METHOD & PRACTICE :
Research, Sketch, Design
The concept of Gravel World is to bring strangers and groups of friends together while traveling the world and discovering new and exciting adventures. Gravel also helps its travelers learn the diverse culture throughout the world while giving a thirst for more. My job as a designer was to create a meaningful logo that connects the brand with its clientele.
After discussing the details, such as the style, color, and message that needed to be represented by the logo, I started researching similar projects and looking up relevant competitors other logos in the industry.
My next step was to sketching my ideas. My main focus was to display the brand name or the letter G with the incorporation of a plane. I wanted it to be simple, direct yet creative and attractive, without leaning on an airline idea.
The typeface of choice was Lulo Clean designed by Ryan Martinson mainly because it is friendly yet sophisticated. With little to no edits, it complements the design and the idea that stands behind it.
Once the drafts were provided and feedback was received, I started working on the final design using keynote, shapes, and the pen tool. Color-wise, since I had some freedom of creativity, I decided to go with a solid Purple as it is often associated with mystery, creativity, luxury, and ambition.
The final logo combines a plane on its travel course, circling a stylish G with a vivid purple. A closer look also reveal the letter G twice, reinforcing the idea. With the addition of the brand name typography, the logo was just stunning, making for quite an impactful design.