RTA Eats Logo
The Project
I was tasked with the creating of a new logo for the CURTAS RTA Eats Instagram reel series. I designed and finalized a logo that was going to be used in subsequent posts for the series.
The direction from the Social Media Lead on the team was as follows:
In addition, the graphics team and I decided to create an animated logo intro that would play at the start of each reel. As such, I designed and organized my file composition with this in mind. The final animation would be undertaken by another graphic designer on the team.
The Process
Designing
I started off drafting ideas to convey the series' theme of display food joints around campus. Initially, I planned on using a plate to display this, but what better way to present the idea of fast and good student food than with a burger.
I came up with a series of drafts using this burger idea, and ended up using the bottom right shape for the logo.
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Using this shape as a base I decided to complicate the logo further. I added sesame seeds and a slice of cheese to give the logo a more appetizing look, while being more complex and visually interesting.
Colour Variation
With I finalized shape, I began experimenting with colour variations for the logo and the accompanying background. I began by using colours from the existing CURTAS marketing colour palette guide.
Deciding on using the dark background (bottom right), I began further experimenting with colour variations within the logo itself, to develop a distinct contrast between the text and the logos.
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I also added in a CURTAS presents label to accompany the logo but decided to scrap it later, as I felt it was a distraction from the logo.
Final Design & Animation Prep
Eventually, I landed on the final design, achieving the simplicity and customizability desired by the Social Media Lead. The light colours for the details, the text, cheese and sesame seeds, offers up a nice colour contrast from the base burger buns.
But, the work was not finished here. I had to prep this delicious logo asset for animation in Adobe After Effects.
Since I designed the logo with the idea of it being animated in mind, I had to do a rough visualization for my fellow graphic designer to reference as they began the motion graphic animation for the logo.
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