Dotty Dumpling’s Dowry Logo Redesign:
For this project, I was tasked with creating a new logo for an existing company located in Madison, WI. The brand I chose was a restaurant and bar known for their burgers, called Dotty Dumpling’s Dowry.
First step: Creative Brief
To begin this project, I had to complete a creative brief for a Dotty’s since I believed their branding was in need of a refresh. Within this brief, I needed to establish the problem I identified in their current logo and define how my design will work toward achieving a desired outcome.
Second Step: Sketches
After creating the creative brief, it was time to work on sketching potential new logos for Dotty’s. Within these couple dozen sketchbook concepts, I needed to also examine which ones might work best toward serving the goals identified in my creative brief. In addition, I needed to be sure to explore all possible gestalt design principles and rhetorical figures that might be relevant to my future logo.
Third step: Black and White Logo Drafts
Drawing from my set of sketches that I generated, I then selected my top 3 ideas and built them out digitally in Illustrator, whilst keeping them black and white.
Fourth step: Logo Drafts With Color
After building my logos in illustrator, I continued to refine my top 3 logo ideas in Illustrator and also add color.
Fifth step: Finalized Logo
Finally, I selected my top logo and made one last round of refinements. Once I was satisfied with the look of the logo itself, I chose my top color and font choices. After all this, I made a semiotic analysis describing my logo and the meaning behind it.
