Project 1:Ambiguous Logo- Case Study

Kenzie V
3 min readSep 25, 2023

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Introduction

The goal for this project is to create an ambiguous logo using form, based on a historical figure and a restaurant type. For my project I will be focusing on the historical figure Salvador Dali and a coffee shop.

Research

Dali (Images)

Salvador Dali and his most iconic artwork The Persistence of Memory (1931).

Dali Facts

Born on May 11, 1904, in Figueres, Spain.

Salvador Dali was an artist most attributed to the surrealist movement.

Salvador Dali had an older brother who died before his own birth, thus causing him to believe he was the reincarnation of his late brother with whom he shared a name.

Dali’s work was greatly impacted by the theory’s presented by Sigmund Freud.

He was condemned by other Surrealists for a (sexual?) obsession with Hitler and overall authoritarianism.

His iconic mustache is an ode to Marcel Proust.

Dali ventured into film, even working with Alfred Hitchcock on Spellbound.

He was afraid of grasshoppers.

His body was exhumed in 2018, 29 years after his death, for paternity testing.

He lived in a castle in Púbol, Spain.

Coffee Shop (images)

Mind Maps

Thumbnails

additional thumbnails

Iterations

Chosen Logo

Text Exploration

Exploring different typefaces and layouts
Exploring the balance of text/logo

Fin.

Kenzie Varo. JMC:3610 Graphic Design Fall 2023. University of Iowa.

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