On the left: the old brand. On the right: my first manual sketch based on Summa branding indications
The art director was very much concerned about the word "Abuelo" than the rest, because of the addition of a swoosh below it (instead of the key ribbon), so I started by digitizing it and proposing different forms for the capital "A" and two different lowercase "l", also two different swooshes, smaller and bigger.
On top: Different versions of the word "Abuelo" and the swooshes. Below: a mockup for the presentation
After many testing rounds, we had to keep on working on it, by mixing the different elements involved.
Left: Version 1.1 but with the "l" of version 2. Right: Version 1.1 but with th e"l" and "A" of version 2
The final step was to complete the logotype, with "Receta" and "del" also digitized
On top: Final Logotype. Below: a mockup for the presentation
Examples of use