Valley Speed Shop

DURATION

TWO WEEKS

Situation

A growing hot rod garage specializing in metal fabrication and welding is looking to establish itself as a brand.

Task

Develop a logo and brand with attitude to match the businesses’ clientel and owner.

Action

Using new calibration method for onboarding clients, decide logo direction. Sketch ideation and experiment within the constraints set forth by client. Create final logo and display in mockups.

Tools USED

Design Calibration

As I’ve been going through logo design jobs, I’ve found that I needed a way to cut through the noise of creating something the client doesn’t want wasting my time and theirs. So when Valley Speed Shop reached out for a logo and brand development, I wanted to test out a new idea for my process, design calibration.

Discovery

In this process I display several fonts, logo types and color palates. Having the client clearly select their favorite and desired result I am able to expand the depth of the design and free up time working on designs that won’t be desired anyway.

Sketching

I took some time working out ideas on paper before moving to the computer. During the calibration, the VSS business owner stated he wanted an attitude driven word mark with a primary color as brand color.

Refining

After sketching I moved into illustrator and further developed the word mark. Pairing similar fonts and contrasting ones, experimenting with icons and layout. The owner still wasn’t satisfied with the fonts and showed me a logo that he wanted to duplicate. I used font finder to be able find Hot Salsa which matched the inspiration and developed the logo on the bottom right. He loved it and we decided to move forward.

Results

The logo is an angled word mark which exudes movement, it evokes a vintage feeling reflecting the older cars worked on, and the simplicity is easy to duplicate as an emblem. The pop of color for this brand is taken directly from the color of the business owners car.