RecetaAbueloLogoTop
Redesign of a logotype
for SUMMA Branding

 

Masthead of a magazine
Masthead of a magazine
Masthead of a magazine
Receta del Abuelo (the grandfather's recipe) is a brand that commercializes processed food for supermarkets. The assignment consisted of the redesign of the existing logo, to make it more appealing for a modernized packaging too, done by Summa branding.  
Plaza is a new monthly magazine edited by Ediciones Plaza. The art director, Herminio Javier Fernández asked me to design the masthead. The briefing was very simple: design a masthead based on personal writing, not as formal as calligraphy or brush lettering, but close to vernacular signs.
Plaza is a new monthly magazine edited by Ediciones Plaza. The art director, Herminio Javier Fernández asked me to design the masthead. The briefing was very simple: design a masthead based on personal writing, not as formal as calligraphy or brush lettering, but close to vernacular signs.
RecetaAbueloLogoAntiguo
BocetoRecetaAbueloLogo

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.

DigitalizacionAbuelo1
DigitalizacionAbuelo1-Mockup

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.

DigitalizacionAbuelo2

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

BocetoRecetaAbueloLogo2
DigitalizacionAbuelo2-Mockup

On top: Final Logotype. Below: a mockup for the presentation

recetaabuelo

Examples of use

© 2005-2020 Laura Meseguer
Custom Type Design and Lettering


© 2005-2018 Laura Meseguer
Custom Lettering and Type Design 


© 2005-2018 Laura Meseguer
Custom Lettering and Type Design 


Drop me a line!
mail@laurameseguer.com

Drop me a line!
mail@laurameseguer.com

Drop me a line!
mail@laurameseguer.com