CATEGORY

Logos

LEVEL

Student

RANK


DESIGN CREDITS

School

School of Visual Arts

Photographer

Felix Nam Hoon Kim


TAGS

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LINKS

Hee Ra Kim
Gramercy Bagels

Gramercy Bagels by Hee Ra Kim

CLIENT

A small bagel shop in the Gramercy neigh­bor­hood in New York, NY. This shop is famous for their soft bagels—they also sell sand­wiches, pas­tries, cook­ies, etc. There­fore, chil­dren and old peo­ple are fre­quent clients.


BRIEF

I picked one of the loca­tions on 3rd Avenue between 23rd Street and 14th Street in New York and I redesigned the entire business.


APPROACH

First, deter­mine the prob­lems of its cur­rent brand­ing. Visit place, take pic­tures, and research the his­tory. What do they sell? What’s their story? Who are their com­peti­tors? And cre­ate a mood board of what I think it should feel like: col­ors, type­faces, and mate­ri­als. Think about who the audi­ence will be. Choose my favorite logo sketches and test them on how they would extend to other sur­faces. Make refine­ments on a cou­ple of cho­sen logos and start apply­ing it across the sys­tem. Refine design, and flush out the entire sys­tem. Because the tar­get audi­ence is chil­dren, I redesign it with their per­spec­tive in mind.

The beauty about this iden­tity sys­tem is its flex­i­bil­ity and play­ful­ness. It works as a sim­ple sticker in the pack­ag­ing all the way to a fun iPad game for kids. A bagel is like a blank can­vas you can then start dress­ing up with­out get­ting bored. — Julia Hoff­mann, Pro­fes­sor at School of Visual Arts

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