catering company based in Hong Kong, China. What better way to represent the company than with a culturally-relevant symbol. The chopsticks were first used by the Chinese and then later spread to other regions within Asia. The logo is an ode to these historic instruments.

Victoria Memorial Hospital: Multan, Pakistan

A friend of my professors is in the process of building and opening a hospital in Multan, Pakistan that will serve women, children, and terminally ill patients. He expressed interest in developing an identity with the help of our class. Each of us submitted a our own branding system for the institution

Parkside Logo

This logo was designed for Parkside Association in Buffalo, NY. I designed with the intention of nodding to the arts and crafts aesthetic, which is apparent in much of the architecture in that area (notably the Darwin Martin House). The line-work mimics Frank Lloyd Wright’s stained glass. It also references Fredrick Law Olmstead’s park system with the outline of a tree.

 

Tatsu

Branding for a fictional Japanese Noodle Parlor. “Tatsu” (Japanese) means dragon. A dragon in Japanese mythology has 3 claws, so I designed the logo with that information in mind. The logo features 3 claws in the shape of a T, for Tatsu.