There’s a town where all do cook
With pots n pans in yellow and pink
And sugar and spice in every nook
So tie them apron strings and join the fun!
A few months back, we started doing a major overhaul of Cucumbertown, and with that, a need to rebrand ourselves. In the following months, we reworked the product from ground up, made our UI snappier and came up with a brand new logo. These were our design guidelines:
Simplicity — Yes, it is an obvious and over-used keyword in any design discussion, but allow me to mention it again. We wanted a visual form that is easy to recall/doodle for anyone. We decided to use the two initial letterforms from our brand name (C,T) and make a visual play as a wordmark.
Connections — Along with that, we wanted to create familiarity with the visual form through emotional connections for our target audience. The wordmark could appear to them as a spoon, spatula, saucepan… It could abstract and resonate to any of these objects of their everyday use.
Identity — With our focus on individual blogs, our own logo should not stand in the way of the branding/identity of a network blog we host. Yet, it should hold on its own, prompting the curious mind to discover more about us(the platform).
Colors — Apart from wanting to stand out (who doesn't?) from a host of Food related apps and networks, we wanted our logo to be bright and vibrant even when applied on a 16 x 16 pixel favicon or a high resolution retina display.
Typeface — The typeface for the brand logotype is Neutraface, which compliments the geometric shapes on the wordmark, and flows almost like a natural extension of its basic forms.
…and we have our new identity!
