Power Up logotype

POWER UPA logotype design process bookDanielle Teig

Contents

IntroductionPreliminary ProcessConceptSketchesFirst Iterations Second IterationsFinal LogotypePackaging

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Introduction

Introduction / 1

Power Up is an energy bar company. Any snack can provide energy—that’s just another word for calories. The key is to make sure your snack is deliv-ering as much nutrition per calorie as possible. Foods containing fruits, vegetables, whole grains, fiber, and lean protein are nutrient dense, giving you the best bang for your snacking buck. As a company, we’re working to reduce our environmental footprint in

everything we do, from the field to the final product. We describe our vision for sustainable food production like this: Our food will be made with sus-tainable, organic ingredients; baked with clean, renewable energy; packed in environmentally friendly packaging; and delivered by transportation that doesn’t pollute. Our goal is to make a protein packed healthy snack.

ResearchUpon deciding to create a logotype for Power Up, I wanted to do a lot of re-search as to why someone would want to choose Power Up as their protein packed snack of choice. I decided the demographic that Power Up attains to is 20 to 30 year olds who either want to or already do workout a lot. This will be a post workout bar that has 30 grams of protein which is the maximum intake of protein a body can handle after a workout. I decided to interview from health obsessed exer-

Preliminary Process / 3

Preliminary Process

cising machine friends of mine to see why they choose the certain brands of post workout food / beverage that they do. A lot of what they said was about brand recognition. Most of the foods they were choosing were based off of suggestions from their friends or from advertisements in magazines and online. I also asked them what colors they generally thought of or thought related to exercise and my friends agreed between electric blue, green, and yellow.

50 Words

4 / Power Up Logotype Preliminary Process / 5

/ powerful / confidence / muscle / health / energy / environment / body type / food / ex-ercise / granola / delicious / organic / sustainable / expedition / earth / weight / workout / bar / texture / oat / fiber / modern / cleanse / vitamins / expand / friendly / approach-able / awareness / nutrition / replacement / diet / wellness / strength / hunger / sports / goals / protein / fuel / mind / support / flourish / pleasure / quality / community / cele-brate / athlete / simplicity / whole / cooking / free /

Mood Boards

This mood board displays the demographic that Power Up is trying to reach to: 20 to 30 year olds.

This mood board shows the competition that Power Up has as a power bar.

This mood board shows typography that I was inspired by.

6 / Power Up Logotype Preliminary Process / 7

After researching and creating mood boards, I came up with my concept for the logotype. Because the demo-graphic for the Power Up energy bar is 20 to 30 year olds who want to get fit and excercise, I wanted the concept to dig into the reason why those people would want to get fit. I came to the conclusion that it is because they want to be strong and confident. My concept for this logo is to be strong and confi-dent looking.

Concept / 9

Concept

With my beginning sketches, I wanted to play around with different medi-ums to see what exactly fits the style of Power Up as a company. Several sheets of paper and experimenting later, I found that ink and abstract is not the way to go for Power Up. This company is very clean and modern so the style of the logo needs to repre-sent that.

Sketches

Sketches / 11

12 / Power Up Logotype

I realized that triangles are the strongest of all the shapes to build a structure out of. Having a triangle in my logotype represents my concept of strength and confidence.

Sketches / 15

First Iterations

First Iterations / 17

For my first digitial sketches I wanted to play a lot with different typeface options and with triangles. In some versions I tried placing a triangle with-in a letter and in other places I tried placing the triangle around the word. I also tried different colors based off of my prior research.

POWERUPPOWERUP POWERUP

18 / Power Up Logotype First Iterations / 19

Trying different color combinations here

First Iterations | 15

POWERUPPOWERUP

POWERUP

Exploring Typefaces


PT Sans bold

Motor Oil 1937 regular

DIN Condensed bold

POWERUPPOWERUP

POWERUPPOWERUPPOWERUPPOWERUP

Playing with the triangle in a letter

First Iterations / 21

POWERUP

POWERUP

POWERUP

POWERUP

POWERUP

POWERUPPOWERUPPOWERUPPOWERUPPOWERUPPOWERUPPOWERUPPOWERUP

Motor Oil has an elongated center that extends above the capline in the shape of a triangle

White bar shows separation be-tween the letter and the triangle


POWERPOWERPOWERPOWER

POWERPOWERPOWER


Too pointy

Awkward looking

Second Iterations

Second Iterations / 27

During critique, my class and I decided to work based off of the triangle being placed small above the W. They also recommended trying different color options so the two words pop.

POWERUP

POWERUP

POWERUP

POWERUP

POWERUP

POWERUP

Second Iterations / 2928 / Power Up Logotype

Looks nice and smooth

Good contrasting color

POWERUP

POWERUPWider triangler looks out of place

Triangle blends nicely here

Second Iterations / 3130 / Power Up Logotype

Final Logotype

Final Logotype / 33

I decided to use orange and blue for my final logotype. I also decided to go with the typeface choice of Futura.

Final Logotype / 3534 / Power Up Logotype

POWERUPPOWERUP

POWERUP

Final Logotype / 3736 / Power Up Logotype

POWERUPPOWERUP

POWERUP

Packaging

Packaging / 39

For the Power Up bar packaging I wanted to still emphasize the triangle shape while using the colors from the logotype. I decided to make the pack-age itself a triangle and the bar will also be baked to fit into the package.

POWERUP

Double Chocolate Oat

Nutrition facts here

A first draft of my packaging.

Packaging / 4140 / Power Up Logotype


Mint Chocolate Chip

POWERUP


Although the concept of triangular shaped packaging seemed like a good idea, it resembled dessert packaging too much and did not look like it would be a good fit for a granola bar. The multicolored triangles also did not to the packaging any favors as it looked too high tech and Power Up is not a high tech company.

Packaging / 45

Packaging / 47

POWERUPChocolate

100% organic post workout protein barGives you the strength to climb a mountain

NET WT 2 OZ / 57 G

Coconu

t

I changed the package to be shaped like a rectangle as opposed to a triangle. I still wanted to try using the triangle shaped pattern I had created in the last sketch so here I used them as portraying mountains. Although it seemed like a good idea, the packaging still did not look like food packaging.



Chocolate Coffee Nut

POWERUPPost workout protein bar

NET WT 2 OZ / 57 G

This is my final packaging. I used imagery as the background to display what flavor the bar is.



Mixed Berries

POWERUPPost workout protein bar

NET WT 2 OZ / 57 G

Here is my final packaging with a different flavor.

Design

Power Up logotype