Sidcup & Co. was a new concept store in Sidcup High Street filled with local small businesses. They needed a strong but not overpowering brand.
Originally the brief requested concepts using two different brand names, ‘Sidcup & Co.’ and ‘In Store’, as this was yet undecided. Once the first round of logo concepts were sent for review they opted for ‘Sidcup & Co.’
The store would encompass small businesses to enable them to use the space to market themselves. There would be three aspects of the Sidcup & Co. brand; retail, events and business, each of which would need logo representation, with the overall Sidcup & Co. logo amalgamating these individual sub brands.
Although the entrance of the store was retail they wanted to ensure that this was not the dominant theme in the branding and it had to reflect the whole nature of the business. The front fascia of the store was going to be yellow and they were aiming for a fresh and vibrant, look and feel.
Various businesses would be retailing in the store, so the brand logo had to have an element of subtlety to enable the brand of small businesses to shine.
A set of Brand Guidelines specifying colour palette, logo, language, imagery and fonts were produced to ensure the strength of the brand was kept consistent.
This project was on a tight deadline and therefore had only 11 days for the design, production, delivery of the logo and the set of brand guidelines.
All concept work and final files were produced in Illustrator. The brand guidelines were produced in InDesign.
The images displayed show the final logo along with the sub brands.