Thumbnail Sketches

The second step in this design assignment was to sketch 10 different logo ideas. This was challenging considering the constraints from the “client” (use only three colors; include a truck, a box and ice cream). As a firm believer in brainstorming, I thought outside the box and let my imagination wander. I really liked the Aloha Ice Cream sketch, but it wasn’t even close to what the “client” wanted. I played with the Neapolitan trio-colors, the nostalgic old-fashioned ice cream parlor, and a few fun names and taglines. It would help to know more about the personality and product of the company. What distinguishes them from the competition?

DESIGN BRIEF for Ice Cream Company Logo

Designer: Kristin Graham

Prepared By: Kristin Graham

Date: July 13, 2014

Project: Company Name, Logo, Stationery

Client: Online Ice Cream Company

Overview/Concept: An ice cream company is launching an online business. Costumers will be able to order ice cream online and it will be shipped to them. This is the old concept of “ice cream in a box.” The name of the company and logo must reflect the concept of shipping ice cream.

Consumers/Audience: This company will attract fans of their specific ice cream, connoisseurs of ice cream, and people who live in remote areas where good quality ice cream may not be easily available. Since shipping costs are high (overnight shipping is required to keep ice cream from melting, as is the customer being home to accept delivery), so the average customer will need to be willing to pay more than they would at the grocery store for ice cream. Uniqueness in ingredients and flavors will attract customers and distinguish them from the competition.

I don’t think many people know about buying ice cream online, unless they have visited a local shop and have seen an advertisement about shipping. They may be interested in having the ice cream shipped home to enjoy with family and friends, thus possibly increasing the customer base or to send as a gift.

Design Restrictions: The client would like a logo that includes a shipping truck, box and ice cream using only three colors. The logo must be inside a taller rectangle. The logo should indicate the company’s objective: to ship ice cream.

Competition: There are a number of online ice cream companies. At eCreamery.com, customers can customize their flavors and packaging to create a unique ice cream. Graeter’s and Bassetts, as well as New Orleans and Boulder Ice Cream companies, sell their pints online for purchase, increasing their customer base outside their immediate geographic area. Jeni’s Splendid Ice Cream and Raw Ice Cream Company specialize in ingredients that appeal to those who eat a specific kind of diet.