8 x 8 inches
This brand identity book is designed to showcase logo usage, typography, color, and graphic elements for the Emily’s Garden, a local outdoor café.
This brand identity book establishes the visual system for Emily’s Garden, a local outdoor café. The book defines the standards for logo usage, typography, color palette, and supporting graphic elements
to ensure consistency across applications.
to ensure consistency across applications.
The logo uses refined typography to convey the restaurant’s elegant, garden-inspired atmosphere, with a leaf replacing the dot of the “i” to emphasize the brand’s connection to nature. These botanical forms extend throughout the system through a pattern composed of abstract leaf and botanical forms. An optional logo usage incorporates a wine glass icon as a reference to the original identity, preserving brand recognition while supporting continuity for their dinner service. Together, these elements form a cohesive visual system that balances refinement, warmth, and familiarity.
Emily's Garden in Fort Lauderdale, FL 33312
The Logo Process
1. Logo Sketches
The process begins with a wide exploration of visual ideas through pencil sketches. Fifteen sketches are created across different types of logos, including wordmarks, pictorial marks, emblems, letterform marks, and abstract marks. Each type explores different ways to represent the brand’s personality and aesthetic, helping to visualize potential directions before moving into digital design.
2. Vectorizing Concepts
From the initial sketches, several concepts are selected to be turned into vector graphics. Vectorizing allows for precise refinement of shapes, proportions, and details, making it easier to compare options and evaluate how each logo functions at different sizes and applications. This stage focuses on strengthening the visual clarity and flexibility of the designs.
3. Developing Five Logo Variations
After refining the vector concepts, six strong logo variations are developed. Each variation explores different approaches to typography and composition while maintaining the brand’s character. This stage allows for side-by-side evaluation of how the logos communicate the brand’s identity and which directions are most effective.
4. Selecting the Final Logo
The final Emily’s Garden logo reflects the restaurant’s outdoor, modern garden vibe while capturing a playful and inviting character. Curvy serif lettering with customized “e’s” evokes botanical forms and adds personality. A subtle leaf motif, taken from the original logo, becomes the tittle of the “i” in “Emily’s,” connecting the new design to the brand’s heritage. This logo is then incorporated into the brand guidelines, creating a cohesive visual identity with clear rules for color, typography, and usage across all applications.
