Steel Spade Gelato and Coffee - Brand Identity - Josh Strasshofer's Portfolio

This is a rejected logo design from a commissioned project I was working on towards the end of 2017. The client decided to work with another designer. I really loved this logo and had some awesome ideas for the direction that the brand could take so I have decided to reboot it as a personal project.

Project Brief:

I was tasked to create a non-frilly, gender-neutral logo for a gelato/coffee food truck located in Norfolk, VA. The client had started converting a 1985 Grumman Olson Stepvan into his gelato dream machine and the intention was to keep the original brushed metal finish on most of the equipment.

Concept:

I wanted to create a mark that was equally sharp (and quick witted as Grumman Olson's jump on the aluminum walk-in van market) yet bold as the flavors of fresh handmade gelato, waffle cones, and coffee. Utilizing the geometric asymmetry of a coffee ring and the sharp angles of a cone, the juxtaposition creates a modern, bold logo that harkens the handmade past as much as it does the artisan market's future.