In this project, I was instructed to design a scalable logo typeface and visual identity for an make-believe restaurant based on the sage archetype. Below are the stages of the design from initial sketches to final mockup.

Ellipsis: Food for Thought is a restaurant/cafe which prioritizes the social element of gathering over a meal, providing fuel for creativity and conversation around the table.

The visual identity of Ellipsis consists of red-browns and greens paired with typefaces that echo the style of the logo. The warmth of the color palette encourages a comfortable atmosphere while the earthy tones nod to colors common for the sage archetype. As for the typography of the logo, I made sure to incorporate the classic geometric, serif style found across most sage archetype brands, but with an artistic twist that appeals to Ellipsis' target audience of young creatives and sets it apart in its visual identity from similar companies. Prominent circles are present in the logo as well, connecting visually to the name by sharing some semblance of an actual ellipsis(...).

In the early stages, I was considering the names Savant,Ellipsis, and Food for Thought as brand names. After some brainstorm sketches, I settled on the primary name Ellipsis, with Food for Thought as a motto. I believe this pair offered strong visual potential while connecting to the nature, objective, and archetype of the company.