Grumpy Goods logotype refresh

Grumpy Goods logotype refresh - student project

For my project I chose to refresh a logotype I designed for myself a few years back. It was my first attempt at a hand lettered word mark and initially I was happy with the the look.

Original

Grumpy Goods logotype refresh - image 1 - student project

As with most of my work I became dissatisfied with the result over time. The first three letters look loose in their style while the last three are more rigid, the "G" looks a bit off and the relationship between the "r-u" could be mistaken for a "w".

I used the logotype checklist that Jessica provided to better identify the problem areas and inconsistencies in the drafting of the individual letters, this is the result.

Print Out Markup

Grumpy Goods logotype refresh - image 2 - student project

After writing out the word over and again and sketching out some concepts, here's the initial direction

Logotype Refresh - First Draft

Grumpy Goods logotype refresh - image 3 - student project

Logotype Refresh - Vectorized

Grumpy Goods logotype refresh - image 4 - student project

Joe Sandoval

design + illustration