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Charlie’s | Logotype Refresh


Charlie’s Cookies recently reached out to me to review their current brand identity and to proceed with a logotype refresh. These are the steps we followed to create the new Charlie’s brand identity.

Client: Charlie’s Fine Food Co.
Art direction and packaging design: Lauren Vilitati
Photography: Teagan Glenane

Logotype refresh process

Charlie’s logo is usually framed within a circle and uprising. These were my first thoughts about the logotype refresh and all the improvements to be done.

Charlie’s logotype: First rough sketch



After my first sketch, we explored several iterations of the logotype.

The following steps were: 1) simplify the shape of letter c, 2) change the loop of the r, 3) increase the loop of the l, 4) draw the apostrophe, 5) redraw letter s and 6) create straight terminals for all letters.

The next steps were reducing the loop of the r, and exploring different s shapes, removing its loop and making it smaller.