Cheryl Post Advertising Student &  Photographer
Cheryl Post is a bright student art director and photographer living in #HamOnt.

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All other photography by Cheryl Post that would not be included in headshots, baby photography, couples photography, lifestyle photography, or food photography.

Branding 101

Although I have done all the branding for Cheryl Post Photography, I have never had any formal instruction on what is required to create a brand. One of my projects this semester was to create the branding for a new cafe. Each student began by creating a mood board of images, colours, textures, etc. that would contribute to the overall feel of a college cafe. I went for something somewhat sophisticated but with a west coast chill vibe (clearly inspired by my years in Vancouver).

Next we developed a list of 40 possible names. You can be sure they weren't all winners, but a few emerged that stood out as unique without laying on too much cheesiness. Some of my shortlist included:

  • Electric Cat Cafe
  • Novo Cafe
  • Hustle
  • Loft Espresso Bar
  • Asterisk
  • Tonic

Although these were all good names, the one that took the cake was cancer&capricorn. The meaning behind this name comes from the origins of most coffee. In general, the bulk of the coffee in the world is grown between the tropics of Cancer and Capricorn. I felt the name was unique and inspired some different visuals that could be incorporated into the logo design.

Once I put pen to paper, the ideas just started flowing. Soon I found myself doodling logo elements late into the night. After some consulting, I landed on two that met my criteria of being both simple and memorable. Here are a few I came up with:

The ampersand sign began to take on a life of it's own, developing into a unique element that could be used in a number of ways. I played with several font parings before narrowing it down to the one I used. Here's a couple that made the shortlist:

Finally, here is the design I went with! I chose the font because it had an academic feel. The box defined the logo nicely and ensures it could stand out on a somewhat busy background. By offering two orientations I ensure the logo will be flexible enough to put on any packaging. 

Overall, I am truly pleased with the results and look forward to designing more logos and brand mood boards in the future.