Branding
Logo Design
2024
TONWERK
The Task
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I worked on a logo due to an online subscription that sends out daily design challenges. The task was to create a logo incoorporating a mug.
My Role
The idea I had in mind was to create a logo for a pottery studio where you could try out beginner-friendly pottery courses. It is called tonwerk which translates to "clay factory".
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I chose a german name, since I pictured it opening in my hometown and designed a logotype and a logomark.
The Process
At first I started out with some sketches for the logomark. Since the main character in the logo should be the mug, I thought about the self-made aspect of it and added a hand showcasing the "product".
To include the idea of a potter/ceramics studio, I wanted to change the logo into more of a cup hence I added a handle.
Afterwards I added some contrast to it and started working on the logotype.
For the font I thought about something playful, modern but also bold which I eventually found in Getai Grotesk.
Since the font has a special design and some really cool notches, I implemented the notch in my logomark and made the mugs' handle more visible.
I combined font and mug in order to build some logo variations. These two here stood out to me the most. The logo on the left side displays the mug as the "o" in the word "ton".
I also decided on lower case letters because it looked more inviting and fun - just like my potential pottery studio.
The Final Result
Color palette
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The colors for my logo are inspired by some slightly vibrant tones. I also added a complementary tone of old rose. For me pottery and the following process of glazing the pieces stands for a variety of colors which is why I used a broader color palette.
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Version 1
Version 2
In the end I decided on Version 2 since I find it playful and visually pleasing.
Finally, I created some impressions of how the logo can be used to advertise tonwerk studio. The main colors of the logo are a copper orange and an almond beige while the rest of the palette should work as accent colors:
