Dot Design

Creative Agency

FoodJam – Identity Design

By Gareth Coxon, May 2, 2012

FoodJam Logo Design

Late last year we started work on the identity design for ‘FoodJam’ a brand new recipe website.
Here’s abit more about them and also the development and design process behind the identity you see above.

About FoodJam
FoodJam is a recipe website that loves and covets good food, the more diverse the better.  We provide a place where foodies can delight in food – from jerk chicken to coq au vin.. Our aim is to simply be the number 1 recipe website for discerning foodies. And it’s free too…!

Because we respect our food, we also support respectful food producers and related services, and this is reflected in every aspect of our business, especially in our affiliations.  We also respect our customers and as such operate fairly and honestly in all our dealings:  unlike many other recipe websites, we don’t take the copyright for recipes when they are uploaded as can be seen in our terms and conditions.

FoodJam promise to always:
· value respectful food suppliers and be a conduit for bringing them to us
· to travel through the diverse food cultures of the UK and share extraordinary recipes
· never to use advertising in a way that detracts from customer experience but instead adds to our culinary journey
· respect and delight in food and creative effort

When can we FoodJam?
FoodJam will be looking for foodies with brilliant recipes to showcase (budding chefs, gastropubs, streetstalls – you name it!) and also respectful foodie suppliers soon. Website details and email to follow in the next blog, contact emmacharwood@googlemail.com now with any questions.

Below you can see the initial concept work for the identity and also an icon for Twitter and Facebook usage.

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Initial Logo Design Concept No: 1

FoodJam Brand Identity Design

 

FoodJam Identity Design

 

FoodJam Logo Design

 

 

 

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Initial Logo Design Concept No: 2

Featuring an adapted typeface.

 

FoodJam Brand Identity Design

 

FoodJam Brand Identity Design

 

FoodJam Brand Identity Design

 

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Initial Logo Design Concept No: 3

Featuring an adapted typeface.

FoodJam Identity Design

 

FoodJam Logo Design

 

FoodJam Identity Design

 

After feedback from the client the concepts were narrowed down to 2 concepts with further exploration of colour and typeface:

 

FoodJam Identity Design

 

FoodJam Identity Design

 

FoodJam Logo Design

 

FoodJam Logo Design

 

FoodJam Logo Design

 

Brief exploration of website menu buttons possible look and feel:

FoodJam Logo Design

 

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Final Identity Design


 

FoodJam Logo Design

 

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