Hand-drawn script logotypes convey a lot about the personality of a brand. The letter may look breezily dashed off, elegant, relaxed, energetic, confident, approachable, quirky or playful. The thicks and thins of the letterform, the extra embellishment, or lack thereof, hint at how the company wants to be perceived. Script letters feel more like personal signatures – individual and unique. This quiz is to see if you can name the brand that owns these logotypes. See answers after the jump.
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Only a few decades ago, a common belief was that the more contemporary the design of the label, the more mediocre the quality of the wine inside. The legendary luxury wines of Europe remained faithful to the centuries-old tradition of featuring labels with ornate script lettering, fine line engravings of chateaus, gold foil borders and corks sealed and stamped with red wax. Only upstart nouveau wineries in places like California ignored proper wine labeling etiquette by hiring graphic designers to come up with something colorful and stylish.
But perceptions have changed. Fine wines are being sold in supermarkets, online and even Costco. Wines from around the world compete for consumer attention and shelf space. The assumption that bottles with traditional labels contain better wine no longer has validity. Wine packaging and labels are projecting unique brand personalities, and not shying away from presenting a look that is bold and innovative.
The visual identity system for Southern California-based Dripp Coffee Shop is intriguing for what is fixed and what is flexible. Designed by Turner Duckworth San Francisco and London, the Dripp branding system centers around a hand-drawn script logotype which angles upward. The rest of the visual content is structured within a grid of color blocks with minimal flat-graphic images. The flourished style of the letters sets the logo apart from the rest of the visual content and, by contrast, draws attention to itself. The silhouetted objects themselves can be changed to suit the product, season or event, as long as they retain the stylized look and simplified color palette of the brand – as shown in the set of posters below created by Turner Duckworth. This graphic system also accommodates changing needs and uses, including this sleeveless hot paper cup design by Istanbul-based designer Salih Kucukaga.
Coca-Cola has just unveiled six limited-edition cans to cheer on Team USA at the London Olympics this summer. San Francisco-based design agency, Turner Duckworth, combined three of the world’s most recognizable icons to communicate the entire story –the stripes of the American flag; the five interlocked rings of the Olympic logo and silhouette of an athlete, and Coca-Cola’s signature red and Spencerian script logotype. The effect is succinct, direct and graphically powerful. Coca-Cola is rotating the can designs throughout the summer, with a new one appearing every two weeks, culminating with a special composite logo timed for the opening of the Olympic Games.