Purple Penguin 

Purple penguin is a cafe in Toronto. The cafe has a fun brand concept but I believe it's logo poorly is executed.

The current logo is:

• Cluttered and illegible

• Has too many styles

• Doesn't scale well

My goal for this project was to improve the logo and make it more cohesive and recognizable.

I accomplished this by:

• Illustrating the logo in one cohesive style

• Bringing the penguin and coffee front and center

• Simplifying the colour palette

The result is a logo that is fun, recognizable, and scalable. The new illustration is cleaner yet playful to appeal to a younger demographic. By making the penguin more prominent it strengthens the brand and reinforces the charming identity of this local cafe.