Taquería logo

This project was a bit different for me. Not only was I put in charge of designing the identity and branding of this new burrito shop, but I also had to come up with the name! With the help of friends and the Internet, I settled on the name Taquería—pronounced tah-KEH-ree-uh. Thanks to the magic of Google and Wikipedia, I've deduced its meaning to "a shop that sells tacos or burritos". I thought it to be simple, fitting, unique and with enough visual meaning in the word itself to represent a new food franchise.

From the outset there were certain things I knew to be. There would be no tex-mex design influences, no clichéd iconography, proper use of modern typefaces, and all with a hint of youth. Sound weird and completely vague? Yeah, that's pretty much how most of my design projects start. I try to get a feeling for a design before I get to hacking pixels. There are obviously sound design choices behind the brand execution, but it all combines to encompass a mood and idea that has to be communicated within seconds of seeing the logo. I just find it easier for me to reverse engineer that feeling into a workable design.

In this case the feelings that needed to be conveyed were freshness, lightness, quality, and youth, all without alienating the idea of the food itself.

Keep a lookout for Taquería opening up very soon. There are multiple locations planned so hopefully one will be near you!

New logo designs!

Although a lot of my clients seek me out to shoot weddings, products, editorials or events, some don't realize that I also design things. Pretty much anything that can be seen on paper or viewed on the web is free game for me to make non-ugly.

Logos are some of my favourite things to design. They pose the greatest challenge in trying to condense a company's mission into a workable graphic, while being memorable and identifiable, and above all, not ugly.

Here are some examples of some logos that have been signed off on and are going to hit reproduction very soon. The first one is for UNIFX Uniforms, a Canadian based uniform company. The second is for Scorpion Apparel, a subsidiary company that specializes in the types of uniforms you wouldn't want to see if you were doing something bad, namely security and law enforcement.

I have a few other logos in the works so if you like what you see, make sure to visit again soon!