This project was for a web design start up. They wanted a young, creative and modern look to the logo.

The concept behind this logo was juxtaposing the ‘D’ and the ‘F’ in designfresh into an icon that says “fresh”. I immediately thought of oranges and orange juice so I made an illustration of a juicy orange sliced in half with a straw poking out of it. The orange in this case, is the ‘D’ and the straw bisects the contour of the orange thus forming a ‘F’. I was thinking about making the straw into a pencil but that little detail would be lost if shrunk down. Plus, I felt simplicity spoke louder.


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