Identity development for a start-up company aiming to empower the local creative community with resources and services to better utilize the internet to sell and promote their work. 

The concept behind the name “Crowhop Creative” was inspired by the baseball term “crowhop” which is an extra hop-step that a fielder makes to get their feet in proper position and their momentum moving in the right direction to make a strong, accurate throw. Crowhop Creative therefore aimed to be a business service resource for professional artists who need brand and identity development, as well as website and social media consultation. The identity was finalized, but the start-up has been shelved for now.

Concepts


Even though the concept behind the name came from baseball, there was more fertile (and less kitschy) visual ground to sow in using the “crow” element of the name. The idea was then to convey “poised to fly” through the logo.

My first ideations were centered around more realistic shapes and referenced specific bird photos.

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However, these had too many minute details to scale across all necessary usages, and did not have very memorable footprints. The next direction that I explored was a more reduced and stylized graphic approach.

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These ideas felt stronger and more like a distinctive graphic element, but still needed refinement and a shift in tone. The final logo had to be legible at scale, memorable, but also needed a certain level of professionalism and sturdiness. The pose was tweaked until I reached final iterations –

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The Final Logo


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