Lettering La Receta del Abuelo
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.
La Receta del Abuelo logo original
Lettering La Receta del Abuelo Boceto Manual

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.

Lettering La Receta del Abuelo Boceto
Lettering La Receta del Abuelo 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.

Lettering La Receta del Abuelo Boceto Digital

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

Lettering La Receta del Abuelo Boceto
Lettering La Receta del Abuelo Mockup

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

Lettering La Receta del Abuelo packs

Examples of use

© 2005-2020 Laura Meseguer
Custom Type Design and Lettering


© 2005-2020 Laura Meseguer
Custom Lettering and Type Design 


© 2005-2020 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