THE CHALLENGE
We faced a significant challenge in this project—designing the identity for LOIT based on an already complex interior. Our goal was to create a visual force that captures the spirit of LOIT without directly copying the interior. This identity should also be expandable to new ventures, such as branches, food trucks, and pop-up cafés.
PRIMARY SOLUTION
The initial solution was based on the following observations:
The interior of the space exudes a blend of modern design through its simplicity and minimalism, as well as an ancient ambiance portrayed by the pyramidal form, use of marble, and dominant grey color.
Drawing inspiration from pre-alphabet languages, which relied on simple shapes for their characters and glyphs, a pattern was incorporated alongside the pyramidal structure. This led to the creation of a custom logotype that doesn't necessarily spell out "LOIT" clearly but embodies symbol-like shapes, while preserving the characteristics of the Latin and Arabic scripts.
Consequently, the aim was to establish a foundation for a visual system that can adapt and evolve alongside the space, akin to a visual language of symbols.
CONCLUSION
The initial logo design presented as the first option was not deemed successful from a business perspective. Its complexity, the use of small shapes to enhance legibility, and the difficulty in being easily memorable and readable were identified as drawbacks.
Considering the client's feedback, the suggestion of using a defined font as a central element for the identity is valid. However, relying on a pre-made design for a custom interior, with its intricate details, would be too generic and may not adequately capture the uniqueness of the space.
SOLUTION
In the process leading up to the final design, we explored approximately 5 to 6 different directions, incorporating trial and error and utilizing mockups to visualize the outcomes. Throughout this process, it became clear to me that the font should align with the principles of the interior pattern, while prioritizing legibility. Consequently, I developed a custom font that would serve as the primary element of the LOIT brand identity.
To ensure that the typographic use of LOIT retains its meaning, we considered the client's suggestion of incorporating a circle into the main communication channels. By incorporating a circle, we aimed to reflect the essence of LOIT, which signifies "light" or "morning light" in Estonian. Utilizing this perfect shape was an ideal way to create a memorable and impactful initial impression.
RESEARCH
The foundation of the visual research in this project has been the pattern utilized in the interior, explored in various combinations from the very beginning. While aiming for simplicity in the end result, the primary objective is to achieve a balanced visual composition. The logotype should neither overshadow the meticulously designed interior nor fade into the surroundings, but rather find a harmonious place within the overall environment.
THE LOIT TYPEFACE
THE TYPEFACE IN USE
LOGO CONSTRUCTION
THE LOGO
The symbol serves a dual purpose in reminding us of the meaning of the word LOIT and representing the essence of the place as a breakfast café.
Deliberately positioned in the top corner, the composition symbolizes a rising sun over the "LOIT valley," distinct from the typography. This design choice captures the concept of a vibrant oasis, filled with life, situated within a desert climate. The green-infused interior further enhances this imagery.
SYMBOL + PATTERN OPTIONS
TITLES
LOIT TYPEFACE
BODY TEXT
SF PRO
REGULAR & MEDIUM
REGULAR & MEDIUM
COLOR SCHEME
To preserve the identity of the interior and elevate the visual impact within the space, a monochromatic black and white palette is essential. This deliberate choice ensures a harmonious integration with the surroundings while maintaining optical prominence.
Additionally, the strategic use of light boxes for signage will effectively highlight the logo and key brand elements, creating a captivating focal point. This combination of a balanced color scheme and illuminated signage enhances the overall visual identity, striking the perfect balance between subtlety and prominence.
Applications
Indoor and outdoor signage
Packaging
