Fiddle logo placed on a hipster bowl of fruit with a hand reaching in for a dark red cherry

Date

April 2018

Client

Undergraduate education

Fiddle

Fiddle is a fictional company that is the result of the random output of a design brief generator. The assignment was to follow the brief to almost the letter.

I got lucky after generating ten or so confusing briefs, and received a fun, purple-loving company that makes vegetarian finger food for students. After lots of sketching, I realized that it would be sorta humorous to combine a carrot with… a fiddle.

The logo, in purple, on whiteThe reasoning behind the logo. Reads: “The logo. Fiddle is a food company that’s passionate about making all of its products with love. We strive to nourish students with fresh and tasty vegetarian finger-food. Our logo is an example of our values, blending a playful logomark with elegant typography. The logomark is a violin (or ‘fiddle’ if you prefer) that curiously has a carrot as its neck. This combination symbolizes our commitment to delicious, healthy food that’s super fun to eat without a fork. The logotype serves to complement the logomark. It’s got fun, swoopy strokes but still possesses a great deal of finesse. So, can you taste the music?”Explanation behind the branding. Reads: “Color. We love it. Our primary color is vibrant violet, and our secondary colors are fresh green and warm grey. Our logotype is made using Capucine Black Italic. While fun, it should only be used in the logotype itself—nowhere else. Nunito is our type family. It can be used for both print and digital purposes.”A purple box mockup that shows the logo along with the tagline, “Can you taste the music?”Business card mockups. Reads: “Johannes Eatswell. President and CEO. johannes@fiddle.com. 402-555-1234. 1600 Violet Avenue, Lincoln, NE 68506. fiddle.com”The logo placed on bowls of chocolate pudding with fresh strawberries and raspberries

Colophon

Type

  • Capucine, Nunito

Images

  • Food photography by Brooke Lark. Unsplash.
  • “Mailing Box PSD MockUp” by Creatsy. GraphicBurger.
  • “Perspective Business Cards MockUp #2” by Raul Taciu. GraphicBurger.