What is The Local?
The Local is a Northern California-based collective that strives to build a sense of community among small business owners. They celebrate creativity and collaboration by hosting pop-up events, workshops, and makers markets.
The Local is a Northern California-based collective that strives to build a sense of community among small business owners. They celebrate creativity and collaboration by hosting pop-up events, workshops, and makers markets.
Purpose and Role
The purpose of this project was to create a logo and branding guide for marketing materials and social media. My role included designing the logo and style guide.
The purpose of this project was to create a logo and branding guide for marketing materials and social media. My role included designing the logo and style guide.
Objectives and Deliverables
- Design a logo
- Create a style and branding guide
- Design a logo
- Create a style and branding guide
Tools
Adobe Illustrator and Lightroom
Adobe Illustrator and Lightroom
Logo Design
The keywords I used for inspiration with The Local's brand identity were: enduring and authentic. With these adjectives in mind I landed on a delicate serif font that would create a sense of comfort and familiarity. When it came to choosing the company's signature color, I landed on a muted green; not only as an homage to The Local's Northern California roots but also to give the logo a classic feel that would survive ever-changing trends.
Standard Presentation
(Logotype)
(Logotype)
Alternate Presentations
(Logotype with color and shape variations)
(Logotype with color and shape variations)
Special Edition 2020 Logo
To honor 2 years in business and show even more support of small businesses during what 2020 had in store, The Local wanted to create a special edition logo to place on merchandise such as totes, stickers, sweatshirts, etc.
The goal with this was to keep the classic elements of the logo but add some custom illustrations that would add some more visual interest and show off the company's main goal: support small business!
Color Palette
For The Local's brand colors I went with muted Earth tones to compliment the classic, authentic feel of the brand. I visualized by size how the colors should be used in relation to each other. For example, muted green can be used as much as wanted for backgrounds, text, etc. However, orange and dark purple should only be used in moderation for smaller graphic elements.
Typography
Style Guide
Visit The Local's social media here