AwRoa Logo Design

View Relevant Website

During the summer after my freshman year at CMU, I contracted a freelance gig to design a branding kit for a female entrepreneurship bootcamp based in East Germany. The client provided (1) Their name, "AwRoa" (2) Brand descriptors "awesome", "roar", "aurora (dawn of a new day)", "female lioness", and "female empowerment" (3) Requested colors seen below as neon pink and orange (4) A description of their business goals.

I took this input and spent a week ideating a logo that (1) Combines the colorful, vibrant tones the client suggested. (2) Uses symbolism of the aurora borealis atop a mountainous silhouette while simultaneously reading "AwRoa". (3) Separates the "Aw" of "awesome" and "Roa" of "roar" (I felt that a lion-like orange was appropriate for the "Roa" side) (4) Achieves a striking, recognizable image.

As quoted, the client said "your exploration is strong. It is playful and vibrant. The Calistoga type is aligned with the objectives, as you described. It is reminiscent of the Flower Power style brought to today's sensibilities." - Cecile Thomas

View this project from the bottom of the page scrolling up to view my process chronologically!

‍

The client enjoyed my 5th variant seen below as well, but wanted to see some more options of color and fill vs. gap. This is what I sent to them for finalized feedback, and they agreed with me that my original 5th variant remained both of our favorites and they finalized it.

‍

I sent this graphic and the below graphic to the client for their feedback. I enjoyed my 5th variant seen above the most, and recommended it for its ability to be read as a mountain range with a setting sun as well as the letters "AwRoa."

‍

After receiving some input from the client to exclude the aurora borealis graphic as they thought it was a little too busy, I created more variations of the base letters, experimenting with contrast, geometry, and filling the letters vs. leaving them empty.

‍

This is the graphic including the first screening I sent to the client, including typography choices, a specified color scheme, a plethora of variations and my suggestions for the client.

‍

After vectorizing the green variation seen below into Adobe Illustrator, I came up with a few options of aurora borealis graphics.

‍

Further experimentation of the letter geometry into a mountainous shape. I liked the green-toned variation the most, and went on to develop that further!

‍

Further experimentation of the letter geometry into a mountainous shape.

‍