Pretty Loco brand/fashion collective logo design

Case Study

Pretty Loco brand/fashion collective logo design

Client: Pretty Loco/Paco Rendon
Project Link(s): n/a    
Completion Date: January 30, 2018
Tools Used: Adobe Illustrator, Wacom Bamboo Pen & Touch
Skills: Brand Design, Color Theory, Flat Design, Icon, Identity Design, Illustration, Layout Design, Letter Design, Logo Design, Logo Integration, Masthead Design, Shape Building, Sketching, Text Effects, Text on a Path, Type Customization, Vector Design, Vector Drawing, Wordmark

Project Overview:

  • This logo set is designed for a Brand and Fashion collective called Pretty Loco. The client had already come up with a perfect logo for the vibe he was trying to convey. He chose to use a bullet casing as a lipstick applicator. The constant friction between violent survival and the need to be glamorous and sensual were things found to be relatable and awesomely inspiring.
  • I worked on 3 main logos: one symbol, one emblem and one wordmark. The main logo is the lipstick. The second logo is the bottom of the bullet casing/cartridge, where the primer was heart shaped. The final logo is the lettering. The symbol and emblem both have a graphic novel illustrative style. The type looks as if it has been carved into the cartridge (Not TOO etched, but definitely somewhat of a “gutter” look). The unique positioning the t’s look like crosses facing each other at an angle. For the colors, we went with a yellow gold that was midway between yellow & brown. For the red and black shades, the client chose Pantone colors based on an Alfred Hitchcock film: “High-Risk Red” and “Raven” black.