Logo Design Case Study
TruckThatBeach.com
Results For The Brand
- Embodies the business - this illustrative logo represents the business. The truck and colorful umbrella really bring the feeling of fun travel to life.
- Immediately associates the logo with travel to the beach - the logo in its entirety works best for the brand. No variations are needed.
- Truck That Beach has grown - since its launch in 2021, Truck That Beach has grown its traffic to attract advertising and the attention of Redfin, TMX, and other national news organizations.
- Supports expansion - Truck That Beach is considering expansion beyond Florida. This logo supports growth without a need for changes to the design.
My Role
Freelance Graphic Designer for TruckThatBeach.com - a new travel blog that reviews beaches on every coast of Florida. I designed a logo with a focus on the brand's mission: "We travel to Florida beaches and share the pros and cons to help travelers plan enjoyable vacations."
Launching a New Business
The client asked for an illustrative logo graphically heavy like KFC and Starbucks. They really wanted to convey a fun vibe associated with driving to the beach. A review of their competitors revealed logo designs that include palm trees, water and sunsets. This theme seemed "over-used" to the client. Using a pickup truck in the logo would be a way to stand out from the crowd. Competitors include:
- Florida Trippers
- The Beachers
Buyer Persona and Word Cloud
The client provided a buyer persona for reference. I generated a word cloud to visualize important keywords to prioritize for the design. This was enough to start experimenting to create something memorable. Every idea was written down. No ideas were off the table!
Sketching and Ideation
Rough sketching is my preferred method of generating creative ideas as it provides the best inspiration. It helps me break away from the screen and jumpstart my creative process. Sketching on paper brings ideas to life and enables me to eliminate what doesn't work. This fun process can save a lot of time while fostering creativity. When designing a logo, I started with the client's preference for a circular shape, which formed the basis of my initial designs.
Color Inspiration
Color inspiration was gathered from original beach photography supplied by the client. The colors included red accents from nearby buildings and beach cabanas. I suggested a core palette with primarily pastel colors. Red or brown and yellow could be accent colors. These colors establish the tone for the brand:
- Blue is perceived as trustworthy and serene which is perfect for a beach identity. It is associated with purity which connects to swimming in crystal, clear water.
- Red is associated with action, excitement, and passion. For this brand, it invokes excitement for travel and adventure.
- Yellow promotes positive vibes and warmth like the sun. This color is attention-grabbing and can be overpowering. It is used as an accent color.
- Brown depicts sand and earthiness. In this case, it anchors the design around the primary image.
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Starting Color Palette
I chose a starting color palette for this project that features recognizable beach colors. However, during the design process in Adobe Illustrator, I discarded some colors that did not fit the brand's vision. For example, I decided against using a heavy brick color and the client agreed with my decision. To create a more balanced color scheme, I modified the light blue turquoise tone to a blue sky color by reducing the green. The logo's dominant colors are blue and brown, while yellow, red, and dark turquoise serve as accent colors. The light and dark tones provide contrast and capture the vibrancy of the beach. Additionally, I incorporated the client's white truck as an icon, adding a recognizable element to the logo for this travel brand.
Font Selection
The travel blog's voice is informative, fun, and sometimes cheeky. I considered the Adobe font "Marydale" but it seemed a little timid for this design. The chosen Google font, "Architects Daughter" is playful and cheerful. The words, "Truck That Beach" are strategically arranged to let readers know this travel blog will be interesting! The font is unique to the logo and not used anywhere else.
Revisions
There was quite a bit of experimentation with how to balance the design. The client initially wanted to include palm trees on either side of the truck, but it reduced the impact of the logo. We decided on small starfish to focus the eye on the most important feature: the truck and umbrella. The logo is recognizable even in a small size. It can be scaled without any loss of quality and is effective in black and white.
What I Learned
- Although simple logos are very effective, sometimes a little more complexity sets you apart.
- No idea is too strange. All ideas should be considered and discussed.
- Illustrative logos are incredibly fun and effective for a brand.