THE crafty ass female podcast
Custom LOGO DESIGN
MOOD BOARD
VISION
The main goal for this new logo and branding is to serve as a visual bridge between ALP and Crafty Ass Female. By having the artwork be cohesive and symbiotic, it not only expands the “world” of ALP, but refreshes the face and vibe of CAF .
Since the ALP logo features a lot of illustration and icon work, I envision the focus for CAF to be on typography, composition, and shape. While the artwork of ALP is a visual representation of creativity and community, I see the CAF artwork representing it’s audio form by having the emphasis be on the words themselves. The names of both businesses are SO strong, so I really want to utilize that face value impact. (However, you know I’m probably gonna put a butt into at least one of the concepts…)
For the color palette, I used the base colors from ALP, but punched up the red a bit bolder and added in a vibrant yellow to really oomph up the pinks.
COLOR PALETTE
ROUGH SKETCHES
CONCEPT 1
MODERN REFRESH
This concept is what I consider the modern update of the original, with a focus on a bold, standout lettering with unique composition, and the sneaky little butts subtly incorporated throughout.
I imagine the little butts also being a repeating icon that sort of pops up throughout the sub marks. The modern composition will also be a detail that echoes throughout the branding, with shape being a big element, be it the flow of the typeface themselves or using neat modern shapes with the lettering overlaid.
CONCEPT 2
POCKET SISTERS
I had to throw in a concept that had a bit more artwork - I just couldn’t not! This concept actually incorporates some of the ALP icons themselves, but in a super super subtle way by being tucked into the back pockets of these two crafty gals.
Outside of the main logo, the sub marks will focus more on the lettering which I imagine being something sort of retro and playful, echoing the energy of the artwork and that of ALP itself.
CONCEPT 3
The Retro Sticker
The idea for this concept is to make the logo itself look like a fun, throwback sticker / patch. Featuring what would be a hand illustrated typeface overtop of a bold background / outline. The main logo also incorporates the same star shapes as ALP, really making it feel pulled from that little world.
For the expansions, I envision more fun plays on lettering and shape, with bold block lettering and play with color. Within the sub marks we would also incorporate the “brought to you by” tagline and wording.
