This was a logo that I created for some clients located in Philadelphia. The client was opening up a produce store and truck and wanted a logo that was bold, but elegant. They came to me knowing exactly what they were looking for when it came to the imagery.  They wanted a logo of a man pushing a food cart set in the 1920’s-40’s.

I originally intended to do a pen and ink sketch as the logo but decided doing a vector illustration in 2 colors would give it a more modern twist, and make their logo stand out a bit more.I hand drew an illustration in pen and ink and then traced over using adobe illustrator. By representing the food cart using the negative space I was able to create something a little more visually interesting. The subtle detail of the light hitting the wheel is my favorite part, and adds to the elegance of the logo. As far as the font goes, I knew I wanted something big and bold that could stand up next to such a bold icon without overpowering it. The curved shape of the “Y” takes away from the seriousness of the bold letters and makes it less intimidating and more accessible. As far as the colors go I thought it would be appropriate to use more natural colors since they were a produce store. Anything too bright and bold and the logo would have lost its elegance.