Paula Chan

Designer, Photographer, Baker, Rock Climber!

50

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Grant Avenue Street Reach

Found this class at the perfect time! I am doing a pro-bono project, helping out a non-profit to re-design their logo/identity sytem, that needs to be completed in 6 weeks.

Creative Brief:

Background:

Grant Avenue Street Reach Soup Kitchen has been helmed by Kathleen Gomendi for 21 years, in four locations, coincidentally all on Grant Street in downtown Denver, CO. No one is sure how "Avenue" got incorporated into the name, but that is their official 501(c)(3) non-profit business name.

They serve over 1,000 people a hot meal every Monday, relying on volunteers to help prepare, cook and serve the meals.

Objective:

Thier primary need is a logo for web so they can build their social network.  They have never had a professionally designed logo or identity system. I will explore further options for them for business cards, letterhead, etc after addressing their primary need.

Target Audience:

Other agencies working within this sector, volunteer recruits and corporate donors.

Message:

To serve.

This is what they are currently using on their website:

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with just the ladle and bowl on the left for twitter and FaceBook.

They would like to use similar "soup spoon" imagery in their new logo. I would like to come up with a new, fresh, and more simplified drawing for them and a new logo type using the actual name of the organization. I have not yet determined whether they want to keep the quote. They are not faith-based, but I believe the above is from scripture.

Mood Board:

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Explorations:

Simple use of type, exploring shape of steam rising from bowl.

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More steam explorations, use of steam to form "S."

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First color:

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First social media and business card explorations, narrowing down typography options:

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More explorations for back of business cards:

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More color combination options:

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Patterns explorations (not used in the end -- deemed unnecessary):

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FaceBook Page before:

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FaceBook Page AFTER:

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FINAL PRESENTATION:

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