Clayful Ceramics Branding
Clayful Ceramics is a pottery studio brand I came up with that specializes in throwing and decorating your own pottery pieces. I created a full professional brand deck for Clayful to showcase their identity and logo iterations.
Tools
Adobe Illustrator, Photoshop, InDesign
Procreate
Date
May 2024
Starting this project required creating a mood board and doing lots of brainstorming worksheets to identify the core values and personality of my brand. I became inspired by artists that carve designs into pottery which influenced my sketches.
Mood Board
During the sketch phase, I came up with 36 unique logo ideas. I tried to vary lettering style and iconography based on different forms and stylizations of clay. I picked the circled logo as my favorite because it matched the personality of Clayful best.
Naming Brainstorm
The Clayful logo started with a font similar to the letting in my sketch. I then played with the idea of having a vase shape in the counters of the letters, and ended up only using it for the C. I redrew the letters in procreate for more fluidity.
Logo Development
Brand Pattern
I made a pattern for Clayful combining all the types of line styles.
What’s fun about Clayful’s branding, is there are three logo variations with different line styles! This allows for flexibility and mimics how clay can be molded into different shapes. It also adds another component of playfulness to the branding.
Main Logo
Here is one set of logo iterations for the curvy line style. To see all logo iterations I recommend viewing my full brand deck linked at the top of the page! Each logo has a black and white and reversed version to allow for a multitude of uses.
Logo Iterations
Main Logo
Icon Logo
Circle Logo
Square Logo
I chose vibrant slightly earthy tones for Clayfuls color palette. When using two colors for the shape logos, only yellow+orange and blue+green are acceptable combinations. Here are a few examples of color usage with the Clayful logo. Full color usage can be viewed in the brand deck pdf.