Soochef

The clients initial request involved a kitchen knife pointing downwards between the words “Soo” and “Chef” however I felt that this motif is a little too commonly used by well known brands like Top Chef so I worked on brainstorming ways to incorporate the chef’s knife in a more organic and original way. I decided to customize the type to make the cursive “f” into a subtle chef’s knife shape. This solution allowed us to incorporate the desired shape into the logo without needing to include a generic looking icon along with the text and helped us achieve the feeling of sophistication with a logo that doesn’t hit the customer over the head with its symbolism.

The choice to use a rounded, cursive typeface came from the desire to communicate ideas of approachability and fun as well as elegance and sophistication. Along with the cursive display font, 2 more fonts were chosen for headers and body text. The header font has bold, simplistic, and angular elements that contrast the flowing shapes of the logo and the body text was chosen for maximum legibility so that customers don’t need to strain to read recipes while cooking.

The brand colors were designed to be reminiscent of ones you might see on the awning over the window of a french patisserie. A bold royal blue accented by pastel pink and powder blue. These colors were employed in 2 different ways to have logo versions that are effective on both dark and light backgrounds. Along with the 2 full color logos, the logo package includes 3 monochrome versions as well as 8 icon variations that are used as social profile pictures, email signature images, and on products.