The final courses of my Master’s in Strategic Foresight and Innovation include forming a temporary consulting firm of 4 classmates, to work with a local social enterprise in the food industry. We picked a fun name, and I got a fun job: design the logo!
It turned out that the Nibble Group did not want a cookie-themed logo. They did not want to use this font. And they definitely did not want brown colours in our Style Guide (which I was also working on).
So I drafted twelve more logos, mostly squares. I picked nicer colours and named them after foods (this dark green is “Kombu”). Some members appreciated the simple elegance.
But one group member was holding out for something modern, like this use of white space and “Chayote” light green.
After three rounds and 28 variations, we didn’t have more time to spend on this. So we came to consensus on some silly typography for our silly name. The instructor liked it but we have not yet revealed it to our client.