Logo design — art direction
Branding for Social Serve, bringing a music festival approach to events with party vibes, cocktails and a giant serving of social tennis.
The Brief:
The client needed a sophisticated, clean, and elegant logotype for their social tennis event. They also wanted a subtle treatment applied to the words, rather than a separate symbol. The name is cool and relevant, so I was looking for a subtle metaphor. I wanted to avoid anything cliche.
The six logotype ideas
The process:
I kept things simple and clean in black and white, as it allowed me to focus on the logotype. From the beginning, I saw this logo reversed out on imagery or just black, as I felt it would help reflect the brands ideals. For each design I also wanted to explore potential copy for social and website application.
Option 1
Option 2
Option 3
Option 4
Option 5
Option 6
the outcome:
The client liked all the designs but was leaning towards options one and four. With option one, they wanted to explore other cocktail shapes and maybe a tennis ball. For option four, they wanted me to show options with the script. The final approved logo supplied to the client ended up being the script option, and the one without the swoosh.
Stage 2 exploration
Final approved design