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The Downing
Visual Identity
Discovery Presentation
The following images are intended to serve as creative inspiration for the branding of The Downing.
The goal of this exercise is to identify visuals we're drawn to, as well as things that might not work. This way, once we begin design, we're working with the proper inspiration in mind.
Across these references you’ll notice inspiration drawn from Gilded Age New York: Victorian monograms and crests, ornamented lettering and printed ephemera, Andrew Jackson Downing’s cottages and gardens, and the original designs for Central Park, down to its lamps, railings and carved details. The goal isn’t to recreate the period, but to borrow its craft and charm in a way that feels fresh. Rather than reacting to any single image, look for the themes that consistently resonate.
The Downing
Visual Identity
Discovery Presentation
The following images are intended to serve as creative inspiration for the branding of The Downing.
The goal of this exercise is to identify visuals we're drawn to, as well as things that might not work. This way, once we begin design, we're working with the proper inspiration in mind.
Across these references you’ll notice inspiration drawn from Gilded Age New York: Victorian monograms and crests, ornamented lettering and printed ephemera, Andrew Jackson Downing’s cottages and gardens, and the original designs for Central Park, down to its lamps, railings and carved details. The goal isn’t to recreate the period, but to borrow its craft and charm in a way that feels fresh. Rather than reacting to any single image, look for the themes that consistently resonate.
Logo Design / Round 6
Here we’ll explore five different concepts.
The first concept is a response to your feedback from the last round on design #9/10. We've made the G slightly more pronounced, experimented with openings within the O and D’s, and incorporated a few different “sharpie” scripts for your review.
Concept 2 is a response to your feedback on design #13 from the last round. We’ve made the G more pronounced, shifted the opening in the D to the right, and slimmed down the L.
Concepts 3 through 5 represent our favorite concepts from previous rounds. We’ve refreshed these and included them in this round for your (re) consideration because we feel they’re still great options that fall within the same world as Concepts 1 and 2.
In an attempt to provide variety and illustrate the dynamic possibilities of each concept, we’ve included plenty of iterations with various effects and takes on DELICIOUS. These are also helpful for envisioning signage.
Color throughout these concepts remains speculative.
Thank you!