Can you believe it’s been nearly 15 years since TriVision’s Creative Director Arsalan Lutfi entered a contest along with other graphic design students at alum George Mason University to re-brand and design DC Central Kitchen’s logo and won!?!
If you aren’t too familiar with the organization, DC Central Kitchen is America’s leader in reducing hunger with recycled food, training unemployed adults for culinary careers, serving healthy school meals, and rebuilding urban food systems through social enterprise, as stated on their website. DC Central Kitchen prepares thousands of meals every day for distribution to local shelters.
DC Branding : Logo Design
Your logo is a big part of your company’s branding. A logo design is supposed to reflect a business’s brand through the use of shape, fonts, color, and / or images. Your logo is your mark. Brands spend literally millions on their logos because it has such a huge impact on how people perceive their brand. Think McDonald’s, Nike, Apple, Coca Cola- you had their logo in your head while reading this, right? That’s because they have great logos; these businesses are easily remembered through their appealing logo design. A logo is an important part of your company’s brand, which embodies how your customers both think and feel about you.
Let’s take Lutfi’s logo for example. Lutfi’s design serves as a reminder to all that DC Central Kitchen is not a soup kitchen, as most would mistake it for, but a centralized kitchen facility that prepares around 4,000 meals daily which are delivered by a fleet of trucks to partner agencies like homeless shelters, rehabilitation clinics, and after school programs. DC Central Kitchen is an awesome community organization that also makes connections between farmers and the people they serve. Thousands of pounds ofproduce from local farms are procured by DC Central Kitchen and Lutfi made sure to capture that aspect in his design with images of the fruit and vegetables.
These small details are most important on your logo. It includes overall activities, assets, liabilities, aims and values of the business or organization. It is core idea that builds the company and signifies their purpose of existence. Again, it has been observed that images and graphics are easy to remember than text messages or tagline.