Food Truck Logo Design
Client name: La Cantina
Background: La Cantina is a startup food truck business located in Melbourne, Australia. Currently operating from a vintage van, they serve a range of fresh, contemporary Mexican food at public locations or private events.
Audience: La Cantina is targeting a health and flavor-conscious audience in and around the city of Melbourne. They are able to cater to various functions, as well as public events such as festivals. La Cantina sees its food as affordable, fresh, flavourful, and healthy. La Cantina’s audience and people who live in Melbourne are typically interested in:
- Outdoor lifestyle
- Multiculturalism (many different nationalities live in Melbourne)
- Healthy living (eg exercise, sport, fresh food)
- Fresh food
- Sustainability (eg low waste, low CO2, sustainably sourced food)
Context: La Cantina require a logo for caravan signage, aprons, and a printed menu
Keywords: Fresh, Mexican, sustainable
Aesthetics direction:
Incorporate both the elements of the taco and food truck, while following the same aesthetic feel that the burger king logo has (simplified, easy to identify).
Ideation Matrix:
Here are my 24 design ideas:
In the selection of these logos, I’ve asked many people, both outside and inside of the course. When I asked which ones of these were most memorable and fit the keywords, they commonly said that the 3D taco car logo, the sunset logo were the ones. So, I chose to create these in Affinity.
Logo designs:
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I’ve completed the basic designs of my two candidates. Finally, I’ve decided to use the second design because it had more relevance to the company.
Type font choice:
Avant-Garde Gothic:
Slab-Serif:
Personally, I prefer the aesthetics and more traditional looks of the slab-serif. So, I decided to stick with that.
Review your design brief. How effectively have you addressed the criteria of the brief? Have you responded to the keywords? Is anything unclear or missing?
After asking some of my classmates, they have all said that they liked my bright colors and simple design. So, I believe that I have been able to achieve most of the criteria of the brief, the logo shows that the restaurant is fresh and Mexican. I have also followed by original ideation matrix in creating my logo so that it looks exactly the way that I want it to be.
Review the “logo design top tips”. Is your design aligned with this advice? What needs to be improved?
I believe that I’ve followed most of the ideas, however, I still haven’t checked if it is memorable to the audience. Also, the negative space and positive space are too clearly divided, so I need to improve on that.
Set goals for the lesson. What specifically do you need to improve to refine and complete your design?
Based on some feedback from my classmates, I decided to improve to fill in the dominant-negative space and create a balance. Refine the details of the logo and put it into the mock-up photo.
Later design to fill in the negative space:
Compared with my formative, I believe I have learned and improved a lot through the unit. The formative was a rough sketch and lacked detail and time. For the summative, I’ve learned to use affinity designer rather than procreate. This made the logo design much more detailed and specific. I was also able to receive feedback from a lot of my classmates, making it more visually appealing for the general public. In all, I’ve improved in my techniques of creating a logo design through the process.
Presentation:
Presentation PDF:
Logo Design PDF:
Response to Design Brief:
- What creative decisions did you take and why?
I have decided to choose two of my 20 rough ideas and add more details to do it. After completing the remaining two, I chose to focus more on the more simple and more related logo design. Then, I added the cacti and bright colors to it to further connect to the design brief.
- Which design elements and principles have you emphasized and how does this make your logo effective?
I have used 4 design elements (Line, Shape, Negative Space, Color) and 1 design principle (Balance). The element of line and shape was to make it simple and easy to understand. The color emphasized the freshness and naturalness of the food at La Cantina. The negative space makes it appealing to the audience. The design principle of balance was able to symmetrically balance the design, emphasizing the geometric standards of a logo.
- What did you do well in this project?
I did really well on creating lots of diverse rough ideas and focusing on my final design, adding lots of details and ideas to it.
- What would you improve/do differently next time and why?
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