To perpetuate the feeling of elegance and class, I chose a script front to create the name of the company. The shimmery, gold tone of the font connotes the upper class feel as well as the current trend of using gold lettering in creative projects, as shown all over Pinterest. Pinterest was also an inspiration for the rest of the color palette: the coral-pink color and the navy blue. The navy blue color choice also continues the theme of elegance.
I created three variations on the logo. The full logo features an arcing tagline (Sweet Treats & Decor) in the coral-pink and the tiny cupcakes. The tiny cupcakes were designed by AngieMakes.com, with a free use license. If these were to be used for a logo in real life, the creator does allow for some commercial use, but it would be prudent to contact the creator to get permission and the official licensing.
I added the cupcakes for an element of whimsy that compliments the elegant structure of the logo.
*REVISED* logo with feedback from today's (7/21/15) class.
I tried several different combinations with using the idea of continuity by bleeding the company name off the page and I wasn't happy with any of the results. So, I removed the tails on the E and the y and tilted the E: now the E frames and hugs the rest of the name. The curl at the end of the E and the y also point toward the tiny cupcakes, which connects the whole element of the logo. The E-shape also draws in the tagline and the mini cupcakes. I also centered the logo on a square background and used the negative space of the navy blue to emphasize the name. I also made the tagline bigger and more legible.
The additional fonts, Helvetica Light and Amatica SC Regular are thin, sans serif fonts that counteract the formally of the logo script font Mf Young & Beautiful. This keeps the business image approachable.
The business card continues the brand image of using the script logo, the Sweet Treats & Decor tagline and the tiny cupcakes. The contact information continues the use of the Amatica SC Regular font and sets apart the name of the caterer, Aubrey, the phone number and email address. The card is simple in design, so the information is easy to find. The brand colors are also used on the card. The rule of thirds was used to place the elements on the card.
Our website: Epiphany
Katy is 23 and is newly engaged. She recently graduated from Dixie State University and has started a new job. She wants to have an elegant engagement party to celebrate with her family and friends, but she doesn't have the time to coordinate a party. Since she is now out of college and working full time, she is able to afford catering. Katy also loves browsing Pinterest in her spare time and has several different ideas for themed parties that she would like to celebrate her engagement.
Marlene is 62, with three granddaughters that are ages 5, 8, and 10. She has two houses, one in Sandy, Utah and one in St. George, Utah. During the winter, Marlene lives in St. George. In a few weeks, Marlene's granddaughters are coming to visit from northern Utah and she wants to have a special event planned for them. The girls love the movie Frozen, so Marlene would like to surprise them with a themed party. Marlene's husband owns several profitable businesses in northern Utah and has an expendable income to spend entertaining her granddaughters while they visit for winter break.
Dave is 49, and has a daughter that is turning 16 in a month. His daughter is really excited for this birthday and wants to celebrate with several friends from school. She loves anything themed mermaid and the ocean. Dave's work party a few months ago was catered by a business that had a fun theme that everyone in the office enjoyed; he is looking for a similar setup for his daughter's birthday.
Since Dave works full time in the corporate world, he wants to hire someone that will communicate well with his daughter and design a party that she will be happy with.