Christopher Santoro

Collective: New Identity Color Process

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Collective: New Identity Color Process logo-design logo branding

Behold the chosen direction! I definitely think the previous one was very much in my comfort zone, whereas this is pretty out there for me. I can't deny that working on this has been a ton of fun though. Sometimes you need to push yourself to do stuff you never thought you'd do!

This round of colors is slightly slightly muted but nice, bright and loud. This cafe's supposed to be a welcoming spot both day and night, so needs to have that spirited energy. On white, the illustration would be the bright color; whereas on the bright color background, the illustration is a darker shade of that color.

All and all, it's turning out to be a really flexible system. Can't wait to show you more!

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